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Assignment Details:

• Number of Word: 2000

Learning outcomes for this assessment

1. Compare and contrast the various aspects of the marketing mix and the marketing communications mix.
2. Elaborate a marketing communications plan, utilising the strengths of each promotional tool to counter any weaknesses evident in other tools.
3. Demonstrate ability of working in a team to prepare an integrated marketing communications plan.
4. Investigate the strengths and limitations of a range of promotional techniques, including advertising, public relations, sales promotion, direct marketing, e-marketing, personal selling and sponsorship.

You are tasked with writing a 2000 Word Marketing Communications Plan

Your marketing communications plan should be an account of that devised by your Team presentation component of this module assignment. It must be expanded with your additional individual research and analysis of the plan, and your own reference to and analysis of supporting marketing communications theory.

• Your plan may relate to any product or service brand, but must be focused on promoting the brand through an associated social cause of your choice – i.e., cause marketing’
• To a specifically defined target audience and associated organisational stakeholders

Selecting your cause:  it must be the same cause, brand and charity partner as your presentation

• It must serve a brand objective beyond just selling a product or service
• It should extend the brand profile, reputation and value with the specified target audience
• It should be relevant and authentic to the brand’s purpose, mission and values

Your marketing communications plan report should cover the following elements:

1. An introduction overview of marketing communications purpose and process, and the growing influence of consumer belief-led buying decision making on the growth of cause marketing’ in brand marketing and communications
2. An internal audit of your selected brand: its purpose / mission / values / target audience / market position – competitive advantage / marketing strategy. An external brand audit using PESTLE model to inform a SWOT conclusion. This should inform the nature of and specific objectives for your marketing communications plan
3. An overview of your cause campaign proposal and associated charity partner, the related issues and how these relate to your brand purpose, values and mission. This should include a clear statement of your cause and communications objectives
4. A clear definition of the target audience and wider stakeholders you will be communicating to
5. Your creative strategy and approach include campaign branding, content and messages supported by some associated artefact such as campaign branding logo, samples advert, poster / web or SM pages etc
6. Your plan for deploying marketing communications mix tools (advertising, PR, DM, personal selling etc)
7. Your plan for deploying medias mix channels based on your target audience media behaviour and each and frequency opportunities
8. Your campaign management proposals including a production schedule, budget plan and evaluation-measurement objectives and tactics which should be related to your objectives and KPIs
9. Your written plan should conclude with your reflection on the viability of your plan in context of marketing communications planning theory
10. Note your entire plan should be supported by reference to marketing communications theories and concepts covered by this module and core text as well as your own independently researched secondary sources related to your brand and audience.

You are strongly advised to refer to the lecture slides and assignment briefs available on the BMM5562 Moodle page. 

Grading Criteria:

Knowledge and Understanding (30%)

Demonstration of overall understanding and knowledge of Marketing Communication concepts, purposes, process and cause campaign

Structure and Arguments (15%)

Clarity with relevant arguments supported by research and focus on the brand and the new initiative

Analysis and Conclusions (30%)

Demonstration of analysis and discussion of SWOT, PESTLE, Marketing Communication Mix, Media Mix and concepts of selected organisation(s)

Sources, evidences (15%)

Appropriate use of sources; both in-text citation and the reference list

Reflective Statement (10%)

Reflection on the student’s experience and the viability of the student’s plan

It is vitally important that you deploy your knowledge of how to structure higher education work, to write in an appropriate academic style and to reference all sources that you use in your reflections according to the APA style of referencing (See Library Guide: APA 7th Referencing (leedstrinity.ac.uk)).

Is there a word limit?

The report should be 2000 words long (±10%).

Classification: Criterion:	Exceptional First 90-100	Outstanding First 80-89	First 70-79	2 (i) 60-69	2 (ii) 50-59	Third 40-49	Fail 30-39	Abject Fail 0-29
Knowledge & Understanding	Polished grasp of subject. Astute and authoritative approach to complexity.	Comprehensive and confident grasp with strong sense of subject complexity.	Thorough understanding evident and well applied to specific assessment task.	Secure, general understanding and reasonable application to assessment task.	Sound knowledge relevant to the assessment task.	Limited knowledge shows basic understanding. Some awareness o the context of the assessment task.	Faulty understanding of assessment task or concepts. Irrelevant or mostly absent content.	No understanding of assessment task or concepts. Irrelevant or absent content.
Analysis & Conclusions	Original and searching analysis, critical appraisal of task and judicious conclusions.	Searching analysis with pertinent conclusions drawn.	Insightful analysis throughout with appropriate conclusions drawn.	Strong analysis of salient illustrative examples. Some general conclusions drawn.	Some conclusions drawn based on some reasonable comparisons and examples.	Basic analysis. Remains descriptive, little evaluation or comparison. Few clear conclusions.	Insufficient evaluation or attempt to make comparisons. Conclusions illogical insufficient.	No evaluation or attempt to make comparisons. Conclusions illogical or absent.
Structure & Argument	Effective and integrated over-arching argument or structure, clear, insightful synthesis. Highly creative understanding of topic.	Effective overall argument with clear and insightful connections between claims. Creative understanding of topic.	Clear and logical focus and direction with valuable connections made between claims.  Good level of creativity.	Well-focused on the question with some clear connections made between claims and some overall direction.  Some creativity.	Addresses the topic with some direction and makes some connections between claims or different parts of artefact/assignment.	Argument is weak and difficult to detect. Connections made between statements limited	Lack of argument. Faulty connection between statements.	No argument. Many faulty connection between statements.
Sources & Evidence	Extensive and evaluative use of evidential support for argument. Flawless referencing or technical skills using extensive academic sources.	Extensive use of evidence with some evaluation. Flawless referencing or technical skills using a wide range of academic sources.	Clear support of argument with well selected evidence. Excellent referencing or technical skills using a range of academic sources.	Draws on relevant independent sources and evidence to support claims. Consistent and accurate referencing or technical skills using some academic sources.	Makes simple use of evidence from recommended sources. Largely consistent accurate referencing. or technical skills with limited academic sources.	Relies on superficial statements with little supporting evidence. Limited referencing/ adherence to convention or technical skills. Lack of academic sources.	Lack of evidence or relevant sources. Inadequate referencing or technical skills.	No evidence or relevant sources. Inadequate or no referencing or technical skills.
Reflection	The reflection explains the role of the student and the learning experience in great detail, and provides an excellent account of the viability of the plan complemented by a framework	The reflection explains the importance of the student’s role and the learning experience, coupled with a very good account of the viability of the plan backed by theory	The reflection provides an analysis of the learning process and provides a good description of the student’s role. A good discussion on the viability of the plan is included as well.	The reflection connects the work with student’s own contributions in a meaningful way. The viability of the plan is discussed well with some evidence.	The reflection depicts some connections between the work submitted and the student’s role in the work. There is a vague attempt at establishing the viability of the plan.	Very little discussion is provided on the student’s involvement with the project. The viability of the plan is also not discussed, or mentioned minimally.	The reflection has no connection to the work done. Viability of the plan is not provided, or is irrelevant.	No reflection provided, and no discussion on the viability of the plan included.