Appendix C: AACSB Assurance of Learning Explained
BU is in the process of gaining accreditation from the AACSB (Association of Advanced Collegiate Schools of Business) which would give BU recognition of excellence. Only 5% of the universities worldwide have earned this prestigious badge of honour. AACSB accreditation requires our Assurance of Learning, what we expect our student to have achieved while studying at BU. These are program-level focused learning goals for each degree program, rather than detailed learning goals by course or topic. AACSB Cross-Framework Goals and Objectives 1. Our graduates will be effective communicators. In the final year of study, our students will: a. communicate effectively by written means; b. communicate effectively by oral means. 2. 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. 3. Our graduates will be employable. In their second and final year of study, our students will: a. produce a professionally appealing Curriculum Vitae; b. be competent in simulated and real business exercises. 4. 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. The Marketing Communications unit aims for BU students to achieve Goal 3, in particular. As a result of completing the unit and the Assignment 1 in particular, students are expected to be competent in simulated and real business exercises.
Unit Handbook: Marketing Communications
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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 2: Individual Critical Report Feedback method: Electronic (via Turnitin, 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.
Issue date: 1st Feb 2016
Submission date:
Weighting of this assignment: (as % of total coursework assessment for the unit)
3rd June 2016 by 12 noon* (via Turnitin, myBU)
60%
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.
Unit Handbook: Marketing Communications
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Details of what you are expected to do: 1. Rationale Marketing communications is constantly developing and ever-changing. New theories, cultural influences and technological advances all combine to create a dynamic environment. Marketers have to be able to understand and assess contemporary issues and challenges in marketing communications. You are encouraged to consider how these issues and challenges can impact on skills, competences, attitudes and attributes of marketing professionals. Assignment 2 requires you are to write an Individual Critical Report in relation to a particular topic.
2. The learning outcomes being assessed 6. 7. 8. 9.
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.
3. Overview of Assignment 2 Select one of the following topics: 1. Unconventional (i.e. street, ambient) marketing communications 2. Word-of-mouth and digital media 3. Brand image repair: the role of marketing communications 4. Social persuasion through social influencers You are then required to write a Critical Report in relation to the chosen topic, by fulfilling the three tasks below and by relating the discussion to the relavant academic literature. Task 1: Critically evaluate the relevance and implications of the chosen topic to the marketing communications theory and practice. Task 2: Discuss the challenges and issues that marketers face in relation to the chosen topic. 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. Please note all the tasks are equally important to the overall assessment of an Individual Critical Report, to which generic assessment criteria/weightings are applied (see section 5, Assignment 2 brief).
4. Submission details / parameters The following is required to produce an Individual Critical Report: -
Essay format of up to 3000 words (+10%), excluding references, tables, figures and diagrams Indicative word count across the tasks is the following, Task 1 – up to 1300 words, Task 2 – up to 1100 words, and Task 3 – up to 600 words BU Harvard Referencing is required 1.5 spaced in Times New Roman 12 font size Submit an electronic copy of an individual report via Turnitin, myBU.
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.
Unit Handbook: Marketing Communications
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5. Assessment criteria/weightings**** and Feedback 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. Level of critical analysis and application of analytical knowledge: Work should show an appropriate application of critical analysis using different areas of knowledge.
Structure and presentation of work: Work should be structured and presented professionally.
Skills and competences (CV)
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
Weighting
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.
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.
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.
50%
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.
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.
10%
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.
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.
40%
5%
*****The assessment criteria and weightings are adapted from BU Generic Assessment Criteria. Feedback and marks for the individual report will be announced and provided via Turnitin, myBU. Further feedback can be obtained from the teaching team. 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. 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.
Unit Handbook: Marketing Communications
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Appendix A: AACSB Assurance of Learning Explained BU is in the process of gaining accreditation from the AACSB (Association of Advanced Collegiate Schools of Business) which would give BU recognition of excellence. Only 5% of the universities worldwide have earned this prestigious badge of honour. AACSB accreditation requires our Assurance of Learning, what we expect our student to have achieved while studying at BU. These are program-level focused learning goals for each degree program, rather than detailed learning goals by course or topic. AACSB Cross-Framework Goals and Objectives 1. Our graduates will be effective communicators. In the final year of study, our students will: a. communicate effectively by written means; b. communicate effectively by oral means. 2. 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. 3. Our graduates will be employable. In their second and final year of study, our students will: a. produce a professionally appealing Curriculum Vitae; b. be competent in simulated and real business exercises. 4. 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. The Marketing Communications unit aims for BU students to achieve Goal 3, in particular. As a result of completing the unit and the Assignment 2 in particular, students are expected to produce a professionally appealing CV (Curriculum Vitae), which lists and demonstrates skills and competences gained upon the completion of Assignment 1.
Unit Handbook: Marketing Communications
page 33
9.0
UNIT RESOURCES
Marketing Communications Unit e-Reading list can be accessed via http://readinglists.bournemouth.ac.uk/lists/E25B3FF6-7D7F-904F-09A248DA01F4009D.html 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/bournemouthac/items/824723?query=De+Pelsmacker&resultsUri=items%3Fquery%3DDe%2BPel smacker 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. Unit Handbook: Marketing Communications
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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
Unit Handbook: Marketing Communications
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10.
PROFESSIONAL DEVELOPMENT DIARY
Professional Development Diary Programme: MSc Marketing Management
Level: 7
Unit Name: Marketing Communications
Unit Tutors: Dr Elvira Bolat Helen O’Sullivan
Instructions: This diary is a reflective journey that helps the student to keep record on his/her individual learning journey through the record of academic knowledge gained and skills developed on a weekly basis. This diary is for student’s personal use and acts as supportive tool in completion of Assignment 2. Issue date: 1st Feb 2016
WEEK 30
Theoretical Subject Knowledge Introduction to Marketing Communications/ Communication Theory/ Review of STP
31
Marketing Communications Environment: External & Internal Contexts/ Stakeholders/ Internal MC
32
Marketing Communications Strategies and Planning, Evaluating Marketing Communications
33
International Marketing Communications: Globalisation/ Cultural Diversity
34
Traditional Media and Interactive Marketing Communications
35
Branding and the Role of Marketing Communications
36
Marketing Communications Research Unit Handbook: Marketing Communications
Skills
Resources Used *
page 36
37-39
EASTER BREAK
40
Integrated Marketing Communications: Key Principles
41
Integrated Marketing Communications: Packaging and Merchandising
42
Integrated Marketing Communications Tools: Advertising and Sales Promotion
43
Integrated Marketing Communications Tools: PR and Hybrid MC, Direct Marketing
ASSIGNMENT 1 – GROUPS PRESENTATIONS w/c 3rd May 44
Future of Marketing Communications Review of the of the unit
*List variety of resources you accessed including textbooks, journal articles, digital content, personal conversations.
Unit Handbook: Marketing Communications
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