COURSEWORK ASSIGNMENT

Academic Year 2017/18

Module Code: BMM640

Module Name: Integrated Marketing Communications

Module Leader: Rajinder Dool

Coursework Title:

Integrated Marketing Communications Plan

Task Details/Description:

In the role of a marketing consultant you are required to produce a 3000 word outline
integrated marketing communications plan for a company of your choice. You will use an
appropriate marketing communications planning framework to create your plan.
Specifically then, your report will include:

a) A full contextual (situational) analysis, including information on the existing

target market.
b) Appropriate marketing communications objectives.
c) Appropriate marketing communications strategies, including descriptions of
these push, pull and profile strategies.
d) An efficient and effective integrated marketing communications campaign,
including the use of traditional and non-traditional media and descriptions of
these elements.
e) Suitable evaluation and control mechanisms.

Your plan should be informed and justified by a range of academic and practitioner
sources, all of which must be appropriately referenced.
Module Learning Outcomes Assessed:

(1) Critically discuss marketing communication theories and techniques.

(2) Synthesise and use a wide range of marketing data and information to aid
successful decision making in marketing communications strategies and plans.
(3) Demonstrate the ability to practically use and apply marketing communications
theories, techniques and data to create effective marketing communications
campaigns.
(4) Show and exhibit the ability to communicate key arguments in an appropriate and
professional way.

Presentation Requirements:

The word limit for assignment is 3,000 words (excluding references, figures & tables).
Size 12 font in Ariel or Verdana to be used & double spaced.

In addition, students must include (as an appendix) their context analysis poster from their
formative assessment in week four.

Submission Date & Time:

Tuesday 12th December, 2017(12pm)

Assessment Weighting for the Module:

100%

Marking Guidelines

The marking guidelines and student feedback form for the module assessment are shown
overleaf in table 1.In addition to the feedback sheet, students will receive feedback on
their formative assessed presentation during week 5.
Table 1. BMM640 IMC coursework marking guidelines & student feedback form.
Assessment Criteria (and weighting) Tutor Comments

Context Analysis (25%)

The context analysis is undertaken in a way which
demonstrates understanding, critical evaluation and
application of relevant models and frameworks along
with the collection, synthesis and analysis of reliable
secondary data to aid decision making in marketing
communications strategies and plans.
Marketing Communications Objectives &
Strategies (15%)
Marketing communications objectives and strategies
are appropriately set and chosen. Objectives and
strategies are informed by the findings of the context
analysis.
Marketing communications campaign (35%)
Marketing communications theories and techniques
are critically evaluated and applied to recommend an
effective and efficient marketing communications
campaign, including a clear, relevant and engaging
message, appropriate creative format, and, the use of
traditional and non-traditional tools and media. A sound
and convincing rationale for the proposed integrated
marketing communications plan is given, which is
informed by secondary data and interpretation of the
context.

Evaluation and control recommendations (15%)

Suitable mechanisms are proposed for how the
marketing communications campaign could be
evaluated, if implemented.

Presentation (10%).
The assignment is presented in a professional manner
minus spelling mistakes, grammatical and punctuation
errors. The assignment adheres to a logical structure
and Harvard referencing is accurate throughout. Where
relevant, creative visuals are used as a way of helping
to communicate the marketing communications
recommendations.

Mark and Grade

NB: Final grade will be determined by how well the criteria have been met overall and not
the sum of the individual aspects of the work.