Date for Submission: 17th July 2018
(The submission portal on ilearn will close at 14.00 UK time on the date of submission)
Page 2 of 7
As part of the formal assessment for the programme you are required to submit a
Marketing Communications assignment. Please refer to your Student Handbook for
full details of the programme assessment scheme and general information on
preparing and submitting assignments.
After completing the module, you should be able to:
1. Identify and justify ways in which the promotional mix can be coordinated to
communicate effectively with stakeholders.
2. Audit an organisation’s communications strategy.
3. Apply advertising theory to practical situations and utilise marketing research to
make effective decisions.
4. Critically evaluate and select appropriate channels of communication for
Your assignment should include: a title page containing your student number, the
module name, the submission deadline and a word count; the appendices if relevant;
and a reference list in AU Harvard format. You should address all the elements of the
assignment task listed below. Please note that tutors will use the assessment criteria
set out below in assessing your work.
Maximum word count: 3000 words
Please note that exceeding the word count by over 10% will result in a reduction in
grade by the same percentage that the word count is exceeded.
You must not include your name in your submission because Arden University
operates anonymous marking, which means that markers should not be aware of the
identity of the student. However, please do not forget to include your STU number
Page 3 of 7
As a member of the marketing team, you have been asked to write a report for your
manager on the role of marketing communications within the organisation (this should
be one of your own choosing), and to recommend communication techniques that
could be introduced. The report should also consider the importance of digital
marketing, including social media applications. All aspects of the briefing paper should
be applied to an organisation of your choice, and should cover the following tasks:
1. Explain how marketing communications can be used to differentiate, remind or
reassure, inform and persuade the various stakeholders using examples to
illustrate your points.
2. Describe the role of each of the promotional tools, distinguishing between above-
the-line and below-the-line, and explain how they are used within the chosen
3. Applying advertising theory, describe how the organisation benefits from using
electronic marketing tools and using market research – identify additional
techniques that could be introduced, giving reasons for your choice.
4. Outline push, pull and profile strategies, in the context of the organisation’s
In addition (carries no marks)
5. Provide a brief background of your chosen organisation, its customer base and
product/service range (300 words maximum).
Page 4 of 7
You have the opportunity to submit a review draft of ONE ASSIGNMENT TASK
accompanied by assignment plan (using a framework provided by tutor) of your
work to receive formative feedback.
The feedback is designed to help you develop areas of your work and it helps you
develop your skills as an independent learner.
Your work must be submitted to firstname.lastname@example.org on or before Tuesday 3rd July
2018. This is to allow time for you to reflect on the feedback and draft your final
Formative feedback will not be given to work submitted after the above date.
You MUST underpin your analysis and evaluation of the key issues with appropriate
and wide ranging academic research and ensure this is referenced using the AU
Harvard system. The My Study Skills Area contains the following useful resources;
Guide to Harvard Referencing
Guide to Harvard Citation
You must use the AU Harvard Referencing method in your assignment.
Students are required to indicate the exact word count on the title page of the
assessment. The word count excludes the title page, executive summary, tables,
figures, diagrams, footnotes, reference list and appendices. Where assessment
questions have been reprinted from the assessment brief these will also be excluded
from the word count. ALL other printed words ARE included in the word count. See
‘Word Count Policy’ on the homepage of this module for more information.
Assignments submitted late will not be accepted and will be marked as a 0% fail.
Page 5 of 7
Your assessment should be submitted as a single Word (MS Word) or PDF file. For
more information please see the “Guide to Submitting an Assignment” document
available on the module page on iLearn.
You must ensure that the submitted assignment is all your own work and that all
sources used are correctly attributed. Penalties apply to assignments which show
evidence of academic unfair practice. (See the Student Handbook which is on the
homepage of your module and also in the Induction Area).
Page 6 of 7
(Learning objectives covered – all)
Page 7 of 7