PGBM56 Global Integrated Marketing Communications

Assessment for 2010/11 Term 1

Title: Critical Evaluation of Current Marketing Communications

Practice & Theoretically Underpinned Marketing
Communications Plan

Weighting: 100%

Module Assessor: Yvonne Dixon/Karen Wharton/Les Gofton

Issue Date: Week 5

Completion Date: Hand in by 3pm on 19th January 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.

PLEASE NOTE YOUR MAIM GROUP AND THE NAME OF THE SEMINAR
TUTOR ON THE ASSIGNMENT AND THE FRONT SUBMISSION SHEET

Learning Outcomes Assessed

Knowledge

1. Critically evaluate the emerging global marketplace and the role of

global integrated marketing communications within it
2. Critically evaluate integrated marketing communications theory
3. Demonstrate an understanding of how marketing communications
strategy fits into overall marketing strategy and corporate strategy
4. Develop a global integrated marketing communications strategy and
tactical programme

Skills

5. Show effective communication

6. 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 new technology products (such as

TV's, computers, mobile phones etc).

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:
o the appropriateness of the messages to the target market
o the marketing communications tools and media used
o identification of the key similarities and differences of the marketing
communications in the two countries selected

• the challenge of practicing IMC

 o the key issues impacting upon an organisation’s ability to practice
IMC (e.g. factors in the internal and external environment)
o 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

Select one organisation and presume it is to introduce a summer 2011

campaign. Propose a marketing communications strategy, incorporating a
one year 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

1. All students are required to submit assessed work through Turnitin

2. 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.
3. All students must submit a Turnitin receipt with the paper copy
submission
4. 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.
5. 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
86 – 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
Pass

100% 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.
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
70 – 75% 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.
Directly relevant to A substantial Comprehensive Well supported, focussed Contains distinctive or Well written, with Critical appraisal of up-to-
60 – 69% the requirements of knowledge of analysis - clear argument which is clear and independent thinking; standard spelling and date and/or appropriate
the assessment relevant material, and orderly logically structured. and begins to formulate grammar, in a literature. Recognition of
showing a clear presentation an independent position readable style with different perspectives. Very
grasp of themes, in relation to theory acceptable format good use of a wide range of
questions and issues and/or practice. sophisticated source
therein material.
Some attempt to Adequate knowledge Significant Generally coherent and May contain some Competently written, Uses a good variety of
50 – 59% address the of a fair range of analytical logically structured, using distinctive or with only minor literature which includes
requirements of the relevant material, treatment which an appropriate mode of independent thinking; lapses from standard recent texts and/or
assessment: may with intermittent has a clear argument and/or theoretical may begin to formulate grammar, with appropriate literature,
drift away from this evidence of an purpose mode(s) an independent position acceptable format including a substantive
in less focused appreciation of its in relation to theory amount beyond library texts.
passages significance and/or practice. Competent use of source
material.
40 – 49% Some correlation Basic understanding Some analytical Some attempt to construct a Sound work which A simple basic style Evidence of use of
with the of the subject but treatment, but may coherent argument, but may expresses a coherent but with significant appropriate literature which
requirements of the addressing a limited be prone to suffer loss of focus and position only in broad deficiencies in goes beyond that referred to
assessment but range of material description, or to consistency, with issues at terms and in uncritical expression or format by the tutor. Frequently
there is a significant narrative, which stake stated only vaguely, or conformity to one or that may pose only uses a single source to
degree of lacks clear theoretical mode(s) couched more standard views of obstacles for the support a point. Weak use of
irrelevance analytical purpose in simplistic terms the topic reader quotation
35 – 39% Relevance to the A limited Largely A basic argument is evident, Some evidence of a Numerous Barely adequate use of
Fail

requirements of the understanding of a descriptive or but mainly supported by view starting to be deficiencies in literature. Over reliance on
assessment may be narrow range of narrative, with assertion and there may be a formed but mainly expression and material provided by the
very intermittent, material little evidence of lack of clarity and derivative. presentation; the tutor.
and may be reduced analysis coherence writer may achieve
 to its vaguest and clarity (if at all) only
least challenging by using a simplistic
terms or repetitious style
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied.
30 – 34% 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 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