London School of Business & Finance (LSBF)

MSc in Marketing

Module

Integrated Marketing Communications

Assignment Title

IMC Presentation & Report:

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 (Assessor)

Jose Scheuer

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

Referencing

The Harvard Referencing System must be used. Failure to provide a reference’s

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

Outcomes

On successful completion of this assignment you will be able to:

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

guidelines

All members must present an equal part of the presentation

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 Business & Finance (LSBF)

MSc in Marketing

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