Marketing Comms unit handbook 2016

FACULTY OF MANAGEMENT DEPARTMENT OF MARKETING MSc Marketing Management

UNIT HANDBOOK [2015-16] Unit Leader/Tutor: Name: Office: Tel: Email:

Dr Elvira Bolat C113 (Christchurch House, Talbot Campus) 01202 968755 ebolat@bournemouth.ac.uk

Other Tutors involved with the Unit: Name: Office: Tel: Email:

Helen O’Sullivan C108 (Christchurch House, Talbot Campus) 01202 962205 hosullivan@bournemouth.ac.uk

Disclaimer Information contained within this programme handbook is correct at the time of being issued to the students for the first time (Feb 2016). However, some information may change and Bournemouth University reserves the right to make changes to procedures, regulations and processes subject to maintaining equivalent standards. 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.

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CONTENTS

PAGE

1.0

Welcome from the Teaching Team

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2.0

Unit Aim

5

3.0

Learning Outcomes

5

4.0

Learning Environment

5

5.0

Communication Practices

6

6.0

Indicative Content and Delivery Plan

8

7.0

Unit Assessment Strategy and Assessment Criteria

12

8.0

Brief for Assignment(s):

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9.0

Unit Resources

34

10.

Professional Development Diary

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1.0

WELCOME FROM THE TEACHING TEAM “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.

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 behaviour, 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 theories of marketing communications, consumer behaviour, 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 and an individual report. Group-based assessment involves working on the consultancy project for the real business client. We are hoping that by working on designing and pitching marketing communications campaign to the real client, you will apply theoretical knowledge gained during the teaching sessions but also will develop critical skills, attributes, competences and attitudes of modern marketing professionals.

The topics covered in the lectures and seminars will inform and underpin the assessment. You are strongly encouraged to conduct independent research and reading relevant to the topics covered in each teaching session.

Enjoy the unit, be creative and professional, and be brave and courageous in discovering the science and art of marketing communications.

Elvira and Helen J

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TUTORS’ BIOGRAPHIES

Dr Elvira Bolat is Academic in Marketing at the Faculty of Management, Bournemouth University. In addition she is a Programme Leader for BSc Marketing degree and Global Engagement Leader for the Department of Marketing. Elvira’s teaching covers both postgraduate and undergraduate levels.

She has gained PhD with thesis titled 'Mobile Technology Capabilities and their role in service innovation practices in creative SMEs' and now is supervising other doctoral students in the fields of marketing and management with the focus on digital/interactive marketing. Elvira is Deputy Chair for the Academy of Marketing B2B SIG and has interest and expertise in researching and consulting SMEs within the creative B2B sector. Dr Bolat is external examiner for the MA in Luxury Brand Management at WSA University of Southampton. Elvira’s area of expertise includes Digital Marketing, Service Innovation Practices of Creative SMEs, Internet of Things, Marketing Communications and Luxury Branding. Elvira is Fellow of the Higher Education Academy and Member of the Institute of Direct and Digital Marketing.

She has extensive consultancy experience sharing her knowledge around digital and social media marketing with companies across industries and sizes. Elvira has been invited to give talks at a number of universities both nationally and internationally. She has been involved and led various research projects within both business and consumer contexts.

Helen O’Sullivan is Academic in Marketing at the Faculty of Management, Bournemouth University. She is Head of Education for the Department of Marketing and is currently level 5 tutor for the BA (Hons) Business Studies degree.

Helen is the Chartered Marketer who has worked within Higher Education for the past 11 years. Helen is passionate about both Education and Marketing and committed to giving people from all backgrounds the access to education they deserve. Helen acts as External Examiner in University of Leeds and Kingston University. Helen holds a Master in Marketing Management from Southampton Solent University. She is currently studying a PhD which focuses on the assessment and understanding the nature and implications of brand success in post-92 UK HEIs. Helen is Deputy Chair for Marketing of Higher Education SIG, the Academy of Marketing.

Prior to academia, Helen worked in marketing management roles within education and commercial radio, in the UK and Australia. She has lead and managed award-winning marketing campaigns within the Higher Education sector.

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2.0

AIM

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 consumer’s needs. The unit will examine the impact of social media and new digital technologies on marketing communication theories and practice.

3.0

LEARNING OUTCOMES

Having completed this Unit, the student is expected to: 1 2 3 4 5

4.0

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; 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 ENVIRONMENT

Indicative Content: Theories of marketing communications, consumer behaviour, 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 Credit points: 20 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 research-based articles, analysis of existing data, as well as social network media to facilitate discussion and 5

debate. All lecture slides and supporting materials will be uploaded on to myBU. Following the 1st seminars, you will be asked for advanced preparation to weekly seminar sessions. The subject of marketing communications aims to develop and advance one of the cores skills required by 21st century marketers – communication. So do prepare in terms of prereading and pre-research, and be confident in practicing your presentation and communication skills on a weekly basis. To assist with the record of your learning journey, please use the Professional Development Diary (see section 10 for details) which is available for download on myBU, under the Unit Materials tab.

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 don’t miss out on any important information. Facebook group for the unit is the additional channel to complement the unit delivery.

Help and Support: •

• •

Ongoing help, support and guidance will be provided by the tutors in class and via myBU. Students may also see tutors during ‘Surgery Hour’ (see the timetable) or by appointment.

Students with Additional Learning Needs may contact Learning Support on www.bournemouth.ac.uk/disability_support.

There are some excellent resources available via the ‘Academic Skills’ tab on myBU.

5.0. 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: 6

§ Consider which is the MOST APPROPRIATE communication channel (i.e. face-to-face, telephone, e-mail, 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 email, either RESEND your e-mail 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: o 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. o 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 Tutor/Leader Dr Elvira Bolat ebolat@bournemouth.ac.uk Office phone: 01202 968755 Twitter: @Elvira_MLady Other Tutors Helen O’Sullivan hosullivan@bournemouth.ac.uk Office phone: 01202 962205 7

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 don’t miss out on any important information.

6.0

INDICATIVE CONTENT and DELIVERY PLAN

Indicative List of Topics: 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) The following schedule lists the sessions organised by week of delivery and the tutors who have developed these including guidance on further reading.

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 Monday 1 Feb. 11:00-12:00 hrs 1.Introduction to Marketing Communications/ Communication Theory/ Review of STP

Lecturers Elvira Bolat

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

De Pelsmacker, P.,

8

31

32

33

34

35

Geuens, M., and Van Den Berg, J., 2013. ‘Marketing communications: a European perspective’, Chapter 4.

Assignment 1 Brief

Monday 8 Feb. 11:00-12:00 hrs 2.1.Briefing session for the Assignment 1 – the client/company briefing

Elvira Bolat

Monday 8 Feb. 12:00-13:00 hrs 2.2.Marketing Communications Environment: External & Internal Contexts/ Stakeholders/ Internal MC

Elvira Bolat

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

Monday 15 Feb. 11:00-12:00 hrs 3.Marketing Communications Strategies and Planning, Evaluating Marketing Communications

Helen O’Sullivan

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

Monday 15 Feb. 12:00-13:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor.

Attendance is NOT COMPULSARY Monday 22 Feb. 11:00-12:00 hrs 4.International Marketing Communications: Globalisation/ Cultural Diversity

Helen O’Sullivan

Monday 22 Feb. 12:00-13:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY Monday 29 Feb. 11:00-12:00 hrs 5.Traditional Media and Interactive Marketing Communications

Elvira Bolat

Monday 29 Feb. 12:00-13:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY

Elvira Bolat

Monday 7 Mar. 11:00-12:00 hrs 6.Branding and the Role of

Helen O’Sullivan

Guest speaker: Robert Reid (KUDU Clothing)

Elvira Bolat

Elvira Bolat

9

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

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

De Pelsmacker, P., Geuens, M., and Van Den Berg, J., 2013. ‘Marketing

Marketing Communications

36

37-39 40

41

42

Monday 7 Mar. 12:00-13:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY Monday 14 Mar. 11:00-12:00 hrs 7.Marketing Communications Research

Helen O’Sullivan

Monday 14 Mar. 12:00-13:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY

Helen O’Sullivan

communications: a European perspective’, Chapter 5.

Fill, C., 2009. ‘Marketing communications: interactivity, communities & content’, Chapters 12.

Helen O’Sullivan

EASTER BREAK Thursday 14 Apr. 12:0013:00 hrs 8.Integrated Marketing Communications: Key Principles

Helen O’Sullivan

Thursday 14 Mar. 13:0014:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY Monday 18 Apr. 11:00-12:00 hrs 9.Integrated Marketing Communications: Packaging and Merchandising

Helen O’Sullivan

Monday 18 Apr. 12:00-13:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY Monday 25 Apr. 11:00-12:00 hrs 10.Integrated Marketing Communications Tools: Advertising and Sales Promotion

Elvira Bolat

Monday 25 Apr. 12:00-13:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY

Elvira Bolat

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’, Chapter 9.

Elvira Bolat

Elvira Bolat

10

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

43

Tuesday 3 May 11:00-12:00 hrs 11.1.Integrated Marketing Communications Tools: PR and Hybrid MC

Elvira Bolat

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

Tuesday 3 May 12:00-13:00 hrs 11.2.Integrated Marketing Communications Tools: Direct Marketing

Elvira Bolat

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

ASSIGNMENT 1 – GROUPS PRESENTATIONS w/c 3rd May 44

Monday 9 May 11:00-12:00 hrs 12.Future of Marketing Communications Review of the of the unit

Elvira Bolat

Monday 9 May 12:00-13:00 hrs SURGERY HOUR: Q&A time / feedback session with tutor Attendance is NOT COMPULSARY

Elvira Bolat

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7.0

UNIT ASSESSMENT STRATEGY and ASSESSMENT CRITERIA

The assessment for the Marketing Communications unit comprises two elements, a group presentation (Assignment 1) and an individual critical report (Assignment 2).

Assignment 1*: •

Title: “Driving Business Forward with Marketing Communications: Consulting KUDU CLOTHING”

•

Type: Group

•

Weighting: 40% of the overall mark for the Unit

•

Deliverables and deadlines: a) Group Presentations: w/c 2nd May 2016 b) Self and Peer Assessment: 12 noon on 6th May 2016 (via myBU)

*Note that Assignment 1 is included in the Assurance of Learning process (Goal 3), required as part of the BU Business School’s achieving accreditation from the AACSB (Association of Advanced Collegiate Schools of Business) (see Assignment 1 brief, Appendix C for further details).

Assignment 2: •

Title: Individual Critical Report

•

Type: Individual

•

Weighting: 60% of the overall mark for the Unit

•

Deadline: 3rd June 2016 by 12 noon (via Turnitin, myBU)

The details of how the assessment strategy relates to the Intended Learning Outcomes for the unit are as follows: ILO’s 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 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

12

Assessment Assignment 1 and Assignment 2 Assignment 1 and Assignment 2 Assignment 1 and Assignment 2 Assignment 1 and Assignment 2 Assignment 1

ASSESSMENT CRITERIA All assignments will be assessed using the following Generic Marketing Criteria. Further details on marking schemes for the individual elements of assessment are provided in the Assignment Briefs, on myBU, under the Marketing Communications Unit ‘Assessment’ tab.

Very weak fail (0 - 39%) Assessment category Subject knowledge and understanding

Intellectual skills including analysis, evaluation, and critical judgement Subject-specific skills including applications and problem solving Transferable skills including communication and presentation

Performance criteria Little or no evidence of factual and conceptual understanding of the subject, as appropriate to this level. There will be little or no evidence of extensive independent study and thinking, or of relevant reading/research. The student will be clearly unable to work at the forefront of theoretical understanding in their field of study.

No evidence of appropriate analysis. An inability to independently critically analyse current research/knowledge. Unsubstantiated opinions reflecting a lack of familiarity with key concepts.

No evidence of ability to demonstrate the synthesis of ideas and place them within an appropriate context. No original ideas or insights evident.

Unstructured and/or incoherent. Markedly poor English and/or inappropriate style. Other presentational aspects, including citations and bibliography may be incorrect or missing. May be seriously deficient in quantity.

Variations within this mark range will generally relate to the adequacy of the approach to the question, and the relative lack of understanding of the material, the paucity and weaknesses of the arguments used, and the factual and conceptual inadequacies. This is likely to be coupled with responses that are largely unrelated to the question and often limited in quantity.

Fail (40% - 49%)1 Assessment category Subject knowledge and understanding

Intellectual skills including analysis, evaluation, and critical judgement

Subject-specific skills including applications and problem solving Transferable skills including communication and presentation

Performance criteria Has been unable to develop in-depth knowledge, appropriate to this level, across specialised and applied areas. There will be insufficient evidence of extensive independent study and thinking. The student will be unable to work at the forefront of theoretical understanding in their field of study.

Has not demonstrated an ability to deal with complexity, contradictions and incomplete data in the knowledge base. An inability to independently critically analyse current research/knowledge and argue alternative approaches. Unable to assess own and others’ work with justification and judgement appropriate to postgraduate level.

Unable to independently synthesise information and ideas and seldom, if ever, offers new insights/original responses to problems that expand or redefine existing knowledge. Not able to develop new approaches to unpredictable situations.

Unable to communicate effectively. Presents poorly structured and reasoned arguments that show a lack of maturity appropriate to postgraduate level.

1

Added October 2015 for clarity – subject to the overall unit profile, a formal element may be a pass if it achieves a mark of 46% to less than 50%

13

Variations within this mark range will generally relate to the level of understanding, the approach to the question, the factual and conceptual inadequacies, and the relative levels of weakness of the arguments used.

Pass (50% - 59%) PG Certificate/PG Diploma/Masters Assessment category Performance criteria Subject knowledge and Has developed in-depth knowledge across specialised understanding and applied areas. There will be some evidence of extensive independent study and thinking. The student will, at times, be working at, or their work will be informed by, the forefront of theoretical understanding in their field of study.

Intellectual skills Has demonstrated an ability to deal with complexity, including analysis, contradictions and incomplete data in the knowledge evaluation, and critical base. Can independently analyse current judgement research/knowledge and present alternative approaches. Can independently assess own and others’ work with justification and appropriate judgement.

Subject-specific skills Can independently synthesise information and ideas including applications and and occasionally offer new insights/original responses problem solving to problems and/or develop new approaches to unpredictable situations.

Transferable skills Can effectively communicate their work to specialist including communication and non-specialist audiences. Presents structured and presentation arguments that show a level of maturity appropriate to postgraduate level.

Merit (60% - 69%) PG Certificate/PG Diploma/Masters Assessment category Performance criteria Subject knowledge and Has developed a good in-depth knowledge across understanding specialised and applied areas. There will be clear evidence of extensive independent study and thinking.

The student will be working at, or their work will be informed by, the forefront of theoretical understanding in their field of study.

Intellectual skills Has demonstrated an ability to deal effectively with including analysis, complexity, contradictions and incomplete data in the evaluation, and critical knowledge base. Can independently critically analyse judgement current research/knowledge and argue alternative approaches. Able to reason effectively. Can independently assess own and others’ work with clear justification and sound judgement.

Subject-specific skills Can independently synthesise information and ideas including applications and and offer new insights/original responses to problems problem solving and/or develop new approaches to unpredictable situations. Will be able to demonstrate an ability to undertake further specialist research.

Transferable skills Can effectively communicate their work clearly to including communication specialist and non-specialist audiences. Able to and presentation present tightly structured, rigorous arguments that show a high level of maturity appropriate to postgraduate level.

Distinction (70% - 79%) PG Certificate/PG Diploma/Masters Assessment category Performance criteria Subject knowledge and Has developed very good in-depth knowledge across understanding specialised and applied areas. There will be clear evidence of very extensive independent study and thinking. The student will generally be working at, or their work will be informed by, the forefront of theoretical understanding in their field of study.

14

Intellectual skills including analysis, evaluation, and critical judgement

Subject-specific skills including applications and problem solving

Transferable skills including communication and presentation

High Distinction (80% +) Assessment category Subject knowledge and understanding

Intellectual skills including analysis, evaluation, and critical judgement

Subject-specific skills including applications and problem solving

Transferable skills including communication and presentation

Has demonstrated an ability to deal very confidently and effectively with complexity, contradictions and incomplete data in the knowledge base. Can independently critically analyse current research/knowledge and cogently argue alternative approaches. Able to reason in a clear and effective manner. Can independently assess own and others’ work with very clear justifications and sound judgement.

Can independently synthesise information and ideas and create a range of new insights/original responses to problems that may expand or redefine existing knowledge and/or develop new approaches to unpredictable situations. Will be able to demonstrate a clear ability to undertake further specialist research.

Outstanding problem solving skills.

Can effectively communicate their work clearly to specialist and non-specialist audiences. Able to present confident, tightly structured, stimulating, and rigorous arguments that show a high level of maturity appropriate to postgraduate level.

Performance criteria Has developed an exceptional in-depth knowledge across specialised and applied areas. There will be clear evidence of very extensive independent study and thinking. The student will generally be working at, or their work will be demonstrably informed by, the forefront of theoretical understanding in their field of study. Shows considerable mastery of facts and concepts.

Has demonstrated an outstanding ability to deal with complexity, contradictions and incomplete data in the knowledge base. Can independently critically analyse current research/knowledge and cogently argue alternative approaches. Able to reason in an exemplary manner. Can assess independently and with confidence own and others’ work with very clear justifications and sound judgement.

Can independently synthesise information and ideas and create a range of new insights/original responses to problems that may expand or redefine existing knowledge and/or develop new approaches to unpredictable situations. Will be able to demonstrate a clear ability to undertake further specialist research and make significant contributions to the subject.

Outstanding problem solving skills.

Can effectively communicate their work clearly to specialist and non-specialist audiences. Able to present exemplary, tightly structured, highly stimulating, and rigorous arguments that are likely to be at the limits of may be expected at this level.

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8.0

ASSIGNMENT BRIEFs

Faculty of Management Assignment Brief Programme: MSc Marketing Management

Level: 7

Unit Name: Marketing Communications

Unit Tutors: Dr Elvira Bolat Helen O’Sullivan

Assignment Markers:

Dr Elvira Bolat; Helen O’Sullivan

Assignment 1 Driving Business Forward with Marketing Communications: Consulting KUDU CLOTHING Feedback method: Electronic (via myBU) You will normally receive your mark and feedback within the period specified in the University Regulations.

Detailed comments on each individual element of the assessment may not be provided, but everything submitted will be taken into consideration. A sample of work, normally including all Firsts and Fails, as well as a selection of other work, is second-marked.

Submission dates: st

Issue date: 1 Feb 2016

• •

Group Presentations: w/c 2nd May 2016 Self and Peer Assessment: 12 noon* on 6th May 2016 (via myBU, Appendix A)

Weighting of this assignment: (as % of total coursework assessment for the unit)

40%**

It is your responsibility to be aware of University Regulations relating to academic offences and to avoid committing them. The BU definitions and the penalties are listed in: Academic Offences: Policy & Procedure for Taught Awards If you are unable to submit your assignment on time due to medical or other mitigating circumstances you must complete a Mitigating Circumstances form PRIOR to the deadline and submit it for approval. *In accordance with University regulations if a piece of coursework is not submitted by the required deadline, the following will apply: • If coursework is submitted within 72 hours after the deadline, the maximum mark that can be awarded is 40%. If the assessment achieves a pass mark and subject to the overall performance of the unit and the student’s profile for the level, it will be accepted by the Assessment Board as the reassessment piece. The unit will count towards the reassessment allowance for the level (see 12.2); • This ruling will apply to written coursework and artefacts only; • This ruling will apply to the first attempt only (including any subsequent attempt taken as a first attempt due to mitigation); • If coursework is submitted more than 72 hours after the deadline, a mark of zero (0%) will be awarded; •

Failure to submit/complete any other types of coursework by the required deadline will result in a mark of zero (0%) being awarded.

**Please note that the overall mark for Assignment 1 will be moderated using Self-and-Peer assessment (SPA) - (see Appendix A for further details).

Details of what you are expected to do: 16

1. Rationale Communication underpins the marketing discipline and practice. Strategic planning and tactical considerations needed to execute relevant marketing communications campaigns are regarded as core marketing competences and skills.

For Assignment 1, in Groups you will undertake the marketing communications consultancy to develop and present the marketing communication campaign for the specified Client.

You are encouraged to consider your future roles as marketers and to enhance a wide range of skills, competenes, attitudes and attributes, which are known to be effective characteristics of effective and successful marketing professionals.

2. The learning outcomes being assessed 1.

2.

3.

4.

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; 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.

3. Overview of Assignment 1 More than 5.4 million small companies exist in the UK, and small and medium enterprises (SMEs) account for 99.3 per cent of all private sector businesses in the UK (The Federation of Small Businesses 2015).

Hence, SMEs are paramount to the UK growth. Marketing communication is …. Marketing communication and promotional activities are traditionally viewed as cost-bearing items within the organisational budgets.

Marketing communications are quite often set aside by SMEs’ owners: In practice the approach SMEs have to … marketing communications programs, is likely to be more haphazard, informal, unstructured, spontaneous and reactive (Gabrielli and Balboni 2010, p. 278).

Today digital and social media channels and tools have enabled ubiqutious and cost-effective opportunities for SMEs allowing to promote brand and business internally, externally and globally.

KUDU Clothing is newly established lifestyle brand founded and led by the young entreprenuer, Robert Reid (http://www.kuduclothing.com/). Currently KUDU Clothing produces a range of apparel targeting young male professionals with active lifestyle. Within realtively short period of time (over a year period), KUDU Clothing has an online presence and also retails products in the UK via Sweet Sensi, Avon Beachm 31 The Store, Sorted, Owso UK, Just Another and in the Caribbean via Jumby Bay. To this date, however, KUDU Clothing “has not been so successful in gaining traction through own website” which is the ultimate goal for the business. Robert Reid sees the success of its brand in emracing the digital marketing, in particular increasing sales via the brand’s website as well as leveraging social media channels to increase online sales of KUDU Clothing products.

You have been appointed as the Marketing Communications Team of an independent creative agency, to work with KUDU Clothing as a client.

Students must assign themselves to a team of 4-5 individuals by end of Week 32 (w/c 15th Feb 2016) and post the team list on myBU. We will advise you of where to post via an announcement on myBU. As the Marketing Communications Team you are required to develop a marketing communications campaign that drives increased revenues, i.e. increase of online sales of KUDU Clothing product.

The campaing 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 campaign, 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 campaign 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 campaign. The total budget available to deliver the 12 months plan is £3,600. The annual marketing budget is set with plans to achieve an increase in sales of 100 units (of KUDU Clothing products) per month (25 units per week).

References: Gabrielli, V. and Balboni, B., 2010. SME practice towards integrated marketing communications. Marketing Intelligence & Planning, 28 (3), pp.275-290.

The Federation of Small Businesses, 2015. Statistics: Business Population Estimates for the UK and Regions in 2015. Blackpool: The Federation of Small Businesses. Available from: http://www.fsb.org.uk/media-centre/small-business-statistics

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4. Submission details (including the format, detailed instructions and deadlines) As a team you are to professionally and creatively pitch key ideas around the marketing communications campaign. Hence the format of deliverying the assignment 1 outputs is the group presentation. It is important to demonstrate clear and competent communication, cohesion and logical links between the research, creative inputs and decisions made.

For the group presentation the following tasks are required: 1. Undertake a strategic audit (using tools such as PEST(EL), SWOT) and present a situational analysis / market insights (key issues and findings from your market intelligence including stakeholder analysis and primary research); 2. Propose, profile and justify the segment that the campaign will be aimed at; 3. Establish 2-3 SMART objectives that the campaign is aiming to achieve; 4. Your ‘big idea’ (campaign theme); 5. Name the marketing communication strategy to be utilised to meet the objectives; 6. Creative direction of the campaign (recommended marketing communication tools, communication channels/platforms to be used providing justification for each tool against the objectives and strategy); 7. Outline budget utilisation; 8. Present the creative materials and supporting evidence to illustrate the ideas and decisions proposed.

REMEMBER! Your pitch should: •

Really show the links between different aspects

•

Have great impact to grab your audience.

The group presentation should be 30 minutes, with another 10 minutes for the Q&A (questions and answers) session.

Ideally we are looking for all Team members to present and participate in the Q&A session.

Remember that the client might have different questions in mind than the unit tutors meaning that you should have the relevant facts and figures at hand and in general be prepared to answer challenging questions.

Presentations will take place in teaching week 43 (week commencing 2nd May 2016). The presentation schedule will be put up on MyBU later on in the term.

Please note, as a Team 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 6th May 2016.

Individual marks for the group presentation will be moderated using Self and Peer Assessment (SPA) accessible via myBU (see Appendix A). Please note, all students are REQUIRED to complete/submit the SPA form online via myBU by 12 noon on 6th May 2016.

Individuals who fail to complete/submit the SPA form will be penalised in accordance with the University regulation.

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5. Assessment criteria/weightings**** and Feedback MARKING SCHEME*** I. Business Exercise – Contents of the Campaign

70%

• Amount and quality of research conducted and strategic audit • Amount and quality of analysis and research undertaken into the chosen segment • Clearly written SMART objectives • Creativity and originality of the campaign theme • Appropriateness and quality of the campaign theme • Relevance of marketing communication strategy • Quality and relevance of marketing communication tools • Level of critical analysis and deduction / quality of recommendations • Quality and appropriateness of creative inputs to a content and delivery of the presentation II. Business Exercise – Effective Pitching of the Campaign

30%

• Engagement • Organisation • Spoken delivery • Quality of slides • Group dynamics

Feedback (see Appendix B) and marks for the presentation will be announced and provided on myBU. Further feedback can be obtained from the teaching team.

Please note, the unit tutors reserve the right to moderate Self and Peer Assessment marks where deemed necessary.

In your interest, a sample of work is second-marked, the sample normally including all Firsts and Fails, as well as a selection of other work. ***See Appendix B for the detailed marking scheme and the assessment traits. *****The assessment criteria and weightings are adapted from BU Generic Assessment Criteria.

Disclaimer: The information provided in this assignment brief (version number: 1) is correct at time of publication.

In the unlikely event that any changes are deemed necessary, they will be communicated clearly via e-mail and/or myBU and a new version of this assignment brief will be circulated.

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Appendix A: 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.

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The SPA form can be found under the Assessment tab on myBU, Marketing Communications unit (as shown below):

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Appendix B: Assignment 1 Feedback Form

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