Module Title: Marketing Communication
Assessment Title: Integrated Marketing Campaign Report
Instructions To Students For Submission Of This Coursework
Task Details:
Using a suitable* organisation/event that you may have discussed and worked on in the seminar activities, you will submit a report that addresses the following:
- A well-structured document that proposes a multi-platform, integrated marketing campaign (IMC) for your organisation/event.
- Demonstrate your comprehension of applicability, viability and cohesion for the various methods
- Identification and explanation of the connections to the target consumer(s)
- Transparency and connection to objectives throughout; with demonstration of ROI as
- Clarification and justification of timelines and
*You should choose a real-life small company that is indicative of your course/sector that you believe would benefit from a targeted marketing campaign; i.e. new product or service / new location or premises / new audience or brand extension…
You submit your report electronically via Blackboard and it should be 2000 words (+/- 10%) inc. Harvard Referencing
Particular instructions to students:
Task #2 of the module is designed to allow students to develop understanding and knowledge of the opportunities available across marketing via the lectures, seminars and directed reading with regular formative feedback in the sessions. Seminar activities provided students with the opportunity to gather information, research, share ideas and receive constructive advice regarding their progress. Students must ensure that they complete the required reading as this will provide essential background information that will directly benefit the task #2 report. Slides from the sessions are available on Bb.
Submission requirements
The report should be submitted electronically via Blackboard – 18th July 2019 – 3:30pm – via Blackboard
Study Skills Support
If you require support with this submission please contact the module leader ([email protected]) or your seminar tutor direct.
Feedback and Feed-forward Strategy and how students can access their Feedback
Students will get a detailed Feedback form that explains why they received their grade they did and will also highlight key strengths of the assessed presentation and report, indicating areas of improvement. Your feedback will be available via Blackboard with your grade later in the summer, before you return for next year.
They have also given me sample questions
Marketing Communications Assignment Task Brief 1 with Case Study Report
Assessment Criteria – Task 2 – Refer / Defer – Summer 2019
| Module Title: | Marketing Communication | Level | 4 |
| Assessment Title: | Integrated Marketing Campaign Report | Weighted: | 50% |
| Criteria & Weighting | 80 – 100% Outstanding Work | 70 – 79% Excellent Work | 60 – 69% Good Quality Work | 50 – 59% Acceptable Work with some good aspects | 40 – 49% Satisfactory Work | 0- 39% Work does not satisfy assessment criteria |
| Research and | Extensive selection of | Evidence of extensive & | Evidence of wide & | Evidence of appropriate | Some evidence of | Little evidence of |
| referencing – | contemporary and/ or | appropriate research. High | appropriate research. | research. Some high quality | appropriate research. Few | appropriate research. |
| Including the | seminal academic papers | quality academic and | Generally high quality | academic and industry | high quality academic and | Below standard or no |
| use of | and industry sources sorted | industry sources used, | academic and industry | sources used. | industry sources used. | reference list present. |
| comparable | and aggregated for logical | sorted and aggregated for | sources used. | Real world examples used | ||
| case studies | connections. | logical connections. | Real world examples used | with some relevance. | ||
| (20%) | Well chosen, comparable | Well chosen, comparable | with relevance. | |||
| real world examples used | real world examples used | |||||
| with excellent relevance. | with relevance. | |||||
| A well- | Outstanding integration | Very good integration | Good integration between | Some integration between | Minimal integration | Insufficient integration |
| presented | between the various | between the various | the various marketing | the various marketing | between the various | between the various |
| document for a | marketing methods | marketing methods | methods selected. Ideas | methods selected. | marketing methods | marketing methods |
| multi-platform, | selected. Creative | selected. Ideas presented in | presented mainly in a | Occasional ideas presented | selected. Ideas rarely | selected. Ideas not |
| integrated | proposals, clarified for | a logical, professional and | logical, professional and | logically, some professional | presented in a logical, | presented in a logical, |
| marketing | applicability & viability. | understandable sequence. | understandable sequence. | attributes in a considered | professional or | professional or |
| campaign (IMC). | Ideas presented in a logical, | Creative proposals, clarified | Well considered proposals, | sequence. | understandable sequence. | understandable sequence. |
| Demonstrating | professional and | for applicability & viability. | mainly clarified for | Proposals demonstrate | Minor consideration for | Proposals lacked creativity, |
| comprehension, | understandable sequence. | Accurate & well utilised | applicability & viability. | some clarification for | creative proposals, | or clarification for |
| viability and | Accurate & well utilised | academic and industry data. | Accurate & well utilised | applicability & viability. | application or viability. | applicability & viability. Lack |
| cohesion | academic and industry data. | academic and industry data. | Some accurate academic | Debateable accuracy & | of supporting academic or | |
| (25%) | and industry data; | weakly utilised academic | industry data, poorly | |||
| presented ok. | and/or industry data. | presented. | ||||
| Transparency | The proposal refers to and | The proposal consistently | The proposal regularly | The proposal occasionally | The proposal at times refers | The proposal lacks |
| and connection | considers the objectives | refers to and considers the | refers to and considers the | refers to and considers the | to and considers the | reference or consideration |
| to objectives | throughout demonstrating | objectives demonstrating | objectives demonstrating | objectives demonstrating | objectives demonstrating | to the objectives; little or no |
| throughout | excellent transparency and | very good transparency and | good transparency and | some transparency and | some transparency and | transparency and |
| (20%) | understanding throughout. | understanding. | understanding. | understanding. | understanding. | understanding. |
| ROI is fully justified and | ROI is justified and clarified | ROI is mainly justified and | ROI is sometimes justified | ROI is minimally or not | ROI is minimally or not | |
| clarified with supporting | with supporting data, in | clarified with supporting | and clarified with some | justified / clarified with | justified / clarified with | |
| data, in connection to the | connection to the | data, in connection to the | supporting data, in | occasional supporting data, | insufficient data, in | |
| objectives. | objectives. | objectives. | connection to the | in connection to the | connection to the | |
| objectives. | objectives. | objectives. |
| Outstanding appreciation of | Very good appreciation of | Good appreciation of the | Some appreciation of the | Occasional appreciation of | Poor appreciation of the | |
| Identification | the target audience | the target audience | target audience | target audience | the target audience | target audience |
| and explanation | requirements. | requirements. | requirements. | requirements. | requirements. | requirements. |
| of the | Outstanding clarification of | Very good clarification of | Good clarification of | Occasional clarification of | Minimal clarification of | Minimal or no clarification |
| connections to | consumer/s and their | consumer/s and their | consumer/s and their | consumer/s and their | consumer/s and their | of consumer/s and their |
| the target | characteristics. | characteristics. | characteristics. | characteristics. | characteristics. | characteristics. |
| consumers | Clearly and thoroughly | Clearly related to the IMC | Consistently well related to | At times, well related to | Inconsistently related to | Insufficiently related to IMC |
| (20%) | related to the IMC | proposed and well | IMC proposed and | IMC proposed and/or | IMC proposed and/or | proposed and/or supported |
| proposed and definitively | supported by relevant | supported by relevant | occasionally supported by | supported by relevant | by relevant theory / | |
| supported by relevant | theory / evidence. | theory / evidence. | relevant theory / evidence. | theory / evidence. | evidence. | |
| theory / evidence. | ||||||
| The clarification and | The clarification and | The clarification and | The clarification and | Minimal clarification and | Insufficient clarification and | |
| Clarification and | justification of the timeline | justification of the timeline | justification of the timeline | justification of the timeline | justification of the timeline | justification of the timeline |
| justification of | proposed clearly | proposed clearly | proposed well and | proposed occasionally | proposed, lacking | proposed, lacking |
| timelines and | demonstrates industry | demonstrates some | demonstrates occasional | demonstrates industry | demonstration of industry | demonstration of industry |
| costings; | ready knowledge. Timelines | industry ready knowledge. | industry ready knowledge. | ready knowledge. Timelines | knowledge. Timelines | knowledge. Timelines lack |
| with a clear | are well justified and | Timelines are justified and | Timelines are mainly | suggest justification and | suggest consideration to | consideration to the target |
| demonstration | applicable to both the | applicable to both the | justified and applicable to | application to the target | the target audience and/or | audience and/or IMC |
| of ROI | target audience and IMC | target audience and IMC | both the target audience | audience and/or IMC | IMC proposed. | proposed. |
| (15%) | proposed. | proposed. | and IMC proposed. | proposed. | Costings are weakly | Costings are missing or |
| All costings are explained | Costings are explained and | Costings are explained and | Costings are suggested but | justified/clarified or lacking | lacking | |
| and justified with clarity | justified with clarity and | justified mainly with clarity | lacking justification/clarity | data in relevance to the IMC | justification/clarification/ | |
| and data in cohesion with | data in cohesion with the | and data in cohesion with | or data in relevance to the | and client requirements. | data in relevance to the IMC | |
| the relevant IMC and client | relevant IMC and client | the relevant IMC and client | IMC and client | and client requirements. | ||
| requirements. | requirements. | requirements. | requirements. |