Marketing communications2015 unitguide by Elvira Bolat

THE BUSINESS SCHOOL MSc Marketing Management

UNIT GUIDE

MARKETING COMMUNICATIONS

Level M 2014-2015

Unit Leader: Elvira Bolat

If you require a large print version of this unit guide, please contact your Programme Administrator or any of the unit tutors. An electronic version of the latest edition of the handbook is available via the Marketing Communications unit space on myBU.

Table of Contents Topic

Page No.

1. Introduction

1.1. Purpose of the unit guide

1.2. Teaching team

1.3. Unit overview

1.4. Unit delivery

2. Organisation of the unit 2.1. Rationale 2.2. Intended Learning Outcomes 2.3. Communication Practices

5 5 5 5

3. Indicative Delivery Plan

4. Assessment The Assignment Brief

9 9

4.1. Assessment related Appendices

4. Recommended reading list

Appendix A: Unit Specification

1. Introduction “The secret to successful communication is about saying the right thing in the right way in the right place and moment. However, the opportunities to do it right (and wrong) increase dramatically in the more complex and individualistic world.” – (Sue Elms, head of global brands, Millward Brown, 2014) Globalisation of business and social existence and an elimination of borders across nations have transformed the landscape of organisational activities and the communication with a customer in particular. Technology is justifiably viewed as a central driver for these changes. Mobile devices, social and social media, and specifically emergence of the Internet have transformed the way people communicate and that should be embraced by brands. The Internet, and all other ICT are primarily channels for communicating the message and aim for efficiency in communication activities. As a result, the company’s communication strategies and tactics are the ones mostly affected, and these dynamic changes need to be addressed accordingly. Traditional media channels like radio, television, print and direct marketing encouraged push approach to selling, following one-to-many communication principle and linear model of production. In this traditional form of communicating with a consumer opportunities for immediate feedback are limited if impossible at all. On the other hand digital technologies allow a non-linear communication with free flow and exchange of information - two-way communication on one-to-one or many-to-many basis. Marketing communication is effective, measurable, strategic and extremely creative. Studying on this unit, Marketing Communications, will help you to learn about the theory and practice of integrated marketing communications. Analytical skills, critical and creative thinking are skills and competences you are expected to acquire and/or advance while studying on this unit. This unit will examine and apply strategic and tactical aspects of marketing communication strategy, consumer behavior, strategic positioning, segmenting and targeting, and the marketing communications mix. This unit will consider the science of marketing communications from practical as well as critical, theoretical, perspectives including the input via case studies. Throughout the unit we will examine a number of topics, including a theories of marketing communications, consumer behavior, communications mix, branding, marketing communications research, globalization of marketing communications, packaging and merchandising, communications tools, future of marketing communications. The Marketing Communications unit is a 20-credit unit assessed through by a group based project (40%) and an individual report (60%). The topics covered in the 4

lectures and seminars will inform and underpin the assessment. There are a couple of key texts plus few supplementary books for this unit. Additional readings including journal articles will be made available particularly to support the syllabus. You are strongly encouraged to conduct independent research and reading relevant to the topics covered in each teaching session.

1.1 Purpose of the unit guide The purpose of this unit guide is to provide an introduction to the unit and teaching team, information on assessment and the unit delivery plan.

1.2 Teaching team The teaching team includes: (1) Elvira Bolat Talbot Campus, Christchurch House, C113 Tel: 01202 9 68755; E-mail: ebolat@bournemouth.ac.uk (2) Helen Oâ&#x20AC;&#x2122;Sullivan Talbot Campus, Christchurch House, C205 Tel: 01202 9 62205; E-mail: hosullivan@bournemouth.ac.uk

1.3 Unit overview Overview of the content: Theories of marketing communications, consumer behavior, communications mix, branding, marketing communications research, globalization of marketing communications, packaging and merchandising, communications tools, future of marketing communications. Hours: Student Study Hours: 6 hours per week Class contact hours: 2 hours per week- 1 hr lecture (with exception of teaching weeks 31 and 43 where 2hrs lecture is delivered) + 1hr seminar 5

Credit points: 20

1.4 Unit delivery The unit will be delivered through a combination of lectures, seminars and surgery sessions. Lectures will be complemented with interactive seminars involving for example, class and group activities, case study discussion, evaluation of researchbased articles, analysis of existing data, as well as social network media to facilitate discussion and debate. All lecture slides and supporting materials will be uploaded on to myBU. Internet supported activities in the form of group discussion forums will assist students in understanding the unit content and seeking the feedback. Detailed overview on communication practices used for this unit is provided in the next section, Organisation of the Unit. However, the main communication channel for this unit is the discussion board on myBU. You MUST SUBSCRIBE to the forum to allow for all posts to be automatically sent to your student e-mail box. This will ensure that you donâ&#x20AC;&#x2122;t miss out on any important information. Facebook group for the unit is the additional channel to complement the unit delivery.

Organisation of the Unit 2.1.

Rationale

Marketing communications is constantly developing and ever-changing. New theories, cultural influences and technological advances all combine to create a dynamic environment. The unit will examine the key issues and challenges in marketing communications. It will cover strategic issues of integration and planning as well as the tactical considerations needed to execute relevant marketing communications campaigns that meet consumerâ&#x20AC;&#x2122;s needs. The unit will examine the impact of social media and new digital technologies on marketing communication theories and practice. 2.2.

Intended Learning Outcomes

The unit aims to help you develop the following competencies: 1. Critically evaluate a range of concepts and theories on marketing communications; 2. Demonstrate knowledge of research on contemporary marketing communications issues; 3. Critically evaluate the influence of digital technologies on marketing communications;

4. Demonstrate critical awareness of local, international and global influences on marketing communications;

5. Critically evaluate and apply frameworks for researching, planning and implementing and evaluating marketing communications campaigns.

2.3.

Communication Practices

MyBU is a principal communication platform for the unit through which you can access unit materials, reading list, assessment-related content, submit the final assessment (via Turnitin) and see the latest announcements regarding changes and news on the Marketing Communications unit. Moreover, to communicate questions regarding the unit use the discussion board on myBU. You MUST SUBSCRIBE to the forum to allow for all posts to be automatically sent to your student e-mail box. This will ensure that you don’t miss out on any important information. In addition to myBU this unit has its own Facebook page https://www.facebook.com/marketingcommbsbu The Facebook page contains information regarding unit materials and feeds latest trends, news around the Marketing Communications subject. You are encouraged to use alternative communication channels to facilitate your group work. One of the key factors for successful completion of the unit is effective communication with your tutor(s), programme administrators and peers. Here are some practical guidelines on how to manage this: Consider which is the MOST APPROPRIATE communication channel (i.e. face-to-face, telephone, email, post to a discussion forum, social media channels) to use in the specific case, keeping in mind the urgency of your task and your recipient’s availability and preferences (if known). When scheduling a meeting via e-mail or telephone message, allow SUFFICIENT TIME for your recipient to deal with the request and confirm the meeting with you. Some indication of your availability (non-availability) outside the suggested time and the cause/agenda for the meeting will be useful. In communication with your tutors, USE YOUR STUDENT EMAIL ADDRESS and provide your FULL CONTACT DETAILS, i.e. name, course, seminar group/cohort, e-mail and, if preferred, a telephone number for contact. You can save some time if you include these details in the signature file automatically attached to your e-mail or forum messages. If you haven’t heard from the tutor within a couple of days of your last e-mail, either RESEND your email request, or try to contact him/her via telephone. If you can’t speak to the person, leave a message on their voice mail or in their office, providing your full contact details and the nature of the request, as specified earlier. If your query concerns myBU or other TECHNOLOGY-RELATED ISSUES, log a job with IT Services. You can do this via telephone (+44) 01202 965515 or via the ‘Contact us’ page on the IT Support part of the Student portal (http://studentportal.bournemouth.ac.uk ). You will receive an email confirming your request. You are expected to inform relevant members of staff of your issue and, if required, provide evidence of your communication with IT Services. KEEP A COPY of your unit-related e-mails for your records. This unit has timetabled SURGERY HOURS on a weekly basis. But generally if you need to speak to your tutor you should request an appointment. When doing this, consider the following:

1. To ensure your e-mail is dealt with quickly, send it to ALL your unit tutors. You will notice that the tutor who replies has included the others.

2. Remember that your tutors are happy to hear from you and despite a busy workload will endeavour to address any queries you have, hear your views and discuss any matters of concern.

Remember, it is YOUR responsibility to take the initiative throughout your studies: This means you must manage the process of raising problems or difficulties with the unit leader. Vital Contact Information: Unit Leader Elvira Bolat ebolat@bournemouth.ac.uk Office phone: 01202 968755 Lecturers Helen Oâ&#x20AC;&#x2122;Sullivan hosullivan@bournemouth.ac.uk Office phone: 01202 962205 Other relevant contacts: Academic Services, Bournemouth University: Bournemouth House Library 19 Christchurch Road, Bournemouth BH1 3LH UK Library renewals, information and subject advice: Tel: +44 (0) 1202 965959. The Sir Michael Cobham Library Talbot Campus, Fern Barrow, Poole, BH12 5BB. Additional Learning Needs Service: Tel: +44 (0) 1202 965663 Learning Support Reception Desk: Tel: +44 (0) 1202 965663 Language Centre Advice: Tel: +44 (0) 1202 965300 IT Service Desk: Tel: +44 (0) 1202 965515 The main communication channel for this unit is the discussion board on myBU. You MUST SUBSCRIBE to the forum to allow for all posts to be automatically sent to your student e-mail box. This will ensure that you donâ&#x20AC;&#x2122;t miss out on any important information.

3. Indicative Unit Delivery Plan The following two schedules list the sessions organised by week of delivery and the tutors who have developed these including guidance on further reading and tasks you have to complete. Further guidance is provided on myBU. This timetable is provisional. The topics of the sessions may change. For up-to-date information, check MyBU.

PROVISIONAL LECTURE PROGRAMME WEEK 30

Lecture Topic Tuesday 3 Feb. 9:00-10:00 hrs 1.Introduction to Marketing Communications/ Communication Theory/ Review of STP Tuesday 3 Feb. 13:00-14:00 hrs SURGERY HOUR: Intro to a TIWIS project Q&A time / feedback session with tutor Attendance is NOT COMPULSARY

Tuesday 10 Feb. 9:00-10:00 hrs 2.1.Briefing session for the coursework/assignment - "Food is a Right, Not a Privilege" – the client/company briefing

Tuesday 10 Feb. 13:00-14:00 hrs 2.2.Marketing Communications Environment: External & Internal Contexts/ Stakeholders/ Internal MC Overview on the TIWIS project 32

Tuesday 17 Feb. 9:00-10:00 hrs 3.Marketing Communications Strategies and Planning, Evaluating Marketing Communications Tuesday 17 Feb. 13:00-14:00 hrs SURGERY HOUR: TIWIS project – final selection Q&A time / feedback session with tutor Attendance is NOT COMPULSARY

Tuesday 24 Feb. 9:00-10:00 hrs 4.International Marketing Communications: Globalisation/ Cultural Diversity

Tuesday 24 Feb. 13:00-14:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY 34

Tuesday 3 Mar. 9:00-10:00 hrs 5.Traditional Media and Interactive Marketing Communications

Tuesday 3 Mar. 13:00-14:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY 35

Tuesday 10 Mar. 9:00-10:00 hrs 6.Branding and the Role of Marketing Communications

Tuesday 10 Mar. 13:00-14:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY

Lecturers Elvira Bolat

Suggested Reading Fill, C., 2009. ‘Marketing communications: interactivity, communities & content’, Chapters 1-2, 5-6.

Elvira Bolat De Pelsmacker, P., Geuens, M., and Van Den Berg, J., 2013. ‘Marketing communications: a European perspective’, Chapter 4. Elvira Bolat Guest speakers: Sarah Watson (B&PSFP) & John Burton (A/B/O)

Assignment Brief

Elvira Bolat

Fill, C., 2009. ‘Marketing communications: interactivity, communities & content’, Chapters 29-30.

Helen O’Sullivan

Fill, C., 2009. ‘Marketing communications: interactivity, communities & content’, Chapters 10-11, 15.

Helen O’Sullivan

Elvira Bolat

Fill, C., 2009. ‘Marketing communications: interactivity, communities & content’, Chapter 28.

Elvira Bolat

Fill, C., 2009. ‘Marketing communications: interactivity, communities & content’, Chapters 25-26.

Elvira Bolat

Helen O’Sullivan

De Pelsmacker, P., Geuens, M., and Van Den Berg, J., 2013. ‘Marketing communications: a European perspective’, Chapter 5. Fill, C., 2009. ‘Marketing communications: interactivity, communities & content’, Chapters 12.

Tuesday 17 Mar. 9:00-10:00 hrs 7.Marketing Communications Research Tuesday 17 Mar. 13:00-14:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY

Tuesday 24 Mar. 9:00-10:00 hrs 8.Integrated Marketing Communications: Key Principles Tuesday 24 Mar. 13:00-14:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY

38-40 41

Tuesday 21 Apr. 9:00-10:00 hrs 9.Integrated Marketing Communications: Packaging and Merchandising

Tuesday 28 Apr. 9:00-10:00 hrs 10.Integrated Marketing Communications Tools: Advertising and Sales Promotion Tuesday 28 Apr. 13:00-14:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY

Tuesday 5 May. 9:00-10:00 hrs 11.1.Integrated Marketing Communications Tools: PR and Hybrid MC Tuesday 5 May. 13:00-14:00 hrs 11.2.Integrated Marketing Communications Tools: Direct Marketing

Tuesday 12 May. 9:00-10:00 hrs 12.Future of Marketing Communications Review of the of the unit Tuesday 12 May. 10:00-11:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY

Helen O’Sullivan

Helen O’Sullivan Helen O’Sullivan

De Pelsmacker, P., Geuens, M., and Van Den Berg, J., 2013. ‘Marketing communications: a European perspective’, Chapter 1. Fill, C., 2009. ‘Marketing communications: interactivity, communities & content’, Chapters 9.

EASTER BREAK

Tuesday 21 Apr. 13:00-14:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY 42

Helen O’Sullivan

Elvira Bolat Elvira Bolat

Elvira Bolat

Fill, C., 2009. ‘Marketing communications: interactivity, communities & content’, Chapters 16-18

Elvira Bolat

Fill, C., 2009. ‘Marketing communications: interactivity, communities & content’, Chapters 19-20 Fill, C., 2009. ‘Marketing communications: interactivity, communities & content’, Chapter 21

Elvira Bolat Elvira Bolat

Assessment Business School Assignment Brief Programme: MSc Marketing Management

Academic year 2014-2015

Unit Title: Marketing Communications

Level M

Assignment Title:

Food is a Right, Not a Privilege

Unit Leader: Elvira Bolat Issue date: 3rd February 2015 Weighting of this assignment:

The individual written report is worth 60% of the unit mark The group presentation is worth 40% of the unit mark

The assessment for the Marketing Communications unit comprises two elements, an individual written report and a group presentation. This brief provides detailed information regarding content and marking criteria/scheme, submission details for both elements, followed up by relevant attachments.

I. BRIEF – INDIVIDUAL WRITTEN REPORT – 60% Intended Learning Outcomes (ILOs) 1, 3-5 are assessed through the individual written assignment: ILO 1. Critically evaluate a range of concepts and theories on marketing communications; ILO 3. Critically evaluate the influence of digital technologies on marketing communications; ILO 4. Demonstrate critical awareness of local, international and global influences on marketing communications. ILO 5. Critically evaluate and apply frameworks for researching, planning and implementing and evaluating marketing communications campaigns. Food poverty is a globally recognized problem with extensive media coverage in recent years. According to Dugan (2014) the magnitude of food poverty in the UK is ‘shocking’. Hence, the UK government, on both national and local levels, is urged with a task of addressing UK food poverty. Bournemouth and Poole Sustainable Food City Partnership (B&PSFCP) recognises the importance of food and its potential to transform our communities and works as a group of individuals, businesses, community and public sector organisations to tackle food poverty by building community knowledge and promoting a “sustainable food economy” as well as “increasing access to affordable healthy food” (www.sustainablefoodcity.org, 2014). Detailed overview on B&PSFCP can be found in Appendix A. References: Dugan, E., 2014. 3.5m children predicted to be in poverty by 2020. The Independent [online], 9 June 2014. You have been appointed as the Marketing Manager of the creative agency, A/B/O 11

(www.weareabo.com), to work with B&PSFCP as a client. You are to develop a marketing communication plan that raises awareness of food poverty among residents of the Bournemouth and Poole region. The plan has to be linked to ONLY one of three current B&PSFCP projects housed under the ‘Food Poverty’ theme: -

Community Food Centre: Development of a Centre which provides emergency food aid for those in crisis, food training and development opportunities, shared purchasing (food co-op), community meals and events, and ongoing access to affordable, healthy food. See Canadian examples at http://cfccanada.ca/

Community Gardens: Shared growing facilities which are leased to communities to enable them to grow fresh, healthy products together at a low cost. See Ron Finley www.youtube.com/watch?v=ZTJSAW927js

Home Grown: Supporting community gardens to act as a catalyst to encourage and support individuals in deprived communities to grow their own produce at home and so improve their individual food security.

The plan needs to be appropriately targeted so you are to choose a particular segment of the market, outline the chosen segment and its characteristics. You are to outline the objectives of the plan, the marketing strategy to be utilised as well the marketing communications tools you will choose for the campaign and the activities to be undertaken. Evaluation of the plan also needs to be considered. All decisions have to be justified against primary and/or secondary research and analysis. Consideration needs to be given of the external factors that could impact the effectiveness of the plan. The total budget available to deliver the plan is £15,000. Examples of recent A/B/O promotional activity for B&PSFCP: Appended to this assignment brief (see Appendix B) are examples from A/B/O ▪ Web holding page ▪ Postcard ▪ Poster for Restaurant Hop, B&PSFCP’s member. It is important that the assignment includes the relevant evaluation and justification of key decisions and recommendations made against primary and/or secondary research and analysis. The following are expected to be included in the assignment: 1. Summary of the situational analysis conducted as a group (see further details on Group

Presentation brief), presented as a visual content, i.e. infographic, chart, table; 2. Clearly written SMART objectives outlining the main aim and objectives of the plan; 3. The segment that the plan will be aimed at; 4. The marketing communication strategy to be utilised to ensure the successful

implementation of the plan and to meet the objectives; 5. The marketing communication tools to be considered in line with the objectives and

strategy, the schedule and budget;

6. Evaluation techniques to measure the success or otherwise of the plan.

Marking Criteria: please refer to the following marking criteria. Formative work: the syllabus is designed to help you work through the requirements of the report in stages. SUBMISSION DETAILS Word count for an individual written report is 2500 words excluding appendices, references and tables. Please note there is 10% flexibility on the word count. Assignments will only be marked up to the word count (+10%); exceeded words will not be marked. You have to submit an electronic copy of an individual report via myBU. DEADLINE The submission date for an individual written report is by 12 noon on 1st June 2015. Please note that this is the final time you can submit â&#x20AC;&#x201C; not the time to submit! Late submissions will receive 0%. FEEDBACK Feedback and marks for the individual report will be announced and provided via Turnitin, myBU. Further feedback can be obtained from the teaching team. Criterion

Distinction

Merit

Pass

Fail

Integration of theory. Work should show a good understanding of academic theory. Relevant theoretical principles, models and frameworks need to be identified and applied to underpin the key decisions and recommendations that are made. (ILOs 1 and 5) Level of critical analysis and application of analytical knowledge. Work should show an appropriate application of critical analysis using different areas of knowledge. (ILO 3-5)

Demonstrate the use of variety of theoretical principles, models and framework with critical application that is clearly evident in the key decisions and recommendations that are made.

Demonstrate the use of theoretical principles, models and framework with good application that is clearly evident in the key decisions and recommendations that are made.

Demonstrate the use of theoretical models, principles and framework with a reasonable application that is evident in the key decisions and recommendations that are made.

Little o princip Where the key that are

Demonstrates very high level of critical appraisal and judgement in analysis, evaluation and synthesis of material. Demonstrates an ability to diagnose and apply appropriate and selective conceptual knowledge to a practical problem/situation in order to produce valid, creative/original solutions which are logical, meaningful and effective.

Work shows clear evidence of analysis. Work shows a reasonable understanding and application of the key conceptual knowledge that relates to the area under investigation. The conceptual knowledge is used to support ideas.

Work i of deba unders key co to the a is, the to deve

Quality of recommendations. Assignment with insightful and imaginative objectives, ideas and approaches will be rewarded. (ILOs 3 and 5)

Highly developed critical insight has informed the marketing communication plan. An excellent plan which can be clearly implemented. The work shows very high level of awareness of limitations and contradictions.

Critical analysis is present. Student interrogates the literature with good application of conceptual knowledge supporting coherent arguments and informing the whole study. The conceptual knowledge is used to develop and support ideas; thus evidence of strong logic and debate is clear. Student provides critical insight into issues informing the marketing communication plan. The plan is realistic and implementable

Student is able to draw conclusions from analysis informing the marketing communication plan. The plan is well justified but may need further thought with regard to implementation.

Work i No rea Unsup market arbitra

Structure and presentation of work. You will be penalised for spelling and grammatical errors. Failure to use the BU Harvard system for referencing will also be penalised. Supporting evidences

Excellent report format which contains a tightly structured, rigorous argument showing flow and progression. Presentation and organisation of work is of a very high standard, likely to be highly stimulating. Supporting evidences and creative materials are

Good report format with clear structure. Introduction explains context and introduces key ideas. These are then systematically developed in a logical order. Key issues are sign-posted. Conclusions are logical. Some

Report format with reasonable structure. Contains introduction and develops arguments, with a summary and conclusion. Work is easy to read and has a logical order. Little supporting evidences and creative materials attached

Report little o argume repetiti incons eviden attache

and creative materials attached in the appendices will be rewarded. (ILOs 1, 3-5)

well selected, collated, presented and support decisions and recommendations that are made.

supporting evidences and creative materials are attached and support well the decisions and recommendations that are made.

and reasonably support the decisions and recommendations that are made.

MARKING CRITERIA – Individual written report

II. BRIEF – GROUP PRESENTATION – 40% Intended Learning Outcomes (ILOs) 2-4 are assessed through a group presentation: ILO 2. Demonstrate knowledge of research on contemporary marketing communications issues; ILO 3. Critically evaluate the influence of digital technologies on marketing communications; ILO 4. Demonstrate critical awareness of local, international and global influences on marketing communications. Working collectively as a group you are required to undertake the situational audit around the Food Poverty theme and present in a coherent manner the following: ▪

Market Insights (Key Issues and Findings from your market intelligence) should be based on market data [primary research is REQUIRED!];

▪

Understanding of the client’s situation, including the stakeholder and competitive analysis;

•

Key challenges and issues of implementing a plan that raises awareness of the food poverty among residents of the Bournemouth and Poole region;

•

Illustration of how marketing communications can solve identified issues and challenges by including a) your ‘big idea’ (campaign theme); b) creative direction of the campaign (recommended marketing communication strategy and tools); c) example customer journey.

Students must assign themselves to a team of 4-5 individuals by end of Week 32 (w/c 16th Feb 2015) and post the team list on myBU. We will advise you of where to post via an announcement on myBU. FINAL PRESENTATION INSTRUCTIONS (including submission details and deadline) The group presentation should be 15-20 minutes, with another 10 minutes for the Q&A (questions and answers) session. Ideally we are looking for all group members to present and participate in the Q&A session. Remember that the client might have different questions in mind than your lecturers meaning that you should have the relevant facts and figures at hand and in general 14

with th recomm

be prepared to answer challenging questions. Presentations will take place in teaching week 13/45 (week commencing 18th May 2015). The presentation schedule will be put up on MyBU later on in the term. Please note, as a group you are REQUIRED to provide 3 hard copies of the presentation slides/handouts on the day of the presentation and email electronic version of the presentation together with the evidences of primary research/analysis at ebolat@bournemouth.ac.uk by 22nd May 2015. ASSESSMENT and FEEDBACK Individual marks for the group presentation will be moderated using Self and Peer Assessment (SPA) form accessible via myBU (see Appendix C). Please note, all students are REQUIRED to complete/submit the SPA form online via myBU by 12 noon on 22nd May 2015. Individuals who fail to complete/submit the SPA form will receive 0% for the group presentation. Feedback (see Appendix D) and marks for the presentation will be announced and provided on myBU. Further feedback can be obtained from the teaching team. MARKING SCHEME - the Group Presentation Content

40%

• Amount and quality of strategic audit undertaken into identification of issues and challenges that potentially can affect the implementation of marketing communication plan

• Amount and quality of primary research • Present key issues and challenges that can potentially affect the implementation of marketing communication plan

• Level of critical analysis and deduction • Present and discuss marketing communication solutions to the identified challenges and issues • Quality and relevance of marketing communication solutions to the identified challenges and issues Presentation / Delivery

40%

• Clear professional communication • Time-management • Use of additional presentation tools (i.e. PowerPoint, Prezi, PechaKucha, etc.) – overall quality of slides • Professionally presented content using the BU Harvard system for referencing Teamwork

10%

• Evidence of the collective teamwork within the content • Evidence of the collective teamwork while presenting the outcomes Other

• Appropriateness of business language used. • Ability to handle questions • Quality and appropriateness of creative inputs to a content and delivery of the presentation

10%

HELP AND SUPPORT Initial feedback (details can be found within the brief) and mark for this assignment will be provided with the return of assessments; further feedback can be obtained from the teaching team. If there are any specific questions regarding the assignment please contact your tutor in the seminar. There will also be weekly timetable surgeries running. • You must acknowledge your source every time you refer to others’ work, using the Harvard Referencing system (Author Date Method). Failure to do so amounts to plagiarism which is against University regulations. Please refer to www.bournemouth.ac.uk/library for the University’s guide to citation in the Harvard style. • Students with Additional Learning Needs may contact Learning Support on www.bournemouth.ac.uk/disability_support. • General academic support is available via the Academic Skills community on myBU. • Additional support is provided by the School, please contact the teaching team if you need further information on additional support. • If you have any valid mitigating circumstances that mean you cannot meet an assignment submission deadline and you wish to request an extension, you will need to complete and submit the Mitigating Circumstances Form for consideration to your Programme/Framework Administrator together with appropriate supporting evidence (e.g., GP note) normally before the coursework deadline. Further details on the procedure and the mitigating circumstances form can be found at www.bournemouth.ac.uk/student/mitigating. Please make sure you read these documents carefully before submitting anything for consideration.

4.1. Assessment related Appendices Appendix A: Bournemouth and Poole Sustainable Food City Partnership Overview Sustainable Food City Partnership 1. Feeling healthy and nourished with equitable access to sustainable food 4. Surrounded by a prosperous economy 2. Living in a close knit community where everyone is valued 6. Working to improve understanding, knowledge sharing and innovation 5. Within a thriving and diverse marine and land based environment 3. Learning and sharing new skills with others The Sustainable Food City Partnership is a group of individuals, businesses, community and public sector organisations who recognise the importance of food and its potential to transform our communities. Working together to revolutionise the ways in which people grow, buy, cook, eat, celebrate, enjoy and dispose of their food we have developed an Action Plan for the city region of Bournemouth and Poole based around the six areas which we believe are most important to us. We know that by working within and across these six themes, small changes in our relationship with food can bring great benefits to everyone in our community. Our first year The focus during the first year of our Action Plan is consolidating existing activity to make sure we are supporting all the great work already taking place within our communities, supporting these activities to network better together, communicating to raise awareness of sustainable food and lobbying key organisations and institutions who can help make the changes needed to ensure our food systems are more sustainable. A vital element to achieving this is encouraging more people, businesses and organisations to join our Partnership. Members receive: • regular updates on activities and inspirational food news; • invites to informal Partnership events; • special offers from other members, and; • the opportunity to join any of the Partnerships Working Groups to focus on the particular food projects which interest people the most. In return our members join our ‘Food Army’ and volunteer time, skills and enthusiasm on different food projects across the city region helping communities build, dig, grow and cook – bringing people together around food to improve health, wellbeing, community cohesion, economic opportunity and the environment. 17

Appendix B: Examples of recent A/B/O promotional activity for B&PSFCP Web holding page

Postcard

Poster promoting Restaurant Hop 20

Appendix C: Self- and Peer-Assessment 1. Self – you will award yourself a mark out of 10, indicating how much you feel you contributed to the preparation, organisation and delivery of the assignment, relative to other group members. You should reflect on both the quality and quantity of your input: 8 out of 10 I made an outstanding contribution to the assignment 7 out of 10 My contribution was greater than most members of the group 6 out of 10 My contribution was about the same as other members of the group 5 out of 10 I contributed a little less than most members of the group 4 out of 10 I contributed much less than most other members of the group less than 4 I contributed little, if anything, to the assignment 2. Peer - you must award a mark out of 10 to each other member of the assignment group, indicating how much you feel each person contributed to the preparation, organisation and delivery of the assignment, relative to yourself and other group members. You should reflect on both the quality and quantity of each individual’s input: 8 out of 10 Student X made an outstanding contribution to the assignment 7 out of 10 Student X’s contribution was greater than most members of the group 6 out of 10 Student X’s contribution was about the same as other members of the group 5 out of 10 Student X contributed a little less than most members of the group 4 out of 10 Student X contributed much less than most other members of the group less than 4 Student X contributed little, if anything, to the assignment PLEASE NOTE:  Marks are relative, not absolute!  Marks will be used to modify the overall group mark upwards or downwards to arrive at final individual marks. Tutors reserve the right to make appropriate and reasonable adjustments on the basis of academic judgement.  Unit tutors reserve the right to require any group or individual to justify marks.  Any student wishing to award a mark of less than 4 or more than 8 must speak to tutors.  Any student(s) suspected of abusing this system will be required to meet with tutors to explain. The SPA form can be found under the Assessment tab on myBU, Marketing Communications unit (as shown below):

Appendix D: The Group Presentation Feedback Form

5. Recommended Reading List Key Texts De Pelsmacker, P., Geuens, M., and Van Den Berg, J., 2013. Marketing communications: a European perspective. 5th ed. Harlow: Pearson. Available from: http://capitadiscovery.co.uk/bournemouth-ac/items/824723? query=De+Pelsmacker&resultsUri=items%3Fquery%3DDe%2BPelsmacker Fill, C., 2009. Marketing communications: interactivity, communities and content. 5th ed. Harlow: Pearson. Supplementary Texts: Solomon, M. R. et al (2009) Consumer behaviour. A European perspective. 4th edition. Harlow, FT/Prentice Hall. Wilson, A. (2006) Marketing research: an integrated approach. 2nd edition. Harlow, Pearson. Davis, A. (2007) Mastering public relations. 2nd revised edition. London, Palgrave. Bird, D. (2007) Commonsense, direct and digital marketing. 5th edition. London, Kogan Page. Blythe, J. (2005) Essentials of marketing communications. 3rd edition. Harlow, Prentice Hall. Yeshin, T. (2005) Advertising. London, Thomson. Hackley, C. (2010) Advertising and promotion: communicating brands. London, Sage. Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: Strategy, implementation and practice. Harlow: Pearson Education. Available from: http://lib.myilibrary.com? id=399626 Hemann, C. and Burbary, K., 2013. Digital marketing analytics: making sense of consumer data in a digital world. Indianapolis, Indiana: Que. Journals* Journal of Marketing Communications Journal of Marketing Management European Journal of Marketing Advances in Consumer Research International Journal of Market Research Direct and Database Marketing *The majority of the reading for the unit will be from within selected academic journals. 27

Useful trade titles to read on a regular basis: Marketing magazine http://www.marketingmagazine.co.uk/ Marketing Week http://www.marketing-week.co.uk/ Brand Republic http://www.brandrepublic.com Campaign PR Week Web-based Resources www.marketresearch.com www.cim.co.uk/ www.mrs.org.uk/ www.theidm.com www.ted.com

Appendix A: Unit Specification Unit title

Marketing Communications

Version No

1.0

Level

Credit value

ECTS credits

PRE-REQUISITES AND CO-REQUISITES None AIMS Marketing communications is constantly developing and ever-changing. New theories, cultural influences and technological advances all combine to create a dynamic environment. The unit will examine the key issues and challenges in marketing communications. It will cover strategic issues of integration and planning as well as the tactical considerations needed to execute relevant marketing communications campaigns that meet consumerâ&#x20AC;&#x2122;s needs. The unit will examine the impact of social media and new digital technologies on marketing communication theories and practice. INTENDED LEARNING OUTCOMES Having completed this unit the student is expected to: 1 2 3.

Critically evaluate a range of concepts and theories on marketing communications; Demonstrate knowledge of research on contemporary marketing communications issues; Critically evaluate the influence of digital technologies on marketing communications;

4. 5.

Demonstrate critical awareness of local, international and global influences on marketing communications. Critically evaluate and apply frameworks for researching, planning and implementing and evaluating marketing communications campaigns.

LEARNING AND TEACHING METHODS The unit will be delivered through a combination of lectures, seminars and workshops. Lectures will be complemented with interactive seminars and workshops involving for example, class and group activities, case study discussion, evaluation of research based articles, analysis of existing data, as well as social network media to facilitate discussion and debate. ASSESSMENT Summative Assessment Intended Learning Outcomes 1 to 5 will be assessed through coursework (100%), compromising of 60% written coursework and 40% group presentation. Indicative Assessment Information Assessment will typically comprise: â&#x20AC;˘ An individual written report (60%) (Intended Learning Outcomes 1 and 5). Word count for the written report is 2500 words. â&#x20AC;˘ A group presentation (40%) (Intended Learning Outcomes 2, 3, and 4). Individual marks for the group component of the assessment are moderated through self and peer assessment. INDICATIVE CONTENT Theories of marketing communications Consumer behaviour Communications mix Branding Marketing communications research Globalization of marketing communications Packaging and merchandising Communications tools Direct marketing and Sales Promotions Digital technologies Future of marketing communications (i.e. neuromarketing) INDICATIVE KEY LEARNING RESOURCES Key Texts De Pelsmacker, P., Geuens, M., and Van Den Berg, J., 2013. Marketing communications: a European perspective. 5th ed. Harlow: Pearson. Available from:

http://capitadiscovery.co.uk/bournemouth-ac/items/824723? query=De+Pelsmacker&resultsUri=items%3Fquery%3DDe%2BPelsmacker Fill, C., 2009. Marketing communications: interactivity, communities and content. 5th ed. Harlow: Pearson. Supplementary Texts:

Solomon, M. R. et al (2009) Consumer behaviour. A European perspective. 4th edition. Harlow, FT/Prentice Hall. [ISBN 978-0273717263, £44.99] Wilson, A. (2006) Marketing research: an integrated approach. 2nd edition. Harlow, Pearson. [ISBN 978-0273694748, £42.99] Davis, A. (2007) Mastering public relations. 2nd revised edition. London, Palgrave. [ISBN 978-0230549302, £17.99] Bird, D. (2007) Commonsense, direct and digital marketing. 5th edition. London, Kogan Page. [ISBN 978-0749447601, £24.95] Blythe, J. (2005) Essentials of marketing communications. 3rd edition. Harlow, Prentice Hall. [ISBN 978-0273702054, £36.99] Yeshin, T. (2005) Advertising. London, Thomson.[ISBN 978-1844801602, £40.99] Hackley, C. (2010) Advertising and promotion: communicating brands. London, Sage. [ISBN 978-81849201469, £29.99]March 2010 Academic Journals and Trade Press Journal of Marketing Communications Journal of Marketing Management European Journal of Marketing Advances in Consumer Research International Journal of Market Research Direct and Database Marketing Marketing magazine http://www.marketingmagazine.co.uk/ Marketing Week http://www.marketing-week.co.uk/ Brand Republic http://www.brandrepublic.com Web-based sources Chartered Institute of Marketing http://www.cim.co.uk/ Market Research Society https://www.mrs.org.uk/ The above Key Texts are complemented by additional reading from: 1* book chapters and journal articles downloadable from myBU as selected by the Unit Tutors; 2* monographs, journals and other sources, predominantly made available online located via the Library Catalogue; and 3* relevant e-journal & e-book collections and other online databases.