Global Integrated Marketing Communications for Car Manufactuer/Brand - PGBM56

Assessment

Title: Critical Evaluation of Current Integrated Marketing Communications Practice

Weighting: 100%

Issue Date: Week 5

Word Count: 3500 words (+/-10%)

Please read all instructions and information carefully. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations. Your individual assignment must be handed in to the Learning Resource Centre, in the library, with an accurately and clearly completed Assignment Cover Sheet.

Learning Outcomes Assessed

LEARNING OUTCOMES

Upon successful completion of this module, students will have demonstrated

Knowledge:

That they can critically understand the emerging global marketplace and the role of global integrated marketing communications within it
That they can critically understand the integrated marketing communications theory
That they have an understanding of how marketing communications strategy and tactical planning contributes to organisational strategy

Skills

That they can communicate effectively
That they can apply the theories, concepts and techniques of marketing communications management.

Task

The Context for this assignment is Car Manufacturers.

You are required to submit a professional report that demonstrates your ability to meet the learning outcomes of the module. You should select an organisation within the above context, as a basis for your report. This Organisation should promote themselves in at least two different countries (for instance, your home country and the UK). You can select either the overall Brand (e.g Ford) or a particular product line (e.g. Ford Fiesta).

We have done this essay already. Get the sample copy HERE.

Please note that you cannot select Renault for this as we will be reviewing a case study about Renault. If you select Renault you will fail this assignment.

You are required to:

critically evaluate the IMC practices employed by car manufacturers to reach a specific target market within the two countries selected

For example, you should consider:

Identification of the target market
- Identification of the key messages
- An evaluation of the appropriateness of the messages to the target market
- An examination of the marketing communications tools and media used
- identification of the key similarities and differences of the marketing communications in the two countries selected and reasons for this
- How the communication activities are helping the organisation undertake strategy and achieve their objectives

identify the key challenges of practicing IMC and discuss to what extent there is evidence of IMC being practiced

For example you should:

consider the key issues impacting upon the organisation’s ability to practice IMC (e.g. factors in the internal and external environment)
- identify and utilise an appropriate academic model to measure the level of IMC evident

Make recommendations on further use of the tools/media

For example you should recommend:

how the organisation might utilise tools and media to overcome key issues and/or become more integrated in their approach to IMC.

The report should draw on relevant theories of marketing communications and IMC and their use, or lack thereof, within the practices of the Organisation selected. You should include examples of the messages/communications in your assignment. This report is likely to be discursive in nature and thus include references to appropriate academic literature and organisational practices. Please ensure you include all references at the end of your report in the appropriate section.

Turnitin Submission

All students are required to submit assessed work through Turnitin
All students are normally required to submit two copies of their assessed work. One copy must be submitted though Turnitin and one paper copy should be submitted to the Learning Resource Centre.
All students must submit a Turnitin receipt with the paper copy submission
The penalty for students who do not submit their assessed work through Turnitin is that their mark is withheld and the assessment board may deem the work to have failed.
Students may submit drafts through Turnitin prior to submission and generate reports prior to submission. The last submission prior to the deadline will be deemed to be the final submission for assessment purposes.

Assignment Support & Student Feedback

Formative feedback will be available during the lectures and seminars. You should commence your work in a timely fashion in order to receive feedback prior to submission. Summative feedback will be provided on the coversheet of the assignment.

Generic Assessment Criteria – Postgraduate

These should be interpreted according to the level at which you are working and related to the assessment criteria for the module

	Categories
	Grade	Relevance	Knowledge	Analysis	Argument and Structure	Critical Evaluation	Presentation	Reference to Literature
Pass	86 – 100%	The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.
76-85%	The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
70 – 75%	The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
60 – 69%	Directly relevant to the requirements of the assessment	A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein	Comprehensive analysis – clear and orderly presentation	Well supported, focussed argument which is clear and logically structured.	Contains distinctive or independent thinking; and begins to formulate an independent position in relation to theory and/or practice.	Well written, with standard spelling and grammar, in a readable style with acceptable format	Critical appraisal of up-to-date and/or appropriate literature. Recognition of different perspectives. Very good use of a wide range of sophisticated source material.
50 – 59%	Some attempt to address the requirements of the assessment: may drift away from this in less focused passages	Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance	Significant analytical treatment which has a clear purpose	Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s)	May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice.	Competently written, with only minor lapses from standard grammar, with acceptable format	Uses a good variety of literature which includes recent texts and/or appropriate literature, including a substantive amount beyond library texts. Competent use of source material.
40 – 49%	Some correlation with the requirements of the assessment but there is a significant degree of irrelevance	Basic understanding of the subject but addressing a limited range of material	Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose	Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms	Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic	A simple basic style but with significant deficiencies in expression or format that may pose obstacles for the reader	Evidence of use of appropriate literature which goes beyond that referred to by the tutor. Frequently only uses a single source to support a point. Weak use of quotation
Fail	35 – 39%	Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms	A limited understanding of a narrow range of material	Largely descriptive or narrative, with little evidence of analysis	A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence	Some evidence of a view starting to be formed but mainly derivative.	Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style	Barely adequate use of literature. Over reliance on material provided by the tutor.
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied.
30 – 34%	The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.
15-29%	The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0-14%	The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.

Assessment Criteria

Ver 1.3 13/02/2008 SJS

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Global Integrated Marketing Communications for Car Manufactuer/Brand – PGBM56

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Global Integrated Marketing Communications for Car Manufactuer/Brand – PGBM56