MARK1197 Integrated Marketing Communications
Assessment Two 2,000 Individual Report: 25% A ‘Blue Sky’ Strategy Report Using the same product/service and building upon your findings and analysis in Assessment One, the purpose of the following report is to outline a new strategic and integrated marketing communications approach, to be presented to the company Marketing Director. You do not need to produce an actual marketing communications plan (with media costs, schedules and timelines) however you need to give a clear strategic direction for the future communications supporting and positioning the product/service for the consumer segment(s) you have identified. Consider that there is no one right answer; and it is unlikely that you will be able to present a strategy which uses all of the marketing communications mix elements – as this would make for a shallow answer. At this stage presenting a compelling, competitive, and evidence-based ‘big idea’ with criticality is crucial. Guidance: A key focus of this report is to present a novel, creative approach, whilst capturing the essence of a strategic imperative – the brand/product/service must move forward. A clear case, rationale and story should be presented, one which is grounded in evidence and strong conceptual arguments. Furthermore, the report should make use of technical terms appropriate for a marketing communications professional. At every stage, link your findings to relevant marketing theory and academic thinking. Your report needs to contain sufficient academic referenced material, with a preference given to academic journals over books. You need to go beyond simply defining, presenting, and describing theories and models. They need to be appraised, critiqued and grouped into varying perspectives, approaches and thought. All chosen theories and models have to be applied to your chosen brand/product/service. Examine whether your chosen promotional approach follows conventional academic thinking, or if there are in fact differences in opinion. Comment on these factors and draw your own subsequent conclusions; offering recommendations where appropriate. MARK1197 Integrated Marketing Communications 2016-17 17 The tables below give guidance on the way in which grades have been awarded. Grade Guidance on achievements 80%+ 1 st An outstanding piece of work. Original and creative, demonstrating thorough understanding, skilled analysis and expert judgement. Reference to earlier published material is acknowledged with appropriate conceptual frameworks being identified, developed and rigorously applied to the task. A full critical assessment of all the major issues forms a significant part of the submitted work. 70%+ 1 st A very good answer that displays an in-depth approach, an understanding of most salient issues and evidence of independent analysis and judgment. As well as being well researched, the work is free from major omissions with a full critical discussion of most the relevant points. Relevant conceptual frameworks are identified or developed and their application to the task is explores in some depth. 60%+ 2:1 A good answer with a number of notable errors. Although many of the issues have been understood, the conceptual framework is weak. This lack of conceptual understanding is due to an incomplete research and critical analysis of the issues. Has identified relevant concepts but has not applied them. 50%+ 2:2 A reasonable answer, showing an understanding of the terms of reference and of many of the salient issues and concepts. However, the evidence of appropriate research and critical analysis of the key issues may not be complete enough to develop a full range of potential solutions within the terms referenced. Some relevant conceptual frameworks are identified but may not be fully applied to the analysis or integrated into the solutions. 40%+ 3rd Passable work with significant shortcomings. Some of the issues have been understood but lack a conceptual base. The research is incomplete and little attempt has been made to understand and apply the relevant concepts. The work is very descriptive and has little critical analysis. However the concepts used are used appropriately. 30%+ Fail Weak answer, which falls short of the standard required to award credits. Although demonstrating a level of understanding of some of the salient issues fails to provide an adequately critical assessment of the material. The work may contain errors, omissions of insufficiently well-expressed ideas and may lack an adequate theoretical and conceptual base. Below 30% Fail Very weak answer, which fails to demonstrate any level of understanding of the issues. The work contains errors and omissions insufficiently well expressed ideas and wholly unsubstantiated assertions without any regard for theoretical and conceptual base. Requires further considerable work. MARK1197 Integrated Marketing Communications 2016-17 18 Evaluation of marking criteria CRITERIA High 1 st Class +80% 1 st Class 70-79% Upper 2nd Class 2:1 60-69% Lower 2nd Class 2:2 50-59% 3 rd Class 40-49% Clear Fail <40% Serious Fail <30% 40% Overall competitive proposition, novelty and impact An outstanding piece of work. Original and creative, demonstrating thorough understanding, skilled analysis and expert judgement. Reference to earlier published material is acknowledged with appropriate conceptual frameworks being identified, developed and rigorously applied to the task. A full critical assessment of all the major issues forms a significant part of the submitted work. A very good answer that displays an indepth approach, an understanding of most salient issues and evidence of independent analysis and judgment. As well as being well researched, the work is free from major omissions with a full critical discussion of most the relevant points. Relevant conceptual frameworks are identified or developed and their application to the task is explores in some depth. A good answer with a number of notable errors. Although many of the issues have been understood, the conceptual framework is weak. This lack of conceptual understanding is due to an incomplete research and critical analysis of the issues. Has identified relevant concepts but has not applied them A reasonable answer, showing an understanding of the terms of reference and of many of the salient issues and concepts. However, the evidence of appropriate research and critical analysis of the key issues may not be complete enough to develop a full range of potential solutions within the terms referenced. Some relevant conceptual frameworks are identified but may not be fully applied to the analysis or integrated into the solutions. Passable work, with some shortcomings. Some of the issues have been understood but lack a conceptual base. The research is incomplete and little attempt has been made to understand and apply the relevant concepts. The work is very descriptive and has little critical analysis. However the concepts used are used appropriately. Weak answer, which falls short of the standard required to award credits. Although demonstrating a level of understanding of some of the salient issues fails to provide an adequately critical assessment of the material. The work may contain errors, omissions of insufficiently wellexpressed ideas and may lack an adequate theoretical and conceptual base. Very weak answer, which fails to demonstrate any level of understanding of the issues. The work contains errors and omissions insufficiently well-expressed ideas and wholly unsubstantiated assertions without any regard for theoretical and conceptual base. Requires further considerable work. 10% Objectives Outstanding level objective setting, which sets the scene for an organised and well thought out piece of work. Objectives met. Cogent wellarticulated, setting the scene for an organised and well thought out piece of work. Objectives met. Well-articulated, setting the scene for an organised and well thought out piece of work. Almost all objectives met. Clearly articulated, setting the scene for an organised and satisfactory piece of work. Almost all objectives met. Reader has some evidence to suggest the author understands what is expected, with some minor omissions. Reader has some evidence to suggest the author understands what is expected, with key omissions. Insufficient evidence and no clear objective setting. 15% Research Significant evidence of relevant research into company, product, brand, consumers, sector, promotions Strong evidence of relevant research into company, product, brand, consumers, sector, promotions Good evidence of relevant research into company, product, brand, consumers, sector, promotions Clear evidence of relevant research into company, product, brand, consumers, sector, promotions Some evidence of relevant research into company, product, brand, consumers, sector, promotions Anecdotal evidence of relevant research into company, product, brand, consumers, sector, promotions Insufficient evidence of relevant research 15% Application of concepts Significant evidence of selection and application, with critical original thought, no mistakes or omissions Strong evidence of selection and application, with no mistakes or omissions and original thought Good evidence of selection and application, with no mistakes or omissions and some original thought Clear evidence of selection and application, with limited original thought and some minor omissions Basic evidence of selection and application, with little original thought and some minor omissions Limited evidence of selection and application, with notable omissions Insufficient evidence of selection and application 10% Synthesis of wider sources and resources Significant use of resources and referenced clearly Strong use of resources and referenced clearly Good use of resources and referenced clearly Some or anecdotal use of resources, referenced correctly Limited or anecdotal use of resources, referenced with minor errors Anecdotal use of resources, with incomplete referencing Insufficient use of resources with little referencing 10% Accuracy and clarity in writing, visuals, charts etc No mistakes. An articulate and erudite approach to balancing the demands of academic and practitioner styles. Professional level standard, with original use of visuals No mistakes. An articulate approach to balancing the demands of academic and practitioner styles. Professional level standard, with appropriate use of visuals Some minor mistakes. A style which leans towards either academic or practitioner approaches to answering the brief. Good effort into producing such material, but not quite professional level standard More than 5 minor mistakes. A style which leans towards either academic or practitioner approaches to answering the brief. Some effort into producing such material, but lacking in sophistication Less than 5 major mistakes. A style which leans towards either academic or practitioner approaches to answering the brief. Basic level effort into producing such material, with little originality More than 5 major mistakes Poorly constructed and lacking in originality Significant mistakes None or inapprop In assessment 1 we had a group presentation which we had to present a topic An overview of the corporate brand and the specific branded product/service on which you are focusing, identifying the unique attributes of the offering, according to its form, function, positioning etc.
