marketing communication

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September 2016-17 Faculty of Business & Management Assessment Brief Module Title Marketing Communications Assessment Type, Word Count & Weighting Essay 3,000 words Worth 75% of overall module grade. Learning Outcomes Covered by this assessment. 1) Critically analyse the principles, concepts, issues and elements underpinning Marketing Communications within varied contexts. 2) Evaluate critically the effectiveness of marketing communication tools within specific organisational contexts. 3) Appreciate and contribute to the debates and discussions on a number of contemporary issues such as converging technologies, user-generated communications, as well as recent and emerging paradigm shift away from traditional media. Assessment Task Using examples of how theory applies to context, critically evaluate a key Marketing Communication concept or concepts demonstrating how this helps achieve Marketing Communication strategy objectives. This may involve a number of key concepts to be critically analysed, but it is recommended to have a “narrow” range of concepts under examination with a deep critical analysis of extant academic research and how this is applied in situ. Specific Criteria / Guidance The emphasis is on critical evaluation of key Marketing Communications concepts, but these must be applied in context using relevant examples. Students must indicate their understanding of the relevant contextual dynamic of the brand, organisation or sector. Irrespective of what subject matter you investigate, the impact on the achievement of Marketing Communication goals (eg: customer retention, relationships, engagement, brand building, reputation management etc.) must be thoroughly researched. Please refer to the individual Rubric marking criteria relating to this assessment below. 1 September 2016-17 Key Resources/Reading These are the core texts and suggested websites as a minimum guide; full reading lists can be found on the Moodle page and Module Descriptor. You are expected to also read bona fide academic papers which you can find via Learning Resources. Dahlen, M., Lange, F. and Smith, T. (2010). Marketing Communications: A Brand Narrative Approach, Chichester: John Wiley & Sons Ltd. Pickton, D. and Broderick, A. (2010). Integrated Marketing Communications, Prentice Hall Rossiter, J. and Bellman, S. (2007). Marketing Communications, Prentice Hall Ryan, D. and Jones, C. (2011). The best digital marketing campaigns in the world: mastering the art of customer engagement, London: Kogan Page Solis, B. (2011). Engage! The complete guide for brands and businesses to build, cultivate and measure success in the new web, Chichester: John Wiley & Sons Ltd. Chaffey, D., Elis-Chadwick, F., Mayer, R. and Johnston, K. (2009). Internet Marketing: Strategy, Implementation and Practice, London: Prentice Hall Jaffe, J. (2004). Life after the 30-Second Spot, John Wiley Kimmel, A. J. (2010). Connecting with consumers: marketing for new marketplace realities, Oxford: Oxford University Press Kitchen, P. J. (2006). Marketing Communications: Principles and Practice, International Thomson Business Press. Lester, D. (2012). How they started digital: How 25 good ideas became spectacular digital businesses, Crimson Nicholls, A. and Opal, C. (2004). Fair Trade: Market-Driven Ethical Consumption Sage Publications Shimp, T. (2009). Marketing Communications and Promotion Management, Dryden Press. Smith, P.R. and Taylor, J. (2014). Marketing Communications: An Integrated Approach 4th (Ed.), Kogan Page Weber, L. (2007). Marketing to the Social Web, John Wiley Presentation Please refer to the Assessment Guidance (on moodle page) for detailed information on: • Academic Malpractice • APA Reference Guide • Late Work Penalties • Excess word count penalties • University Generic Marking Criteria It is your responsibility to ensure that you are familiar with the above as failure to do this may impact on your achievement in this assessment.. 2 September 2016-17 . 3 Marking Rubric – TM6004 Marketing Communications Module Title: Assessment Title: TM6004 Marketing Communications Essay Criteria and weighting 90-100% Highly Exceptional Work 80 – 90% Outstanding Work 70 – 79% Excellent Work 60 – 69% Very Good Quality Work 50 – 59% Good Quality Work 40 – 49% Acceptable work with some good aspects Demonstrated knowledge, critical understanding and application of relevant Marketing Communications concepts and theories. 30% All relevant theories/conceptu al models accurately and extensively presented. Excellent delivery of applied theory Virtually all relevant theories/conceptual models accurately and extensively presented. High level delivery of applied theory Most of the relevant theories/conceptu al models accurately presented. Good level delivery of applied theory 40% Excellent grasp of theoretical/concep tual and practical elements. Excellent interpretative and application skills Very good grasp of theoretical/conceptu al and practical elements. Very good interpretative and application skills. Good grasp of theoretical/concep tual and practical elements. Good interpretative and application skills. Much of the relevant theories/concept ual models accurately presented. A reasonable delivery of applied theory Adequate grasp of theoretical/conc eptual and practical elements. Good interpretative and application skills. No major omissions or inaccuracies in the presented of theories/concept ual models. Some level of delivery of applied theory Use of a critical and evaluative approach that reviews and interprets Marketing Communications theories and demonstrates their application context. Identification of relevant examples from industry to support and justify the link between Marketing Communications theory and practice. Innovative or creative thinking in applying Marketing Communications theory to practice. All relevant theories/conceptu al models accurately and extensively presented. Exceptional delivery of applied theory Exceptional grasp of theoretical/concep tual and practical elements. Outstanding interpretative and application skills 20% Exceptional and outstanding integration of examples from industry.. Excellent integration of past cases and examples from industry. Very good integration of past cases and examples from industry. Good integration of past cases and examples from industry. Adequate integration of past cases and examples from industry. 10% Exceptionally innovative and creative. Outstanding professional and appropriate delivery and language. APA is accurate. Highly innovative and creative. Very professional and appropriate delivery and language. Harvard is accurate. Very innovative and creative. Strongly professional and appropriate delivery and language. APA system is very accurate. High standard of innovation and creativity. Professional and appropriate delivery and language. APA system is consistently accurate Good standard of innovation and creativity. Appropriate delivery and language. APA system is mainly accurate Weighted: 75% - 3,000 words 20 – 39% Work does not satisfy assessment criteria A number of deficiencies or omissions in theories/conceptu al models. Delivery of applied theory is to an inadequate level or wholly absent Major deficiencies in theoretical/concep tual and practical elements. Poor or absent interpretative and application skills. 0-19% Work fails to meet the assessment criteria Significant deficiencies or omissions in theories/conceptu al models. Delivery of applied theory is to an inadequate level or wholly absent Significant deficiencies in theoretical/concep tual and practical elements. Poor or absent interpretative and application skills. Some integration of past cases and examples from industry. Poor quality of integration of past cases and examples from industry. No integration of past cases and examples from industry. Reasonable standard of innovation and creativity. Reasonably appropriate delivery and language. APA is used but with inaccuracies and inconsistencies Low quality of innovation and creativity. Poor and inadequate delivery and language. APA is used poorly or is absent. Very low quality of innovation and creativity. Poor and inadequate delivery and language. APA is used very poorly or is absent. Some grasp of theoretical/conc eptual and practical elements. Reasonable interpretative and application skills. September 2016-17 5
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Running Head: MARKETING COMMUNICATION

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Marketing Communication
Name
Professor Name
Unit
Date

MARKETING COMMUNICATION

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Marketing Communication
Introduction
The paper presents the theoretical concepts and marketing communication development
concept. It will explain marketing communication, its importance and nature description, and its
type of efficiency and instruments. Designing the correct marketing communication mix usually
involves the four ‘Ps’. They are Product, Place, Price and Promotion. Marketing communication
field has to be the coordinating effort towards promotion, the last P of the marketing mix
(Dahlen, 2010).
There is also need of developing stronger advertising and sales messages, which will
easily connect with customers effectively and instantly, highlight the quality of the products and
the brand’s differentiations from other competitors. Marketing communication success greatly
relies on tools combination referred as the promotion mix. The tools involve: Sales promotion,
Advertising, Personal selling, Public relations and direct marketing and are usually used in the
description of business tools that can be used to effectively communicate the product and
services benefits to its customers.

Marketing Communication
This era of emerging mobile technologies and mass communication, organizations are
required the adequately build their marketing communication mix, so that they won’t drown in a
sea of communication. This has to be made within a good interaction relation of the forces and
objects that influence the companies outside management and the ability of its marketers to

MARKETING COMMUNICATION

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establish and as well maintain corporation success to its target customers. Organizations
marketing communication are the measures, methods, and techniques considered complex of
which is information is about, the services, goods or company brand that has to reach its
consumers. Marketing communication has been defined as the means in which firms attempt to
directly or indirectly persuade, inform and as well remind its customers of the brands and
products they sell (Pickton, 2010).
A company’s voice and brands are usually represented by its marketing communication,
because it is the only means through which a company can easily establish a dialog and also
manage to build a relationship. They are usually public communication, unlike the other
communication types such as, biological, technical and transport, which are characterized in the
way the sender and receiver are categorized as individual or as group. They are usually the
propaganda form that influences the audience pre-selected in accordance to response, and in
company’s favorable way.
They are usually achieved through striking and through dosage information transmitting.
Marketing communication primarily has economic objectives of achieving a company’s spent
funds, which tend to be significant in some way or another. Marketing communication also
directs the target consumer efforts through developing and implementation programs that are full
in line to their characters and form of striving them through the brand loyalty preferences and the
general demand (Rossiter, 2007)

MARKETING COMMUNICATION

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Marketing communication presentation elements
In 1953 it is when the term marketing mix was first coined by the American Marketing
Association president. It is until now used in making important decisions that result to marketing
plan execution. Right marketing mix design based on the 4P’s theory has been proposed by
people, programs, processes and performance. However the service marketing 4P’s addresses
different service nature (Ryan, 2011).
Most organizations usually stimulate their customers’ demands through creation and
maintenance of the company’s favorable pictures and an attitude positive towards marketing
communication achievement. The modern companies have been managing communication
systems considered complex, such as electronics. Electronic media and technology advent are
moreover at one hand, making it easier communicating to their customers, while on the other
hand, it places the used instrument requirements. Marketing communication for most reasons has
to be integrated to all its spheres and also fields. Better communication skills and higher media
prices, together with the target groups has passed to its marketing relationship.
Marketing communications has been the marketing mix fourth essential element, that the
company has aimed...


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