+
Bristol Business School
Academic Year: 09/10
Assessment Period: August
Assessment Type: Referral Coursework
Module Leader:
Module Number:
Module Name:
Word Limit:
John May
UMKCPC-20-2
Principles and Practice of Marketing Communications
….
Coursework Submission Date and Time:
Assignments are to be submitted by 2pm Monday 16 August 2010 at the
assignment boxes near Cribs coffee shop (2B corridor). Please be aware
that there is NO 24hr or 10 day window this year.
If you wish to post your assignment, we recommend that you post it via
Recorded Delivery and obtain proof of the date and time of posting. Your
work must be in the post by the deadline.
Deadline:
Monday 16 August 2010
14:00
Assignment Instruction:
School of Marketing
Principles and Practice of Marketing Communications
Code UMKCPC-20-2 – May 2010
Assignment – Quorn Campaign
Hand-in Date Monday 16th August 2010
Objectives/Learning Outcomes
The module coursework assessment is designed to enable you to
partially demonstrate the learning outcomes required for the
successful completion of the module, with particular reference to the
academic and skills development outcomes presented in the course
booklet.
This assessment is in the form of a simulation of a request to your
through-the-line agency, and is adapted from material in the trade
press. It is designed to assess your skills and knowledge to understand
and apply principles of persuasive communications.
You are required to demonstrate the ability to apply theoretical and
conceptual issues to a practical and realistic communications scenario
utilizing a range of communications mix tools. It also requires you to
apply a rigorous creative, consistent and single-minded approach to
your response to the brief in terms of account and media planning and
creative proposals.
The Report
You are being asked to thoroughly analyse the issues involved and then
arrive at some creative solutions to achieve your identified
communications objectives. Therefore you must provide sound,
intelligent, realistic and creative reasoning for your proposals.
Acknowledge ideas/theories from your course: in this context a more
academic slant is expected than might be the case in real life. Evidence
of wide reading and the linking of theory to practice is expected.
Otherwise remember that you are producing a succinct, actionorientated and professional communications response for the client, so
plan its length and structure accordingly.
Report writing guidelines
1
The report should not exceed 4500 words (excluding appendices,
bibliography/references and table of contents)
2
Please use a minimum font size of 12 for the body of the report,
and use Times Roman, Ariel or similar font type (not Courier!). Use
single spacing, and ensure margins leave enough space for
feedback comments.
3
Use appendices where appropriate, (but do not overuse!)
4
Use the Harvard referencing system to present your references
and bibliography.
5
Please include page numbers i.e. page 1 of (10). etc.
6
Do not put individual pages in separate plastic sheets if you want
feedback written on the work
Quorn Campaign
After a worldwide search for a food staple to feed the baby boomer
generation, scientists struck gold in a field in Marlow,
Buckinghamshire.
The tiny organism they found was used to produce a fungus, and two
decades and a few refinements later, the first batches of Quorn
emerged from the production line.
Quorn is now a leading brand of mycoprotein food product suitable for
general eating and for vegetarians, but not vegans since it contains
products derived from eggs.
It is grown from soil mould, dried and mixed with egg. It is then
textured, giving it the character of meat. Quorn is high in vegetable
protein and dietary fibre and is low in saturated fat and salt.
The Vegetarian Society endorses Quorn which has no direct rivals as a
meat substitute. The Linda McCartney range has soya as its base, not
fungus.
The Quorn range, which was launched with a humble vegetable pie,
includes a range of ready-meals from lasagnas to quiches and also
fajita strips and satay sticks and there are now 100 different products
available.
A large representative survey of people in 2009 revealed that 50% of
households had not added Quorn to their shopping list in the last six
months and 30% of households in the survey expressed the view that
Quorn products were only suitable for vegetarians.
20% expressed the view that from the name of the brand, they did not
perceive that they would like the taste.
Your agency has been appointed to develop a through-the-line
campaign to promote the benefits of the Quorn brand and its range in
the UK.
Your communications agency has been chosen because of its track
record of being able to deliver ‘stand-out’ campaigns and communicate
with people in ways that really relate to the way they live.
It is planned for the fully integrated campaign to be launched from May
2010 to April 2011. The budget for above- the- line communications has
yet to be decided and your recommendations are requested. Costings
for all other proposed activities are not required at this point in time.
Prepare a report covering the following:
1
Communications opportunity analysis and theory application
A brief summary of the barriers to be overcome followed by a
number of opportunities which can be exploited through the use
of persuasive communications which have emerged from your
analysis of the external environment.
(Cite any sources/references to add weight/conviction to your
analysis but your own insights utilizing your account planning
skills are also important.)
50%
AND
Client will also appreciate references to several relevant
behavioural and/or communications theories and concepts
which underpin your thinking and approach and which link to
subsequent sections of the report..
This academic material from textbooks or journals should be
chosen on the basis of relevant application to the campaign.
General descriptive textbook material is not required.
50%
Maximum word length – 1000 words. 20% of total marks
2
Communication strategy and campaign evaluation
This should include SMARRTT objectives and related strategies
to achieve them; main messages, target audience(s); desired
responses and tone of voice. Make assumptions if necessary. A
clear structure as practiced in the workshops and brevity of
expression is required.
50%
AND
Discuss in an informed, authoritative and professional way the
various methods including marketing research techniques, by
which the success of the communications campaign should be
evaluated. Recommended research techniques are required and
evidence of module learning.
50%
Maximum word length - 1000 words. 20% of total marks.
3 Creative Ideas
Provide a rationale i.e. – how your creative is supposed to work
and
sell the idea(s) and range of executions to the client
persuasively.
You are not expected to be a finished artist! Simple expression
of creative ideas and their relevance to the strategy is required.
These will be expected to relate mainly to the ‘above the line’
advertising campaign. They can be expressed in a variety of
forms including simple illustrations and/or storyboards, scripts,
mailings, press releases etc
Maximum word length - 500 words. 20% of marks.
4
Media Strategy and execution
Persuasively argue the case for your chosen mass media
vehicles to reach your target audience/s in particular, rather
than discussing media strengths and weaknesses in general.
Also provide a schedule of suggested media activity.
A total recommended budget figure for above-the-line media is
also required
including your approach to budget setting, and an indication of
media costs citing sources of information.
Make any assumptions necessary.
Maximum word length – 1000 words. 20% of marks.
5 Other communication mix activities including direct and digital
Specific below-the-line communications recommendations in
the areas of public relations, sponsorship, event marketing etc
are required with a justification as to why and how they fit your
target audiences and with evidence of module learning. No
budget figures required.
50%
AND
Also demonstrate how the agency plans to use direct marketing
communication tools including digital media to stimulate
individual consumer interaction, involvement and positive word
of mouth, demonstrating module learning. No budget figures
required 50%
Maximum word length - 1000 words. 20% of total marks
.
The report must be completed and submitted by 2pm on Monday
16th August 2010. Keep the report in the structure outlined
above and always keep a copy of the report yourself.
Ensure that all important material can be found in the main body
of the report, rather than having to be ‘discovered’ in any
appendices.
Do not contact Premier Foods or its agencies directly.
Criteria used to assess campaign.
The percentages presented alongside the sections above indicate their
relative importance within the report. However, the following
assessment criteria will be used when considering the report as an
integrated whole, and will cut across the individual sections.
Ability to respond to the brief as requested.
Ability to demonstrate learning from the module within the campaign.
Ability to be analytical and applied rather than descriptive.
Ability to be creative and specific rather than unimaginative and
sketchy.
Ability to make concise, relevant, imaginative recommendations.
Ability to be realistic rather than impractical.
Ability to design a well integrated campaign with appropriate links
between sections.
Ability to produce a professional looking document with appropriate
grammar, punctuation, spelling etc.
Ability to demonstrate module learning.
Ability to keep to the specified word limits.
Marking Guidelines
Fail (less than 40%)
These campaign reports will indicate very little learning in the module
characterized by much of the following:
- inability to address the sections in the brief as requested
- lack of relevant material included in the report
- description rather than analysis and application
- points made largely unjustified, unsubstantiated, typically
superficial assertions
- recommendations generally unclear, imprecise, inconsistent
- sources not referenced properly
- quality of presentation poor ( lacking appropriate structure, poor
grammar, spelling etc)
Pass (40-49%)
These campaign reports will indicate relatively poor but adequate
learning in the module, characterised by much of the following:
- may address the sections in the brief, but coverage superficial,
- some limited evidence of analysis and application but generally
descriptive
- elements of creativity but rather unimaginative and sketchy
-
lacking sufficient links between the sections
presentation suffering from lapses in appropriate structure,
grammar, spelling.
Second Class (50-59%)
These reports will be of average standard, showing a degree of
learning across the report but with no areas outstanding. They may be
characterised by much of the following:
- clearly addresses the questions in the brief, though coverage
may be patchy
- demonstrates reasonable learning from the module
- academic material clearly drawn upon to support the case made
- reasonable evidence of knowledge, understanding, analysis and
application
- reasonable evidence of creativity and specific, relevant
recommendations
- some evidence of integration of material and links between
sections
- quality of presentation fairly good
Upper Second Class (60-69%)
These reports are clearly above average, showing substantial learning
through all the sections. They may be characterised by much of the
following:
- addresses the questions in the brief to a high standard
- clarity of argument and expression
- persuasive applications of relevant theories and concepts
- strong evidence of analysis, synthesis, application and creativity
- well integrated campaign with appropriate links between the
sections.
- imaginative and realistic recommendations
- a professional looking report
First Class (70% +)
These submissions will clearly be distinctive, showing exceptional
learning throughout the report. They may be characterised by much of
the following:
- excellent campaign report, professional, authoritative and
persuasive
- very high levels of analysis, synthesis and application
- very strong creative elements throughout
- very well integrated campaign with strong links between
sections
- very imaginative, thoughtful and realistic recommendations