Module name and code
Marketing Communications – 5PROM001C
Portfolio weighting
100%
Lecturer setting the task with contact details
Rahat Ullah, PhD; u.rahat@wiut.uz
Submission deadline
Results date and type of feedback
Week 12
Within three weeks after the deadline
The CW checks the following learning outcomes:
1.
Examine a range of marketing communications methods and techniques with a specific
accent on emerging techniques in the digital context.
2.
Explore the role of emerging technologies in marketing communications (SMM, SEO, DMdirect marketing, IMM-instant messaging, IMC)
3.
Critically examine and apply appropriate theoretical concepts to practical marketing
communications situations.
4.
Critically review the roles of the marketing department and agencies be able to effectively
manage the communication between the two in developing and delivering IMC campaigns.
5.
Construct appropriate tools to evaluate the effectiveness of marketing communications.
Task
This is a hands-on portfolio, requiring full involvement of students in the entire marketing communications process. This portfolio is aimed at
promoting a brand in by using the power of IMC. It is a group task requiring preparation of integrated marketing communication plan.
The Submission will consist of three sub parts:
1) Task 1 (Individual Written Task): Students chose a brand, analyse it and develop a “task” for a marketing agency.
(Students are performing function of the brand Manager). Identify relevant branding problems. For Example, Why
product “ABC” brand is not well known in country? Choose proper communication strategy and the goals the brand
will achieve with it? Words limit is 1000. Score 25%
[Deadline: 21 February 2022]
2) Task 2 (Individual Presentation): Students “pitch” various ideas on how to achieve those goals on behalf of the Marketing
agency. Score 25%
[Deadline: Week 7 and 8]
3) Task 3 (Group Report): Students will form groups and each one can put their individual ideas based on task1. Next is
that students can mutually agree on one brand and prepare detail group written report, including Communications plan
for 12 months period, media planning, budgeting and setting KPIs and how to achieve those goals by implementing
various MC tools and theories. [2500 ~ 3000 Words] Score 50%
[Deadline: 11 April 2022]
During Presentation
4) Stay focused: ONLY present directly relevant information.
5) Provide an argument for your decisions. For example, if you are going to charge $20 for your product / service, also states
WHY you think that price is reasonable or optimal.
6) To the point 7 minute presentation
7) 3 minute Q&A
8) Each student will be scored individually based on their presentation skills as well.
9) Please upload the Pdf version of your slides on the Blackboard
10) Creative thinking is encouraged, must be realistic and executable.
To complete the Group task, you are suggested to take the following steps:
1. Choose what you would like to promote. It can be any Business/Brand or a Social Cause (Drive safe; Eat healthy; Cure cancer). You are
recommended not to use huge global brands (as your work has to be original, not just what has been done by the same company in another
countries.)
2. Do a brand analysis: Make sure you use some of the brand analysis tools we have covered in the lectures and implement them in your
analysis.
3. Review Scholarly articles, papers and best practice case studies in the relevant field, summarize them in the beginning of the word file as a
literature review with full referencing/citation. Use reference style (Harvard or APA).
4. Explain your decisions in steps 5-8 using marketing theories and best modern practices
5. Determine the communication objectives; Brainstorm and develop a creative concept (the idea around which you will build your IMC
campaign).
6. Identify the TARGET AUDIENCE / CUSTOMERS (TA) for your campaign based on the relevance of your message to the audience.
7. Work out the CORE MESSAGE that needs to be communicated (i.e. Slogan of your campaign: what exactly you want to communicate).
Make sure it is coherent with Target Audience, Communication Objectives, and the Creative Concept
8. Main product of the Portfolio will be proposal of Campaign including background information, description of what will be promoted,
Marketing Communication objectives, and Marketing Communication mix, mechanics of the campaign (what, how, when? where?),
visualization/description of each Marketing Communication element (ex. Video ads, brochures, e-banners, Facebook page content, social
media…etc. You are expected to have at least 4-6 elements). Additionally, you are required to assess each touch point that you plan to
communicate in terms of relevance (fit) and effectiveness. Moreover, you are required to include timeline, KPI’s, budgeting (a call to a
marketing company/agency will get you the info you need).
9. Your e-Portfolio must be delivered in a form of Word Document.
Layout.
Check that the e-PORTFOLIO has a standard cover page, table of contents, page numbers and bibliography. Put your name and ID numbers on the
cover page and only ID numbers on every other page.
Group work Process
The project will proceed in several stages:
1. During the first week, students has the option to decide the groups by their choice and handover the final list to their class representative.
There must be 5 students in each group. The class representative will hand over the list to professor as soon as possible (probably in the next
class after he/she receives the list of student’s names in week 1). After this processes if some students are missing and not assigned to the
groups will be randomly assigned to the groups.
2.
The professor will upload this information to the class once finalized. This will be your group for the entire semester. You may not leave it
once joined. You will need to learn to work together. Group members should exchange their phone numbers and set up a time and
place to meet.
3. Once the team is formed, MEET AS SOON AS POSSIBLE, discuss ideas for your team project (perhaps think of your experiences as a
consumer and what you would like to know), and choose someone to be the team coordinator (group leader). That person will have the
slightly added responsibility of moving the project along, calling meetings, coordinating activities, and maintaining contacts. By writing
“slightly added responsibility” I mean to emphasize that everyone else in the group also bears the responsibility of moving the project along.
If needed, you will be required to evaluate the contribution of the other members in your group at the end of the semester. If required in the
form of any complaint received from any student within the group, the anonymous team member evaluations will determine the Individual
Contribution portion of the group project grade. Team members who are judged by their peers not to have done their fair share of the work
during the semester can have their grade dropped.
4. Don’t let time slip away. If time allows you will also need to develop a PowerPoint to be used by your team when making its in-class
presentation.
How to Prepare Your Document?
1. Cover Page (Title of report, date, names of group members and student numbers.)
2. Table of Contents
3. Literature review and educated hunches. Cite literature using author(s)’ last name(s) and year of publication, e.g., Smith and Jones (2007).
Place the full citation in Reference List
4. DO NOT PLAGIARIZE IDEAS OR WORDS (7 words in a row = plagiarism; taking someone else’s idea without attributing them to
the source = plagiarism)!!!
5. Word document consisting of a comprehensive 12-month long IMC plan, which also includes a review of articles/best practices as well as
conclusions, font Times New Roman/ Arial 12, all slides should be printed - 1 slide per page, on A4 paper.
6. Add a link to an online source if you have developed a video clip.
7. Maximum number of pages should not exceed 20 for the MC plan, and no more than 12 PPT slides for creative agency/group presentation.
The page count excludes cover page, content, bibliography and appendices.
8. Pages should be numbered.
9. Use Harvard or APA method of referencing in word document, indicate the source of all information obtained/researched.
Assignments you submit will be checked by the Turnitin plagiarism detection service against a database of all prior submissions to
Turnitin, current and archived Web pages, periodicals, journals, and publications, and will become part of Turnitin's database.
Submission requirements
Submission of Word documents and PPT slides is electronic, via the link created by your instructor in the LMS, under Course Work. WIUT
Registrar’s Office has the responsibility to put both parts of the Portfolio through the Turn-it-in anti-plagiarism software before submission.
Assessment criteria.
Outline of the assessment criteria for group report. Score 50%
Criteria Description and level of
Mark knowledge of the chosen
brand/organization, Target
audience analysis, value
proposition, use of using
marketing theories (12%)
90100%
Excellent work done, shows
evidence of an advanced
professional/academic
comprehension
with
outstanding completeness and
consistency. The background
research
on
the
brand/organization
is
excellent. The cited sources are
reliable and actual. Wellstructured
discussion
by
referring
to
relevant
literature/best practices, draws
quality conclusions.
CORE MESSAGE Timeline, KPI’s
that needs to be and budgeting
communicated (i.e. (12%)
Slogan
of
your
campaign:
what
exactly you want to
communicate)
is
coherent with Target
Audience (12%)
The level of detailed Referencing/citation of
analysis, knowledge work,
information,
and effort put into the graphs…etc. (12%)
marketing
communication
plan/campaign (12%)
The core message is
excellently
communicated,
professionally
done
with
outstanding
completeness
and
consistency. As well as
coherent with target
audience.
Excellent
level
of
analysis, knowledge of
the brand, message
reliability and quality of
work, approach to
create a campaign,
effort attempted/made
to
synthesise
information and comeup
with
effective
project reflecting 12
weeks of learning.
Excellent,
complete
,professionally,
with outstanding
timeline, KPI's and
budgeting
structure, analysis
and justification
Excellent
level
of
referencing/citation
of
relevant work and sources
of information, graphs,
and relating work to
theories discussed in class
and seminars.
80-89%
The background research on
the brand/organization shows
evidence of a high level of
professionalism, and realism.
The core message is
Demonstrates a high
level
of
professionalism
as
well as coherent with
target audience.
There
is
an
exceptional
illustration
with
outstanding
timeline, KPI's and
budgeting
structure, analysis
and justification
is evidence of a
sophisticated and very
comprehensive
approach, level of
analysis, knowledge of
the brand, message
reliability and quality of
work, approach to
create a campaign,
effort attempted/made
to
synthesise
information and comeup
with
effective
project reflecting 12
weeks of learning.
References have excellent
understanding level of
referencing/citation
of
relevant work and sources
of information, graphs,
and relating work to
theories discussed in class
and seminars
70-79%
The background research on
the brand/organization shows
good understanding of the
issues.
The core message is
Demonstrates
a
comprehensive with an
excellent
understanding as well
as coherent with target
audience.
There is an good
illustration
of
timeline, KPI's and
budgeting
structure, analysis
and justification
Clear and provides
insights, knowledge of
the brand, message
reliability and quality of
work, approach to
create a campaign,
effort attempted/made
to
synthesize
information and comeup
with
effective
project reflecting 12
weeks of learning.
Overall
structure,
Grammar and references
have professionally done
with
comprehensive
understanding.
60-69%
The background research on
the
brand/organization is
complete shows clarity and
consistently.
The core message
understanding is very
good and coherent
with target audience.
There is at least one
insight with a good
level
of
understanding. and
of timeline, KPI's
and
budgeting
structure, analysis
and justification
Very good knowledge Overall
structure,
of the brand, message Grammar and references
reliability and quality of have is very good.
work, approach to
create a campaign,
effort attempted/made
to
synthesise
information and comeup
with
effective
project reflecting 12
weeks of learning.
50-59%
The background research on
the brand/organization and
understanding of the problems
is complete.
The core message
understanding is good
with an emerging level
of understanding and
coherent with target
audience.
There is contains
some
understanding and
of timeline, KPI's
and
budgeting
structure, analysis
and justification.
Good knowledge of the
brand,
message
reliability and quality of
work, approach to
create a campaign,
effort attempted/made
to
synthesise
information and comeup
with
effective
project reflecting 12
weeks of learning.
Overall
structure,
Grammar and references
is good with some
omissions.
40-49%
The background research on
the brand/organization there is
a general understanding of the
task, It is rather long and does
not cover some important
insights. There are some
noticeable
gaps
and
inconsistencies.
The core message have
some
level
of
understanding
and
coherent with target
audience.
There is some
understanding and
provides at least
one insight with
noticeable gaps and
inconsistencies of
timeline, KPI's and
budgeting
structure, analysis
and justification.
Fair knowledge of the
brand,
message
reliability and quality of
work, approach to
create a campaign,
effort attempted/made
to
synthesise
information and comeup
with
effective
project reflecting 12
weeks of learning.
Overall
structure,
Grammar and references
is fair with many elements
missing. The report lacks
details
with
some
noticeable
gaps
and
inconsistencies
30-39%
The background research on The core message
the brand/organization, the task indicates
only
a
and issues may be understood, general understanding.
but it is unclear what has been
reflected in the report. The
report content and structure is
inconsistent and incomplete.
There is
poor
understanding
noticeable gaps and
inconsistencies of
timeline, KPI's and
budgeting
structure, analysis
and justification.
Poor knowledge of the
brand,
message
reliability and quality of
work, approach to
create a campaign,
effort attempted/made
to
synthesise
information and comeup
with
effective
project reflecting 12
weeks of learning.
Overall
structure,
Grammar and references
is poor and provides
inconsistent insights, with
little details.
20-29%
The background research on
the brand/organization the
study of the topic and largely
unfocused providing an unclear
message of the report. It is
lacking in many important
details.
The core message
shows clear attempt
but the process is very
unfocused,
incomplete,
and
inconsistent.
Basic
understanding is not
good with serious
misunderstandings and
errors.
There is
poor
understanding
noticeable
gaps,
unfocused,
incomplete,
and
inconsistent
of
timeline, KPI's and
budgeting
structure, analysis
and justification.
Unclear knowledge of
the brand, message
reliability and quality of
work, approach to
create a campaign,
effort attempted/made
to
synthesise
information and comeup
with
effective
project reflecting 12
weeks of learning.
Overall
structure,
Grammar and references
is of the topic and largely
unfocused
providing
inconsistent insights. It is
lacking in many important
details.
10-19%
The background research on
the brand/organization shows
No
or
very
confused
understanding of the task and
identification of the issues is
hardly understandable.
While there is some
attempt to The core
message but it is very
little success.
There is very little
relevant
understanding of
the timeline, KPI's
and budgeting
very little relevant
knowledge of the brand,
message reliability and
quality
of
work,
approach to create a
campaign,
effort
attempted/made
to
synthesise information
and come-up with
effective
project
reflecting 12 weeks of
learning.
Overall
structure,
Grammar and references,
While there is some
attempt to but it is very
little success.
0-9%
The background research on
the brand/organization shows
limited attempt to write about
the topic and problem
identification.
The core message
shows Very little
attempt and almost
complete absence of
understanding of the
task.
There is No attempt
to know and almost
complete absence
of understanding of
the task.
Limited attempt very
little
relevant
knowledge of the brand,
message reliability and
quality
of
work,
approach to create a
campaign,
effort
attempted/made
to
synthesise information
and come-up with
effective
project
reflecting 12 weeks of
learning.
Overall
structure,
Grammar and references
have Limited attempt with
an
almost
complete
absence of understanding
of the task.
Outline of the assessment criteria for Individual presentation. (25%)
Criteria
Mark
25
Excellent group Presentation, overview of the proposed marketing campaign that you outlined in the PPT document that you
submitted and convince your instructor of your plan for the chosen company/brand. Outlining what tools, marketing channels and
mediums they will use to send.
20
Good group Presentation, overview of the proposed marketing campaign that you outlined in the PPT document that you submitted
and convince your instructor of your plan for the chosen company/brand. Outlining what tools, marketing channels and mediums
they will use to send
15
satisfactory group Presentation, overview of the proposed marketing campaign that you outlined in the PPT document that you
submitted and convince your instructor of your plan for the chosen company/brand. Outlining what tools, marketing channels and
mediums they will use to send
10
Weak group Presentation, overview of the proposed marketing campaign that you outlined in the PPT document that you submitted
and convince your instructor of your plan for the chosen company/brand. Outlining what tools, marketing channels and mediums
they will use to send
Outline of the assessment criteria for Individual written task. (25%)
Criteria
Mark
25
Excellent work done, shows evidence of an with outstanding completeness. The problem identified for the brand/organization is
excellent. The cited sources are reliable and actual. Well-structured discussion by referring to relevant literature/best practices, draws
quality conclusions.
20
Shows evidence of a high level of professionalism. The problem identified for the brand/organization is very good. The cited sources
are reliable and actual. Well-structured discussion by referring to relevant literature/best practices, draws quality conclusions.
15
Shows satisfactory level of professionalism. The problem identified for the brand/organization is good. The cited sources are reliable
and actual. Well-structured discussion by referring to relevant literature/best practices, draws quality conclusions.
10
Shows limited and poor level of professionalism. The problem identified for the brand/organization is poor. The cited sources are
reliable and actual. Well-structured discussion by referring to relevant literature/best practices, draws quality conclusions.