This document provides instructions for an assignment on marketing communications. Students are asked to provide five examples of how marketing messages can be unintentionally misinterpreted by audiences. They must then critically discuss how marketers can intentionally harness this inevitability of misinterpretation for strategic ends. The instructions emphasize using course materials and recommend participating in lectures and discussions. Students are told to structure their answer with clear headings and paragraphs to develop an argument, and to demonstrate mastery of in-text citations and an extensive bibliography. The word limit is 3,500 words and the deadline is February 15, 2017.

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Module: MN7622 Branding and Communications
Assignment Question
Provide five explanations for why the meaning(s) intended by contemporary marketing
communications programmes are mistranslated by audiences, whether intentionally or
unintentionally on their part, through the means of illustrative examples taken from
practice. Then, draw upon the five examples you have provided within a critical
discussion of the extent to which contemporary marketing communication programme
executives can intentionally harness the apparent inevitability of the mistranslation of
intended meaning, towards strategic ends.
Approaching the question
 This question places special emphasis on Sections 3, 4, 7 and 8, in particular, but
assumes familiarity with other sections of the module handbook, as well as with
broader readings related to the four specified sections
 You are encouraged to participate in each of the accompanying lectures and
seminars as these will each emphasise different materials and issues which are
particularly relevant to the assignment
 Do not offer an answer that relies on bullet points. Instead, plan your answer
carefully, with clearly sub-divided and headed sections, making sure each
paragraph drives forward a central argument.
 You should also take advantage of the opportunities for discussion, both with the
module leader as well as with your peers, provided by the discussion board facility
 At this stage of the programme, you are expected to demonstrate a mastery of in-
text referencing and an extensive bibliography at the end of the essay. Make sure
you use the e-library resources at your disposal and reference marketing journals
as well as books.
When you have finished, read through your answer carefully and proof-read it, correcting
grammatical errors and clarifying any untidy arguments.

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The essay should be fully referenced throughout and contain a bibliography.
Word limit: 3,500
Date for submission: Wednesday, 15 February 2017
Please refer to the Assessment section of Blackboard for details on how to submit.
If you have any questions or need information regarding submission of your assignment,
please contact the programme administration team.