1. Demonstrate a systematic and comprehensive understanding, interpretation and application of the theory and practice of marketing communications.

Student Number/Name:

Academic Year and Semester:

2021-22 S2

Learning Outcomes:

1. Analyse the application of theory and practice of marketing communications in organisations.  
2. Analyse the organisation environment for a full understanding of the external and internal issues facing the organisation.  
3. Appraise and plan marketing communi-cation strategy, including branding, positioning, audiences and content.  
4. Appraise messages, media channels and platforms for creative marketing communications executions.  

Module Code:

BMGT2000

Assignment No/Weighting:

75%

Module Title:

Integrated Marketing Communication

Assessment Title:

Marketing Communication Plan

GRADE

Criterion 1: Marketing communication plan

Criterion 2: Organisation/brand’s marketing communication strategy and content

Criterion 3: Marketing communication plan knowledge and understanding

Criterion 4: Evidence of independent study and relevant academic sources

Criterion 5: Communication

A

Demonstrates exceptional completion of the following aspects of the marketing communication plan assessment criteria:

• The environment is accurately clarified and described and delivers all the relevant information necessary for a full understanding.
  • Exceptional understanding of marketing communication strategy (STP) concepts.

Demonstrates exceptional appraisal of the following:

• Marketing communication messages
• Media channels and platforms
• Proposed creative marketing communications executions.

Exceptional breadth and depth of knowledge (i.e. key terminology is used throughout and in the right context) together with very strong clear independent critically evaluative understanding.

Goes well beyond what is taught in reading/researching to inform learning.

Excellent communication/ presentation skills demonstrating clarity, and coherence that is well judged.

The presentation of your report is excellent in terms of structure and logical progression, grammar, spelling, and Harvard referencing.

B

Demonstrates very good completion of the following aspects of the marketing communication plan assessment criteria:

• The environment is described and clarified, and omissions do not seriously impede understanding.
  • Thorough understanding of marketing communication strategy (STP) concepts.

Demonstrates very good appraisal of the following:

• Marketing communication messages
• Media channels and platforms
• Proposed creative marketing communications executions.

Knowledge demonstrates thorough depth and breadth of learning (i.e. key terminology is mostly used) together with independent critically evaluative understanding.

Evidence of insight in selection and use of material to go beyond what is taught.

Very good communication/ presentation skills, appropriate to audience to convey meaning, demonstrating strong competence, accuracy, clarity and judgement.

C

Demonstrates good completion of the following aspects of the marketing communication plan assessment criteria:

• Organisational context is stated but some aspects are undefined, boundaries undetermined, and/or backgrounds unknown.
  • Good understanding of marketing communication strategy (STP) concepts.

Demonstrates good appraisal of the following:

• Marketing communication messages
• Media channels and platforms
• Proposed creative marketing communications executions.

Knowledge demonstrates good depth and breadth of learning (i.e. key terminology is used in places) together with emerging independent critically evaluative understanding.

Good breadth of understanding of taught content and set reading/references.

Communication/ presentation of information/ evidence to convey understanding and meaning demonstrates competence, accuracy and clarity.

D

Assignment submitted demonstrates adequate completion of the following aspects of the marketing communication plan assessment criteria:

• Organisational context is stated, but without clarification and/or description.
  • Sufficient understanding of marketing communication strategy (STP).

Demonstrates adequate appraisal of the following:

• Marketing communication messages
• Media channels and platforms
• Proposed creative marketing communications executions.

Knowledge sufficient to demonstrate sound learning (but with limited use of key terminology) with some standard critically evaluative understanding.

Relies on adequate selection of set materials/standard readings and references.

Competent accurate communication/ presentation of information/ evidence to convey understanding, possibly with some minor weaknesses.

E-F

Some engagement and understanding, but overall does not quite meet criteria for the task.

Some engagement and understanding, but overall does not quite meet criteria for the task.

Weak or insufficient knowledge and understanding to demonstrate effective learning

Limited evidence of use of set materials/relevant academic sources and references.

Arguments/ explanations are weak and poorly constructed, and/or unsubstantiated.

G

Very limited engagement and understanding, and overall poor response to task.

Very limited engagement and understanding, and overall poor response to task.

Very limited knowledge and understanding indicating ineffective learning.

Very little evidence of set materials/relevant academic sources and references.

Arguments/explanations are lacking in logic and/or unsubstantiated.

H / NS

Seriously inadequate or insufficient response to task-non-submission

Seriously inadequate or insufficient response to task-non-submission

Seriously inadequate knowledge and understanding indicating ineffective learning/non-submission.

Seriously inadequate or insufficient response to task/non-submission.

Arguments/explanations are lacking in logic and/or unsubstantiated.

Aspects done well and why:

• X
• X
• X

Aspects for improvement and why:

• X
• X
• X

Development for future assignments:

• X
• X
• X

How successful completion of this assignment helps your employability and achievement of graduate attributes:

This module will enable students to develop and enhance the following which are highly sought after by employers 

• Application of relevant knowledge: 

This module will introduce concepts of marketing communications which will then be applied across a range of contexts. 

• Research and problem solving: 

This module requires students to research both theory and practice and then propose a marketing communications strategy. 

• Analytical skills: 

The module will allow students to develop critical thinking skills by analysing theoretical literature and market information. 

• Leading and managing individuals and working collaboratively: 
  This module encourages students to work together in a range of in-class activities to help develop interpersonal skills. 
• Self-management, adaptability, planning, prioritisation, and project management: 
  Students will use personal reflection to analyse the key concepts and debates around communications. 
• Communication: Students are required to produce written work in a report format. 
• Interpersonal Skills:  Much of the work for the module requires teamwork and as such, students will be required to develop skills of cooperation, coordination, compromising, and relationship building to make these groups work successfully. 

Self-awareness: Students will become aware of their own strengths and weaknesses. 

Grade awarded:

Marker:

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