Managing marketing programs

IILM Institute for Higher Education

Module Manual: Managing Marketing Programs: - Advertising and Sales
Promotion
Academic Year: PGP 2010-2012

Sector Job Profiles in this sector

Advertising Companies (This Advertising Manager
course is very helpful for students
Ad. Account Executive
specifically wanting to join the
Advertising companies/advertising
agencies)

Research Organizations (This Ad. Researcher
course is very helpful for students
wanting to join research
organizations)

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1. INTRODUCTION TO THE COURSE

Advertising and Sales Promotion is an applied course that provides an overview of
advertising and promotion and its role in modern marketing. This course examines the
significance of advertising and promotion in the overall marketing program, with attention
to various elements of marketing mix and now they interact with advertising and
promotional strategy.

This course focuses on the decisions; managers must make to successfully implement
marketing & promotional strategies. Successful marketing implementation requires the
managed introduction of new products, effective setting of prices, persuasive
communication of product value, and the distribution of the product through
intermediaries or direct sales teams. Students who take this course will learn how to make
effective decisions regarding two most important aspects of “Communication Mix” –
Advertising and Sales promotion, relating it to the “4 P’s of marketing” — product, price,
promotions (communication) and place (distribution).

At the end of the course students will be able to:

• To understand the role of advertising and sales promotion in marketing and the
promotional mix.
• To understand the structure, processes, techniques and terms used by
organizations.
• To identify the scientific and creative aspects of advertising as a business discipline.
• To understand the relationship between marketing strategy and creative strategy.
• To explore the social, economic, and ethical issues surrounding advertising in a free
society.

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2. INTRODUCTION TO THE TUTORS

Area Chair: Prof. Sujit Sengupta
IILM, Lodhi Road campus
# 9811076737
sujit.sengupta@iilm.edu

Module Leader: Dr. Anil Vashisht
IILM, Lodhi Road Campus
# 9810139348
anil.vashisht@iilm.edu

2.1.1 Course Tutors

Rochika Gulati http://iilm.edu/faculty/profiles/rochika-gulati.html

Anil Vashisht http://iilm.edu/faculty/profiles/anil-vashisht.html

Monica Mor http://iilm.edu/faculty/profiles/monica-mor.html

Deepti Srivastava http://iilm.edu/faculty/profiles/deepti-srivastava.html

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3. MODULE OVERVIEW

Session Topics Day
Session 1 Introduction to Advertising and Sales Promotion Day 1

Session 2 Role of AD agencies and other Marketing Day 1
Communication Organizations
Session 3 Advertising Agencies- Selection, Compensation & Day 2
Evaluation
Session 4 Video: Kevin Roberts – CEO Saatchi & Saatchi Day 2
(discussion on Advertising agencies)
Session 5 Perspectives on Consumer Behavior Day 3
Session 6 Case: “How to Win (And Lose) An Advertising Account Day 3
Session 7 Analyzing the Communication Process Day 4
Session 8 Source, Message and Channel Factors Day 4
Session 9 Video: Piyush Pandey - (Chairman & Creative Director Day 5
– Ogilvy and Mather – India) on Indian Consumers and
Message strategy
Session 10 Establishing objectives for Promotional Programs Day 5
Session 11 Budgeting for Promotional Programs Day 6
Session 12 Case: “ The Auto Advantage” Day 6
Session 13 Creative Strategy Day 7
Session 14 Creative Strategy – Planning and Development Day 8
Session 15 Creative Strategy – Implementation and Evaluation Day 8
Session 16 Case discussion on Creative Strategy “Nike - Just Do Day 9
it”
Session 17 Advertising and Sales Promotion Day 9
Session 18 Types of Sales Promotion Day 10
Session 19 Case discussion on Consumer Promotions
“Sunny Success”
Session 20 Evaluating the Social and ethical aspects of advertising Day 10
and promotions.
Session 21 Video - Alyque Padamsee on Social aspects of Day 11
advertising
Session 22 Economic aspects of advertising and promotion Day 11
Session 23 & Final assessment Day 12
24

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4 MODULE PREREQUISITES

An understanding of basics of Marketing is critical and its P’s. Also students need to revise their concepts
on Consumer Behavior for better understanding of this course.

5 MODULE READINGS

5.1 Main Text

• Advertising and Promotion: An Integrated Marketing Communications
Perspective, 7th edition by George E. Belch, Michael Belch & Keyoor Purani, -
Special Indian Edition, McGraw Hill publication.

5.2 References

• Advertising Marketing, by Rajeev Batra, John Myers and David A. Aaker, New
Delhi: Prentice Hall of India – (BMA)
• Integrated Advertising, promotion and Marketing Communication, 3 rd edition by
Clow Baack, Pearson education.
• Advertising Excellence by Courtland Bovee, John V Thill, George P Dovel and
Marian Burk Wood, McGraw-Hill
• Advertising Principles and Practice, 6 th edition by William Wells, John Burnett
and Sandra Moriarty, Pearson Education.
• Brand Positioning, 2nd edition by Subroto Sengupta, Tata McGraw-Hill

5.3 Journals

Journal of Interactive Advertising (www.jiad.org)

5.4 Websites

• Advertising Age: (www.adage.com)
• Online Advertising: (www.onlineadvertising.net)
• Advertising World: (www.advertising.utexas.edu/world)
• Adweek: http:(www.adweek.com)
• Advertising Agencies Association of India: (www.aaaindia.org)

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6 Session Plan

6.1- Introduction to Advertising and Sales Promotion

The session introduces Advertising and sales promotion and their importance to marketing
communication mix. Session also focuses on how advertising and sales promotion are used by
organizations.

Essential Reading: Chapter 2, pages 47 – 57, Advertising and Promotion by George E. Belch, Michael
Belch & keyoor purani, McGraw Hill publication, Special Indian Edition

Desired Reading: Chapter 2, pages 52-65, Advertising Management, by Rajeev Batra, John Myers
and David A. Aaker, New Delhi: Prentice Hall of India

Learning Outcomes: This will be an introductory session, after this session students will gain an
insight into advertising and sales promotion and how marketers are using advertising and sales
promotion to market their products and services to target segments.

6.2 - Role of AD agencies and other Marketing Communication Organizations

The session examines the role of Advertising Agencies and other marketing communication
organizations, also the function and other parameters of specialized marketing communication
organizations.

Essential Reading: Chapter 3, pages 90 – 112, Advertising and Promotion by George E. Belch,
Michael Belch & keyoor purani, McGraw Hill publication, Special Indian Edition

Desired Reading: Discussion on Leo Burnet and FCB ULKA (material on Moodle)

Learning Out/comes: Students will get to understand how advertising agencies and other
marketing communication organizations operate and to their roles and responsibilities.

6.3 - Advertising Agencies- Selection, Compensation & Evaluation

The session examines method used by organizations for selecting, compensating and evaluating
advertising agencies.


Desired Reading: Discussion on Mccann Erickson (Material on Moodle)

Learning Outcomes: Students will learn the methods and parameters used by organizations for
selecting, compensating and evaluating an advertising agency or else marketing communication
organizations.

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6.4 – Video: Kevin Roberts (CEO Saatchi & Saatchi)

In this session Kevin Roberts discusses the role and functioning of an advertising agency, what
factors do organizations consider when they select an advertising agency, pool of services provided
by an agency and their compensation.

Essential Reading: Chapter 3, pages 90-112, Advertising and Promotion by George E. Belch, Michael
Belch & keyoor purani, McGraw Hill publication, Special Indian Edition

Learning Outcomes: Students will learn the different services provided by advertising agencies,
they will also be able to understand how does an advertising agency function and the roles they
perform.

6.5 – Perspective on Consumer Behavior

This session examines the role that consumer behavior plays in the development and
implementation of advertising and promotional programs. Also to understand various internal
psychological processes, their influence on consumer decision making, and implications for
advertising and promotion.
Essential Reading: Chapter 4, pages 136-145, Advertising and Promotion by George E. Belch,

Learning Outcomes: Students will be able to understand how does consumer behave when they are
exposed to advertising and promotional programs. Also consumer psychological process and its
impact on their decision making.

6.6 - Case: “How to Win (And Lose) An Advertising Account

Keeping in mind the readings mentioned in Session 6.4, this case will take the discussion further
as to what considerations do organizations give in screening and selecting an advertising agency.
The case talks about an organization Charter Behavioral Systems – largest provider of
alcoholism and depression treatment services, whose goal was to select an agency to handle a $
20 million advertising account.

Essential Reading: Case: How to Win (And Lose) an Advertising Account

Learning Outcomes: Students will be able to understand how to organizations screen and select an
advertising agency once they handle the following questions w.r.t the case in their presentation:

Q.1 Which agency should Charter Behavioral Systems hire and why?
Q.2 Should agencies do anything differently the next time their representatives make a
presentation? Why or Why not?
Q.3 Should variables like trust and confidence be the deciding factor in choosing an advertising
agency?

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6.7 -The Communication Process

Organizations use the communication model to provide information to consumers for their
products and services. To understand the nature of communication and the basic model of
communication. To study the major variables in the communications system and how they
influence consumers’ processing of promotional messages.


Learning Outcomes: Students will learn the basic model and nature of communication used by the
organizations and the effect of its variables on consumers.

6.8 - Source, Message and Channel Factors

To examine different types of message structures and appeals that can be used to develop a
promotional message. To consider how the channel or medium used to deliver a promotional
message influences the communication process.

Essential Reading: Chapter 6, pages 217- 230, Advertising and Promotion by George E. Belch,

Desired Reading: Chapter 6, pages 184-195, Integrated Advertising, promotion and Marketing
Communication, 3rd edition by Clow Baack, Pearson education.

Learning Outcomes: After this Session students will get to understand what combination of source,
message and channel factors are used by organizations for communication to consumers.

6.9 – Piyush Pandey (Chairman & Creative Director – Ogilvy and Mather – India) on Indian
Consumers and Message strategy

In this session Piyush Pandey emphasize on how do Indian consumers. How will Indian consumer
behave when they are exposed to different advertising and promotional programs. And what
message strategy should be adopted by the advertisers for them

Essential Reading: Chapter 6, pages 217 - 240, Advertising and Promotion by George E. Belch,

Learning Outcomes: After this Session students will learn how advertisers decide on their message
strategy for their products and services, taking into account the consumer behavior.

6.10 – Establishing Objectives for Advertising and Promotional Programs

To recognize the importance and value of setting specific objectives for advertising and promotion.
To understand the role of objectives in the IMC planning process and the relationship of
promotional objectives to marketing objectives.

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Desired Reading: Chapter 4, pages 122 - 130, Advertising Management, by Rajeev Batra, John Myers
and David A. Aaker, Prentice Hall of India

Learning Outcomes: After this Session students will learn how organizations establish their
objectives for managing their marketing programs and their relationship with the Integrated
Marketing communication process..

6.11 - Establishing Budgeting for Advertising and Promotional Programs

To understand the process of budgeting used by organizations and the different methods of budget
setting.


Desired Reading: Chapter 5, pages 170 - 175, Integrated Advertising, promotion and Marketing
Communication, 3rd edition by Clow Baack, Pearson education.

Learning Outcomes: After this Session students will learn how organizations establish budget for
their marketing programs and the different methods used by them for the same.

6.12 – Case: The Auto Advantage

Keeping in mind the readings mentioned in Session 6.4, this case will take the discussion further as
to what considerations do advertisers give while developing an ad for an organization, how do they
go about combining different appeals and channel factors. The case talks about the organization-
The Auto Advantage dealing in selling cars and how with the help of right advertising they have
managed to keep pace with the changing buyer expectation and the nature of the industry.

Essential Reading: Case: The Auto Advantage

Learning Outcomes: Students will be able to understand how advertising with the right mix of
message and channel factors can help a business to grow despite growing competition and
changing consumer expectations.

6.13 - Creative Strategy

To examine the role of creative strategy in marketing programs and to discuss the importance of
creativity in advertising and other marketing programs

Essential Reading: Chapter 8, page 307- 312, Advertising and Promotion by George E. Belch,

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Desired Reading: Chapter 12, pages 403 - 415, Advertising Management, by Rajeev Batra, John
Myers and David A. Aaker, Prentice Hall of India

Learning Outcomes: After this Session students will learn the importance of creativity w.r.t
marketing programs and how marketers use creative strategy for their marketing programs to
market their products and services.

6.14- Creative Strategy – Planning and Development

To examine the process that guides the creation of messages and the various research inputs into
the stages of the creative process. And to examine various approaches used for determining major
selling ideas that form the basis of an advertising campaign.

Essential Reading: Chapter 8, page 312 - 325, Advertising and Promotion by George E. Belch,


Learning Outcomes: Students will get to understand how organizations plan and develop creative
strategies for marketing programs and the various approaches used by them to develop creative
ideas to be used for advertising campaign.

6.15 - Creative Strategy – Implementation and Evaluation

To analyze various types of appeals and creative execution styles that can be used in the
development and implementation of creative strategy by advertisers and also how they evaluate
the creative work.



Learning Outcomes: After this Session students will get to know the types of appeals and the
different creative execution styles used by advertisers for creative strategy implementation and its
evaluation.

6.16 - Case - Nike’s “Just Dot it” Advertising Campaign

The Nike brand has become so strong as to place it in the rarified air of recession-proof consumer
branded giants, in the company of Coca- Cola, Gillette and Proctor & Gamble. Brand management is
one of Nike’s many strengths. Consumers are willing to pay more for brands that they judge to be
superior in quality, style and reliability. A strong brand allows its owner to expand market share,
command higher prices and generate more revenue than its competitors. The case focuses on How

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Nike successfully launched their campaign and were able to gain significant consumer attention and
increase their profits over a period of time.

Essential Reading: Case - Nike’s “Just Dot it” Advertising Campaign

Learning Outcomes: The case discussion will help the students understand what do organizations
consider while planning and designing an Ad campaign, how to they go about it, what factors are
considered by them while designing a campaign and the creativity aspects taken into consideration.

6.17 – Sales Promotion

The objective of the session is to understand the role of sales promotion in an organization’s
integrated marketing communications program and to examine why it is increasingly important. To
also examine the various objectives of sales promotion program.


Desired Reading: Chapter 9, pages 296- 310, Integrated Advertising, promotion and Marketing
Communication, 3rd edition by Clow Baack, Pearson education

Learning Outcomes: Students will learn about the role of sales promotion in an IMC program and its
importance to organization. They will also learn about the various objectives of sales promotion
program.

6.18 – Types of Sales Promotion

This session examine the types of consumer- and trade-oriented sales promotion tools used by
organizations and the factors to consider while using them. Session also focuses on the potential
problems and abuse by companies in their use of sales promotion.


Desired Reading: Chapter 10, pages 328- 335, Integrated Advertising, promotion and Marketing
Communication, 3rd edition by Clow Baack, Pearson education

Learning Outcomes: This session will enable the students to understand the consumer and trade
oriented sales promotion tools used by organizations and the problems they face while using sales
promotion programs.

6.19 – Case: Sunny Success

Sunny success is the case about the organization Sun Products, Inc. Sun Products sells items
primarily oriented toward beach-related activities, the most successful of which is the company's
line of sunscreen products. The tanning industry faces a unique set of challenges as a new
generation of consumers emerges. First, more than ever consumers are aware of the dangerous

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long-term effects of tanning. These include more wrinkles along with vastly increased chances of
developing skin cancer in later life. More importantly, however, .is a potential shift in cultural
values regarding appearance. The case focuses on how did Sun Products using a combination of diff.
consumer trade promotions were successful in reaching out to their consumers and created an
impact on them.

Essential Reading: Case – Sunny Success

Learning Outcomes: The case discussion will help the students understand the various consumer
trade promotions used by organizations to promote their products and services. The case will also
help in identifying the right mix of advertising and sales promotion techniques to be used.

6.20 – Evaluating the social and ethical aspects of advertising and promotion

This session considers various perspectives concerning the social and ethical aspects of advertising
and promotion and also the social criticisms for advertising. The session also examines the
economic role of advertising and its effects on consumer choice, competition, and product costs and
prices.



Learning Outcomes: Students will understand the social and ethical aspects of advertising and
promotions. The session will also help the students understand the social criticisms of advertising

6.21 – Alyque Padamsee on Social Aspects of Advertising

In this session Alyque Padamsee shares his views on the social aspects of advertising. How does it
impact the society at large and the consumer. He has also emphasized the advantages and
disadvantages to organizations in being socially responsible to their target markets.


Learning Outcomes: Students will understand the social implication of advertising and its impact on
consumers. The session will also help the students understand the social criticisms of advertising

6.22 – Evaluating the economic aspects of advertising and promotion

The session examines the economic role of advertising and its effects on consumer choice,
competition, and product costs and prices.


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Desired Reading: Chapter 19, pages 693- 705, Advertising Management, by Rajeev Batra, John

Learning Outcomes: This session will enable the students to understand the economic aspects of
advertising and how do these economic changes effects consumers choice, competitors, and
products costs & prices.

7 Assessments Plan
Case Analysis 20%

Individual Assessment 20%

Final Assessment 60%

7.1 Case Analysis

Case analysis in this module would require the students to thoroughly read the case and identify the Situational
Problems. The solution of the case would involve designing a suitable analysis for solving the problems identified
in the case.

The cases will be analysed in pre-decided groups by students, and the analysis will be presented in class.
Feedback on the same will be provided by the instructor after the presentation of analysis. Assuming that in a
class of 60-75 there are 10 groups, all through the block since there are 4 cases being analysed and which would also
be presented by the predecided groups, this implies that Case 1 would be analysed by 3 groups, Case 2 would be
analyzed by the other 3 groups, Case 3 will be analyzed by the other 2 groups and Case 4 will be analyzed by the last
2 groups.

7.1.1 Case Assessment Rubrics – Annexure I

7.2 Individual Project

The project’s purpose is to provide the students with an opportunity to integrate and apply the
concepts of Advertising and Sales Promotion to the development of a real-world servicing
experience. The students are required to identify an organization/Brand of their choice and carry
out a detailed analysis on the marketing programs used for the same.

Report: A report to be submitted on the last teaching day of the course.

• Brief Introduction: 150 words

• Main Body: 500 words

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• Conclusion: 150

The Project has to be designed keeping in mind the following aspects:

• Advertising and Sales Promotion tools used by the organization for the Product/Service under
consideration

• Advertising Agency - its format, size, services.

• Consumers

• Source, Message and Channel Factors

• Advertising Objectives and Advertising Budget

• Creative Aspect

• Media Strategies

• Social and Ethical issues

Plagiarism Policy :

Management education is concerned with learning and understanding as a basis for functioning
effectively and developing and extending knowledge. The appropriate way of enhancing learning
and understanding is to interpret information within your own knowledge base and in your own
words. Each year cases of plagiarism are uncovered and dealt severely.
Attaching one’s name to a project/case write-up that one has not participated in writing violates
SOM’s honor code.

A coursework shall be considered plagiarized for following reasons:

• Copying sections of text from books, dissertation journals, internet without
acknowledgement. Brief statements may be used in assessed coursework from these
sources but they should be fully referenced including the page number.
• Paraphrasing ideas from texts without stating their origins. The use of phrases such as
"According to Mc Donald (1995) ." is acceptable
• Colluding with other students and submitting identical work
• Copy the work of another student with or without the student's consent To avoid anyone
copying you are advised to ensure that you delete any word-processed coursework on
Institute's PCs after you have copied the work on a pen drive.

Policy for Plagiarism and Copying

1. Minor Cases or the inclusion of unacknowledged material accounting less than 20% of the
assignment - This would result in a reduction of marks by 20%

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2. Moderate cases or the inclusion of unacknowledged material accounting for 20% -30%of
the assignment - This would result in a reduction of marks by 50%.
3. Severe Cases or the inclusion of unacknowledged material accounting for over 30% of the
assignment - The student will be awarded a mark of zero.
4. In the absence of the references, 10% marks will be deducted.
5. Copying of answers/ assignments/ reports among friends‟ results in awarding zero to all
similar copies.
Format of Submission of Project work

Project work must be submitted according to the deadlines specified by the instructor at the beginning of the
module. The documents must be submitted to the instructor before 5 pm on the day of submission. Failure to
submit without good cause (illness supported by a medical certificate or similar) will result in a zero mark..

Submissions are to be made in soft copy.

When submitting Project work, you must include a cover page which specifies:
• The Title of the project
• Your name
• Student ID number (s)
• Your section
• The Module title
• The name of the module instructor

7.2.1 Individual Project Rubrics – Annexure II

8 LEARNING MAP

8.1 CURRICULUM MAP: Managing Marketing Programs

Programme Learning Outcomes
Module L1 L2 L3 L4 L5 L6 L7 L8 L9
MMP * * * * * * *

L1: An understanding of organizations, their external context and their management.
L2: An awareness of current issues in business & management which is informed by research &
practice in the field.
L3: An understanding of appropriate techniques sufficient to allow investigation into relevant
business & management issues.
L4: The ability to acquire & analyze data and information.
L5: The ability to apply relevant knowledge to practical situation.
L6: The ability to work & lead effectively in a team based environment.
L7: An improvement in both oral & written communication skills.
L8: Be cognizant of the impact of their individual & corporate actions on society and recognize
ethical business practices.
L9: Be sensitive to the social economic and environmental responsibilities of business.

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8.2 TEACHING MAP: Managing Marketing Programs

TEACHING MAP

Module T1 T2 T3 T4 T5 T6
MMP * * *

T1: Lectures
T2: Seminars/Tutorials
T3: Projects & Presentation
T4: Case Discussion
T5: Guest Lectures/Industrial Visits
T6: Lab Sessions

8.3 ASSESSMENT MAP: Managing Marketing Programs

ASSESSMENT MAP

Module A1 A2 A3 A4 A5
MMP * * *

A1- Individual assignment/case study
A2- Group assignment/ project/business plan
A3- Open book examinations/ case study
A4- Closed book examinations
A5- Group Presentation

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Annexure - I
Rubric for Case Analysis
Module : Managing Marketing Programs
Topic Description 5 - Excellent 4 - V. Good 3 - Good 2 -Average 1 - Unsatisfactory 0 - Fail

Content Students must Recommendation is Recommendation Recommendation There is a great Issues are not Issues not at all
Knowledge provide their analysis authoritatively is appropriate. is somewhat deal of clearly identified; clear, Information
of the case which presented. The Sufficient appropriate. The information that information provided is not
includes a good listener is not only information is listener can is not clearly included that does correct and
discussion of the aware of the presented that extrapolate the related to the not support the irrelevant
background for the students relates to the student's position recommendation recommendation
case, identification of recommendation, recommendation; and support is in any way.
important issues or but feels compelled many good points fair.
lessons learned, and by the supporting made.
recommendations or evidence.
suggestions.

Coherence & The presentation is Organization and Organization and Organization and Organization and Presentation is Presentation is
Organization expected to be well transitions are transitions are transitions are transitions are choppy and not correct and
organized. Speakers outstanding. The appropriate. The fairly appropriate; somewhat disjointed; does there is no co
should provide listener can easily presentation can the listener may inappropriate; not flow; relation. Content
connections between follow the student's be understood have to make a the listener is Organization is in appropriate
points. The content and never with little effort; few connections, required to guess and/or transitions
presentation should has to fill in the when listening, but doesn't feel intent and are awkward to
flow together well blanks or guess ideas connect. lost. sometimes feels the point of
with good transitions. how one thing lost. making content
relates to another. difficult to
understand

Required Addressing the issues Student included Student included Student included Student included Student included Student included
Elements and/or questions more information all information sufficient most information less information incorrect
posted for the case. than was required. that was information that that was than was information
required. was required. required. required.

Speaking Skills Student should be Poised, clear Clear articulation Somewhat clear Some mumbling; Inaudible or too Student not
clearly heard articulation; proper but not as articulation; some little eye contact; loud; no eye prepared at all,
throughout the volume; steady rate; polished eye contact; uneven rate; contact; rate too student not
presentation. Volume good posture and appropriate little or no slow/fast; speaker confident
should be varied to eye contact; volume. expression seemed
add style. enthusiasm; uninterested and
confidence used monotone

Professionalism Student should be Student's Student's Student's Student's Student's Student
professionally appearance is appearance is appearance is appearance is appearance is appearance is
dressed. Student is highly professional. appropriate and generally somewhat inappropriate. inappropriate.
expected to maintain Note Pads not used. professional. appropriate; it inappropriate. Student is reading Student is unclear
eye contact with the Student maintaining Student is relying meets a minimum Student has very directly from Note and not prepared
audience throughout constant eye very little on standard. Student little eye contact. Pads or has
presentation. Use of contact with panel. Note Pads. Eye is using Note Pads, Note Pads are almost no eye
note pads is not contact is almost but more eye overused. contact.
allowed. constant. contact is on panel
than on note
cards.

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Annexure - II
Rubrics for Assessing Individual Project
MODULE: Managing Marketing Programs
CRITERIA 5 - Excellent 4 - V. Good 3- Good 2 -Average 1 - Unsatisfactory 0- Fail
Knowledge & Demonstrates well Well informed. Shows grasp of basic Shows a bare Fails to demonstrate No understanding
understanding – coordinated, Demonstrates issues/theory. understanding of understanding of of theory. Incorrect
Comprehensively grounded and sound basic issues/theory. topic/area. information
assesses all Marketing reasoned understanding.
Programs and IMC understanding.
associated with
organization

Identification & Provides concise Accurate & detailed Some evidence of Overly descriptive – Little or no analysis. Incorrect analysis of
Analysis of issues- analysis of all coverage of obvious understanding. identifies obvious Fails to identify key issues under
Comprehensively relevant issues/theory. Coverage of obvious issues. Misses more issues/theory. consideration.
explores and issues/theory. Presented in issues/theory only. subtle
examines the IMC logically reasoned, issues/theory.
tools coherent and
evaluative manner.

Subject relevance- Thoroughly Relevant material Some documentation Minimally Does not documents Irrelevant and
Documents and documents used. done. material documents outcomes. Irrelevant incorrect material
evaluates the efficacy outcomes .All repeated/overused. outcomes. Some or repetitive
of marketing material relevant to irrelevant or material.
programs in an subject. repetitive material.
organization

Conclusion – Excellent concluding Cogent and Conclusion Conclusion No proper Conclusion is wrong.
problem solving- section drawing intelligent attempted but some repetitive, thin in concluding section. Fail to identify key
Analysis is sufficient to together the various conclusion. Good points missing. content. Weak but Poor or no attempt issues
reach reasonable points made and application of Reasonable satisfactory at application of
conclusions and adding an original knowledge to all application of application of knowledge.
recommendations. perspective. issues/theory. knowledge to main issues/theory.
issues/theory.
Structure , i) Articulate & i) Grammar/spelling i) Language good. i) Language proper. i) Language, i) Purpose and
presentation & persuasive use of accurate and Structure coherent. Problems with grammar & spelling meaning unclear.
referencing language. Excellent language fluent. Presentation structure and poor. Structure Spelling and
i) Written referencing & Evidence of detailed satisfactory. Evidence presentation. Weak unclear. No grammar incorrect.
communication – research research. of some research referencing. evidence of reading ii)
spelling & grammar & ii)concepts used ii)concepts clearly ii) ii) concepts are
referencing and explained defined concepts used concepts very basic ii) incorrect
ii) Writing appropriately correctly but no concepts not used
demonstrates ability details correctly
to clearly and
accurately
communicate issues .

General Comments:

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Managing marketing programs

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