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Module Code
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MK9531
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Module Title
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Content and Communications Marketing
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Statement of task
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This assessment invites you to address the following task:
• Component A: Group work (presentations) contributes 30% to the overall mark
• Component B: An individual report contributes 70% to the overall mark
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Word Limit
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Component A: 12 mins presentation
Component B: 2,000 word Portfolio and analysis report
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Weighting
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Component A: 30% of entire module mark
Component B: 70% of entire module mark
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Submission Time and Date
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To be advised by Blackboard announcement
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Submission of Assessment
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It is your responsibility to ensure that your assignment arrives before the submission deadline. See the University policy on late submission of work (the relevant extract is set out below).
Please note that assignments are subject to anonymous marking. Your name should only appear in the name box on the assignment submission cover sheet.
Electronic Management of Assessment (EMA): Please note your assignment must be submitted electronically via Turnitin by the given deadline. You will find a Turnitin link on the module’s eLP site
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Provision of feedback
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Groups will receive written feedback on component A after their presentation.
Individual written feedback on component B.
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Guidance for this assessment
1. The assessment takes the form. of:
2. Group 12 mins situational analysis presentation and
3. 2,000 word portfolio and analysis report.
Rubric - Grading criteria for the Assessment
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Does not meet Standards
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Meets Standards
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Exceeds Standards
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Assessment Criteria
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Completely insufficient
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Insufficient
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Adequate
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Good
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Very Good
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Excellent
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Outstanding
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0-29%
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30-39%
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40-49%
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50-59%
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60-69%
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70-79%
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80-100%
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Knowledge and Understanding
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Majority of work is neither relevant nor accurate.
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Performance shows elements of legitimate content.
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Legitimate content but relies heavily on the descriptive. Analysis may be unsophisticated.
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Knowledge base is generally sound and some critical appreciation shown.
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A maturing ability to relate theory and evidence, concepts and ideas is displayed. Critical appreciation is evident.
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Impressive knowledge and understanding. Clearly demonstrates critical appreciation. Theory and evidence are invariably related.
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Excellent knowledge and appreciation for subject. Fastidious eye for detail.
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Structure and Alignment
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Often inarticulate and can be incomprehensible
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Content is more often than not inappropriate.
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Work may contain some use of concepts, but is poorly set out and needs an appropriate focus.
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Analysis usually clear but can lack some clarity of focus.
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Content is always relevant, generally well focused and organised.
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Argument or logical reasoning is always relevant and well sustained.
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Assured ability to challenge received wisdom and to sustain argument or logical reasoning under these terms.
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You should refer to these assessment criteria within this rubric for detailed guidance on how you will secure marks for this assessment
Assessment Guidance Session
Detailed assessment guidance will be given in Week 1,7 and 12 The seminars will provide advice on
i) Week 1: Discuss the requirements of the assessments for this module and answer student queries
ii) Week 7: Opportunity to ask questions about Assessment 1
iii) Week 12: Opportunity to ask questions about Assessment 2
You are reminded that recorded assessment guidance will be provided on the eLP Blackboard site for this module after Week 1.
This assignment has been designed to meet the following module learning outcomes:
§ Develop the theoretical and application-based knowledge of various marketing communications methods, media and development of marketing messages. (MLO1)
§ Develop team working skills in the context of communications marketing and presenting the findings of this analysis. (MLO2)
§ Develop the attributes of a digital marketer, or a marketing specialist operating in a digital-communications environment. (MLO3)
§ Develop the foundational skills needed to analyse and evaluate a marketing communications campaign based on appropriate metrics, with an appreciation of the global environment, and potential ethical implications. (MLO4)
Instructions on Assessment:
Overview
The assessment comprises both group and individual work, each weighted accordingly:
· Component A: Group work (presentations) contributes 30% to the overall mark
· Component B: An individual report contributes 70% to the overall mark
Summative Assessment Tasks
Your task is to prepare a content and communications portfolio for ONE of the clients listed. Each client has produced a brief (see Blackboard assessment folder) that needs to be delivered based on the following requirements.
Standardised assessment/feedback sheets for the respective presentations, which will be completed by all tutors and returned to groups, are enclosed as Appendices at the end of this brief. You should read the Guidance and the Marking Criteria at the end of this brief to understand how you should approach the presentations/assignment and how marks will be allocated.
Further guidance on team work, presentations and the final assignment will appear on the eLP.
Component A (30%):
The client wishes you to compile a 12 minute group pitch/presentation and an Infographic covering a full situation analysis based on appropriate theoretical concepts.
The situation analysis is a research-focused piece and presentations should concentrate on the findings from the research you have gathered. We are looking for evidence of thorough research from appropriate academic/industry sources. The students should also incorporate the marcomms concepts discussed in the lectures/workshops when analysing the brand and its current marketing strategies.
When completing the situation analysis you should aim to identify a range of key issues that may positively or negatively impact on the client and on any future advertising campaign. You must then suggest a range of possible advertising objectives that may be used as a base for Component B. Your objectives should be guided by your findings from the situation analysis.
In addition to objectives, you should come up with recommendations to help guide your strategy for Component B. The recommendations should be aligned with the objectives, and guided (justified) by the research from the situation analysis.
See Appendix A.
*This presentation must include an infographic in addition to presentation slides. Non-submission will result in 20% deducted from Component A. The infographic should present key findings from the situation analysis in a visually appealing, easy-to-digest format.
Groups will receive feedback after their presentation. Tutors will use assessment feedback sheets (Appendix A) to assess the presentation, which will be returned to students as part of the formative feedback process on this module. This component is designed to enable groups to collect supportive and constructive feedback that will enable students to critically review, develop and enhance their recommendations and ideas for the subsequent individual component of the assessment.
**Every group member is expected to make an equal contribution towards the group presentation. Peer assessments will be taken into consideration if lack of contribution from individual group member is identified. The module tutor and the moderator reserve the right deduct individual students’ marks if lack of contribution is identified.
The presentation should outline the following areas:
- Analyse existing branding
- Identify and analyse target market behaviour
- Analyse competitive landscape
- Review and analyse marketing communications activities for the selected client and Integrated Marketing Communications approach (or lack of)
- Analyse Media, Message and Execution Style.
- Influence of external factors (e.g. COVID19) – not mandatory
- Identify Budget and Spending – if available, not mandatory
- Develop Objectives and Recommendations for improved Reach, Impact and Engagement.
Component B (70%):
Your situation analysis should provide the foundation for developing a critical content and communications plan. However, you are allowed to make changes based on tutor feedback. As part of this assessment you are required to submit an individual portfolio along with a 2,000 word report.
Your individual portfolio must include:
· One Digital Advertisement
· One PR Campaign
· One UGC Campaign (e.g. blog, vlog, contest, influencer campaign)
· One Web Page content (considering user experience)
The 2,000 word reflective report should justify the above campaigns with theory.
Suggested Report Structure:
· Title Page
· Contents page
· Summary of key issues identified in the analysis
· Content and communications objectives
· Brief explanation of the ‘big idea’ to reach objectives
· Portfolio Analysis
· Timeline
· Reference list
· Appendices
Report Guidance:
Summary of key issues identified in the analysis
- Clear introduction to the assignment, with a brief background on the company and summary of main findings from their situation analysis (Assessment A).
Content and communications objectives
- SMART objectives that link to situation analysis findings
Brief explanation of the ‘big idea’ to reach objectives
- Address how the big idea will be integrated across all campaign (portfolio content).
- Identify a clear target market(s) that the portfolio content is catered towards
Portfolio Analysis
- Portfolio Content
o Digital Advertisement
o PR Campaign
o UGC Campaign
o Website
o For all above elements, be creative. Ensure the materials match with the current branding, findings from the situational analysis, and objectives
- Written Report
o For each of the content, you should provide a solid rationale, supported by research, for each of the following decisions:
§ Media choice
§ Messaging
§ Content design
o There should be sound academic and industry resources used to support your decisions
o Address how content will help achieve the objectives
A GANTT chart to display when you will launch each of the materials
Marking criteria in Appendix B.
Electronic Management of Assessment (EMA): Please note your assignment must be submitted electronically via Turnitin by the given deadline. You will find a Turnitin link on the module Blackboard site in the Assessment/Submission folder.
Formative Assessment Tasks
In order to help you work towards your assessment, there will be opportunities within the teaching and learning programme to receive formative feedback from your tutor. Some of the seminar activities will both directly and indirectly assist you to develop your work. Although these activities will not be marked, they are an opportunity to explore your ideas and to receive feedback. Please check the Teaching and Learning Plan for further details.