MCOM4040 Marketing and Communications Spring 2017 Marketing and Communications Coursework Brief Handout: [FEB 2017] Deadline for Submission: [Time (am/pm), Date, Month Year] Submit this coursework through the Student Portal with a Turn-it-in Report Word Limit: 500 words (Plus or minus 10%) Learning outcomes assessed: 1. Identify and explain the marketing concept, the marketing mix and the components of the marketing communications mix. 2. Explain the relationship between the marketing environment, its impact upon organisational decision making and consumer behaviour. 3. Discuss the factors that determine competitive advantage within organisations 4. Explain key theories, concepts and models underpinning business communication to create effective communications. 5. Examine and discuss organisational issues and challenges that impact on the effectiveness of business communication through the use of pre-defined criteria to assist in improving communication within the organisation. 6. Demonstrate an application of concepts and techniques related to business communication processes used within the workplace.This coursework is worth 50% of the total marks for this module.Module Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 1 of 17 Coursework Instructions Please read carefully • Carefully read the module handbook, the marking criteria and the grade descriptors. Academic Misconduct You are responsible for ensuring you understand the policy and regulations about academic misconduct. You must: • Complete this work alone except where required or allowed by this assignment briefing paper and ensure it has not been written or composed by or with the assistance of any other person. • Make sure all sentences or passages quoted from other people’s work in this assignment (with or without trivial changes) are in quotation marks, and are specifically acknowledged by reference to the author, work and page.Module Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 2 of 17 BlankModule Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 3 of 17 Assignment Questions Part 2 Individual – Communication Campaign (A4 Poster and 500 words rational) Case: Real Marketing 3.1 - Chipotle’s Environmental Sustainability Mission: Food With Integrity (Kotler and Armstrong, 2016 sixteenth edition…p.109-10 – accessible via dawsonera too) The case above gives a brief overview of the company and provides a summary of the situation analysis relevant to the development and growth of Chipotle. In Part 1 of your course work students are required to develop a marketing plan for Chipotle with a new objective and strategy that will support the organisations vision/mission. For Part 2 (here) - In order to communicate the new strategy that relates to the organisations vision, students are required to prepare: 1. A visual illustration (an A4 poster supported by texts and images) following the guide below: A) The content of the poster should be appealing to both internal and external stakeholders (i.e. employees as well as customers). B) The content must include Image/s and brief written message/s that communicate the proposed strategy and capture the attention of the intended audience. 2. A rational to support the communication campaign (the poster) which should: A) Include an explanation of how the promotional mix theory can generally be used to decide selection of a communication channel. B) Describe the target audience and the response sought in relation to the new strategy. C) Apply / use a marketing theory such as ‘AIDA’ (Attention, Interest, Desire, Action) or ‘DRIP’ (Differentiate, Reinforce, Inform, Persuade) to explain how the poster created will achieve the objectives set. D) Academic references must be included in the rational (Meets LO4, 5, & 6) End of Assignment BriefModule Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 4 of 17Module Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 5 of 17 Marketing & communications mark scheme Part I – Communication Plan (50%) 500 words Strength Adequate Needs Improvement Overall Knowledge and understanding of subject 45% • Clearly understands the assignment question and application to chosen case • Knowledge and understanding of the promotional mix (PR, Personal selling, Sales promotion, Advertising and Direct Sales) • Knowledge of the steps required in a selecting an appropriate promotion. • The sample to support the proposed promotion ___/45 Cognitive skills 30% • Analysis and synthesis – An explanation of how the promotional mix was used to decide selection • Logic argument - e.g. with evidence articulate how a specific strategy such as AIDA/DRIP was used to create the poster. • Select relevant evidence to support recommendation and / or conclusion ___/30 Graduate Skills 25% • Has a number of reliable sources (e.g. Organisation reports, academic journals, academic text) and presented it using Harvard referencing • Has researched beyond the key reading appropriate for the subject. • Academic honesty - Has avoided plagiarism • Uses appropriate academic conventions (e.g. summaries, paraphrasing etc.) ___/25Module Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 6 of 17 • Written and graphical skills (used the recommended format to present the proposed plan) • Problem-solving (is the strategy and recommendation based on the analysis) • Practical and professional skills (work has right level of detail/ complexity) TOTAL ____/100Module Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 7 of 17 Marking Criteria GSM LONDON GENERIC ASSESSMENT MARKING CRITERIA LEVEL 4 Level 4 introduces students to HE. Students are expected to demonstrate relevant skills and competencies; to be articulate in expressing ideas orally; and to be coherent and structured in terms of written or other media. Forms of expression at this level may be descriptive or imitative, but students are expected to demonstrate an increasing understanding of the theoretical background of their study and the analytic competence to explore it, as well as its relationship, where appropriate, to particular skills. Students are expected to develop an awareness of strengths and weaknesses in their skill sets. These criteria are designed to be a reference point for assessment criteria in all subjects. Where the generic criteria are deemed to be sufficient, they can be used directly for assessing students' learning. KNOWLEDGE & UNDERSTANDI NG INTELLECTUAL & COGNITIVE SKILLS Graduate Skills: transferable, employability, practical and academic skills Factual and conceptual knowledge and understanding; use of class materials; independent reading Critical thinking; conceptualisation; creativity; synthesis, analysis and evaluation; application; problem solving and research/investiga tion Written, oral and presentation skills; interpersonal, group and teamwork skills; leadership skills; numeracy; digital skills; practical, professional and academic skills (including referencing/presenta tion MARKIN G BAND CLASSIFICATIO N WEIGHTED AT 45% WEIGHTED AT 30% WEIGHTED AT 25% 86 - 100% FIRST (1ST) Includes all required factual content, accurately summarised. Well developed, relevant, reasoned introduction and conclusions. Within word count or presentation time. Accurate identification of relevant concepts, theories and/or principles, appropriate to this level and likely to extend beyond core of classroom content Clearly and logically structured material. Accurate spelling, grammar, punctuation, paragraphing. Structured appropriately Excellent understanding of factual and Information or data selected from a good range of Fluent, interesting writing style, appropriate to theModule Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 8 of 17 conceptual material, relative to this level. appropriate primary and/or secondary sources, and categorised, analysed or evaluated using relevant methods or techniques. assignment OR engaging, confident, audible and well paced presentation. Calculations are accurate, clearly set out, with explanations. Well developed, coherent arguments, referencing primary and secondary literature. Appropriate visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Well developed integration of theory and practice, for this level, using defined conceptual frameworks. Correct use of academic conventions, references and bibliography. Very good application of numerical and statistical methods to defined problems. Outstanding, consistent delivery of group work obligations, for this level. Substantiated, relevant, logical recommendations. Very good awareness of ethical issues, where relevant. Insightful reflection on own strengths and weaknesses in relation to defined professional and practical skills. 70 - 85% FIRST (1ST) Includes all required factual content, accurately summarised. Well developed, relevant introduction and conclusions. Within word count or presentation time. Includes relevant factual content only. Well structured material. Accurate spelling, grammar, punctuation, paragraphing. Structured appropriately Accurate identification of relevant concepts, theories and/or principles, appropriate to Information or data selected from a good range of appropriate primary and/or secondary sources, and categorised, Fluent writing style, appropriate to the assignment OR engaging, audible and well paced presentation. StructuredModule Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 9 of 17 this level. analysed or evaluated using relevant methods or techniques. appropriately Very good understanding of factual and conceptual material, relative to this level. Coherent arguments, referencing primary and secondary literature. Appropriate visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are accurate, clearly set out, with explanations. Very good integration of theory and practice, for this level, using defined conceptual frameworks. Correct use of academic conventions, references and bibliography. Good application of numerical and statistical methods to defined problems. Very good, consistent delivery of group work obligations, for this level. Relevant and logical recommendations. Good awareness of ethical issues, where relevant. Good reflection on own strengths and weaknesses in relation to defined professional and practical skills. 60 - 69% UPPER SECOND (2:1) Includes most required factual content, mostly accurately summarised. Relevant introduction and conclusions. Appropriate visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Includes relevant factual content only. Clearly structured material. Mostly accurate spelling, grammar, punctuation, paragraphing. Mainly accurate identification of relevant concepts, theories and/or principles, appropriate to this level. Information or data selected from some relevant primary and secondary sources, and categorised, analysed or evaluated using relevant methods or techniques but with some gaps or misunderstandings. Mainly fluent writing style, appropriate to the assignment OR mainly engaging, audible and well paced presentation. Sound Mostly coherent Mostly appropriateModule Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 10 of 17 understanding of factual and conceptual material, relative to this level. arguments, referencing primary and secondary literature. visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are mainly accurate, mostly clearly set out, with mostly good explanations. Good integration of theory and practice, for this level. Mostly correct use of academic conventions, references and bibliography. Independent reading and research from sufficient and mostly authoritative primary and secondary sources, appropriate to this level. Mainly good application of numerical and statistical methods to defined problems, with some gaps, errors or misunderstandings. Consistent delivery of group work obligations, for this level. Some relevant recommendations. Satisfactory awareness of ethical issues, where relevant. Clear reflection on own strengths and weaknesses in relation to defined professional and practical skills. 50 - 59% LOWER SECOND (2:2) Includes essential required factual content, but with some gaps or misunderstandin gs. Adequate introduction and conclusions. Within 10% of word count or presentation time. Includes some irrelevant factual content. Mostly clearly structured material. Some mistakes in spelling, grammar, punctuation, paragraphing. Some identification of relevant concepts, theories and/or principles, appropriate to this level. Information or data selected from mainly secondary sources, and categorised, analysed or evaluated using mostly relevant methods or techniques but with gaps or Writing style is appropriate but not always fluent OR a presentation that is not always engaging, audible or well paced.Module Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 11 of 17 misunderstandings. Adequate understanding of factual and conceptual material, relative to this level. Limited arguments, referencing mostly secondary literature. Inconsistent visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations may have inaccuracies, or issues relating to set out and explanation. An adequate attempt to relate theory to practice, for this level, using defined conceptual frameworks. Inconsistent use of academic conventions, references and bibliography. Some independent reading and research from mainly secondary sources, appropriate to this level. Adequate application of numerical and statistical methods to defined problems, with gaps, errors or misunderstandings. Inconsistent delivery of group work obligations, for this level. Basic recommendations. Satisfactory awareness of ethical issues, where relevant. Some evaluation of own strengths and weaknesses in relation to defined professional and practical skills. 40 - 49% THIRD (3RD) Includes limited required factual content, with many gaps or inaccuracies. Basic introduction and conclusions. Within 10% of word count or presentation time. Includes considerable irrelevant factual content. Unevenly structured material. Frequent mistakes in spelling, grammar, punctuation, paragraphing. Limited identification of relevant concepts, theories and/or principles, appropriate to this level. Information or data selected from secondary sources, and poorly categorised, analysed or evaluated using inappropriate methods or techniques. Awkward or inappropriate writing style OR a presentation that is not engaging, audible or well paced. Limited understanding of factual and conceptual Sense of emerging argument, mainly descriptive or personal opinion, Clear but inappropriate visual presentation, including font,Module Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 12 of 17 material, relative to this level. with little reference to literature. spacing, margins, headings, graphics, images and appendices. Calculations are often inaccurate, with many issues relating to set out and explanation. Limited attempt to relate theory to practice, using defined conceptual frameworks. Inconsistent or incomplete use of academic conventions, references and bibliography. Limited independent reading and research from secondary sources, appropriate to this level. Weak application of numerical and statistical methods to defined problems, with many gaps or errors. Unreliable delivery of group work obligations, for this level. Recommendations lack clarity or may be incomplete. Little awareness of ethical issues, where relevant. Limited reflection on own strengths and weaknesses in relation to defined professional and practical skills. 30 - 39% FAIL. POSSIBLE COMPENSATI ON. Includes insufficient required factual content, with significant gaps or inaccuracies. Incoherent or irrelevant introduction and conclusions. More than 10% outside word count or presentation time. Includes substantial irrelevant factual content. Incoherently structured material. Serious mistakes in spelling, grammar, punctuation, paragraphing. Very limited or inaccurate identification of relevant concepts, theories and/or principles, appropriate to this level. Little selection of information or data, and little attempt at collation, categorisation, analysis or evaluation. Poor writing style OR a presentation that is not engaging, audible or well paced. Very limited understanding of factual and conceptual material, relative to this level. Little or no argument, entirely descriptive or personal opinion, with no reference to literature. Poor visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are mostly Theory only sporadically related Inaccurate or incomplete use ofModule Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 13 of 17 inaccurate, or incorrectly set out or explained. to practice, using defined conceptual frameworks. academic conventions, references and bibliography. Minimal independent reading and research, appropriate to this level. Very weak application of numerical and statistical methods to defined problems, with significant errors. Poor delivery of group work obligations, for this level. Irrelevant recommendations. Little or no awareness of ethical issues, where relevant. Very limited reflection on own strengths and weaknesses in relation to defined professional and practical skills. 16 - 29% FAIL. NO COMPENSATI ON. Includes almost no required factual content, and with very significant inaccuracies. Incoherent or missing introduction and conclusions. More than 10% outside word count or presentation time. Includes mainly irrelevant factual content. Very incoherently structured material. Serious and extensive mistakes in spelling, grammar, punctuation, paragraphing. No identification of relevant concepts, theories and/or principles. No evidence of the selection, categorisation, analysis or evaluation of information or data. Incoherent writing style OR an inaudible, poorly paced and unengaging presentation. No understanding of factual and conceptual material, relative to this level. No argument, entirely descriptive or personal opinion, with no reference to literature. Very poor visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are inaccurate, with no explanations. Theory not related to practice. Very inaccurate or no use of academic conventions, references and bibliography. No independent reading and research, appropriate to this level. Minimal application of numerical and statistical methods and techniques to defined problems, Very poor delivery of group work obligations, where relevant.Module Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 14 of 17 with significant errors. No recommendations. No awareness of ethical issues, where relevant. Minimal or no evaluation of own strengths and weaknesses in relation to defined professional and practical skills. 0 - 15% FAIL. NO COMPENSATI ON. Does not include required factual content. No introduction and conclusions. More than 10% outside word count or presentation time. Includes entirely irrelevant factual content. Very incoherently structured material. Serious and extensive mistakes in spelling, grammar, punctuation, paragraphing. No identification of relevant concepts, theories and/or principles. No evidence of the selection, categorisation, analysis or evaluation of information or data. Incoherent writing style OR an inaudible, poorly paced and unengaging presentation. No understanding of factual and conceptual material. No argument, entirely personal opinion, with no reference to literature. Exceptionally poor visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are missing, with no explanations. Theory not related to practice. No use of academic conventions, references and bibliography. No independent reading and research, appropriate to this level. No application of numerical and statistical methods to defined problems. No delivery of group work obligations, for this level. No recommendations. No awareness of ethical issues, where relevant.Module Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 15 of 17