the report Evidence of a clear theme running throughout Analysis and Research 40% Depth and evidence of company and market research.. Primary research must be present with communication
Trang 1Integrated Marketing Communication
Title of Brief: Group Project
This assignment is a formal element of coursework worth 25%of the overall unit mark
THE BRIEF
Deliver a 4000 words report according to this procedure:
1 Select an integrated marketing communications campaign (You can start by browsing
“marketing case study” on Youtube or http://www.creativebrief.com/blog/2014/02/25/annual-top-30s-awards-2013-case-studies/)
2 Critically analyse the components of the campaign with specific reference to brand building
Your analysis should aim to understand and (if appropriate) criticise the reason behind the campaign creators’ choice (with strong evidences), not simply listing out what were used
3 Provide amendment on the communications plan with supporting rationale/theory in line
with your critical analysis
No groups should choose the same campaign
ASSESSMENT CRITERIA:
1 Group presentation: 50%
2 Group report: 35%
3 Creative product: 15%
Presentation Skills/Professionalism (25%)
Confidence-inspiring presentation with high
energy levels with an ability to engage the
audience with good team dynamics
Desire to win the business clearly shown and
appropriate pace of delivery
Good use of voices, body language and
presenting space
Professional PP slides that are clear and free of
typographical and grammatical errors
Questions answered confidently, explicitly and
persuasively
Presentation/Professionalism (15%):
Desire to win the business clearly shown Attractive, professional-looking report with attention clearly paid to format and design Excellent use of written English
Easy to navigate and written as agency to potential client with correct tone
Structure (10%)
Logical, easy to follow structure starting with
agency introduction
Full plan/campaign presented including
communication channels used, evaluation of
Structure (10%)
Logical, easy to follow structure including both an executive summary and an agency introduction Full plan/campaign presented including media used, evaluation of success and a conclusion to
Trang 2success and conclusion of the pitch
Evidence of a clear theme (big idea) running
throughout
the report Evidence of a clear theme running throughout
Analysis and Research (40%)
Depth and evidence of company and market
research Primary research must be present with
communication of research methodology used
Clear application of academic theory
Key research findings communicated clearly and
credibly and fully analysed
Attention to detail in determining the key issues
to be tackled and strength of insights offered to
client (beyond the obvious)
Clear development of insights from the research
leading to the big idea
Analysis and Research (45%)
Depth and evidence of the company and market research Primary research must be present with communication of research methodology used Clear application of academic theory
Key research findings communicated clearly and credibly and fully analysed
Attention to detail in determining the key issues
to be tackled and strength of insights offered to client (beyond the obvious)
Clear development of insights from the research leading to the big idea
Recommendations (25%)
A strategic plan that is demonstrably integrated
and meets the key issues and communications
objectives with a clearly communicated big idea
Photos of indicative creative for all media
proposed
Recommendations (30%):
A strategic plan that is demonstrably integrated and meets the key issues and communications objectives with a clearly communicated big idea Photos of indicative creative for all media proposed
SUBMISSION DETAILS
Each group has to submit a Report of maximum 4000 words (+/- 10%)excluding appendix You will then deliver a 30 minutes Presentation on the result of your project followed by 15 minutes Q&A
You might consider the following guidelines for your report structure This piece of work should also have a clear theoretical underpinning from your analysis and recommendation
Guidelines
1 Title page: This makes the first impression It should have the company’s name (and logo) of
the company or not-for-profit organisation The date the project is turned in (DUE DATE), your name and total wordcount
2 Brief introduction of theorganisation/ company
3 Campaign context analysis
- SWOT analysis
4 Organisation/ company’s communication objectives
5 Description of the current campaign
Evidence of the campaign
6 Critical Analysis of the campaign using communication process
Analyse the success and failure of campaign
Recommended amendment on the IMC Plan
Trang 3DEADLINE:
Report & Presentation: Wednesday, 20 th of April 2016
Late submission will be deduced 10% for each day of lateness After 3 days no more submission will be allowed and you will receive an automatic 0 Your feedback and mark
for this assignment will be available after a working week
HELP AND SUPPORT
Questions arising from this assignment can be raised during lecture time or email me–
tramnh@fpt.edu.vn If you have specific problems regarding group work or group members
please discuss these with me as early as possible
You must acknowledge your source every time you refer to others’ work, using the Harvard Referencing
system (Author Date Method) Failure to do so amounts to plagiarism which is against University regulations
and would be graded as 0
Disclaimer: The information provided in this assignment brief is correct at time of
publication In the unlikely event that any changes are deemed necessary, they will be
communicated clearly via e-mail and a new version of this assignment brief will be
circulated.
Version: 1