Your individual assignment must be handed in to the Learning Resource Centre, in the library, with an accurately and clearly completed Assignment Cover Sheet.
Learning Outcomes Assessed学习成果评核
 

LEARNING OUTCOMES学习成果

Upon successful completion of this module, students will have demonstrated

Knowledge:

That they can critically understand the emerging global marketplace and the role of global integrated marketing communications within it他们能够批判性地理解新兴的全球市场和全球整合营销传播在它的作用
That they can critically understand the integrated marketing communications theory市场营销学作业要求他们能够批判性地理解整合营销传播理论
That they have an understanding of how marketing communications strategy and tactical planning contributes to organisational strategy他们有一个的了解如何营销传播战略和战术规划有助于组织战略
 

Skills技巧
 

That they can communicate effectively他们可以有效地沟通
That they can apply the theories, concepts and techniques of marketing communications management.他们可以申请营销传播管理的理论，概念和技术。
 

Task任务

You are required to submit a professional report that demonstrates your ability to meet the learning outcomes of the module. 您需要提交一份专业报告，证明你的能力，以满足该模块的学习成果。
The Context for this assignment is the health and beauty market.这项任务的上下文是健康和美容市场。

You are required to submit a professional report that demonstrates your ability to meet the learning outcomes of the module.  You should select an organisation within the above context, as a basis for your report.  This Organisation may be based in any country, however should promote themselves in at least two different countries (for instance, your home country and the UK).

The report should provide a brief introduction to your Organisation and then be divided into 2 parts as detailed below.
 

Introduction – 0% Weighting
 

You should provide a BRIEF introduction to your Organisation to help your tutor and any other reader (such as the External Examiner) understand it.  Using published supporting material in the appendices, if required, your introduction to the Organisation is likely to include the mission statement (if applicable), key objectives, key markets and areas of operation.

Please do not simply ‘cut and paste’ from a website for this introduction.

Part One – Review of Current Practice – 70% Weighting – 2500 words

Critically compare and contrast the marketing communications employed by your Organisation to reach a specific target market within the two countries selected.#p#分页标题#e#

It is expected that you will evaluate both theory (therefore provide quotes and definitions concerning marketing communications, the marketing communications mix and individual communications tools) and compare this theory to organisational practice.  Your answer should address the following:

how your organisation employs marketing communications strategies and tactics to reach a specific target market in both countries. It is expected that you will consider:
the appropriateness of the messages to the target market
the marketing communications tools and media used
identification of the key similarities and differences of the marketing communications in the two countries selected

the challenge of practicing IMC
the key issues impacting upon an organisation’s ability to practice IMC (e.g. factors in the internal and external environment)
to what extent there is evidence of IMC (include definitions and a framework and draw conclusions)

The first section of the report should draw on relevant theories of marketing communications and their use, or lack thereof, within the practices of the Organisation selected.  This section of the report is likely to be more discursive in nature and thus include references to appropriate academic literature.  Please ensure you include all references at the end of your report in the appropriate section.

Part Two – Recommendations for an Integrated Marketing Communications Plan – 30% Weighting – 1000 words
      
Using the same organisation, presume it is to introduce a Summer 2012 campaign.  Propose a marketing communications strategy, incorporating an outline tactical plan, to enable the organisation to respond in an integrated manner to the needs of a given (you select) target market in one country.

This plan should include:
A Marketing Communications objective
Target Market and justification for their selection
Message & creative idea
The Marketing Communications Tools and media to be used
Approximate Budget
Evidence of integration.
 

Turnitin Submission
 

All students are required to submit assessed work through Turnitin 
All students are normally required to submit two copies of their assessed work. One copy must be submitted though Turnitin and one paper copy should be submitted to the Learning Resource Centre. 
All students must submit a Turnitin receipt with the paper copy submission
The penalty for students who do not submit their assessed work through Turnitin is that their mark is withheld and the assessment board may deem the work to have failed.
Students may submit drafts through Turnitin prior to submission and generate reports prior to submission. The last submission prior to the deadline will be deemed to be the final submission for assessment purposes
 

Assignment Support & Student Feedback
 

You should utilise the written feedback on your first attempt and the assignment checklist on SunSpace to improve your work.  Summative feedback will be provided on the coversheet of the assignment.

Marking Scheme

ALL REFERRED WORK IS CAPPED AT 40%.

Grade A (70+%)

Excellent report. It demonstrates a high level of understanding of the learning outcomes.  The report provides evidence of significant research into the theories of marketing communications and appropriate application to the selected organisation.  All decisions are fully justified and explained succinctly and cogently.  The presentation is of a very high standard demonstrating a professional approach which is generally free of errors and with a substantive reference and bibliography section.

Grade B (55-69%)

Good report. It demonstrates a reasonably high level of understanding of the learning outcomes. The report provides evidence of research into the theories of marketing communications and mostly appropriate application to the selected organisation.  All decisions are justified and explained however are less strong in terms of insight and originality.  The presentation is of a high standard and predominantly free from errors.  A reference and bibliography section is included. 

Grade C (40-54%)

Satisfactory report. It demonstrates a sound understanding of the learning outcomes.  The report provides some evidence of research into the theories of marketing communications, although this may be somewhat limited.  Theories are applied to the applicable organisation although the insight and originality are less strong.  Decisions are appropriate. The presentation is adequate and includes a reference and bibliography section. 

Grade F (<40%)

Unsatisfactory report. It demonstrates a lack of understanding of the learning outcomes. It contains some discussion of marketing communications theory but they are not applied appropriately to the selected organisation.  The presentation is poor with a number of errors and the work is incorrectly referenced.  No references or bibliography are included or if included are inadequate or incorrectly presented.