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London School          MSc in Marketing
of Business &
Finance (LSBF)
Module              Integrated Marketing Communications

Assignment          IMC Presentation & Report:
Title
Assignment Type     Presentation & Report
Word Limit          2000 (+/10%)
Weighting           50%
Student Intake      Intake 7
Issue Date          9 June 2011
Submission Date     12th July 2011
Feedback Date       WC 29 August 2011
Issued by           Jose Scheuer
(Assessor)
Internal Verifier   Kulbir Basra
Plagiarism          When submitting work for assessment, students should be aware of the LSBF
                    guidance and regulations in concerning plagiarism. All submissions should be your
                    own, original work.
Harvard             The Harvard Referencing System must be used. Failure to provide a reference’s
Referencing         section and failure to complete the students’ feedback sheet will result in your work
                    being referred. The Wikipedia website must not be referenced in your work.
Learning            On successful completion of this assignment you will be able to:
Outcomes                o Grasp fundamental theoretical concepts in the area of marketing
                           communications management
                        o Develop sound understanding of the communication process and its impact
                           on the customer decision-making process
                        o Develop critical awareness of marketing communications approaches and
                           strategies used by a wide range of organizations
                        o Research effectively a wide range of sources of information
                        o Prioritise and assess secondary data in order to investigate marketing
                           communications issues within a wide range of organizations
                        o Demonstrate the skills of using secondary data to illustrate or support
                           arguments in the context of marketing communications decision-making
                        o Analyse advantages and limitations of the main marketing communications
                           concepts and be able to apply them to scenarios in current marketing cases
                        o Critically analyse and evaluate marketing communications strategies
                           employed by organisations in different contexts
                        o Identify management problems in the area of marketing communications
                           and critically evaluate alternative course of actions dependent on the
                           context of the situation
                        o Evaluate best practices as well as marketing communications failure

Skills              On successful completion of this assignment you will have achieved the following
                    skills:

                           IMC analytical and critical thinking skills.
                           Being able to apply theoretical knowledge to a real business environment.
                           Communication skills: (Presentation and Argumentation)
                           Business Report writing skills (Research, Analysis, Critical Thinking)
Your Task    Make a presentation in groups of 4
             Compare 2 competitors and look at their marketing communication campaigns.
             Choose one company, which you think, does have an effective IMC strategy and
             choose another company, which you think, does not have a convincing IMC
             strategy.

             1) Present the first organization. Include a brief background of the chosen
             organization and present their Marketing mix.

             2) Analyse the IMC strategy of the company with the more successful IMC strategy.
             Give argumentation why their IMC strategy has been successful.
             - Which IMC tools do they use? What is the reason the company decided to use
             these tools? Critically analyse if these tools are the right ones for the company.
             - Which messages are the company sending? Are these more rational or emotional?
             Do these messages try to change consumer attitudes? If yes, in what kind of way
             (cognitive, affective or conative).
             - Which kind of media do they use? Critically analyse their choice.
             - Does the IMC strategy target their preferred groups of consumers? Provide
             supportive evidence for your answer.

             3) Briefly analyse the second company together with their current marketing mix.
             Critically analyze and explain why this company is not successful with their IMC.
             (Look at the points above in section 2)

             4) You are now the account manager of this second company. State the objectives
             for the new IMC Strategy. (Max 3 SMART objectives)

             5) Make a proposal for their new IMC campaign. Think about STP, messages, IMC
             tools, advertising frameworks, and use of different media.

             6) Demonstrate your understanding of theoretical concepts and models by applying
             them where appropriate (reference all sources)

             7) Hand in a written report (max 2000 words) that supports the presentation. This
             report should not have extra subjects but is the written form of your presentation.
             Include a reference’s section.

Guidelines
                 1) Presentation length: 15 minutes (max 10% more or less)
                 2) Every Group member has to present.

             Grading:

             Peer observation:                5 points
             Contents of presentation:       30 points
             Slides:                          5 points
             Presentation Skills:             5 points
             Argumentation:                   5 points
             Answering to questions:          5 points
             Report                          45 points

             Group members might be given different grades because of their contribution in the
             presentation, their answers to questions and the peer observation grade
Presentation   All members must present an equal part of the presentation
guidelines               All members are required to be on time. Late arrivals will forgo the
                         opportunity to present.
                         All students are required to attend all presentations.
                         Non –attendance on all presentation dates will amount to a referral, with
                         extenuating circumstances applying to individuals only and not to entire
                         groups.
                    Groups will be required to present irrespective of the absence of other group
                    members.
                    The group must ensure that the visuals used are large enough for all audience
                    members to see without straining their eyes.
                    It is the responsibility of the group to tell the seminar tutor, two weeks in
                    advance, as to what equipment is needed for the presentation.

                   The report must be in the format of an academic report
                   Conduct research as suggested in the section headed 'Tasks'.
                   The report must address the questions asked and not include irrelevant
                   information.
                   You must use your own words. You can use quotes where relevant but ensure
                   the sources are clearly referenced.
                   Insert page numbers.
                   Include a Reference Section and use the Harvard Reference System.
                   Proofread your report and slides so it is grammatically correct and you have
                   checked spelling and punctuation.
               Bind your work in a plastic wallet but do not put individual sheets of paper into
               individual plastic sleeves.
London School of   MSc in Marketing
Business &
Finance (LSBF)
Module             Integrated Marketing Communications
Assignment Title   Integrated Marketing Communications Presentation and Report
Grade              Description of Achievement
70%+               Very high standard of critical analysis using appropriate marketing communications
                   conceptual frameworks
                   Excellent understanding and exposition of relevant issues
                   Clearly structured and logically developed arguments
                   Good awareness of nuances and complexities
                   Substantial evidence of well-executed independent research
                   Excellent evaluation and synthesis of source material
                   Excellent use of relevant data and examples, all properly referenced
60%-69%            The Harvard Referencing System has been used and applied, but with minor errors.
                   High standard of critical analysis using appropriate conceptual marketing
                   communications frameworks. Clear awareness and exposition of relevant issues
                   Clearly structured and logically developed argument
                   Awareness of nuances and complexities
                   Evidence of independent research
                   Good evaluation and synthesis of source material
                   Good use of relevant data and examples, all properly referenced
50%-59%            Uses appropriate conceptual frameworks
                   Attempts analysis but includes some errors and/or omissions
                   Shows awareness of issues but no more than to be expected from attendance at
                   classes. Arguments reasonably clear but underdeveloped
                   Insufficient evidence of independent research
                   Insufficient evaluation of source material
                   Some good use of relevant data and examples, but incompletely referenced
40%-49%            Adequate understanding of appropriate conceptual marketing communications
                   frameworks
                   Answer too descriptive and/or any attempt at analysis is superficial, containing
                   errors and/or omissions
                   Shows limited awareness of issues but also some confusion
                   Arguments not particularly clear
                   Limited evidence of independent research and reliance on a superficial repeat of
                   class notes
                   Relatively superficial use of relevant data, sources and examples and poorly
                   referenced.
30%-39%            Weak understanding of appropriate conceptual marketing communications
                   frameworks
                   Weak analysis and several errors and omissions
                   Establishes a few relevant points but superficial and confused exposition of issues.
                   No evidence of independent research and poor understanding of class notes. Poor
                   or no use of relevant data, sources and examples, and no references
Below 0-29%        Very weak or no understanding of appropriate conceptual marketing
                   communications frameworks
                   Very weak or no grasp of analysis and many errors and omissions
                   Very little or no understanding of the issues raised by the question
                   No appropriate references to data, sources, examples or even class notes

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Integrated marketing communications

  • 1. London School MSc in Marketing of Business & Finance (LSBF) Module Integrated Marketing Communications Assignment IMC Presentation & Report: Title Assignment Type Presentation & Report Word Limit 2000 (+/10%) Weighting 50% Student Intake Intake 7 Issue Date 9 June 2011 Submission Date 12th July 2011 Feedback Date WC 29 August 2011 Issued by Jose Scheuer (Assessor) Internal Verifier Kulbir Basra Plagiarism When submitting work for assessment, students should be aware of the LSBF guidance and regulations in concerning plagiarism. All submissions should be your own, original work. Harvard The Harvard Referencing System must be used. Failure to provide a reference’s Referencing section and failure to complete the students’ feedback sheet will result in your work being referred. The Wikipedia website must not be referenced in your work. Learning On successful completion of this assignment you will be able to: Outcomes o Grasp fundamental theoretical concepts in the area of marketing communications management o Develop sound understanding of the communication process and its impact on the customer decision-making process o Develop critical awareness of marketing communications approaches and strategies used by a wide range of organizations o Research effectively a wide range of sources of information o Prioritise and assess secondary data in order to investigate marketing communications issues within a wide range of organizations o Demonstrate the skills of using secondary data to illustrate or support arguments in the context of marketing communications decision-making o Analyse advantages and limitations of the main marketing communications concepts and be able to apply them to scenarios in current marketing cases o Critically analyse and evaluate marketing communications strategies employed by organisations in different contexts o Identify management problems in the area of marketing communications and critically evaluate alternative course of actions dependent on the context of the situation o Evaluate best practices as well as marketing communications failure Skills On successful completion of this assignment you will have achieved the following skills:  IMC analytical and critical thinking skills.  Being able to apply theoretical knowledge to a real business environment.  Communication skills: (Presentation and Argumentation)  Business Report writing skills (Research, Analysis, Critical Thinking)
  • 2. Your Task Make a presentation in groups of 4 Compare 2 competitors and look at their marketing communication campaigns. Choose one company, which you think, does have an effective IMC strategy and choose another company, which you think, does not have a convincing IMC strategy. 1) Present the first organization. Include a brief background of the chosen organization and present their Marketing mix. 2) Analyse the IMC strategy of the company with the more successful IMC strategy. Give argumentation why their IMC strategy has been successful. - Which IMC tools do they use? What is the reason the company decided to use these tools? Critically analyse if these tools are the right ones for the company. - Which messages are the company sending? Are these more rational or emotional? Do these messages try to change consumer attitudes? If yes, in what kind of way (cognitive, affective or conative). - Which kind of media do they use? Critically analyse their choice. - Does the IMC strategy target their preferred groups of consumers? Provide supportive evidence for your answer. 3) Briefly analyse the second company together with their current marketing mix. Critically analyze and explain why this company is not successful with their IMC. (Look at the points above in section 2) 4) You are now the account manager of this second company. State the objectives for the new IMC Strategy. (Max 3 SMART objectives) 5) Make a proposal for their new IMC campaign. Think about STP, messages, IMC tools, advertising frameworks, and use of different media. 6) Demonstrate your understanding of theoretical concepts and models by applying them where appropriate (reference all sources) 7) Hand in a written report (max 2000 words) that supports the presentation. This report should not have extra subjects but is the written form of your presentation. Include a reference’s section. Guidelines 1) Presentation length: 15 minutes (max 10% more or less) 2) Every Group member has to present. Grading: Peer observation: 5 points Contents of presentation: 30 points Slides: 5 points Presentation Skills: 5 points Argumentation: 5 points Answering to questions: 5 points Report 45 points Group members might be given different grades because of their contribution in the presentation, their answers to questions and the peer observation grade
  • 3. Presentation All members must present an equal part of the presentation guidelines All members are required to be on time. Late arrivals will forgo the opportunity to present. All students are required to attend all presentations. Non –attendance on all presentation dates will amount to a referral, with extenuating circumstances applying to individuals only and not to entire groups. Groups will be required to present irrespective of the absence of other group members. The group must ensure that the visuals used are large enough for all audience members to see without straining their eyes. It is the responsibility of the group to tell the seminar tutor, two weeks in advance, as to what equipment is needed for the presentation. The report must be in the format of an academic report Conduct research as suggested in the section headed 'Tasks'. The report must address the questions asked and not include irrelevant information. You must use your own words. You can use quotes where relevant but ensure the sources are clearly referenced. Insert page numbers. Include a Reference Section and use the Harvard Reference System. Proofread your report and slides so it is grammatically correct and you have checked spelling and punctuation. Bind your work in a plastic wallet but do not put individual sheets of paper into individual plastic sleeves.
  • 4. London School of MSc in Marketing Business & Finance (LSBF) Module Integrated Marketing Communications Assignment Title Integrated Marketing Communications Presentation and Report Grade Description of Achievement 70%+ Very high standard of critical analysis using appropriate marketing communications conceptual frameworks Excellent understanding and exposition of relevant issues Clearly structured and logically developed arguments Good awareness of nuances and complexities Substantial evidence of well-executed independent research Excellent evaluation and synthesis of source material Excellent use of relevant data and examples, all properly referenced 60%-69% The Harvard Referencing System has been used and applied, but with minor errors. High standard of critical analysis using appropriate conceptual marketing communications frameworks. Clear awareness and exposition of relevant issues Clearly structured and logically developed argument Awareness of nuances and complexities Evidence of independent research Good evaluation and synthesis of source material Good use of relevant data and examples, all properly referenced 50%-59% Uses appropriate conceptual frameworks Attempts analysis but includes some errors and/or omissions Shows awareness of issues but no more than to be expected from attendance at classes. Arguments reasonably clear but underdeveloped Insufficient evidence of independent research Insufficient evaluation of source material Some good use of relevant data and examples, but incompletely referenced 40%-49% Adequate understanding of appropriate conceptual marketing communications frameworks Answer too descriptive and/or any attempt at analysis is superficial, containing errors and/or omissions Shows limited awareness of issues but also some confusion Arguments not particularly clear Limited evidence of independent research and reliance on a superficial repeat of class notes Relatively superficial use of relevant data, sources and examples and poorly referenced. 30%-39% Weak understanding of appropriate conceptual marketing communications frameworks Weak analysis and several errors and omissions Establishes a few relevant points but superficial and confused exposition of issues. No evidence of independent research and poor understanding of class notes. Poor or no use of relevant data, sources and examples, and no references Below 0-29% Very weak or no understanding of appropriate conceptual marketing communications frameworks Very weak or no grasp of analysis and many errors and omissions Very little or no understanding of the issues raised by the question No appropriate references to data, sources, examples or even class notes