Revision II: Future of Marketing Communications Marketing Communications MSc Marketing Management (Lecture 11) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk Marketing Communications 2016, Faculty of Management, BU
Assignment 1: Generic Feedback
ATTENTION!
Submit SPA form individually online via myBU by 12 noon on 6th May 2016
4 -5
Individuals who fail to complete/submit the SPA form will be penalised, deducted 5% of the group presentation mark given by the tutors
Transforming Nature of MC the Internet Gaming – ‘Advergaming’ On-demand viewing Experiential marketing Long-form content – Contrarian content Communal marketing CGC/UGC/Crowdsourcing Search – Twitter (‘real-time human computation’) Ubiquitous technology Branded entertainment Neuromarketing (i.e.sensory marketing insight)
On-demand TV
Long-form content Articles have to be in excess of 1,800 words to be considered long-form Increasing User Engagement: tripling effect – SEO + eWOM
Long-form content
Source: Medium
Long-form content
Source: Medium
Long-form content: Example
Contrarian content
Source: Buffer
Communal Marketing
Neuromarketing
Assignment II 60% of the final mark • Individual critical report • Topic to choose! • Word count - 3000 words excl. tables, diagrams, figures, appendices, and references, 10% flexibility) • Formatting: 1.5 spaced in Times New Roman 12 font size • Deadline – by 3rd June 2016 by 12 noon • How to submit – online, via myBU, Assessment tab, Turnitin submission box/folder • ILOs 1-4
Assignment II: Topics • Unconventional (i.e. street, ambient) marketing communications • Word-of-mouth and digital media • Brand image repair: the role of marketing communications • Social persuasion through social influencers
Assignment II: Tasks • Task 1: Critically evaluate the relevance and implications of the chosen topic to the marketing communications theory and practice - up to 1300 words • Task 2: Discuss the challenges and issues that marketers face in relation to the chosen topic - up to 1100 words • Task 3: Critically discuss how these challenges and issues can impact on skills, competencies, attitudes and attributes of modern marketing professionals. As part of this discussion you are tasked to submit your CV (maximum 2 A4 pages), highlighting skills and competencies you have gained while working on Assignment 1 - up to 600 words
Tasks I and II
Unconventional (i.e. street, ambient) marketing communications
Tasks I and II Word-of-mouth and digital media
Tasks I and II Brand image repair: the role of marketing communications
Tasks I and II Social persuasion through social influencers
Key to Completing Tasks 1 and 2 Theory : Practice 65 : 35
Task III
Why
BU’s AACSB Cross-Framework Goals and Objectives • Our graduates will be effective communicators. In the final year of study, our students will: – communicate effectively by written means; – communicate effectively by oral means.
• Our graduates will be effective researchers. In the final year of study, our students will be able to define and critically analyse complex research questions by effectively analysing data and implementing an appropriate methodology. • Our graduates will be employable. In their second and final year of study, our students will: – produce a professionally appealing Curriculum Vitae – Assignment
II
– be competent in simulated and real business exercises – Assignment
I
• Our graduates will be globally aware. In the final year of study, our students will have an appreciation of how globalisation impacts on their area of study / profession.
TRAIT Academic underpinning: Work should show a good understanding of academic literature. Relevant theoretical principles, models and frameworks need to be identified and discussed against contemporary professional practice.
Does Not Yet Meet Expectations 0-49% Little or no evidence of engaging with academic literature (scholarly articles, books and monographs). Little or no evidence of discussing theoretical models, principles and framework in relation to the chosen topic.
Meets Expectations
Exceeds Expectations
50-69% Good use of academic literature (scholarly articles, books and monographs). Demonstrates the use of theoretical principles, models and framework with a good application to the chosen topic.
70-100% Exceptional use of academic literature (scholarly articles, books and monographs). Demonstrates the use of variety of theoretical principles, models and framework with critical application to the chosen topic.
Demonstrates very high level of critical appraisal and judgment 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 arguments which are logical, meaningful and effective. 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. The report is professionally presented with full compliance with the BU Harvard Referencing. The CV acknowledges the soft skills the student has learnt and how they are used. The CV is relevant to the role or to the degree the student is on as well as to the discussion around contemporary changes within the marketing communications context.
Level of critical analysis and application of analytical knowledge: Work should show an appropriate application of critical analysis using different areas of knowledge.
Work is descriptive with little evidence of debate. Work shows little or no understanding and application of the key conceptual knowledge that relates to the topic under investigation. Where it is, the conceptual knowledge is not used to develop and/or support ideas.
Work shows clear evidence of analysis and critical analysis, to certain extent. Work shows clear evidence of analysis. Work shows a reasonable understanding and application of the key conceptual knowledge that relates to the chosen topic. The conceptual knowledge is used to support ideas.
Structure and presentation of work: Work should be structured and presented professionally.
Report is poorly structured and presented. There is little or no introduction, order of arguments confused, perhaps with repetition. Decisions and ideas are inconsistent. BU Harvard Referencing style is not used or used inconsistently.
Good report format with clear structure. The work is presented professionally and in compliance with the BU Harvard Referencing. Contains introduction and develops arguments, with a summary and conclusion. Work is easy to read and has a logical order.
The CV only lists their duties rather than the soft skills they have leant. There is no indication of relevance to the role or to the degree the student is on as well as to the discussion around contemporary changes within the marketing communications context.
The CV acknowledges the soft skills the student has learnt but does not explain how they are used. The CV is generic to any role and the link to the discussion around contemporary changes within the marketing communications context is evident.
Skills and competences (CV)
Weighting
Assignment II (cont.) Marking 40%
Scheme (assignment II brief, p. 3) 45%
10%
5%
All the tasks are equally important to the overall assessment