Faculty of Business and Law
MODULE NAME: Introduction to Marketing Communications
Module Code Level Credit Value Module Leader
MKT1002 4 20
AS1 Individual Portfolio
8th April 2019 11:59pm
Feedback and Grades due:
6th May 2019
12th July 2019
Please read this assessment brief in its entirety before attempting your assignment.
The Assignment Task
The purpose of this assignment is to review your ability to undertake a brand analysis for a product or service of your choice and to use that information to come up with creative solutions for an integrated marketing communications campaign using a range of tools and media to engage the identified target audience.
Throughout Term 2, you are required to build a portfolio of evidence to justify a new marketing communications campaign for a product/service of your choice from a brand identified by your group in PS1.
No changes should be made to the product itself and your campaign (see entry 3) should be appropriate to your chosen brand’s current brand attributes (see entry 1) and an appropriate target audience (see entry 2).
Your portfolio must consist of three entries, submitted as one Word of PDF document by the deadline date:
Entry 1 – A visualisation of the brand attributes of your chosen brand. Example formats for Entry 1 might include an infographic/word cloud/collage or by using Egan’s brand characteristics diagram. You should use your chosen brand’s current branding and marketing communication position to help you with this. The brand/product website is a good starting point as well as any brand guidelines you can find.
The visualisation does not count in the final word count.
Entry 2 – Identification of an appropriate target audience. Entry 2 should utilise the PEST analysis and competitor analysis that were undertaken in PS1 for your sector (these can be added as an appendix) to justify an appropriate target audience for the new marketing communications campaign and the key message you want to deliver in the new marketing communications campaign.
Mintel is a good place to start to understand the key consumer behaviours in relation to your chosen product or service.
Suggested word count for Entry 2: 500-750 words.
Entry 3 – New marketing communications campaign. Entry 3 should utilise your findings from Entry 1 and Entry 2 to suggest a new marketing communications campaign idea for your chosen brands’ product or service.
Your campaign should include:
– SMART objectives for the new campaign which relate to the key message you aim to deliver to your identified target audience
– Detail of the marketing communication tools and media channels that will be used in the campaign and how these will be integrated to reach your identified target audience
– An overview of the methods of evaluation that can be used to measure whether you have achieved your marketing communication objectives.
Suggested word count for Entry 3: 850-1000 words.
The learning outcomes that are being assessed in this assignment are:
a) Demonstrate an understanding of the role that Marketing
Communications play within the Marketing Mix and the elements of a
marketing communications plan
b) Discuss the key underlying Marketing Communications tools and how
they might be integrated to reach different audiences
d) Compare marketing communications campaigns in terms of message,
tools and media in a variety of different contexts
e) Effectively communicate information in a structured and appropriate
written, verbal and visual format
Your grade will depend on the extent to which you meet these learning outcomes in the way relevant for this assignment. Please see the grading rubric at the end of this assignment brief for further details of the criteria against which you will be assessed.
The maximum word limit for this assignment is 1,500 words
In accordance with the Assessment and Feedback Policy, as stated in section 4.40 where a submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment item. Abstracts, bibliographies, reference lists, appendices and footnotes are excluded from any word limit requirements.
In line with section 4.41 of the same Policy, where a submission is notably under the word limit, the full submission will be marked on the extent to which the learning objectives have been met.
The following support sessions are allocated for this assessment:
Week 1 Face-to-face workshop support Introduction to PS1 and AS1
Week 15 Face-to-face workshop support AS1 briefing
Week 21 Online support AS1 feed-forward on Entry 1 and 2
Week 26 Online support AS1 feed-forward Entry 3
Week 27 Face-to-face workshop support AS1 support session
Generic Grading Criteria
You will find the generic grading criteria for achievement at University Grading Criteria. Also explained here are the meanings of the various G grades at the bottom of the grading scale.
All three entries of your AS1 portfolio must be uploaded as one Word Document or PDF to Turnitin by the deadline date.
To submit your work, please go to the ‘Submit your work’ area on the NILE site and use the relevant submission point to upload your report. The deadline for this is 11.59pm (UK local time) on the date of submission.
Written work submitted to TURNITIN will be subject to anti-plagiarism detection software. Turnitin checks student work for possible textual matches against internet available resources and its own proprietary database.
When you upload your work correctly to TURNITIN you will receive a receipt which is your record and proof of submission.
If your assignment is not submitted to TURNITIN rather than a receipt you will see a green banner at the top of the screen that denotes successful submission.
N.B Work emailed directly to your tutor will not normally be marked. The only exception to this is when you are instructed to do so because TURNITIN is down.
Late submission of work
For first sits, if an item of assessment is submitted late and an extension has not been granted, the following will apply:
• Within one week of the original deadline – work will be marked and returned with full feedback, and awarded a maximum bare pass grade.
• More than one week from original deadline – maximum grade achievable LG (L indicating late).
At the second opportunity deadline (resits) work submitted late will be awarded a LG grade. There is no opportunity to submit work late for a bare pass.
The University of Northampton’s general policy with regard to extensions is to be supportive of students who have genuine difficulties, but not against pressures of work that could have reasonably been anticipated.
For full details please refer to the Extensions Policy. The module leader can, where appropriate, authorise a short extension of up to two weeks from the original submission date for first sits only. There are NO extensions for resits. The TWO weeks means 14 calendar days including weekends and any University closed days.
For guidance on Mitigating circumstances please go to Mitigating Circumstances where you will find detailed guidance on the policy as well as guidance and the form for making an application.
Please note, however, that an application to defer an assessment on the grounds of mitigating circumstances should normally be made in advance of the submission deadline or examination date.
Plagiarism and Academic Integrity
Unless this is a group assignment, the work you produce must be your own with work taken from any other source properly referenced and attributed. The University of Northampton policy will apply in all cases of copying, plagiarism or any other methods by which students have obtained (or attempted to obtain) an unfair advantage.
If you are in any doubt about what constitutes plagiarism or any other infringement of academic integrity, please read the University’s Academic Integrity and Misconduct Policy. For help with understanding academic integrity go to UNPAC and follow the Top Tips for Good Academic Practice on the student hub.
Please note that the University puts all written assignments through detection software which detects if work has been plagiarised (copied) from other students (past or present and whether at UON or any other university), books, journals or internet sources. Copied materials WILL be detected. The penalties for copying work from another source without proper referencing are severe and can include failing the assignment, failing the module and expulsion from the university.
Feedback and Grades
These can be accessed through clicking on the Feedback and Grades tab on NILE. Feedback will be provided by a rubric with summary comments. For work submitted to TURNITIN, please also click through for within text comments (or add information on accessing more detailed feedback if not a TURNITIN submission).
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