Demonstrate a comprehensive understanding of the function of marketing communications tools in integrated brand communication programmes by judging the effectiveness and outcome of their applications in both analogue and digital media.

Submission Deadline

Marks and Feedback

Before 10am on: 18/08/2023

20 working days after deadline (L4, 5 and 7)15 working days after deadline (L6)10 working days after deadline (block delivery)

 01/09/2023

Unit title & code

MAR036-6 Brand Communication and Reputation Management

Assignment number and title

Assessment 1

Assessment type

Client brief (live project) based coursework

Weighting of assessment

40%

Size or length of assessment

2,500

Unit learning outcomes

1.     Demonstrate the following knowledge and understanding:

Demonstrate a comprehensive understanding of the function of marketing communications tools in integrated brand communication programmes by judging the effectiveness and outcome of their applications in both analogue and digital media.

2.     Demonstrate the following skills and abilities:

Analyse and critically evaluate strategies for managing reputation and demonstrate how the success of PR activities might be assessed individually and in the context of an overall marketing strategy.

What am I required to do in this assignment?

On the basis of client briefs (live projects) you are required to:

1. 1,500 words /60% of marks) For one business from the live projects list outline the following:

- How the communication mix works for the brand, using models and theory to support your answer

- What is the company communicating at the moment and how does that reinforce the brand?

• How would you extend the communication mix across at least two other media that the brand/company is not using at present?
• You should include reference to appropriate academic theory or frameworks.

 The live project companies will be communicated at the start of the teaching block.

2. 1,000 words / 40% of marks) Use your insights and learnings from the above analysis to construct a set of guidelines to make recommendations to similar companies/brands (e.g. from the same market segment or industry) in the future and this should include:

•       How to reach a believable purpose based approach to the brands product ethos, vision and service.

•       How to communicate this to audiences and stakeholders.

•       Outline your measures of success for these approaches by analysing 5 KPIs that you identified and are relevant to the live project company.

What do I need to do to pass? (Threshold Expectations from UIF)

•       Demonstrate a coherent understanding of the main personal and external influences on consumer buyer behaviour and how it impacts marketing communications strategy.

•       Be able to evaluate the alternative communication tools and to identify the most appropriate in a given context.

•       Demonstrate a critical understanding of the evaluation techniques available and their suitability to measuring specific marketing communications campaign objectives

How do I produce high quality work that merits a good grade?

-       Attend the meeting with the live project companies.

-       Attend the in-class assessment tutorial.

How does assignment relate to what we are doing in scheduled sessions?

 The guided learning activities are developed specifically to allow you to apply learning to the assignment.

How will my assignment be marked?

Your assignment will be marked according to the threshold expectations and the criteria on the following page. You can use them to evaluate your own work and consider your grade before you submit.

3^rd Class – 40-49%

Lower 2^nd – 50-59%

Upper 2^nd – 60-69%

1^st Class – 70%+

DEMONSTRATING A CLEAR UNDERSTANDING OF THE SUBJECT (30%)

SATISFACTORY... IDENTIFIES AND UNDERSTANDS FEW OF THE ISSUES

ONE OR MORE SUBJECT MATTERS OR TOPICS WERE NOT ADDRESSED.

INFORMATION HAS LITTLE OR NOTHING TO DO WITH THE MAIN TOPIC.

GOOD... IDENTIFIES AND UNDERSTANDS SOME OF THE ISSUES

ALL SUBJECT MATTERS IN THE TITLE OR TOPIC ARE ADDRESSED. INFORMATION FAIRLY RELATES TO THE MAIN TOPIC BUT NO DISCUSSION AND DETAILS AND / OR EXAMPLES ARE GIVEN.

VERY GOOD... IDENTIFIES AND UNDERSTANDS MOST OF THE MAIN ISSUES.

ALL SUBJECT MATTERS IN THE TITLE OR TOPIC ARE ADDRESSED. INFORMATION CLEARLY RELATED TO THE MAIN TOPIC BUT WITH MINIMUM DISCUSSION. IT ONLY PROVIDES 1 - 2 SUPPORTING DETAILS AND / OR EXAMPLES.

EXCELLENT... IDENTIFIES AND UNDERSTANDS ALL OF THE MAIN ISSUES.

ALL SUBJECT MATTERS IN THE TITLE OR TOPIC ARE ADDRESSED. INFORMATION CLEARLY AND STRONGLY RELATES TO THE MAIN TOPIC WITH ADEQUATE DISCUSSION. IT INCLUDES SEVERAL SUPPORTING DETAILS AND / OR EXAMPLES.

MARKETING APPLICATION AND INTEGRATION OF LITERATURE

(30%)

SATISFACTORY... MARKETING INSIGHT & APPLICATION.

BREADTH, DEPTH & INTEGRATION OF LITERATURE/EXAMPLES INTO WORK IS APPROPRIATE, BUT NOT CONSISTENTLY APPLIED.

GOOD…INSIGHT & APPLICATION.

BREADTH, DEPTH & INTEGRATION OF LITERATURE/EXAMPLES INTO WORK IS APPROPRIATE TO THE CONTEXT AND ATTEMPTS TO BE CONSISTENT.

VERY GOOD... MARKETING INSIGHT & APPLICATION.

BREADTH, DEPTH & INTEGRATION OF LITERATURE/EXAMPLES INTO WORK IS ABOVE AVERAGE.

EXCELLENT... MARKETING INSIGHT & APPLICATION.

BREADTH, DEPTH & INTEGRATION OF LITERATURE/EXAMPLES INTO WORK IS IMPRESSIVE.

DISCUSSION

/ANALYSIS

/CRITICAL EVALUATION

&/OR REFLECTION

(30%)

SATISFACTORY... BASIC EVIDENCE OF DISCUSSION/ANALYSIS/ CRITICAL EVALUATION &/OR REFLECTION BUT SOME POINTS SUPERFICIALLY MADE SO NEED FURTHER DEVELOPMENT. LIMITED CRITICAL EVALUATION (MAINLY DESCRIPTIVE)

GOOD... LEVEL OF DISCUSSION/ANALYSIS/ CRITICAL EVALUATION &/OR REFLECTION BUT MORE IDEAS/POINTS COULD BE ADDRESSED

/DEVELOPED FURTHER.

VERY GOOD... LEVEL OF DISCUSSION/ANALYSIS/ CRITICAL EVALUATION &/OR REFLECTION & A FEW IDEAS/POINTS COULD BENEFIT FROM FURTHER DEVELOPMENT &/OR EVALUATION/COMPARISON.

EXCELLENT... LEVEL OF DISCUSSION/ANALYSIS/ CRITICAL EVALUATION &/OR REFLECTION CLEARLY DEVELOPING POINTS IN THE APPROPRIATE WAY WITH THOROUGH CONSIDERATION OF ALL POSSIBILITIES.

THE BEST WORK WILL BE HIGHLY DEVELOPED AND FOCUSED AND ATTEMPTS A HOLISTIC TREATMENT OF THE TASK/PROBLEM.

PRESENTATION STYLE AND STRUCTURE

(10%)

SATISFACTORY... BASIC STRUCTURE.

NOT ALWAYS WRITTEN CLEARLY & HAS GRAMMATICAL & / OR SPELLING ERRORS.

GOOD... CLEAR PRESENTATION & STRUCTURE. WRITING IS MAINLY CLEAR BUT SOME SPELLING &/ OR GRAMMATICAL ERRORS.

VERY GOOD... PRESENTATION & STRUCTURE, PARAGRAPHING, FLUENT ACADEMIC WRITING STYLE.

VERY FEW GRAMMATICAL ERRORS & SPELLING MISTAKES.

EXCELLENT ... PRESENTATION & STRUCTURE. ARTICULATE & FLUENT ACADEMIC WRITING STYLE. ONLY A MINOR ERROR.