Assignment 1: Critical Analysis of Contemporary Advertising and Marketing Communications

Demonstrating knowledge and understanding

1. Demonstrate the following knowledge and understanding

· Demonstrate a critical understanding of how theories of advertising and marketing communications are applied in a contemporary setting.

2. Demonstrate the following skills and abilities.

· Apply skills of critical analysis, and communication to professional practice standards in the context of ‘real world’ problems and utilize feedback for self-improvement.

What am I required to do in this assignment?

· This is an Individual report: A report which will use questions to allow a wide and free-ranging critical discussion of a topical issue in Advertising/ Marketing.

· Your task is to succinctly address the questions and provide a thoughtful response to the issues raised.

· You should critically analyze the issues presented in the questions and you should in effect create a mini debate for each.

· Please give examples from marketing/advertising campaigns and/or organizations.

· You must use relevant theories to support your views/arguments and critical analysis from a multitude of perspectives.

· There are three questions to answer which carry the same marks. You should answer ALL questions.

· User generated social media can damage organizations and brands. Discuss.

· Is it unethical to gain consumer insights from analytics in the digital age, without users knowing? Discuss.

· Experiential Marketing is no longer an effective marketing strategy for organizations. Discuss. Is there a size limit?

· Word Guide (+/_ 10%) 750 words per question

What do I need to do to pass? (Threshold Expectations from UIF)

In order to pass Assignment 1 you will need to:

• Demonstrate relevant research on topical issues in marketing communications.

• Produce creative and appropriate brand solutions as a response to a contemporary ‘real-world’ integrated marketing communications problem.

• Justify proposals using relevant advertising and marketing theories.

How do I produce high quality work that merits a good grade?

“You may have noticed that the section answering the question “How do I produce high quality work that merits a good grade?” is currently empty. We will be filling this section in together in class on [insert date here] make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.”

· It is essential that you partake in the weekly seminars and read the case studies/articles that are uploaded on Breo prior to the lessons, so that you are able to draw out from these materials key evidence to support your arguments in your assignment.

· You need to focus on correctly answering the questions using your guided learning material and wider reading to provide relevant evidence to support your arguments. High Quality work would include answers that present (tutor notes):

· Critical analysis of theories and application to questions.

· An analysis that deals with the major elements from a marketing and advertising point of view.

· Selection and amplification of ideas that are in line with the analysis presented.

· Effective use of language and a developed critical evaluation.

· An excellent and cohesive response.

How does assignment relate to what we are doing in scheduled sessions?

The questions in the report are based upon what is delivered in the lectures. Each week’s content that is presented is vital for answering.

The questions will particularly focus on specific themes that have been introduced and presented over the course of the unit which will

· Agility in advertising in a changing social media environment

· Analyzing marketing problems

· Consumer Insight

· Strategic account planning and research methods

· Integrated marketing communications

· Brand storytelling

· Experiential marketing

· Marketing communications planning process

All of these themes will be taught in the lectures and you will be expected to critically analyse all and apply to the questions asked