Level 3
Marketing Communications
Assignment
ASSIGNMENT TYPE: Integrated Marketing Communications Plan
WORD LIMIT; 1800 – 2200
WEIGHTING: 50% of the Module marks
ASSIGNMENT SUBMISSION: Hand in at student hub
Objectives/Learning Outcomes
The module coursework assessment is designed to enable you to demonstrate your ability to:
- Understand and apply principles of persuasive communications.
- Demonstrate the ability to apply theoretical and conceptual issues to a practical and realistic communications scenario utilizing a range of communications mix tools.
- Apply a rigorous creative, consistent and single-minded approach to your response to the brief in terms of account and media planning and creative proposals.
You are required to demonstrate the ability to apply theoretical and conceptual issues to a practical and realistic communications scenario utilizing a range of communications mix tools. It also requires you to apply a rigorous creative, consistent and single-minded approach to your response to the brief in terms of account and media planning and creative proposals.
This assignment allows you to apply theoretical concepts you have learnt during the course.
The Report
Choose an established brand owner/company, decide on a product/service that they offer and develop a new IMC plan for a defined segment of their market.
The IMC plan is to cover the next two years. This may involve a launch, and a following two year period, or deal with an identified communications issue/issues over the next two years.
You are required to submit a one page proposal by Tutorial 3 that outlines the following:
- Your selected company/organisation
- A brief outline of the communication issues and objectives identified so far
Hand this one-pager into your tutor.
You are being asked to thoroughly analyse the issues involved and then arrive at some creative solutions to achieve your identified communications objectives. Therefore you must provide sound, intelligent, realistic and creative reasoning for your proposals.
Acknowledge ideas/theories from your course: in this context a more academic slant is expected than might be the case in real life. Evidence of wide reading and the linking of theory to practice is expected. Otherwise remember that you are producing a succinct, action-orientated and professional communications response for the client, so plan its length and structure accordingly.
The budget has yet to be decided by the company and your recommendations are requested.
Report Structure
The assignment is divided into 3 distinct parts as follows:
Part A: Background and target audiences
Write:
- A description of the company and service provided
- A situational overview, description of key marketing objectives, product positioning and target markets
- A profile of the selected target audience
An analysis of brand building to date and your opinion of the” fit” with the targeted audience (include brand strategy, brand values and name, logo, symbols used). Persuasively argue the case for your chosen media vehicles to reach your target audience/s in particular, rather than discussing media strengths and weaknesses in general.
- An analysis of the existing communications strategy and implementation to date
Part B: IMC Plan
For your selected target audience:
- Outline and discuss the marketing communications objectives. Your client will appreciate references to a range of relevant behavioural and communications theories and concepts which underpin your thinking and approach and which link to subsequent sections of the report. This academic material from textbooks or journals should be chosen on the basis of relevant application to the campaign. General descriptive textbook material is not.
This should include SMART objectives and strategies to achieve them; main messages, target audience(s); desired responses and tone of voice.
- Describe the overall communications strategy
- Justify the use of branding
- Describe and justify your selection of the communications mix to be applied. A summary both of the barriers to be overcome and opportunities which can be exploited through the use of persuasive communications which have emerged from your analysis of relevant factors in the external environment. (Cite any sources/references to add weight/conviction to your analysis but your own insights with your account planning skills are also important.)
- Describe media and creative strategies. The plan is to include an estimation of scheduling requirements.
- Provide one example of a planned media communication. Simple expression of creative ideas and their relevance to the strategy is required. These will be expected to relate mainly to the advertising campaign. They can be expressed in a variety of forms including illustrations and/or storyboards, print advertisements, scripts, mailings, press releases etc. These examples can be hand drawn or computer-generated and demonstrate and support the overall communications strategy, objectives and “big idea”. This must be your own idea, and not one already in use by the brand/company. Further examples of creative work may be placed in an appendix.
Below-the-line Communications
Specific ‘below-the-line’ communications recommendations such as public relations, sponsorship, event marketing etc are required with a justification as to why and how they ‘fit’ your target audiences and with evidence of module learning. No budget figures required.
Direct and Digital
Demonstrate how the agency plans to use direct marketing communication tools including digital media to stimulate individual consumer interaction, involvement and positive word of mouth demonstrating module learning. No budget figures required.
- Provide a rationale i.e. how the creative is supposed to work and sell the idea(s) and range of executions to the client persuasively.
- Describe how integration across communication tools will be achieved
- Allocate a budget for the next two years. Both mix and media budget breakdowns are required. A total recommended budget figure is required including your approach to budget setting, and a clear presentation of media costs citing sources of information. Make any assumptions necessary.
- Remember the budget for the communications plan has yet to be decided and your recommendations are requested. Make it realistic and justify your costings.
- Also provide a schedule or Gantt chart of suggested media activity and provide a rationale for it.
Part C: Measurement and brand equity concepts
Finally:
- Outline how the effectiveness of your plan would be measured
Report format guidelines and additional advice
- While discussion between UMKCMH-20-3 students during the planning stage is encouraged, the final report must be submitted individually and be the author’s own original effort
- Presentation should be in report format, including an executive summary, references and appendices also attach your returned one-page proposal as an appendix
- Word limit: 1800 – 2200 (excluding appendices, bibliography/references and table of contents)
- Use appendices where appropriate, do not overuse the appendices
- Use the Harvard referencing system to present your references and bibliography.
- Include page numbers.
- Do not put individual pages in separate plastic sheets if you want feedback on the work
- Use a minimum font size of 12 for the body of the report, and use Times Roman or Aerial font type.
- Use single spacing, and ensure margins leave enough space for feedback comments.
Keep the report in the structure outlined above and always keep a copy of the report yourself. Ensure that all important material can be found in the main body of the report, rather than having to be ‘discovered’ in any appendices.
Assessment criteria
The following assessment criteria will be used when considering the report as an integrated whole and will include the following:
- Ability to respond to the brief as requested.
- Ability to demonstrate learning from the module within the campaign.
- Ability to be analytical and applied rather than descriptive.
- Ability to be creative and specific rather than unimaginative and sketchy.
- Ability to make concise, relevant, imaginative recommendations.
- Ability to be realistic rather than impractical.
- Ability to design a well integrated campaign with appropriate links between sections.
- Ability to produce a professional looking document with appropriate grammar, punctuation, spelling etc.
- Ability to keep to the specified word limits.
Assignment Submission
You must submit your assignment electronically via the Blackboard system. All submissions must be Word format (.doc or .docx). Assignments submitted in other formats will be treated as non-submissions. Please be aware that your final submission must take place before the 2pm deadline. Any submissions or alterations to previously submitted drafts that take place after the 2pm deadline will result in your work being designated as ‘late’ and therefore capped at 50%. Further guidance on electronic submission is given at the end of this brief.
Please note: the submission date/time is recorded at the point at which the upload of your document is completed. Please ensure that you allow plenty of time for your document to load (ideally do it the day before) as any submissions that complete the upload process after 2pm will be deemed ‘late’ and therefore capped at 50%.
Submitting through Blackboard
Submission formats
It is your responsibility to submit coursework in the format stipulated by your tutor. For this assignment, it is a Microsoft Word file attachment with a .doc or .docx file extension.
Your marks will be affected if your tutor cannot open or properly view your submission (for example, if you did not follow instructions on acceptable file formats).
Submitting multiple files
Each upload attempt must contain the complete coursework submission. If you need to submit multiple files, make sure all files are attached to each submission you make.
Your tutor will only have access to your most recent submission and the file(s) attached to this submission.
Submission deadlines
You can submit as many times as you like, up to end of the 24-hour late submission period; only the last successful submission will be marked. If your last successful submission is made in the 24-hour late work submission window, your submission will be classed as late, even if you have made previous submissions prior to the deadline.
Do not leave submission to the very last minute. Always allow time in case of technical issues.
The date and time of your submission is taken from the Blackboard server and is recorded when your submission is complete, not when you click Submit.
Checking your submissions
It is essential that you check that you have submitted the correct file(s), and that each complete file was received. Submission receipts are accessed from the Coursework tab.
Full guidance on submitting coursework is available on the Blackboard support website.
Integrated Marketing Communications Marking Plan
This is the basic marking plan. Use this to check that you have included all these elements within your assignment.
Part A: Background and target audiences
Demonstrated knowledge and understanding of marketing theory- supported by appropriate
references/integration of available primary/ secondary information
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Relevant situation analysis, description of key marketing objectives, positioning and target markets
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Analysis of brand building to date and fit with targeted audience
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Analysis of communication strategy to date with sound linkage to theoretical concepts
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Audience profiles and relevant issues identified
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Part B: IMC Plan
Demonstrated knowledge and application of marketing theory- supported by appropriate
references
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Justification of retention of present branding and/or recommendations for change
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Description of communications strategy/ alignment of communications strategy with corporate and
marketing objectives
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Logical explanation of communication objectives
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Analysis and justification of communications mix
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Detailed and relevant application of media/ creative strategy and discussion of scheduling
requirements
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Media example demonstrating/supporting communications strategy and “big idea”
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Planning to achieve integration across communications
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Clear implementation plan that aligns with mix and media application described
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Part C: Measurement and brand equity concepts
Effective and realistic measurement system for achievement of communication objectives
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Report Presentation
Format and logical development of ideas
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Flow, linkage between all parts of the report and consistency of reporting style
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Presentation of work including conciseness and appropriate use of word limit, referencing,
grammar, punctuation and spelling
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Required components of assignment submitted
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Overall creativity and impact
| Excellent | Very Good | Good | Satisfactory | Unsatisfactory |
Marker’s additional comment/s
Integrated Marketing Communications Plan Grading Structure
First Class (70% +)
These submissions will clearly be distinctive, showing exceptional learning throughout the report. They may be characterised by much of the following:
– excellent plan, professional, authoritative and persuasive
- very high levels of analysis, synthesis and application
- very strong creative elements throughout
- very well integrated campaign with strong links between sections
- very imaginative, thoughtful and realistic recommendations
Upper Second Class (60-69%)
These reports are clearly above average, showing substantial learning through all the sections. They may be characterised by much of the following:
- addresses the questions in the brief to a high standard
- clarity of argument and expression
- persuasive applications of relevant theories and concepts
- strong evidence of analysis, synthesis, application and creativity
- well integrated campaign with appropriate links between the sections.
- imaginative and realistic recommendations
- a professional looking report
Second Class (50-59%)
These reports will be of average standard, showing a degree of learning across the report but with no areas outstanding. They may be characterised by much of the following:
- clearly addresses the questions in the brief, though coverage may be patchy
- demonstrates reasonable learning from the module
- academic material clearly drawn upon to support the case made
- reasonable evidence of knowledge, understanding, analysis and application
- reasonable evidence of creativity and specific, relevant recommendations
- some evidence of integration of material and links between sections
- quality of presentation fairly good
Pass (40-49%)
These campaign reports will indicate relatively poor but adequate learning in the module, characterised by much of the following:
- may address the sections in the brief, but coverage superficial,
- some limited evidence of analysis and application but generally descriptive
- elements of creativity but rather unimaginative and sketchy
- lacking sufficient links between the sections
- presentation suffering from lapses in appropriate structure, grammar, spelling.
Fail (less than 40%)
These IMC plans will indicate very little learning in the module characterized by much of the following:
- inability to address the sections in the brief as requested
- lack of relevant material included in the report
- description rather than analysis and application
- points made largely unjustified, unsubstantiated, typically superficial assertions
- recommendations generally unclear, imprecise, inconsistent
- sources not referenced properly
- quality of presentation poor ( lacking appropriate structure, poor grammar, spelling etc)
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