MC6094 Marketing Communications in Practice (Fashion Context) Assignment 2 ASSIGNMENT 2 INDIVIDUAL MARKETING COMMUNICATIONS PLAN, 80%

Report section

Marks

Contents

Executive Report summary

10

Briefly and clearly summarise the key information of the proposed marketing communication campaign

*Note: this is NOT an Introduction; this is a summary of the key information of your campaign. This should be no more than half a page (250 words)

Marketing and marketing communication objectives

10

Specific marketing and communication objectives of your campaign with reference to the campaign tactics, and a clear SMART orientation

Marketing communication message and content strategy

20

Clearly stated creative message which is consistent across all communication tools, and reflective of your target segment from CW1. *Note: You do not need to add a justification for choosing your target segment. Insert any relevant content from your presentation.

Must have a supporting  justification & rationale  based on appropriate communication/consumer theory

Marketing Communication Tactics

30

Clearly selected appropriate range of marketing communications tactics - applied in a creative, coherent and integrated form to meet specified marketing and marketing communication objectives.

Clear rationale & justification of selected communication tools based on appropriate theory   (Traditional or digital advertising – Print , Billboard TV, radio, cinema, sales promotion PR /event,/press, direct marketing, Sponsorship; Digital communication tools i.e. Online advertising Online on line sales promotion On line PR –Social media etc ) with clearly defined SMART objectives for each communication tools used & linked to overall marketing communication campaign

Evidence of an understanding of integrated brand communications & consistent message.

Media Plan and

Coordination of activities

10

Provide a timed action plan of clearly specified campaign activities (pre-launch, launch  post launch) to form a coherent integrated Marketing Communication campaign & resources *The table can be provided in a table or Gantt chart

Key performance Indicators monitoring and control

10

Provide a timed plan of the required key performance indicators (KPIs) to measure the campaigns process and outcomes.

Report format

10

Appropriate report format

Evidence of strong analytical & evaluative capabilities in interpreting brief with supporting sources

Appropriate referencing style & evidence of  extensive &  appropriate  academic and practitioner  research 

Comments:

Tutor

Date

Grade

Grade

Indicative

Mark Range

Criterion

A

70-100%

Excellent

·        Advanced scholarship

·        Goes beyond the material provided

·        Excellent link to research

·        Excellent analysis, synthesis, evaluation and critical appraisal

·        Excellent evidence of preparation

·        Comprehensive and critical understanding of the topic

·        Excellent ability to communicate clearly and effectively

·        Excellent organisation, structure and presentation of work

·        Good references, appropriate sources (quality and quantity).

·        No errors in reference list or citations.

There is evidence of an outstanding logical, clear coherent development of Fashion Communication plan with supporting marketing communication concepts and issues. Demonstrates an outstanding, authoritative and insightful grasp of concepts and theories in analysing and interpreting the brief. Excellent & outstanding research and syntheses of researched material.  A comprehensive & excellent use and integration of relevant Fashion Marketing Communication tools and concepts & excellent application.  The report demonstrates outstanding and excellent rationales and evaluation of Fashion branding to support communication plan and communication tools

B

60-69%

Very good

·        Demonstration of very good comprehension of the task with evidence of analysis, synthesis, evaluation

·        Use of a wide variety of appropriate sources

·        Transformation of knowledge

·        Independent thinking and development of ideas

·        Ability to communication clearly and effectively

·        Very good evidence of preparation

·        Very good organisation, structure and presentation of work – minimal errors

·        Good references, appropriate sources (quality and quantity). Minimal or no errors in reference list or citations

Appropriate contextualization, including relevant theory/ literature. Evidence of high-quality analysis, synthesis, evaluation and critical appraisal and evaluation of Fashion Branding brief. Demonstrates ­good levels of initiative, personal responsibility, decision making and achievement. Very Good and well above the average standard. A well-organized report with the appropriate use of numbered headings and subheadings. Evidence of a very good conceptual understanding of relevant Fashion Marketing communication concepts. Comprehensive depth in research and syntheses of the material to support plan.  A Coherent development Fashion marketing communication plan with sound analysis. There is evidence of engagement and understanding of the relevant theory and concepts in interpreting brief. The report demonstrates very good rationales and evaluations for appropriate communication tools and application. Good referenced sources in both the text and in the reference page.

C

50-59%

Adequate - Satisfactory

·        Some evidence of thinking independently to develop own ideas

·        Evaluation of relevant theories or literature

·        Reasonable ability to communicate clearly and effectively

·        Report information in a structured way

·        Use of an appropriate format

·        Quite comprehensive knowledge

·        Satisfactory evidence of preparation

·        Satisfactory referencing, appropriate sources.

·        Numerous but minor errors in references

All learning outcomes/assessment criteria have been met and some may have been achieved at a reasonable standard. Some evidence of a competent grasp of concepts and theories for Fashion Branding and communication.  Evidence of basic analysis and interpretation of researched material.  Tending to be a little descriptive in parts. An understanding and exploration of the Fashion Branding brief. Some insight and/or appropriate research for the development of the communication plan and suggested communication tools. The work is suitably organised and the standard of presentation, including referencing where appropriate, is at least competent. The work has been approached and/or executed/performed in a satisfactory way.

D

40-49%

All learning outcomes met

·        Competent (practical)

·        May be incomplete in knowledge (some errors or omissions)

·        Weak or no analysis, evaluation or synthesis

·        Some application of theories/knowledge

·        An awareness of appropriate principles/theories/techniques

·        Irrelevance to the task at times

·        Disorganised work with weak standard of presentation

·        Aberrations from the requirements of the task

·        Referencing is attempted although may be inconsistent, many errors, weak sources

The work is largely descriptive, some parts of the work are disorganized and the standard of presentation, including referencing where appropriate, is barely adequate. Some evidence of evaluation but limited evidence of analysis or synthesis, and critical appraisal. Demonstrates some limited levels of achievement in the subject. Generally adequate work but with omissions and errors.  A limited use of appropriate fashion marketing communication concepts and theories used in interpreting the brief.  Limited in scope for rationales and evaluations of the companies branding & communication strategies and plan Some evidence of an adequate grasp of Fashion Branding & communication concepts and theories. Evidence of basic analysis and interpretation of researched material to underpin the communication plan and use of appropriate communication tools. Fair research but lacking in depth and syntheses and analysis to underpin the communication plan & appropriate communication tools.  However, manages to focus analysis and interpretation on the brief in developing fair, but limited rationales and evaluations,

F1

30-39%

Learning outcomes not met

·        Little relevant knowledge

·        Lacking structure

·        Numerous errors in structure and form

·        Limited understanding of concepts/theories

·        No appropriate analysis, evaluation or synthesis

·        Significant inaccuracies/omissions

·        Not competent

·        Little or no attempt to use references and if so, very weak with errors.

The Work indicates some evidence of engagement with the subject material and learning process, but which is essentially misinterpreted, misdirected, misunderstood or poorly organized and sketch or otherwise just failing to meet threshold standards at the level concerned. There is limited understanding and/or exploration of major Fashion Branding ideas & communication concepts and communication tools, with very little insight and/or minimal research to underpin plan. There are significant inaccuracies and/or misunderstandings. The work demonstrates insufficient attention paid to the assessment criteria and there are some significant deviations from the specifications for the assessment task.  A poorly structured report. The work is too descriptive, parts of the work are disorganized and unclear and the standard of presentation, including referencing where appropriate, is poor. The work has been approached and/or executed/performed in a poor way and there is insufficient evidence of analysis, synthesis, evaluation and application to the communication plan and communication tools. Lacks logic & consistency

F2

Below 30

Little engagement with the task

·        No basic understanding of the subject matter

·        Poor communication (written or visual)

·        Lacking or no structure

·        Significant errors in structure and form

·        Many significant inaccuracies/omissions – very little correct

·        Little or no attempt to use references and if so, very weak with many significant errors

An unsatisfactory response to the task. Any strengths of the work are heavily outweighed by many weak features in relation to the expectations for the given level of study. There is a very limited understanding and/or exploration of major Fashion Marketing communication ideas and theories with little or no insight and/or minimal research and application. There are several significant inaccuracies and/or misunderstandings. There is insufficient attention paid to several of the assessment criteria and there are some serious deviations from the specifications for the assessment task. There is no evidence of analysis, synthesis, evaluation of brief. A descriptive and unfocussed piece of work.  Little or no use of appropriate on Fashion marketing communication theoretical concepts and communication tools. Fails to address the brief. The content has no relevance to the brief. Tending to describe the material with no analysis / evaluation of appropriate Fashion marketing communication tools to support communication plan. There are inconsistencies in evaluation and analysis. Little evidence of supportive reading and research, poor preparation with sources not referenced.  A report that ends abruptly with little or no attempt to draw main points together.

  0%

No submission

Nothing of relevance in the work submitted