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Group Assignment Brief, Assignments of Brand Marketing

FPT University (FPTU)Brand Marketing

Integrated Marketing Communications(IMC) planning for a brand

Typology: Assignments

2023/2024

Uploaded on 06/24/2024

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Coursework Assignment
Brief Summer 2024
BA Media Communications/Marketing Level BA
Integrated Marketing Communication
This assignment is a formal
Title of Brief: Group Project element of coursework worth
30% of the overall unit mark
THE BRIEF
In groups of 4 to 5, students will develop an IMC plan for an existing brand.
ASSESSMENT CRITERIA:
1
.
Group presentation: 50%
2
.
Group report: 35%
3
.
Creative output: 15%
Presentation
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.
Structure (10%)
Logical, easy to follow structure starting with agency introduction.
Full plan/campaign
presented including communication channels used, evaluation of success
Report
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 including both an executive summary and an agency
introduction. Full plan/campaign presented including media used, evaluation of success
and a conclusion to the report
pf3

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Coursework Assignment

Brief

Summer 202 4 BA Media Communications/Marketing Level BA Integrated Marketing Communication This assignment is a formal

Title of Brief: Group Project element of coursework worth

30% of the overall unit mark THE BRIEF In groups of 4 to 5, students will develop an IMC plan for an existing brand. ASSESSMENT CRITERIA: 1 . Group presentation: 50% 2 . Group report: 35% 3 . Creative output: 15% Presentation 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. Structure (10%) Logical, easy to follow structure starting with agency introduction. Full plan/campaign presented including communication channels used, evaluation of success Report 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 including both an executive summary and an agency introduction. Full plan/campaign presented including media used, evaluation of success and a conclusion to the report

and conclusion of the pitch. Evidence of a clear theme running throughout Evidence of a clear theme (big idea) 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. 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 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 (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 25 pages (+/- 10%) excluding appendix. You will then deliver a 30 minutes Presentation on the result of your project followed by 10 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 word count.
  2. (^) Executive summary: This is a brief abstract of the key elements of your report and highlights recommendations made (not included in the word count).
  3. (^) Brief introduction of the organisation/company
  4. (^) Current situation analysis (Macro environmental factors, competitor analysis, consumer behavior analysis)
  5. (^) Segmentation, targeting, and positioning (markets)
  6. (^) Campaign objectives
  7. (^) Big Idea
  8. (^) Content strategy
  9. (^) Media strategy
  10. (^) Timeline and budget
  11. (^) Evaluation and control of IMC plan