Posted: May 31st, 2015

International Marketing Communications Plan – B.Fresh

 

Title

 

International Marketing Communications Plan (60%)

 

 

Objectives

 

This assignment has been designed to allow students the opportunity to explore the issues of international marketing communications from the perspective of a real organisation facing the difficulties presented by an increasingly competitive environment and changing customer needs.

 

Learning outcomes

 

This assignment covers the learning outcomes for the modules as documented in the module guide and definitive document

 

Mode of working

 

This is an individual assignment and University policy will apply in all cases of copying, plagiarism or any other methods by which students have obtained an unfair advantage.

 

 

 

 

Task

 

You are required to:   Revise the Context Analysis for your chosen brand, based on the verbal and written feedback provided for Assignment 1. Based on that context analysis, write a Marketing Communications Plan for your brand. This plan should contain the following sections:   Main issues identified in the Context Analysis Marketing Communications Objectives Marketing Communications Strategy Tactics   Note: Please note how the marks are allocated on the marking scheme at the end of this document.

 

Main issues from Context Analysis 20% Concise and very informative discussion of the context Objectives and strategy 20% Concise and thoughtful discussion, supported by excellent use of theoretical concepts. Tactic 50% A comprehensive range of promotional activities identified. Critical analysis of the promotional activities identified. Excellent use of theoretical concepts to support the analysis. Presentation 10% Excellent report structure, grammar and spelling and referencing where used

Format for the submitted work

 

The work will be submitted in report format and should be no longer than 2500 words. Supporting appendices will not be included in the word count but only those appendices indicated in the assignment brief will be accepted. Please indicate your final word count for the report at the end of the assignment.

 

Assessment criteria

 

In order to gain a good pass for this assignment at this level students are expected to pay attention to the following:

Structure and clarity of expression

The fundamental features of well-structured work are expected as the norm at this level. There will be proper attention to the type and style of the assignment and the work should remain clearly focused, follow a logical sequence and clear sense of direction even though multiple complex issues are addressed and be produced to a high professional standard.

 

Content and understanding

Extensive knowledge and detailed understanding is expected, but it is how this knowledge is used in analysis which is equally, if not more important. Capable students will demonstrate an authoritative awareness of relevant issues facing the organisation and their significance for contributing to an informed, critical review of the communications context of the organisation and its consequences for the proposed plan.

Analysis/Evaluation

Students should demonstrate an ability to identify and critically evaluate the key issues which are most relevant to the successful development of a new integrated marketing communications plan for the organisation. The ability to appraise and evaluate the current market situation and the suitability of prospective strategies to fit those conditioning factors and the range of stakeholders involved using appropriate concepts, theories or frameworks is expected and students should be able to demonstrate the contribution of disciplinary methodologies to providing a viable solution to the problems posed by the case.

Reading/Research and Referencing

Reading should extend beyond essential texts and / or general texts and encompass specialist texts as well as the extensive use of journal articles, periodicals including professional/industry publications in order to demonstrate a detailed and systematic knowledge base, depth of understanding and practical professional insights. The proper, accurate presentation of quotations and references and research data is expected and inaccuracies will be penalised, as will the over-reliance on a single source or limited sources of information.

Application to industry

Students should demonstrate the ability to integrate theory into practice and increasing abilities to suggest viable solutions to the problems of the case organisation within the reality of the sector and environment in which it operates also demonstrating the ability to develop a realistic and viable strategic vision in the industry context.

 

Synthesis and Originality

Students should be developing the ability to demonstrate the advanced skills of synthesis. Providing solutions to unpredictable professional situations when necessary offering both creativity and originality whenever possible to meet that challenges presented by the case study.

 

 

In order to obtain higher grades students should consider the following:

 

• the ability to demonstrate creativity and critical analysis in the provision of original solutions

 

• the ability to demonstrate greater depth of knowledge and understanding through wide reading and varied research activities and the appropriateness of theory for understanding and developing feasible responses to real sector-based scenarios and problems

 

 

Weighting

 

This assignment carries a weighting of 60% for the International Marketing Communications module.