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ASSIGNMENT FRONT SHEET

Student Name: VIKASH KUMAR
Certification: I certify that this work is the result of my effort and that all quotations from
books, periodicals etc. have been acknowledged.

Date: 15.04.2023
Student Signature:
Student Registration Number: S22012433
Student email address: S22012433@mail.glyndwr.ac.uk & vikashkumar10111988@gmail.com

Programme : MBA Level : 7

Academic Year : Carousel Delivery
Module title : Integrated Communications Assignment no : 2
Module code: ONL704 Word guide: 750
Percentage Weighting of this assignment for the module: 100%
Issue date :
Lecturer : Second marker :

Notes for students:

1. Electronic copy of assignment must be submitted through Turnitin.
2. 10% of marks are awarded for satisfactory use of language and/or good presentation.
3. 5% of marks are awarded for satisfactory referencing and/or presentation of a bibliography where either is
required. Note that all referenced work should be obtained from credible sources.
4. Students should ensure that they comply with Glyndwr University’s plagiarism policy.
5. Students should make correct use of the Harvard referencing method.

Learning Outcomes Tested in this Assignment:

1. Present critical insights of the components of the marketing communications mix and brand management.
2. Design and evaluate an integrated marketing communications mix
3. Identify appropriate techniques and resources to build cross functional relationships.
4. Critically evaluate communications role in delivering value to a range of stakeholders.

Overall Comment:

Mark (%)
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Would students please note that achievement of the learning outcomes for this assessment is
demonstrated against the assessment criteria shown below (which are not necessarily weighted equally).
All marks/grades remain indicative until they have been considered and confirmed by the Assessment
Board
Mar
Mark
Assessment Criteria over the three assessments ks
s Awarded
Available
Undertake a critical review of your chosen organisation’s current
1 approach to integrated communications received by a range of 35
stakeholders, identifying the relevant components.
Present critical insights of the components of the marketing
2 communications mix and brand management and design and 45
evaluate an integrated marketing communications mix.

Identify appropriate techniques and resources to build cross

3 functional relationships and critically evaluate communications 20
role in delivering value to a range of stakeholders.

Harvard referencing principles are applied throughout the

submission in the correct manner. Authentic and academic
5 sources have been utilised to support each section of the work 05
Omitting to reference correctly reduces work to a descriptive
level only and is not satisfactory for post-graduate submissions.

The work is presented to a professional and business-like

standard and incorporates an introduction and summary. Each
6 section is clearly identified with a sub-heading and there is a brief 10
introduction and summary/conclusion. International business
English that is correctly structured is expected.

Additional Comments from Second marker or External Examiner (if required) :

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Assignment 2 Report

Integrated Communications (ONL704)

Reckitt Integrated Communication

Student ID : S22012433

Student Name : Vikash Kumar

Date : 15.04.2023
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Table of Contents
Introduction..........................................................................................................................3

Analysis...............................................................................................................................3

Stakeholder Theory of Communication...........................................................................3

Shannon-Weaver Model of Communication...................................................................4

Sender..........................................................................................................................4

Message.......................................................................................................................4

Channel........................................................................................................................5

Receiver.......................................................................................................................5

Feedback......................................................................................................................5

Integrated Marketing Communications...........................................................................5

Findings...............................................................................................................................6

Conclusion...........................................................................................................................6

References............................................................................................................................8
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Introduction

Reckitt's current integrated communications strategy is methodically examined in this

report using different communication models and theories. The report will assess the
effectiveness of Reckitt's communication strategies and offer recommendations for future
improvement (Muhammedrisaevna et al., 2020). The report aims to examine the strengths and
weaknesses of Reckitt's communication strategies and pinpoint development opportunities.

Analysis

Reckitt's internal and external communication strategy can be examined using various
communication models.

Stakeholder Theory of Communication

One of the most appropriate models that are significant to understand communication
strategy of Reckitt is the Stakeholder Theory of Communication. This communication theory
highlights the need to understand and attend to the needs and issues of all parties engaged in the
communication process, including employees, clients, investors, suppliers, and the general public
(McGahan, 2021).

When the Stakeholder Theory of Communication is applied to Reckitt's internal

communication strategy, it is indicated that the company values keeping its employees informed
and involved (Laurie and Mortimer, 2019). Reckitt's excellent internal communication strategy
successfully engages employees at all organisational levels. Some channels the corporation uses
to interact with its employees include email, the intranet, and in-person meetings. The
organisation values employee input and actively encourages them to share their opinions
(Kucukusta et al., 2019).

In contrast, when applying the Stakeholder Theory of Communication to external

communication strategy, it has been indicated that Reckitt prioritises understanding and
responding to the wants and concerns of its stakeholders (Percy, 2023). Reckitt uses several
channels: advertising, public relations, personal selling, and digital marketing. It has been
claimed that the company successfully engages with its customers. The organisation effectively
informs the target market about the advantages of its products and services by using a consistent
message across all channels. Reckitt engages with its investors and suppliers to build trusting
relationships and benefit all parties (Dmytriyev et al., 2021).
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Shannon-Weaver Model of Communication

Reckitt's present integrated communication strategy can be understood more accurately

using the Shannon-Weaver Model of Communication. The model's components include the
sender, message, sender, feedback, receiver, and channel, focusing on information transiting
from the sender to the receiver (Umeozor, 2020).

Sender

Reckitt is the sender because it created and delivered the message to the target audience.
Establishing a solid brand identity and promoting Reckitt's goods and services are the key goals
of its message (Drew, 2021).

Message

To effectively reach its target market, Reckitt's designed its message carefully. The
company's message is consistent throughout all communication channels, including advertising,
public relations, personal selling, and digital marketing (Kuznar and Yager, 2020).

Channel

Reckitt uses a range of communication channels to reach its target audience, including
new media, including social media and email marketing, and traditional media, including print
and television. Reckitt also uses personal selling to communicate with customers one-on-one
(Drew, 2021).

Receiver

The intended audience, consisting of existing and potential customers, is the message's
receiver. Reckitt's communication strategy aims to reach a broad audience with timely and
relevant messaging (Xu and Zhang, 2021).

Feedback

The feedback part of the Shannon-Weaver Model of Communication is significantly

incorporated into Reckitt's communication strategy. The business regularly tracks customer
feedback and modifies its messaging and communication channels as necessary.
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Integrated Marketing Communications

Delivering a coherent and consistent message to the target audience is made possible by
the whole approach to marketing communication known as Integrated Marketing
Communications (IMC) theory (Percy, 2023). The theory emphasises the importance of
consistency in communication across all channels, including advertising, public relations,
personal selling, direct marketing, and online marketing (Laurie and Mortimer, 2019).

Reckitt has a reliable and robust communication strategy, as observed through the IMC
theory (McGahan, 2021). Reckitt has successfully integrated all aspects of communication and
spreads a consistent message across all channels. Reckitt has a sizable online presence and
participates in social media sites, including Facebook, Twitter, and LinkedIn
(Muhammedrisaevna et al., 2020).

Findings

The analysis of Reckitt's communication strategy identified that the company has a
distinctive and trustworthy communication plan. In order to successfully reach its target
audience, Reckitt employs a range of communication channels. The company's message is
consistent across all media and successfully conveys the advantages of its goods and services
(Kucukusta et al., 2019).

Although the company has a strong digital presence, there is still some area that need
improvement. The area at which Reckitt needs to focus is its social media presence. It is
recommended to the company to engage more with its social media fans and make more intimate
connection with its clients through the use of social media. It has been also highlights that by
creating marketing initiatives to various consumer groups, the company can improve direct
marketing strategy (Dmytriyev et al., 2021).

Conclusion

In conclusion, Reckitt has a well-established communication strategy communication

strategy which has a great focus on resolving and recognising the problems and demands of its
stakeholders. However, the report analysed that the improve its digital marketing approaches and
social media presence.
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References

Dmytriyev, S.D., Freeman, R.E. and Hörisch, J., 2021. The relationship between stakeholder
theory and corporate social responsibility: Differences, similarities, and implications for
social issues in management. Journal of Management Studies, 58(6), pp.1441-1470.

Drew, C., 2021. Shannon Weaver Model of Communication–7 Key Concepts.

Kucukusta, D., Perelygina, M. and Lam, W.S., 2019. CSR communication strategies and
stakeholder engagement of upscale hotels in social media. International journal of
contemporary hospitality management, 31(5), pp.2129-2148.

Kuznar, L.A. and Yager, M., 2020. The Development of Communication Models, Quick Look.
Joint Staff J39, Strategic Multi-layer Assessment Washington, DC United States.

Laurie, S. and Mortimer, K., 2019. How to achieve true integration: the impact of integrated
marketing communication on the client/agency relationship. Journal of Marketing
Management, 35(3-4), pp.231-252.

McGahan, A.M., 2021. Integrating insights from the resource-based view of the firm into the
new stakeholder theory. Journal of management, 47(7), pp.1734-1756.

Muhammedrisaevna, T.M.S., Bayazovna, G.N. and Kakhramonovna, D.A., 2020. Goal and
objectives of integrated marketing communications. Economics, (2 (45)), pp.5-7.

Percy, L., 2023. Strategic integrated marketing communications. Taylor & Francis.

Umeozor, S.N., 2020. Information retrieval: a communication process in the 21st century
library. International Journal of Knowledge Content Development & Technology, 10(2),
pp.7-18.

Xu, H. and Zhang, L., 2021, July. Urban Interactive Installation Art as Pseudo-Environment
Based on the Frame of the Shannon–Weaver Model. In Culture and Computing.
Interactive Cultural Heritage and Arts: 9th International Conference, C&C 2021, Held
as Part of the 23rd HCI International Conference, HCII 2021, Virtual Event, July 24–29,
2021, Proceedings, Part I (pp. 318-336). Cham: Springer International Publishing.