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PGBM56 Global Integrated Marketing Communications
指导assignment Assessment for 2010/11 Term 2
Title: Critical Evaluation of Current Marketing Communications Practice & Theoretically Underpinned Marketing Communications Plan
Weighting: 100%
Module Assessor: Yvonne Dixon
指导assignment Issue Date: Week 5
Completion Date: Hand in by 3pm on 11th May 2011
Word Count: 3500 words (+/-10%)
Please read all instructions and information carefully. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations. Your individual assignment must be handed in to the Learning Resource Centre, in the library, with an accurately and clearly completed Assignment Cover Sheet.
Learning Outcomes Assessed
Knowledge
Critically evaluate the emerging global marketplace and the role of global integrated marketing communications within it
Critically evaluate integrated marketing communications theory
Demonstrate an understanding of how marketing communications strategy fits into overall marketing strategy and corporate strategy
Develop a global integrated marketing communications strategy and tactical programme
Skills
Show effective communication
Apply the theories, concepts and techniques of marketing communications management.
Task
You are required to submit a professional report that demonstrates your ability to meet the learning outcomes of the module.
The Context for this assignment is beverages (either alcoholic or non-alcoholic).
You are required to submit a professional report that demonstrates your ability to meet the learning outcomes of the module. You should select an organisation within the above context, as a basis for your report. This Organisation may be based in any country, however should promote themselves in at least two different countries (for instance, your home country and the UK).
The report should provide a brief introduction to your Organisation and then be divided into 2 parts as detailed below.
Introduction – 0% Weighting
You should provide a BRIEF introduction to your Organisation to help your tutor and any other reader (such as the External Examiner) understand it. Using published supporting material in the appendices, if required, your introduction to the Organisation is likely to include the mission statement (if applicable), key objectives, key markets and areas of operation.
Please do not simply ‘cut and paste’ from a website for this introduction.
Part One – Review of Current Practice – 70% Weighting – 2500 words
Critically compare and contrast the marketing communications employed by your Organisation to reach a specific target market within the two countries selected.
It is expected that you will evaluate both theory (therefore provide quotes and definitions concerning marketing communications, the marketing communications mix and individual communications tools) and compare this theory to organisational practice. Your answer should address the following:
how your organisation employs marketing communications strategies and tactics to reach a specific target market in both countries. It is expected that you will consider:
the appropriateness of the messages to the target market
the marketing communications tools and media used
identification of the key similarities and differences of the marketing communications in the two countries selected
the challenge of practicing IMC
the key issues impacting upon an organisation’s ability to practice IMC (e.g. factors in the internal and external environment)
to what extent there is evidence of IMC (include definitions and a framework and draw conclusions)
The first section of the report should draw on relevant theories of marketing communications and their use, or lack thereof, within the practices of the Organisation selected. This section of the report is likely to be more discursive in nature and thus include references to appropriate academic literature. Please ensure you include all references at the end of your report in the appropriate section.
Part Two – Recommendations for Improvement & Change – 30% Weighting – 1000 words
Using the same organisation, presume it is to introduce an Autumn 2011 campaign. Propose a marketing communications strategy, incorporating an outline tactical plan, to enable the organisation to respond in an integrated manner to the needs of a given (you select) target market in one country.
This plan should include:
A Marketing Communications objective and an explanation of how this relates to organisational objectives
Target and justification for their selection
Message & creative idea
The Marketing Communications Tools and media to be used
Gantt chart or table showing timeframe/task
Budget
Evidence of integration.
Turnitin Submission
All students are required to submit assessed work through Turnitin
All students are normally required to submit two copies of their assessed work. One copy must be submitted though Turnitin and one paper copy should be submitted to the Learning Resource Centre.
All students must submit a Turnitin receipt with the paper copy submission
The penalty for students who do not submit their assessed work through Turnitin is that their mark is withheld and the assessment board may deem the work to have failed.
Students may submit drafts through Turnitin prior to submission and generate reports prior to submission. The last submission prior to the deadline will be deemed to be the final submission for assessment purposes.
Assignment Support & Student Feedback
Formative feedback will be available during the lectures and seminars. You should commence your work in a timely fashion in order to receive feedback prior to submission. Summative feedback will be provided on the coversheet of the assignment.
Marking Scheme
Grade A (70+%)
Excellent report. It demonstrates a high level of understanding of the learning outcomes. The report provides evidence of significant research into the theories of marketing communications and appropriate application to the selected organisation. All decisions are fully justified and explained succinctly and cogently. The presentation is of a very high standard demonstrating a professional approach which is generally free of errors and with a substantive reference and bibliography section.
Grade B (55-69%)
Good report. It demonstrates a reasonably high level of understanding of the learning outcomes. The report provides evidence of research into the theories of marketing communications and mostly appropriate application to the selected organisation. All decisions are justified and explained however are less strong in terms of insight and originality. The presentation is of a high standard and predominantly free from errors. A reference and bibliography section is included.
Grade C (40-54%)
Satisfactory report. It demonstrates a sound understanding of the learning outcomes. The report provides some evidence of research into the theories of marketing communications, although this may be somewhat limited. Theories are applied to the applicable organisation although the insight and originality are less strong. Decisions are appropriate. The presentation is adequate and includes a reference and bibliography section.
All referred work is capped at 40%
Grade F (<40%)
Unsatisfactory report. It demonstrates a lack of understanding of the learning outcomes. It contains some discussion of marketing communications theory but they are not applied appropriately to the selected organisation. The presentation is poor with a number of errors and the work is incorrectly referenced. No references or bibliography are included or if included are inadequate or incorrectly presented.
Generic Assessment Criteria – Postgraduate
These should be interpreted according to the level at which you are working and related to the assessment criteria for the module
Categories
Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature
Pass 86 – 100% The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.
76-85% The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
70 – 75% The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.#p#分页标题#e#
60 – 69% Directly relevant to the requirements of the assessment A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein Comprehensive analysis - clear and orderly presentation Well supported, focussed argument which is clear and logically structured. Contains distinctive or independent thinking; and begins to formulate an independent position in relation to theory and/or practice. Well written, with standard spelling and grammar, in a readable style with acceptable format Critical appraisal of up-to-date and/or appropriate literature. Recognition of different perspectives. Very good use of a wide range of sophisticated source material.
50 – 59% Some attempt to address the requirements of the assessment: may drift away from this in less focused passages Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance Significant analytical treatment which has a clear purpose Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s) May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice. Competently written, with only minor lapses from standard grammar, with acceptable format Uses a good variety of literature which includes recent texts and/or appropriate literature, including a substantive amount beyond library texts. Competent use of source material.
40 – 49% Some correlation with the requirements of the assessment but there is a significant degree of irrelevance Basic understanding of the subject but addressing a limited range of material Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic A simple basic style but with significant deficiencies in expression or format that may pose obstacles for the reader Evidence of use of appropriate literature which goes beyond that referred to by the tutor. Frequently only uses a single source to support a point. Weak use of quotation
Fail 35 – 39% Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms A limited understanding of a narrow range of material Largely descriptive or narrative, with little evidence of analysis A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence Some evidence of a view starting to be formed but mainly derivative. Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style Barely adequate use of literature. Over reliance on
material provided by the tutor.
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied.
30 – 34%
指导essay The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.
15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The assignment指导 evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.
Ver 1.3 13/02/2008 SJS
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