The client would like you to individually compile a marketing communications campaign in report  format.

The report should recommend a suitable marketing communications plan using a recognised marketing
communications planning framework of your choice. In the report you should critically evaluate the elements
of the communications mix before making decisions on an appropriate innovative integrated marketing
communications (IMC) campaign. The client has allocated £500,000 for the campaign.

For a high grade you should critically analyse and evaluate the current situation identifying a/some key
issues and suggesting a suitable marketing communications campaign to address those issues.
Corporate/Marketing objectives may be mentioned but you should clearly differentiate between
corporate/marketing objectives and marketing communications objectives. Objectives should link to the
strategy/strategies chosen and should be SMART. Strategy should be applied appropriately. Tactics should
be appropriate to the objectives and strategy sections unless you can justify why a different approach is
recommended. Tactics section should seek to be innovative. For a high grade students should aim to
integrate each element of the communications planning framework. A range of suitable literature should be
used and at this level of study you should apply the techniques and concepts to the problem and suggest a
suitable campaign for the client.
Assessment Criteria:

Class Mark range Guidelines
Class I
90 – 100%

 

80 – 89%

 

70 – 79%

In addition to that for 70 – 79% below, an outstanding answer that could hardly be bettered. High
degree of understanding, critical/analytic skills and original research, where specified. Outstanding in
all respects.
In addition to that for 70 – 79% below, the answer will demonstrate an excellent level of understanding,
presence of clear description, critical/analytical skills or research, as appropriate.
Answer entirely relevant to the assignment set. Answer will demonstrate clear understanding of theories,
concepts, issues and methodology, as appropriate. There will be evidence of wide-ranging reading and/or
research, as appropriate, beyond the minimum recommended. Answers will be written / presented in a clear,
well-structured way with clarity of expression.
Class II : I 65 – 69%

 

 
60 – 64% Answer demonstrating a very good understanding of the requirements of the assignment.
Answer will demonstrate very good understanding of theories, concepts, issues and methodology, as
appropriate. Answer will be mostly accurate/appropriate, with few errors. Little, if any, irrelevant
material may be present. Reading beyond the recommended minimum will be present where appropriate. Well
organised and clearly written/presented.
A good understanding, with few errors. Some irrelevant material may be present. Well organised and clearly
written/presented. Some reading/research beyond recommended in evidence.
Class II : II 55 – 59%

 

 

50 – 54%
Answer demonstrating a good understanding of relevant theories, concepts, issues and methodology.
Some reading/research beyond that recommended may be present. Some errors may be present and inclusion of
irrelevant material. May not be particularly well-structured, and/or clearly presented.
Answer demonstrating a reasonable understanding of theories, concepts, issues and methodology. Answer
likely to show some errors of understanding. May be significant amount of irrelevant material. May not be
well-structured and expression/presentation may be unclear at times.
Class III 45 – 49%
40 – 44% An understanding demonstrated, but may be incomplete and with some errors. Limited use of
material with limited reading/research on the topic. Likely to be poorly structured and not
well-expressed/presented. Irrelevant material likely to be present.
Basic understanding demonstrated, with some correct description. Answer likely to be incomplete with
substantial errors or misunderstandings. Little use of material and limited reading/research on the topic
in evidence. May be poorly structured and poorly expressed/presented. Some material may be irrelevant to
the assignment requirements.
Marginal fail 35 – 39% Some relevant material will be present. Understanding will be poor with
little evidence of reading/research on the topic. Fundamental errors and misunderstanding likely to be
present. Poor structure and poor expression/presentation. Much material may not be relevant to the
assignment.
Fail 30 – 34%

 

 

20 – 29%

 

 

0 – 19% Inadequate answer with little relevant material and poor understanding of theories, concepts, issues
and methodology, as appropriate. Fundamental errors and misunderstandings will be present. Material may be
largely irrelevant. Poorly structured and poorly expressed/presented.
Clear failure to provide answer to the assignment. Little understanding and only a vague knowledge of the
area. Serious and fundamental errors and lack of understanding. Virtually no evidence of relevant
reading/research. Poorly structured and inadequately expressed/presented.
Complete failure, virtually no understanding of requirements of the assignment. Material may be entirely
irrelevant. Answer may be extremely short, and in note form only. Answer may be fundamentally wrong, or
trivial. Not a serious attempt.
Marking Scheme
A copy of the marking scheme and feedback sheet for this assignment is attached.

Return of Marked Work
Marked work will be returned in class. You can expect to have marked work returned to you by 2 teaching
weeks after the submission date

PLAGIARISM WARNING! – Assignments should not be copied in part or in whole from any other source, except for
any marked up quotations, that clearly distinguish what has been quoted from your own work. All references
used must be given, and the specific page number used should also be given for any direct quotations, which
should be in inverted commas. Students found copying from the internet or other sources will get zero marks
and may be excluded from the university.
Note:
Please make sure that your ID number and the module number appear on the actual coursework assignment as
well as on the cover sheet that you attach to it. (but don’t put your name for individual assignments as
marking is anonymous)

For large modules with multiple seminars your Seminar Group or Tutor’s name must be clearly shown, to ensure
that your assignment goes to the correct person for marking. (Put the class day and time if you cannot
remember tutor’s name).

Faculty of Business Environment and Society

Module No M09MKT MODULE TITLE Marketing Communications Oct 2012-Jan 2013

Coursework number 1 Marketing Communications Campaign
[Contributes 50% to total module mark]
Feedback Sheet

Student No: ……………………………………………
Integrated Marketing Communications:
Integrated communications
mix. 5• 4• 3• 2• 1• 0• Not integrated
Integrated throughout
Planning framework 5• 4• 3• 2• 1• 0• Not integrated

Situations analysis:
Key points identified 5• 4• 3• 2• 1• 0• Unclear or Illogical
Key points addressed in
objectives 5• 4• 3• 2• 1• 0• Not linked and/or addressed

Objectives:
Clear and logical 5• 4• 3• 2• 1• 0• Unclear and/or illogical

Strategy:
Linked to
objectives 5• 4• 3• 2• 1• 0• not linked to objectives
Linked to tactics 5• 4• 3• 2• 1• 0• not linked to tactics

Tactics:
Clearly relate to 5• 4• 3• 2• 1• 0• Lack relevance
the rest of the campaign
Supported with 5• 4• 3• 2• 1• 0• Not supported with
relevant concepts/theory relevant concepts/theory
Creative/innovative 5• 4• 3• 2• 1• 0• Not creative/innovative
Use of theory demonstrates:
Appropriate application
and critical evaluation 5• 4• 3• 2• 1• 0• No application/evaluation

General comments: