“Marketing Communication Individual assignment
Order Description
selected project: anti-smoking campaign for NHS
Target market: 12-18 teenagers household background
Government organisation NHS business
customers young smokers (teenagers: 12-18)
competitors profit company: who sells anti-smoking products
environment schools smoking families
Communication assignment brief
selected project: anti-smoking campaign for NHS
Target market: 12-18 teenagers household background
Government organisation NHS business
customers young smokers (teenagers: 12-18)
competitors profit company: who sells anti-smoking products
environment schools smoking families
Prepare an individual assignment of max. 3500 words which contains your justification for selecting the market/segments the marketing communication tools and a
marketing communications plan. The abstract table of contents and references are not included in the word count. Appendices should not exceed 500 words.
The team members may share similar data but they are expected to submit individual assignments which contain their original analysis conclusions and
recommendations.
Assessment criteria/Marking guide
The examiners will be looking for an understanding of key concepts and theories related to Marketing Communications and their application in the context of a
Marketing Communications campaign.
A good understanding of key concepts and theories in a practical context involves:
An appropriate selection of concepts theories
Evidence of research related to the cost of the Marketing Communications campaign
A comprehensive analysis of the information collected based on theoretical models and frameworks
Sound arguments to support your decisions of selecting specific Marketing Communications (MC) tools or other types of decisions which are part of the MC plan
Evidence of literature review (e.g. studies regarding the effectiveness of media used)
Evidence of creativity within the boundaries of feasibility of the overall project
Structure of the assignment
You have absolute freedom in deciding the structure you consider most relevant for the type of business analysed. I do not intend to be prescriptive about the
structure but will make some suggestions of aspects that may be discussed/outlined.
Executive summary
Product analysis (branding unique selling proposition)
Target market profile
Objectives (corporate marketing marketing communications)
Marketing communications strategy (e.g. positioning)
Promotional/ communications methods (mix): titles of publications/radio or TV stations targeted*
Scheduling
Budgets (summary of costs of the dissemination of marketing communication messages)*
Control and evaluation of campaign
Appendices
References
Each team member should create one advertisement.
*) These costs do not refer to the costs of running the business only the costs of buying media space to advertise the new brand or distributing promotional
materials. The Promotional/ communications methods (mix) and budgets are critical marking criteria.
It is recommended to have an introduction (background to the project) and a conclusions section. Conclusions may cover aspects about the process as well as the
expected results. You should also consider limitations of your approach.
The distribution of people into groups and the allocation of projects to teams will be based on a random principle and will take place during in the first seminar.
The usual rules of plagiarism apply but you may copy questionnaires graphs tables etc which have been generated by the group as a whole.
Additional guidelines:
On the cover page of the project you must write the word count as well as the exam number. For those of you who like to show a copy of the project in the light of
future job interviews my advice is to create another final copy at this stage.
In line it is recommended to use Harvard style for all references. References found on the web should be as detailed as possible and should include whenever possible:
author (individual or institution) title of the page publisher place date when the page was accessed and hypertext link. However if you decide to use other styles
of referencing there will be no deduction of marks provided that full details of the publications are provided.
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