Project #66108 - Marketing

Summative Assessment Information

 

This module is assessed by an individual assignment (100%)

 

Examples of companies that students could choose:

 

Fashion industry

Smartphone 

Car manufacturers

Online Businesses

….

Ted Baker

Samsung Galaxy S5

BMW electric cars range

Gumtree

Superdry

HTC One

Nissan Quasquai

Cupid

Barbour

Xiaomi Mi4

Mini Cooper

Airbnb

Cath Kidson

Yourgolftravel

 

Examples of brands that you CANNOT choose:

 

ü  Food and drinks companies (e.g. Starbucks, Coca Cola, McDonalds, Burger King….)

ü  Jack Wills

ü  Apple

ü  Nike

ü  Adidas

ü  Consultancy companies

 

 

The budget allocated for the marketing communication plan is £ 750,000and the time frame is one year.

 

 

 

Summative Assessment Tasks

 

Summative Assessment means the work you complete at the end of a module. You are required to carry out secondary research (which means you do not have to contact the company directly) which will inform the formulation of a Marketing Communications campaign plan for the brand that the student has selected. The marketing communications plan can refer to a brand in general (e.g. Topman/Topshop) or to a specific product of a brand (e.g. Mini Countryman, Fiat 500…).  

 

The student is tasked specifically to:

 

Complete a 2500 word report for the Project Manager of the selected brand.  

You should assume the role of a Marketing Assistant when writing the report.

 

The report should outline your responses to the following tasks:

 

1.     Prepare a summary ANALYSIS OF THE CAMPAIGN CONTEXT (35 marks) for selected brand/new product, including:

1.1  a description of the brand/product; an analysis of strengths/weaknesses/opportunities and threats; actual positioning of the organization/brand;

1.2  an analysis of actual customers (demographics, psychographics, behavioural insights);

1.3  an analysis of direct competitors and of their promotional activities;

1.4  a PEST analysis highlighting only critical market trends;

1.5  a review/analysis of previous marketing Communications activities of the selected brand.

This analysis will provide the foundation for the development of the launch campaign plan (bullet point 2).

2.     MARKETING COMMUNICATIONS PLAN(55 marks).

Recommend a range of promotional activities for the campaign of the selected brand. Following a marketing communications planning framework (e.g., Fill, 2009) you need to consider how you will reach customers and promote the selected brand. You will need to state:

2.1   what your promotional objectives are and the positioning sought;

2.2  The target group (be specific) and rationale for choosing it;

2.3  You have to recommend a range of marketing communications tools and rationale for choosing them,

2.4  You have to discuss the messages used and the creative concept and rationale for choosing them;

2.5  You have to discuss the media where you are going to send the message and rationale for choosing them

2.6  You MUST include creative and original suggestions. You can design/provide a sample of the suggested advert/s (e.g. poster; banner; facebook posts & pictures, sequences of a TV advert; video).    

2.7  You must provide a justification for the selected promo tools, media, and message and support such decisions by using available statistics or linking back to the campaign context.   

2.8  You must display the costs breakdown (budget section) for the proposed marketing communications activities & the proposed metrics used to analyse the result of the campaign.

 

 

Weighting

 

This module is assessed entirely on the final individual report. The report will be assessed using the following weighting:

 

1.     Presentation of the report 10 marks

2.     Analysis of the campaign context35 marks

3.     Marketing Communications Plan55 marks

 

Subject Business
Due By (Pacific Time) 04/13/2015 12:00 am
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