FoMLSS/INTERNATIONAL BUSINESS, MARKETING, AND

BRANDING

MARKETING COMMUNICATION IN A DIGITAL WORLD, MAR7508-B

Assessment: 22/23

Submission Date: 16th January 2023 before 14:59 BST

(Electronic Submission using Canvas)

INDIVIDUAL ASSIGNMENT
This assignment is worth 100% of the marks for this module

University of Bradford, Faculty of Management, Law and Social Sciences 2022/23

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 INDIVIDUAL ASSIGNMENT
COURSEWORK BRIEF
This coursework involves developing 3000-word written report to the senior management of
a company in your role as their marketing communication analyst.

TASK BRIEF
Using the SOSTAC® planning framework (Smith, 2003), write an integrated marketing
communications campaign based on launching a new product or service (this does not need to
be a real product or service) for a company of your choice (this must be a real company)
based in a country of your choice (you are not permitted to select any company discussed in a
lecture/tutorial for this module). 

Report should have all the main sections of a business report, which could include: 
 
Recommend Structure 

 1. SITUATION ANALYSIS (20 Marks)

Market trends, current marketing communications strategy and performance, PESTLE
factors, TOWS, etc.

2. MARKETING OBJECTIVES (10 Marks)

Develop SMART objectives, and segregate the marketing, and communication objectives etc.

3. STRATEGY (10 Marks)

Appropriate for the IMC challenge. STP (segmentation, target, positioning)? IMC evidence.
Expect Fill's 3Ps (push/pull/profile).

4. TACTICS COMMUNICATION PLAN (30 Marks)

Objectives, promotional tool selection, media selection, timings, creative positioning, and
message. Creative strategy (IMC) – brief, feasibility and originality of creative concepts.

5. ACTION (10 Marks)

Implementation, project management, Gantt Chart etc. Full costing required of solutions.

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6. CONTROL (10 Marks)
Mention the key marketing communication metrics, identify resources and budget/project
control and its objectives.

7. PROJECT MANAGEMENT (10 Marks)

Structure, written expression, accuracy of referencing, reading, application of theory and
relevant frameworks, recommendations well justified, presentation and assignment length.

Please Note:
a) You will receive formative feedback in tutorials.
b) The appendices must not exceed 15 pages.
c) Once your assignment has been marked, you will receive written feedback.
d) The assignment will require knowledge of the module material.
e) Please note that the 3,000-word limit does not include the following:
* Title page
* Table of Contents
* Executive Summary
* List of references and/or bibliography
* Appendices
* Any tables, graphs, charts, or diagrams

Formatting Guidelines:
Word Length: 3000 words approx.
Fonts: Times New Roman, 12 points
Line spacing: 1.5 lines
Alignment: Justified
Reference style: Harvard Referencing

For reference and plagiarism details visit:

Referencing and Plagiarism - Help - University of Bradford

University of Bradford, Faculty of Management, Law and Social Sciences 2022/23

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MARKING CRITERIA

Outstanding/  Significant Substantial

Very good  Satisfactory  Basic 
Excellent  fail  fail 
     
CRITERIA     
67-60%  59-50%  49-40% 
68% and over  39-30%  Less than
     
    29% 
Poor
Reasonable
Excellent Basic demonstration
Very clear and demonstration
demonstration demonstration of knowledge
appropriate of knowledge
of knowledge of knowledge and No
demonstration and
and and understanding demonstration
of knowledge understanding
KNOWLEDGE understanding understanding of the relevant of knowledge
and of the
AND of the relevant of the relevant theory and and
understanding literature.
UNDERSTANDI marketing theory and research. Basic understanding
of the relevant However, it
NG  communication research. literature to of the relevant
theory and would have
theory and Additional key address the theory and
research to benefited from
research to literature topic should research. 
address the additional
address the should have have been
topic at hand.  academic
topic at hand.  been used.  identified and
references. 
used. 
Excellent
Obvious and Fails to
demonstration Identifies Identifies
CRITICAL subtle issues identify key
of critical obvious issues obvious issues No attempt at
ANALYSIS/ dealt with, issues, poor or
analysis and only, good only, weak application of
APPLICATION  very good no attempt at
coverage of the application of application of theory 
  application of application of
relevant issues. theory. theory. 
theory.  theory. 
 
Poor/no
Excellent Good Reasonable Weak No attempt at
attempt at
evaluation, evaluation, evaluation, evaluation, evaluation,
evaluation,
EVALUATION/ critical critical critical critical critical
critical
CONCLUSIONS  judgment and judgment and judgment and judgment and judgment, or
judgment, or
problem problem problem problem problem
problem
solving.  solving. solving  solving.  solving   
solving.   
Satisfactory
Basic attempt
presentation
Very to organize
Excellent, polis and structure
good, careful a thoughts in a Very unclear Disorganized
hed, and with a
nd logical logical and with poor without structu
PRESENTATIO coherent reasonable
organization manner. structure. re
N  structure.   degree of
throughout.  Meaning
STRUCTURE  coherence and
apparent.  
WRITTEN structure. 
COMMUNICATI Excellent
Good spelling,
ON  fluency and Reasonable
grammar, and
& academic spelling and Basic errors in
academic Inadequate
REFERENCING  writing.   grammar.  spelling,
writing style. spelling, and No structure
Thoughts and Some attempt grammar, carel
Thoughts and grammar. 
Ideas clearly at academic ess structure. 
ideas clearly
expressed. style.   
expressed.
 
 
 
– THE END –

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