ASSIGNMENT BRIEF

Module title Integrated communication

Module code BUS7B50
Module leader Dr. Bruce Zhang
Assessment title Assessment 1 Report
Launch date September 2022
Submission deadline 2 November 2022, by 11.59PM
Expected date for return of 23 November 2022
marks and feedback *Please note, if there is any reason for delay this will be communicated to you by the module
leader*
Module outcomes assessed 1.Present critical insights of the components of the marketing
communications mix and brand management
2.Design and evaluate an integrated marketing communications mix
Assessment weighting 50
Word count (if relevant) 2500
Assessment task details:

Identify an organisation and critically analyse their current IMC strategy. Then create an IMC plan
to promote a new product or service

Submission instructions - What should be the format of the submission? / Where should it be
submitted?

Format of submission: Word Document. Please see the assessment template below

How should it be submitted? Turnitin Submission Point

Hints and tips

You are asked to undertake an Integrated Marketing Communications analysis of a company, of

your choice, applying the theory, models and frameworks studied during the module and, to design a
integrated marketing plan for a campaign using the marketing communications mix elements which
will be covered. These marketing communications mix elements are what is called a marketing
communications strategy.

Assessment Template:
Use the template for guidance but can be altered depending on how you want to layout your report.

Cover title page

Contents Page
Introduction
- Provide a brief introduction of the concept of IMC, including its definition and advantages.
- Outline the aim, structure, and main argument of this study.
Background
An overview of the company and conduct a preliminary assessment of its applied approach, with reference, to
its Integrated Marketing Communications strategy. You need to explicitly explain the rationale for selecting
this organisation from a marketing perspective, and highlight its performance in leveraging IMC tools.
- Target audience: Outline their target audience based on the market segmentation (e.g.,
demographic, behavioural).
- Objectives: State the promotional objectives of the proposed campaign explicitly on the new product
or service.
Practical Application IMC tools:
- Provide a brief background of the international digital commerce environment.
- Discuss the most appropriate communication tools the selected organisation should use to brand and
coordinate its marketing activities across various communication channels
- Discuss the means of efficiently leveraging both the traditional and digital media tools. You need to
draw on the literature (e.g., peer-review journal articles and reference books) to substantiate your
arguments.
Marketing communication plan:
- Design a stepwise marketing communications plan. In other words, your proposed marketing
communications plan is to be divided clearly into different stages and steps
- Explain how this proposed marketing communications plan enables the selected organisation to
increase its brand awareness through various available channels by strengthening its marketing
campaign and brand messaging

Conclusions:
- Summarise the whole assignment. You should restate the thesis, summarise the main ideas
presented in the assignment, and provide a final idea about the topic in general.

Reference list: Reference list with proper Harvard Referencing according to WGU requirements
Appendices
Additional Guidance:

All submitted work is expected to observe academic standards in terms of referencing, academic writing, use
of language etc. Failure to adhere to these instructions may result in your work being awarded a lower grade
than it would otherwise deserve.

Marking and moderation

The work will be 1st marked and internally and externally moderated.
Please see Marking Criteria below
Grade Boundaries 0 1-29% 30-39% 40 – 49% 50 – 59% 60 – 69% 70 – 79% 80 – 89% 90-100% Total
%
N.S Unsatisfactory Minimum Satisfactory Fairly good Good Excellent Exceptional Outstanding
Criteria/Learning
outcomes

Criteria 1: Does not meet Minimum Satisfactory Fairly good Good Excellent Exceptional Outstanding
Present critical the learning understanding and understanding and understanding and understanding and understanding understanding and understanding and
outcome and knowledge of key knowledge of key knowledge of key knowledge of key and knowledge of knowledge of key knowledge of key
insights of the criteria to pass ideas in the ideas in the ideas in the ideas in the key ideas in the ideas in the marketing ideas in the
components of the the assignment marketing marketing marketing marketing marketing communications mix marketing
marketing communications communications communications communications communications and brand communications mix
communications mix mix and brand mix and brand mix and brand mix and brand mix and brand management. and brand
management. Lacks management. management. Fairly management. Good management. Exceptional management.
and brand systematic, in-depth Satisfactory good systematic, in- systematic, in-depth Excellent systematic, in-depth Outstanding
management (40%) engagement with systematic, in-depth depth engagement engagement with systematic, in- engagement with key systematic, in-depth
key concepts. engagement with with key concepts. key concepts. depth concepts. engagement with
key concepts. engagement with key concepts.
key concepts.

Criteria 2: Does not meet Minimum analysis, Satisfactory Fairly good Good analysis, Excellent Exceptional analysis, Outstanding
Design and the learning enquiry, and critical analysis, enquiry, analysis, enquiry, enquiry, and critical analysis, enquiry, enquiry, and critical analysis, enquiry,
outcome and evaluation. and critical and critical evaluation. and critical evaluation. and critical
evaluate an criteria to pass Arguments are evaluation. evaluation. Development of evaluation. Development of evaluation.
integrated the assignment poorly developed Arguments are Development of arguments is good Development of arguments is Development of
marketing with minimum satisfactorily arguments is fairly with good support arguments is exceptional with arguments is
communications support from developed with good with fairly from research, excellent with exceptional support outstanding with
research to make satisfactory support good support from judgements or find excellent support from research to make outstanding support
mix (45%) judgements or find from research to research, to make solutions. from research to judgements or find from research to
solutions. Ideas are make judgements judgements or find make judgements solutions. make judgements or
poorly or find solutions. solutions. Communication of or find solutions. Communication of find solutions.
communicated. Ideas are Communication of ideas is good. Communication ideas is exceptional. Communication of
satisfactorily ideas is fairly good. of ideas is ideas is
communicated. excellent. outstanding.

Criteria 3: Inadequate or Written to a poor Satisfactory attempt Fairly good attempt Good attempt to Power and Exceptionally powerful Outstanding,
Quality of the incomplete standard, poor to construct a fluent to construct a fluent construct a fluent persuasive and persuasive original, and
English, and and coherent and coherent and coherent conclusion made, conclusion made, persuasive
written work. Clear Grammar. argument. Spelling argument. Legible argument. Legible based upon the based upon the conclusion made,
structure to the work mistakes and and carefully and carefully analysis/evaluatio analysis/evaluation based upon the
and correct spelling grammatical errors proofread. Spelling proofread Spelling n presented. presented. analysis/evaluation
was used present. Accurate mistakes and mistakes and Spelling mistakes Spelling mistakes and presented. Spelling
and written to a grammatical errors grammatical errors and grammatical grammatical errors mistakes and
throughout (10%) satisfactory non-existent). non-existent. errors non- non-existent. Accurate grammatical errors
standard Accurate and Accurate and existent. Accurate and written to a very non-existent.
written to an written to a very and written to a exceptional standard Accurate and
adequate standard good standard very excellent written to an
standard outstanding
standard

Criteria 4: Harvard
Referencing
formatting and use
of source material
(5%)
Inadequate or No references in Many omissions of Occasional Good range of Broad range of Exceptional range of Outstanding range
incomplete text with errors in references and omission of source material. All source material. source material. All of current and field
text and list of format errors in text reference in text sources All sources sources leading source
sources and/or only with omissions and with some format acknowledged in acknowledged in acknowledged in text material. All sources
websites used. format errors on list errors in text and list text with minor text and and appropriately acknowledged in
of sources. of sources. Limited format error in text appropriately referenced in line with text and
range of source or list of sources. referenced in line LBS Harvard appropriately
material. with LBS Harvard referencing. referenced in line
 referencing. with LBS Harvard
referencing.

All marks/grades remain indicative until they have been considered and confirmed by the Assessment Board- Total
 % Level 7 Generic Marking Criteria
Outstanding: Outstanding systematic understanding of knowledge and critical awareness of current
problems and/or new insights, informed by the forefront of the academic discipline, field of study or area of
professional practice. The work demonstrates an outstanding knowledge of techniques applicable to
research and advanced scholarship. Application of knowledge is original with outstanding practical
understanding of how established techniques of research and enquiry are used to create and interpret
knowledge in the subject discipline.

Work evidences outstanding critical evaluation of current research, advanced scholarship and
methodologies to propose new hypotheses if appropriate. There is evidence of outstanding systematic and
creative management of complex issues to make sound judgements in the absence of complete data.
Outstanding communication of conclusions to specialist and non-specialist audiences.

Outstanding self-direction and originality in tackling and solving problems with evidence of an outstanding
ability to advance personal knowledge and understanding and to develop new skills at a high level.
90-100

An outstanding display of the qualities and transferable skills needed for employment that require initiative
and personal responsibility, complex decision-making and independent learning for continued professional
development.
Exceptional: In most areas, the qualities required for the grade above are displayed, though there may be
70-79 80-90

negligible errors.
Distinction

Excellent: In most areas, the qualities required for the grade above are displayed. There may be negligible
errors and some minor inaccuracies/omissions.

Very Good: Very good systematic understanding of knowledge and critical awareness of current problems
and/or new insights, informed by the forefront of the academic discipline, field of study or area of
professional practice. The work demonstrates a very good knowledge of techniques applicable to research
and advanced scholarship. Application of knowledge is original with very good practical understanding of
how established techniques of research and enquiry are used to create and interpret knowledge in the
subject discipline.

Work evidences very good critical evaluation of current research, advanced scholarship and methodologies
to propose new hypotheses if appropriate. There is evidence of very good systematic and creative
management of complex issues to make sound judgements in the absence of complete data. Very good
communication of conclusions to specialist and non-specialist audiences.

Very good self-direction and originality in tackling and solving problems with evidence of a very good ability
to advance personal knowledge and understanding and to develop new skills at a high level.

A very good display of the qualities and transferable skills needed for employment that require initiative and
60-69
Pass

personal responsibility, complex decision-making and independent learning for continued professional
development.
 Fairly Good: Fairly good systematic understanding of knowledge and critical awareness of current problems
and/or new insights, informed by the forefront of the academic discipline, field of study or area of
professional practice. The work demonstrates a fairly good knowledge of techniques applicable to research
and advanced scholarship. Application of knowledge is original with fairly good practical understanding of
how established techniques of research and enquiry are used to create and interpret knowledge in the
subject discipline.

Work evidences fairly good critical evaluation of current research, advanced scholarship and methodologies
to propose new hypotheses if appropriate. There is evidence of fairly good systematic and creative
management of complex issues to make sound judgements in the absence of complete data. Fairly good
communication of conclusions to specialist and non-specialist audiences.

Fairly good self-direction and originality in tackling and solving problems with evidence of a fairly good
ability to advance personal knowledge and understanding and to develop new skills at a high level.

A fairly good display of the qualities and transferable skills needed for employment that require initiative
50-59

and personal responsibility, complex decision-making and independent learning for continued professional
development.
Satisfactory: Satisfactory systematic understanding of knowledge and critical awareness of current
problems and/or new insights, informed by the forefront of the academic discipline, field of study or area of
professional practice. The work demonstrates a satisfactory knowledge of techniques applicable to
research and advanced scholarship. Application of knowledge is original with satisfactory practical
understanding of how established techniques of research and enquiry are used to create and interpret
knowledge in the subject discipline.

Work evidences satisfactory critical evaluation of current research, advanced scholarship and
methodologies to propose new hypotheses if appropriate. There is evidence of satisfactory systematic and
creative management of complex issues to make sound judgements in the absence of complete data.
Satisfactory communication of conclusions to specialist and non-specialist audiences.

Satisfactory self-direction and originality in tackling and solving problems with evidence of a satisfactory
ability to advance personal knowledge and understanding and to develop new skills at a high level.

A satisfactory display of the qualities and transferable skills needed for employment that require initiative
40-49

and personal responsibility, complex decision-making and independent learning for continued professional
development.
Marginal Refer/Fail: Some systematic understanding of knowledge and critical awareness of current
problems and/or new insights, informed by the forefront of the academic discipline, field of study or area of
professional practice. The work demonstrates some knowledge of techniques applicable to research and
advanced scholarship. Application of knowledge is original with some practical understanding of how
established techniques of research and enquiry are used to create and interpret knowledge in the subject
discipline.

Work evidences limited critical evaluation of current research, advanced scholarship and methodologies to
propose new hypotheses if appropriate. There is some evidence of systematic and creative management of
complex issues to make sound judgements in the absence of complete data. Limited communication of
conclusions to specialist and non-specialist audiences.

Some self-direction and originality in tackling and solving problems with evidence of a limited ability to
advance personal knowledge and understanding and to develop new skills at a high level.
Refer/Fail

A limited display of the qualities and transferable skills needed for employment that require initiative and
personal responsibility, complex decision-making and independent learning for continued professional
35-39

development.(Compensation is possible within regulations of board for undergraduate & postgraduate

level).
 Refer/Fail: Minimal systematic understanding of knowledge and critical awareness of current problems
and/or new insights, informed by the forefront of the academic discipline, field of study or area of
professional practice. The work demonstrates minimal knowledge of techniques applicable to research and
advanced scholarship. Application of knowledge is original with minimal practical understanding of how
established techniques of research and enquiry are used to create and interpret knowledge in the subject
discipline.

Work evidences minimal critical evaluation of current research, advanced scholarship and methodologies to
propose new hypotheses if appropriate. Evidence of systematic and creative management of complex issues
to make sound judgements in the absence of complete data is lacking. Limited communication of
conclusions to specialist and non-specialist audiences.

Minimal self-direction and originality in tackling and solving problems with evidence of a limited ability to
advance personal knowledge and understanding and to develop new skills at a high level.

Minimal display of the qualities and transferable skills needed for employment that require initiative and
30-34

personal responsibility, complex decision-making and independent learning for continued professional
development.
Clear Refer/Fail: Unsatisfactory systematic understanding of knowledge and critical awareness of current
problems and/or new insights, informed by the forefront of the academic discipline, field of study or area of
professional practice. The work lacks knowledge of techniques applicable to research and advanced
scholarship. Application of knowledge is unoriginal without practical understanding of how established
techniques of research and enquiry are used to create and interpret knowledge in the subject discipline.

Work lacks critical evaluation of current research, advanced scholarship and methodologies to propose new
hypotheses if appropriate. Evidence of systematic and creative management of complex issues to make
sound judgements in the absence of complete data is insufficient. Poor communication of conclusions to
specialist and non-specialist audiences.

Inadequate self-direction and originality in tackling and solving problems with little to no ability to advance
personal knowledge and understanding and to develop new skills at a high level.

Work does not display the qualities and transferable skills needed for employment that require initiative
and personal responsibility, complex decision-making and independent learning for continued professional
1-29

development.

Refer/Fail: Non-submission
0
 Master of Business Administration (MBA)
Assessment Structure Instructions

Report/ Case Study/ Essay

1. All written report should be based on the following guideline:

(a) Font size : 12

(b) Font type : Arial/Times New Roman
(c) Line spacing : 1.5
(d) Alignment : Justify

2. The structure of the report/case study/essay should be as follow:

No cover page needed

a) Table of content with proper numbering system and page number
b) Main body of the assignment
c) Reference list with proper Harvard Referencing according to WGU requirements

3. The PDF file submission is recommended in order to prevent the format from running.
4. All students are encouraged to use the Turnitin Similarity Checker to check on their work’s
similarity rate before the final submission to module submission link.
5. The word count is exclusive of table of content, in-text citations, references, appendix, and
tables.
6. The penalty for exceeding the word count is 5 marks per 1000 words excess, with a 10%
leeway above the specified word count before the penalty is applied.

Presentation (PowerPoint Slides)

1. The structure of the presentation (PowerPoint Slides) should be as follow:

No cover page needed

a) The first presentation slide should consist of:
a. Student name and Student ID number
b. Module code and module name
c. Lecturer name
b) Main body of the assignment (presentation)
c) Reference list, which is part of the presentation slides with proper Harvard
Referencing according to WGU requirements

2. All students are required to convert their PowerPoint slides into Note Pages format and
save it in PDF file for final submission.
3. All students are encouraged to use the Turnitin Similarity Checker to check on their work’s
similarity rate before the final submission to Turnitin.
4. Total number of presentation slides should not exceed 30 slides including the reference list.
5. The in-text citations must be included in both the presentation slides and the note pages.