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.

2024-06-14 09:59:43

 

Submission Deadline

Marks and Feedback

Before 10am on: 08/09/2023

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

22/09/2023

 

Unit title & code

MAR036-6 Brand Communication and Reputation Management

Assignment number and title

Assessment 2

Assessment type

Individual Report

Weighting of assessment

60%

Size or length of assessment

3,500

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?

 With reference to a live project company (one business from the live project list), please undertake the following tasks:

1-  Outline at least one reputation management issue of the company (350 words / 10%).

2-  How do you think the company could respond to that issue in its approach to brand communications? (2,500 words / 70%)

Provide a critical analysis.

3 - Based on your findings above outline a set of practical and measurable guidelines (including at least 5 KPIs you identified that are specific for the company) including 3 relevant points on how to manage the company’s approach to climate change (using brand communications and reputation management concepts) going forward (650 words / 20%)

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

 

What do I need to do to pass? (Threshold Expectations from UIF)
  • Compare and contrast PR responses to contemporary cases of crisis handling and reputation management.
  •       Construct a set of guidelines for effective crisis handling in a contemporary media and social context.

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.

 

3rd Class – 40-49%

Lower 2nd – 50-59%

Upper 2nd – 60-69%

1st 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 DEVELOPING POINTS IN THE APPROPRIATE WAY WITH THOROUGH CONSIDERATION OF ALL POSSIBILITIES.

 

THE BEST WORK WILL BE HIGHLY DEVELOPED AND FOCUSED AND ATTEMPT 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.

 

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