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Word limit: 1750 (+/- 10%) The word limit excludes the Executive Summary, Table of Contents, Tables, Diagrams and Reference List |
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Marketing for managers
Assessment: Marketing Communication report
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Word limit: 1750 (+/- 10%) The word limit excludes the Executive Summary, Table of Contents, Tables, Diagrams and Reference List |
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Overview
This Marketing Communications report is relevant as it is the culmination of your analysis and arguments in your Marketing Intelligence (Assessment 1) and Value Proposition (Assessment 2). In this report, you will need to propose a new Marketing Communications (Promotion) strategy by considering the findings of your Assessment 1 and the new value proposition proposed to the Industry Partner. You will refer to the Assessment 2 feedback to prepare for Assessment 3.
To be successful in this assessment, you must be able to draw insights from both Assessment 1 and 2 and synthesise a clear, consistent, compelling, ethical and sustainable communications strategy valuable for the Industry Partner and its customers. This is one of the most imperative tasks in developing a marketing communications plan, which is a major marketing skill to develop. When constructing your argument for this assessment, you will combine competency of analysis, critical thinking and developing an argument to support your proposal.
You are required to demonstrate your understanding and showcase superior application of major concepts in Marketing Communications i.e. Push and Pull strategy, Content and Digital Marketing, the 5As Customer Path scenario and all other relevant concepts from the course. Remember to consider the
current digital, local and global trends in marketing when proposing and justifying your strategy.
Assessment criteria
This assessment will measure your ability to:
Conduct a Push and Pull strategy analysis and formulate relevant overarching communications strategy of an organisation (8 Points)
Conduct Customer Path analysis using the 5As model (8 Points)
Formulate a marketing communications plan that demonstrates alignment with Market Intelligence insights the brand purpose and value proposition (10 Points)
Present a marketing report in a clear, concise, informative and professional format (4 Points).
Course learning outcomes
This assessment is relevant to the following course learning outcomes:
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Apply the key concepts and tools of marketing theory and practice to enable application of marketing functions in a professional context. |
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Present quantitative information in a clear, simple and informative format. |
Assessment details Introduction
You are required to propose a Marketing Communications plan for the Industry partner by considering your findings from Assessment 1 and Assessment 2 proposal. The Marketing Communications plan needs to demonstrate your ability to use the several marketing communications models imparted in the course and your skills to take into consideration the current digital and global trends in Marketing. The purpose of this report is to consider the marketing communications that is in alignment with your proposed growth strategy (Assessment 1) and the refined value proposition (Assessment 2).
Digital innovation has heightened the influence of consumers, with human needs and desires, who act in a social context enabled by technology. A key component of this report is to present a robust argument for a comprehensive and successful marketing communications plan. It requires evidence of insights and insightful market intelligence (Assessment 1), which informs the brand purpose and proposed value proposition (Assessment 2) and relies on important decisions regarding communication and value delivery channels (Assessment 3).
Supporting activities
The following table outlines what is taught in the course and which sections link to the assessment.
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Concepts |
Activity Title |
Where on Canvas? |
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Section 1: Overarching marketing communications strategy |
Push strategy Pull strategy |
Activity 5.1.0 Activity 5.1.0 |
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Section 2: Customer Path Scenario |
The 5As model |
Activity 5.1.5 |
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Section 3: Marketing Communications Plan |
Content Marketing Marketing communications strategy, tactics and metrics Digital, local and global marketing trends |
Activity 5.1.4 Activity 5.2.0 Activity 6.0 |
Report Structure Requirements
The below sections are a guideline to follow for Assessment 3:
Cover Page
Table of Contents Executive summary
The summary provides a summation of the report’s aim and findings. An executive summary is beneficial for Executives who might not have time to read an entire report but want to understand the main findings/highlights of the report. The executive summary is not an introduction that informs what is to come.
The reader needs to know exactly what you did and why, and importantly what you found and recommend. The conclusion of your proposed argument (recommendation, or key findings) appears in your executive summary.
Section 1: The Overarching Marketing Communications Strategy (Push vs Pull)
The aim is to establish an overarching strategy that is based on your marketing intelligence findings (Assessment 1) and your proposed brand purpose and value proposition (Assessment 2).
The aim of this section is two-fold.
Provide an analysis of which strategy that the Industry Partner is using by providing some examples or evidence to justify your analysis.
Propose which strategy that is best for the Industry Partner to move forward. It is possible to propose both strategies where relevant.
All findings and information discussed in this section need to be properly referenced.
Section 2: Customer Path
Once you have determined the most relevant overarching communications strategy in the above section, next is to apply the 5A’s model to analyse the Customer Path, which is needed to identify possible customer touchpoints and relevant communications channels. The aim of this section is to understand the brand-customer relationship in order to suggest relevant marketing communications strategy that is appealing to the customers.
All findings and information discussed in this section need to be properly referenced.
Section 3: Marketing Communications Plan
This section is the culmination of the entire report. Now that you have proposed an overarching communications strategy (Section 1) and analysed the customer Path scenario (Section 2), your task in this section is to develop a well-rounded Marketing Communications plan for the Industry Partner. Remember to incorporate the major communications concepts taught in the course i.e. content marketing, communications strategy and metrics as well as the digital, local and global Marketing trends.
Section 4: Conclusions
Provide a comprehensive conclusion of your report, drawing from the content of Section 1-3.
Reference List
Provide a comprehensive list of all the references used in this report using Harvard Referencing style. A minimum of eight (8) references is required in this assessment, which includes at least four (4) peer-reviewed articles, and four (4) other credible sources of information.
Referencing guidelines
Use Harvard referencing style for this assessment.
You must acknowledge all the courses of information you have used in your assessments.
You can also refer to the library referencing page for more tools such as EndNote, referencing tutorials and referencing guides for printing.
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Criteria |
Ratings |
Pts |
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HD |
D |
C |
P |
N |
DNS |
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Criterion 1 Conduct a Push and Pull strategy analysis and formulate relevant overarching communications strategy of an organisation (8 Points) |
In-depth evaluation of the current Industry Partner’s current MarComm strategy. An insightful and new overarching strategy proposed and fully justified. Consistent link to the A1 and A2 findings. |
Clear evaluation of the current Industry Partner’s current MarComm strategy. A clear and new overarching strategy proposed and logically justified. Consistent link to the A1 and A2 findings. |
Reasonable evaluation of the current Industry Partner’s current MarComm strategy. Some overarching strategy proposed and logically justified. Reasonable link to the A1 and A2 findings. |
Adequate evaluation of the current Industry Partner’s current MarComm strategy. Adequate overarching strategy proposed and somewhat justified. Some link to the A1 and A2 findings. |
Limited evaluation of the current Industry Partner’s current MarComm strategy. Limited overarching strategy proposed and not justified. Unclear link to the A1 and A2 findings. |
No evaluation provided |
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8.0 to >6.39 pts |
6.39 to >5.59 pts |
5.59 to >4.79 pts |
4.79 to >3.99 pts |
3.99 to >0.0 pts |
0.0 pts |
8.0 pts |
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Criterion 2 Conduct Customer Path analysis using the 5As model (8 Pts) |
Thorough and insightful application of the 5As model to analyse the Industry Partner’s customer path. Customers touchpoints were thoroughly identified. Relevant communication channels were thoroughly identified. |
Clear application of the 5As model to analyse the Industry Partner’s customer path. Customers touchpoints were identified. Relevant communication channels were identified. |
Reasonable application of the 5As model to analyse the Industry Partner’s customer path. Customers touchpoints were somewhat identified. Relevant communication channels were somewhat identified. |
Adequate application of the 5As model to analyse the Industry Partner’s customer path. Customers touchpoints were somewhat identified yet lacking some details. Relevant communication channels were somewhat identified yet lacking some details. |
Limited application of the 5As model to analyse the Industry Partner’s customer path. Customers touchpoints were not identified. Relevant communication channels were not identified. |
No thorough or insightful application provided |
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8.0 to >6.39 pts |
6.39 to >5.59 pts |
5.59 to >4.79 pts |
4.79 to >3.99 pts |
3.99 to >0.0 pts |
0.0 pts |
8.0 pts |
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Criterion 3 Formulate a marketing communications plan that demonstrates alignment with Market Intelligence insights the brand purpose and value proposition (10 Pts) |
Superior and insightful marketing plan, taking into account the digital, local and global marketing trends. Consistent link to both A1 and A2 findings. Insightful tactics. Metrics/measures of success provided. |
Rational marketing plan, taking into account the digital, local and global marketing trends. Clear link to both A1 and A2 findings. Clear tactics. Metrics/measures of success provided. |
Reasonable marketing plan, yet the digital, local and global marketing trends were not considered. Some link to both A1 and A2 findings. Some reasonable tactics presented. Metrics/measures of success provided yet lacking details. |
Satisfactory marketing plan. The digital, local and global marketing trends were not considered. Minimal link to both A1 and A2 findings. Limited tactics and metrics/measures of success provided. |
Vague and inaccurate marketing plan. The digital, local and global marketing trends were not considered. Inadequate link to both A1 and A2 findings. Unclear tactics and metrics/measures of success provided. |
No marketing plan provided. |
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10.0 to >7.99 pts |
7.99 to >6.99 pts |
6.99 to >5.99 pts |
5.99 to >4.99 pts |
4.99 to >0.0 pts |
0.0 pts |
10.0 pts |
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Criterion 4 Present a marketing report in a clear, concise, informative and professional format (4 Pts) |
Accurate and comprehensive Executive Summary. Critical and insightful conclusion provided. A minimum of eight (8) relevant references was included and correctly formatted as per Harvard referencing guide. Consistently integrates research and ideas from relevant and appropriate sources. Consistently clear, well-integrated evidence using accurate paraphrasing and summary. Communicates meaning through use of clear and |
Executive Summary was presented. Logical conclusion provided. A minimum of eight (8) relevant references was included and mostly correctly formatted as per Harvard referencing guide. Mostly integrates research and ideas from relevant and appropriate sources. Mostly clear, well- integrated evidence using accurate paraphrase and summary. Communicates meaning through |
Executive Summary was presented. Clear conclusion provided. Less than eight (8) relevant references was included and mostly correctly formatted as per Harvard referencing guide. Reasonably integrates research and ideas from relevant and appropriate sources. Often clear, well- integrated evidence using accurate paraphrasing and summary. Correct punctuation and spelling. |
Executive Summary was presented yet does not include the highlights of the report. Reasonable conclusion provided. Less than eight (8) relevant references was included and mostly correctly formatted as per Harvard referencing guide. Satisfactorily integrates research and ideas from relevant and appropriate sources. Sometimes clear, well-integrated evidence using accurate paraphrasing and summary. Generally, |
Executive Summary was presented yet does not include and inaccurately highlights the report. Incomplete conclusion provided. Less than eight (8) relevant references was included and mostly correctly formatted as per Harvard referencing guide. Inadequately integrates research and ideas from relevant and appropriate sources. Language fails to communicate meaning clearly. |
No presentation of a marketing report provided. |
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unambiguous language.
use of clear and unambiguous language.
communicates clearly. Some instances of incorrect use of language.
4.0 to >3.19 pts
3.19 to >2.79 pts
2.79 to >2.39 pts
2.39 to >1.99 pts
1.99 to >0.0 pts
0.0 pts
4.0 pts
Total:
30 pts
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