Marketing Communications

Marketing Communications


Marketing Communications


Date for Submission: 17th July 2018

(The submission portal on ilearn will close at 14.00 UK time on the date of submission)

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Assignment Brief

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.

Learning Outcomes:

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

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Assignment Task

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.

(25 marks)


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


(25 marks)


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.

(25 marks)


4. Outline push, pull and profile strategies, in the context of the organisation’s

communication strategy.

(25 marks)


In addition (carries no marks)

5. Provide a brief background of your chosen organisation, its customer base and

product/service range (300 words maximum).

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Formative Feedback

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 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.

Additional notes:

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.

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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).

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Assessment Criteria

(Learning objectives covered – all)

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