Part 1 Submission Front Sheet to be included with Final Submission and any Resubmission

Submission Front Sheet

Assignment Code:

AB165B18

Programme:
Unit Title and Number:
QFC Level:
Unit Code:
Credit value:
Module Tutor:
Email:

BTEC Higher National Diploma in Business (Marketing)

Advertising and Promotion in Business (Unit 18)
4
J/601/1000
15 credits
Dr K Frimpong
k.frimpong@mrcollege.ac.uk

Date Set:

23rd September 2014

Name:

Registration Number:

Date:

Learners statement of authenticity

Students Name: _______________________Students ID Number: ___________________
I certify that the work submitted for this assignment is my own. Where the work of others has been
used to support my work then credit has been acknowledged. I have identified and acknowledged
all sources used in this assignment and have referenced according to the Harvard referencing
system. I have read and understood the Plagiarism and Collusion section provided with the
assignment brief and understood the consequences of plagiarising.
Signature: ___________________

Date: ___/___/_____

I certify that the work submitted for this assignment is my own. Where the work of others has

Isbeen
thisused
a First
Submission
or Second
Submission
to support
my work then credit has been
acknowledged.

Word
Count______________________________
(max.5000)
Signature:
words
Turnitin Score

Complete and copy this page and add it as the front sheet to your online submission

Unit 18 Advertising and Promotion in Business AB165B18

Mont Rose College

Part 2 Assignment Brief

LEARNERS BRIEF
Programme:
Unit Title and Number:
QFC Level:
Unit Code:
Credit value:
Module Tutor:
Email:
Date Set:

AB165B18

BTEC Higher National Diploma (HND) in Business Marketing

Advertising and Promotion in Business (Unit 18)
4
J/601/1000
15 credits
Dr K Frimpong
k.frimpong@mrcollege.ac.uk
Starts: 23 September 2014, Ends: 5 December 2014

KEY DATES
Distribution Date
Task 1 Submission Date
Task 2 Presentation
Task 4 Submission Date
Final Submission Date (Full Assignment)

: 23 September 2014
:
:
:
: 5 December 2014

INTRODUCTION
The effective use of advertising and promotion is a fundamental requirement for any business seeking
to succeed in the modern business world. As they progress through the unit, learners will build up
their understanding of advertising and promotion, which they can use to plan an integrated
promotional strategy for a business or product.
The unit introduces learners to the wide scope of marketing communications and how the
communications process operates. It includes a study of current trends and the impact that ICT has
had on marketing communications. Learners will explore the marketing communications industry and
how it operates. They will also develop some knowledge of how the industry is regulated to protect
consumers.
Advertising and the use of below-the-line techniques are core components in the development of an
integrated communications strategy. This unit covers both in detail. Learners will be introduced to the
theory, as well as the practice, that is fundamental to understanding advertising and below-the-line
techniques and how they can be used to their greatest effect. On completion of this unit learners will
be able to plan an integrated promotional strategy for a business or product. This will include budget
formulation, creative and media selection, and how to measure the effectiveness of their plan.

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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Unit 18 Advertising and Promotion in Business AB165B18

Mont Rose College

Specification of Assessment

Present your work in one business report style which should include
table of contents, reference list, foot or end notes and appendices if any
Include the reference code of this assignment on your assignment
submission front page.
Each page must be numbered at the bottom right hand side.
Ensure the following information is in the footer on every page:
o Your name
o The production date of your submission
o The code number of your assignment brief
o The page number
Spell-check the document and make sure there are no grammatical
errors.
Complete all the tasks.
Produce clear specific reasoning and arguments in support of your
answers.
Submit your work in a single work processed document of not more than
5000 words for all Learning Outcomes. This word limit is only for
guidelines, and is not applied to grading.
You must include a bibliography at the end to show where your
information was sourced.
Your sources must be identified using the Harvard referencing system.
The words used in your bibliography will not be included in your word
count.

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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Unit 18 Advertising and Promotion in Business AB165B18

Mont Rose College

ASSESSMENT TASKS
Learners are encouraged to be familiar with the assessment criteria and contextualised grade
descriptors before completing these tasks.
Task 1 [Assignment should be submitted by

2014 for formative assessment]

Task 1: Individual Assignment. This covers Learning Outcome 1, topics: Understand the scope of
marketing communications (Week 1 4 lectures).

1.1 explain the communication process that applies to advertising and promotion
1.2 explain the organisation of the advertising and promotions industry
1.3 assess how promotion is regulated
1.4 examine current trends in advertising and promotion, including the impact of ICT
Assessment Type: Individual

Task 2 [Presentation, on

Word Limit: 1500 max

2014 for final feedback]

Group Presentation. It covers Learning Outcome 2 topics: Understand the role and
importance of advertising (Week 5-7 lectures).

2.1 explain the role of advertising in an integrated promotional strategy for a business or product
2.2 explain branding and how it is used to strengthen a business or product
2.3 review the creative aspects of advertising
2.4 examine ways of working with advertising agencies
Group Presentation
Maximum number of members of a team is seven with a minimum of five (this can be
negotiated with the Module Leader if there are a surplus of students for certain groups).
Participants are asked to form their own teams and notify the module tutors of the members
via e-mail to k.frimpong@mrcollege.ac.uk. The final discretion as to size of teams remains with
the Module Assessment Type: Group Leader. All team members must participate in the oral
presentation, preparatory research and presentation materials.
The Presentations will last for 10 minutes, with 7 minutes for presentation and 3 minutes for
questions. The presentations must be in PowerPoint format. Specific references for all
material must be cited within the text of the presentation.
Students must submit a detailed report, including the plan and contents of the presentation to
the module Tutor on the day of the presentation.

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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Unit 18 Advertising and Promotion in Business AB165B18

Task 3 [Assignment, by

Mont Rose College

2014 for formative feedback]

Individual Assignment. It covers Learning Outcome 3, topics: Understand below-the-line

techniques and how they are used (Week 8 lecture)
Word Limit: 1000 max
3.1 explain primary techniques of below-the-line promotion and how they are used in an integrated
promotional strategy for a business or product
3.2 evaluate other techniques used in below-the-line promotion
Assessment Type: Individual

Task 4 Assignment, by

2014 for formative feedback]

Individual Assignment. It covers Learning Outcome 4, topics: Be able toan integrated promotional
strategies( Week 9- 11 lectures).
Word Limit: 1500 max
4.1 follow an appropriate process for the formulation of a budget for an integrated promotional strategy
4.2 carry out the development of a promotional plan for a business or product
4.3 plan the integration of promotional techniques into the promotional strategy for a business or product
4.4 use appropriate techniques for measuring campaign effectiveness.
Assessment Type: Individual
In this task, students need to develop an actual integrated promotion plan by applying the
techniques of IMC (Integrated Marketing Communication) and (Promotion), which are taught
in classes.
Students need to develop an actual integrated promotion plan
Firstly, decide the plan for business or product.
Secondly, set a budget for your promotion plan by following an appropriate process and discuss
how this plan is appropriate for your integrated promotional strategy.
Thirdly, plan the integration of promotion techniques into promotion strategy for your chosen
business or product.
Lastly, use appropriate measurement techniques and analyse and discuss how this integrated
promotional plan is effective.

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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Unit 18 Advertising and Promotion in Business AB165B18

Mont Rose College

GRADING INFORMATION AND REQUIREMENTS

Achievement of a pass grade
A pass grade is achieved by meeting all the requirements defined in the assessment criteria for each
individual unit.
Achievement of a merit or distinction grade
All the assessment criteria and merit grade descriptors need to be completed within a unit to
achieve a merit grade.
All the assessment criteria, merit and distinction grade descriptors must be completed within a unit
to achieve a distinction grade.
Any learner submission that does not meet a targeted assessment criterion must be re-submitted by
a date specified by the assessor.
Grade Descriptors

Indicative Characteristics

Contextualised Grade Guidance

MERIT
M1
Identify and
apply strategies
to find appropriate
solutions.

M2
Select / design and
apply appropriate
methods/techniques

M3
Present and
communicate
appropriate findings.

effective judgements have

been made
complex problems with more
than one variable have been
explored
an effective approach to study
and research has been applied
relevant theories and
techniques have been applied
a range of methods and
techniques have been applied
a range of sources of
information has been used
the selection of methods and
techniques/sources has been
justified
the design of methods/
techniques has been justified
complex information/data has
been synthesised and
processed
appropriate learning
methods/techniques have
been applied
the appropriate structure and
approach has been used
coherent, logical development
of principles/concepts for the
intended audience
a range of methods of
presentation have been used

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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Unit 18 Advertising and Promotion in Business AB165B18

D1
Use critical
reflection to
evaluate own
work and justify
valid
conclusions

D2
Take
Responsibility
for managing
and organising
activities

D3
Demonstrate
convergent /
lateral / creative
thinking

Mont Rose College

and technical language has

been accurately used
communication has taken
place in familiar and unfamiliar
contexts
The communication is
appropriate for familiar and
unfamiliar audiences and
appropriate media have been
used.
DISTINCTION

conclusions have been arrived at

through synthesis of ideas and
have been justified
the validity of results has been
evaluated using defined criteria
self-criticism of approach has
taken place
realistic improvements have
been proposed against defined
characteristics for success
autonomy/independence has
been demonstrated
substantial activities, projects or
investigations have been
planned, managed and organised
activities have been managed
the unforeseen has been
accommodated
the importance of
interdependence has been
recognised and achieved
ideas have been generated and
decisions taken
self-evaluation has taken place
convergent and lateral thinking
have been applied
problems have been solved
innovation and creative thought
have been applied
receptiveness to new ideas is
evident
effective thinking has taken
place in unfamiliar contexts

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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Unit 18 Advertising and Promotion in Business AB165B18

Mont Rose College

Plagiarism and Collusion

Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this
context the definition and scope of plagiarism are presented below:
Plagiarism occurs when a student misrepresents, as his/her own work, the work, written or
otherwise, of any other person (including another student) or of any institution. Examples of forms of
plagiarism include:

the verbatim (word for word) copying of anothers work without appropriate and correctly
presented acknowledgement;
the close paraphrasing of anothers work by simply changing a few words or altering the order of
presentation, without appropriate and correctly presented acknowledgement;
unacknowledged quotation of phrases from anothers work;
The deliberate and detailed presentation of anothers concept as ones own.
All types of work submitted by students are covered by this definition, including, written work,
diagrams, designs, engineering drawings and pictures.
Collusion occurs when, unless with official approval (e.g. in the case of group projects), two or more
students consciously collaborate in the preparation and production of work which is ultimately
submitted by each in an identical, or substantially similar, form and/or is represented by each to be
the product of his or her individual efforts. Collusion also occurs where there is unauthorised cooperation between a student and another person in the preparation and production of work which is
presented as the students own. Unless stated otherwise, you must not produce assignments in
disqualified for the assessment.

All submissions will be via Moodle and processed by Turnitin to check for plagiarism. You
should aim for an overall score of no more than 15% with no single source over 4%.

Extension and Late Submission

If an extension is necessary for a valid reason, requests can me made using a course work extension
request form available from the college. Please note that the lecturers do not have the authority to
extend the coursework deadlines and therefore do not ask them to award a coursework extension.
The completed form must be accompanied by evidence such as a medical certificate in the event of
you being sick.

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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Unit 18 Advertising and Promotion in Business AB165B18

Mont Rose College

Support Material
Unit 18: Advertising and Promotion in Business (J/601/1000)
Textbooks
Marketing Communications 4th Edition, Chris Fill, Pearson Education LTD. ISBN: 0-273-687727
Advertising and Integrated Brand Promotion, Thomas Clayton OGuinn, Chris Allen and Rich
Semenik, Thomson Publishing, ISBN: 0-324-11380-3
Advertising and Promotion, An integrated marketing communications perspective 6th Edition,
George E Belch and Michael A Belch.
Principles of Marketing, Frances Brassington and Stephen Pettitt. ISBN: 0-273-64444-0
Kotler, P., Keller, K.L., Goodman, M., & Hansen, Torben (2009) Marketing Management,
Prentice Hall, England
Advertising and Promotion- An integrated Marketing Communications Approach, Chris
Hackley, 2nd Edition (2010), Sage Publications Ltd, London

Journals
Campaign (Haymarket Publishing)
Harvard Business Review (Harvard Business Publishing)
The Marketing Review (Westburn Publishers Ltd)
The Marketer (Journal of the Chartered Institute of Marketing Magazine)
Marketing Business (The Chartered Institute of Marketing Magazine)
Marketing Week (Centaur Communications Ltd)
The Financial Times and other daily newspapers which contain a business
section and market reports
Websites:
Marketing Week (http://www.marketingweek.co.uk/)
Chartered Institute of Marketing (http://www.cim.co.uk/Home.aspx)
Advertising Age (http://adage.com/)
Bized provides a selection of teaching and learning resources http://www.bized.co.uk/
The Financial Times business sections http://www.ft.com/
The Times 100 multimedia resources http://www.thetimes100.co.uk/

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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Unit 18 Advertising and Promotion in Business AB165B18

Mont Rose College

Summative Feedback on this coursework will be given on

19th December 2014.
Referral dropbox will open from 22nd December, 2014
Referral submission deadline 3rd January, 2015
Referral result declared 9th January, 2015
Assignment Resubmission Policy
A Resubmission is any work handed in for final assessment a second time.
The Final Deadline is the date on which the whole assignment must be
completed and submitted (usually in week 12 at the end of the semester).
Work submitted

To be Resubmitted

Referred after Final Deadline

Four weeks after the final deadline

Missed Final Deadline

End of next semester

Missed formative assessment(s) and

Referred after Final Deadline
End of next semester

Referred SMALL after resubmission

25 reassessment fee

Referred LARGE after resubmission

Repeat semester and attend classes

Completed, assessed units (Pass, Merit) from your first Semester may be reworked and
submitted for a higher grade once only on payment of a reassessment fee of 25.

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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Unit 18 Advertising and Promotion in Business AB165B18

Mont Rose College

Part3 Assessment and Feedback Record

ASSESSMENT DECISION
Programme:
BTEC Higher National Diploma (HND) in Business
Unit Title and Number:
Unit 18: Advertising and Promotion in Business J/601/1000
Module Tutor:
Dr. Frimpong
Learners Name :____________________

Learner ID:___________________

1.1

1.2
1.3
1.4

2.1

2.2
2.3
2.4

3.1

3.2

4.1

4.2

4.3

4.4

Assessment Criteria
explain the communication
process that applies to
advertising and promotion
explain the organisation of the
advertising and
promotions industry
assess how promotion is
regulated
examine current trends in
advertising and promotion,
including the impact of ICT
explain the role of advertising
in an integrated promotional
strategy for a business or
product
explain branding and how it is
used to strengthen a
business or product
review the creative aspects of
advertising
examine ways of working with
advertising agencies
explain primary techniques of
below-the-line promotion
and how they are used in an
integrated promotional
strategy for a business or
product
evaluate other techniques
used in below-the-line
promotion
follow an appropriate process
for the formulation of a
budget for an integrated
promotional strategy
carry out the development of a
promotional plan for a
business or product
plan the integration of
promotional techniques into
the promotional strategy for a
business or product
use appropriate techniques for
measuring campaign
effectiveness.

Students
Evidence
Check

Met
Y/N

Internally verified by Leslie Doyle 23 September 2014 AB165B18

Feedback

Page 11

Unit 18 Advertising and Promotion in Business AB165B18

Grade Descriptors

Indicative Characteristics

Mont Rose College

Contextualised Grade Guidance

MERIT
M1
Identify and
apply strategies
to find appropriate
solutions.

M2
Select / design and
apply appropriate
methods/techniques

M3
Present and
communicate
appropriate findings.

D1
Use critical
reflection to
evaluate own

effective judgements have

been made
complex problems with more
than one variable have been
explored
an effective approach to study
and research has been applied
relevant theories and
techniques have been applied
a range of methods and
techniques have been applied
a range of sources of
information has been used
the selection of methods and
techniques/sources has been
justified
the design of methods/
techniques has been justified
complex information/data has
been synthesised and
processed
appropriate learning
methods/techniques have
been applied
the appropriate structure and
approach has been used
coherent, logical development
of principles/concepts for the
intended audience
a range of methods of
presentation have been used
and technical language has
been accurately used
communication has taken
place in familiar and unfamiliar
contexts
The communication is
appropriate for familiar and
unfamiliar audiences and
appropriate media have been
used.
DISTINCTION
conclusions have been arrived at
through synthesis of ideas and
have been justified
the validity of results has been

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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Unit 18 Advertising and Promotion in Business AB165B18

work and justify
valid
conclusions

D2
Take
Responsibility
for managing
and organising
activities

D3
Demonstrate
convergent /
lateral / creative
thinking

Mont Rose College

evaluated using defined criteria

self-criticism of approach has
taken place
realistic improvements have
been proposed against defined
characteristics for success
autonomy/independence has
been demonstrated
substantial activities, projects or
investigations have been
planned, managed and organised
activities have been managed
the unforeseen has been
accommodated
the importance of
interdependence has been
recognised and achieved
ideas have been generated and
decisions taken
self-evaluation has taken place
convergent and lateral thinking
have been applied
problems have been solved
innovation and creative thought
have been applied
receptiveness to new ideas is
evident
effective thinking has taken
place in unfamiliar contexts

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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Unit 18 Advertising and Promotion in Business AB165B18

Mont Rose College

Assessors General Comments:

Resubmission Status:

unnecessary

SMALL

LARGE

Please resubmit Sections indicated above to meet Assessment Criteria:

Resubmission Date 3rd January 2015

Assessors Signature:

Date:

Print Name:

Learners Comments:

Signature:

Date:

Print Name:
Feedback of this coursework will be given to students on 19th December.

Internally verified by Leslie Doyle 23 September 2014 AB165B18

Page 14