Business Plan范文： strategies of Marketing Communications
Brunel Business School
Bachelor of Science
TITLE Marketing Communications MODULE CODE MG2048
“Business Plan范文 Comparative analysis of Marketing Communications strategies and mix for consumer vehicle brands in the UK”
You are the newly appointed Industry Analyst for a well-known Investment Corporation. You have been given the responsibility of becoming their expert in the automotive industry, in particular, the consumer vehicle brands, such as Skoda, Ford, BMW, Volvo, VW, Jaguar, Aston Martin, etc. You have to produce a comparative analysis of the marketing communications strategies and mix used by Skoda and one other brand only.
You should apply your business judgement and intellectual rigour to the opportunity and prepare a comprehensive analysis, which critically addresses the issues. Here are some questions you might consider addressing:
1. What are the marketing communications strategies and tactics used by the companies in fighting the competitive battle?
2. What are the campaigns, the media used, the messages, the image projected and how well are they hitting the targets?
Notes:
1. The assignment should not exceed 2,500 words and should be presented in report format, not as an essay. You are allowed to include any reasonable amount of supporting material in an Appendix.
2. You should draw upon your personal research done at the library, through the Internet and the recommended reading and material covered throughout the course. Please reference carefully all your research sources.
3. You are asked to use primary as well as secondary research for this assignment. You are encouraged to be innovative in your quest for answers, by using your powers of observation while watching TV, going to the cinema, going shopping, focus groups on campus or with your friends and family, surveys on campus or elsewhere, etc.
4. You are encouraged to make full use of GMID – Global Market Information Database, FAME and other databases which are available as Electronic Resources by the Brunel Library.
5. Please adopt a critical but constructive view supported by factual information, not just personal opinions. If quoting other people’s work, please use the accepted form of academic referencing.
You will be assessed on:
a) The depth and relevancy of your research.
b) Your analytical skills.
c) Your objectivity in identifying problems and limitations.
d) Your presentational style
Additional guidelines
Use of reference materials
60% of the company reference materials must be very recent from January 2008 and the rest of the references can be from any year.
Report format
1. Cover page
2. Contents page (with page numbers)*
3. Introduction (2 paragraphs)
4. Literature review
5. Research methods (sources used, max 1/2 page)
6. Analysis and discussion (including research findings)#p#分页标题#e#
7. Conclusions
8. Recommendations (7 & 8 can be combined under one heading)
9. References (sources used in the assignment)**
10. Appendix (only relevant, succinct material)
Notes:
* Don't forget to number your pages and don't forget to spell check your entire assignment.
** Please reference your sources carefully using the Harvard Referencing System.
*** You can customise /adapt these headings to suit your individual needs.
BE RELEVANT & TO THE POINT!
This assignment will represent 100% of the assessment for the module.
Criteria Grade descriptors
Literature review
(20% weighting) A.
Clear demonstration of a sophisticated, critical and thorough understanding of the role and nature of marketing communications and the diverse elements of marketing communication mix with several appropriate references B.
Clear demonstration of a well-developed, critical and comprehensive understanding of the role and nature of marketing communications and the diverse elements of marketing communication mix with some appropriate references.
C. Demonstration of a critical and substantial understanding of the role and nature of marketing communications supported and the diverse elements of marketing communication mix with a few references.
D.
Provides evidence of some critical understanding of the role and nature of marketing communications and the diverse elements of marketing communication mix with at least one reference
E.
Work does demonstrate evidence of a partial but uncritical understanding of the role and nature of marketing communications and the diverse elements of marketing communication mix with no references.
F.
Work does not demonstrate understanding of the role and nature of marketing communications and the diverse elements of marketing communication mix and there is absence of references
Market overview
(20% weighting) Clear understanding of the nature of business and industry; relevant and appropriate information discussed. Clear understanding of the nature of business and industry; relevant and appropriate information partially discussed.
An understanding of the nature of business and industry; relevant and appropriate information somewhat discussed.
Adequate understanding of the nature of business and industry; relevant and appropriate information somewhat discussed. Adequate understanding of the nature of business and industry; only some relevant and appropriate information discussed. This section is missing or irrelevant information presented.
Research methodology
(10% weighting) Clear and concise outline of research methods, including focused discussion and justification of methods selected. Fairly clear and concise outline of research methods, including some discussion and justification of methods selected. Outline of research methods maybe unclear in places, maybe a very limited discussion and justification of methods selected. Outline of research methods maybe unclear in places and maybe incomplete, maybe no (or limited) discussion and justification of methods selected.#p#分页标题#e#
Outline of research methods is unclear and incomplete, maybe no discussion and justification of methods selected. This section is missing, or is either unclear or incoherent; methods selected are not discussed and justified.
Analytical skills including discussion of the two questions (marketing communications strategies and tactics; campaigns, media use, messages, image – hitting the targets)
(30% weighting) The assignment demonstrates excellence in the analysis and synthesis of the issues. Both parts of the assignment have been critically analyzed The assignment demonstrates a high degree of competence in the analysis and synthesis of the issues. Both parts of the assignment have been analyzed The assignment demonstrates a significant degree of competence in the analysis and synthesis of the issues. Both parts of the assignment have been adequately analyzed The assignment demonstrates a degree of competence in the analysis and synthesis of the issues. Both parts of the assignment have been adequately analyzed
The assignment demonstrates a limited competence in the analysis and synthesis of the issues. Both parts of the assignment have been analyzed, but rather weakly The assignment does not demonstrate achievement of analysis and synthesis of the issues. Both parts of the assignment have been presented in a weak manner
Overall structure including clarity of expression
(20% weighting) 英国留学生dissertationThe assignment is presented in a professional format, meeting all the requirements identified in the guidelines; there is a logical flow between the sections, making it very easy to follow the arguments. The level of grammar and spelling is excellent The assignment is presented in the appropriate format, meeting all the requirements identified in the guidelines; there is a fairly logical flow between the sections, making it quite easy to follow the arguments. The level of grammar and spelling is very good The assignment is presented in a report format, meeting all the requirements identified in the guidelines; there maybe a few limitations in the logical flow between the sections, making parts of the arguments less easy to follow. The level of grammar and spelling is acceptable The assignment is presented in a basic format, meeting some of the requirements identified in the guidelines; there are limitations in the logical flow between the sections, making parts of the arguments less easy to follow. The level of grammar and spelling is compromised The assignment is presented in a basic format, failing to meet the requirements identified in the guidelines; the are strong limitations in the logical flow between the sections, making several parts of the arguments less easy to follow. The level of grammar and spelling is seriously compromised The assignment is not presented in a report format and does not meet most or all of the requirements identified in the guidelines; there are serious flaws in terms of its structure and logical flow between the sections, making it very difficult to follow the arguments. The level of grammar and spelling is unacceptable#p#分页标题#e#
UG grades and marks bands are: A (70% and above), B (60-69%), C (50-59%), D (40-49%), E/F (39% and below).
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