Introduction to Assessment and Format

This 20 credit module is summatively assessed at the end of the semester by an individual assignment, which constitutes 80% of your overall mark. You will also be summatively assessed in groups during the semester, and this constitutes 20% of your overall mark. You will be expected to conduct research and analysis in groups drawn from your seminar group, however the final assignment must be completed individually.

 

The structure of the assessment can be seen below, with details on each stage given later.

Component 1, Task 1: Written brief

You are required to submit a group written brief detailing your choice of organisation and marketing issue. This links to Task 1 of the final written assignment.

Your written brief (for submission at the end of week 3 of teaching) should contain 3 sections on one side of A4 (minimum font size 10) and should be equally weighted (i.e. give an equal amount of space to each):

1. Provide a brief (researched) description of the organisation and product/service that will be the focus for your group research/report;
2. Describe the target market on which you will base your analysis;
3. Give an indication of the likely problem solving of the target market for this product/ service (using EPS, LPS, RPS), with a rationale for this choice.

Component 2: Written Assignment

You are required to submit a 3000 word report written for the Marketing Director of your chosen organisation. This will account for 80% of the module marks. There are three key tasks:

TASK 1

Using no more than 150 words, briefly introduce the marketing issue that you have researched and developed.

TASK 2

Develop a buyer behaviour analysis (making reference to the Blackwell, Miniard and Engel analytical framework) for your chosen case study including:

• A brief, but multi dimensional profile of the target market;
• Analysis of the likely buying behaviour of your target market;
• Identification of three key influences on this decision making process;
• Identification of one issue related to information processing, as this will inform task 3.

TASK 3

Using Fill’s MCPF, develop an appropriate communications strategy (including media and message) for this target market, remembering to address the influence and information processing aspects identified in task 2. This will require you to consider the following:

• A brief, but holistic context analysis
• To construct a range of communication goals and state positioning strategy
• To provide a brief account of the marketing communications strategy
• The development a coordinated communications mix, (including the consideration of various marketing communication tools and the construction of a media and creative strategy.
• The coordinated communications mix should be fully integrated, with the proposed scheduled displayed using e.g. a Gantt chart.
• To discuss how the campaign will be evaluated, highlighting and justifying the type of metrics used