Assignment: Marketing Communications
Assignment Brief
As part of the formal assessment for the programme you are required to submit a Marketing Communications assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.
Learning Outcomes:
After completing the module, you should be able to:
1. Identify and justify ways in which the promotional mix can be coordinated to communicate effectively with stakeholders.
2. Audit an organisation's communications strategy.
3. Apply advertising theory to practical situations and utilise marketing research to make effective decisions.
4. Critically evaluate and select appropriate channels of communication for marketing.
Your assignment should include: a title page containing your student number, the module name, the submission deadline and a word count; the appendices if relevant; and a reference list in AU Harvard format. You should address all the elements of the assignment task listed below. Please note that tutors will use the assessment criteria set out below in assessing your work.
Maximum word count: 3000 words
Note that exceeding the word count by over 10% will result in a reduction in grade by the same percentage that the word count is exceeded.
You must not include your name in your submission because Arden University operates anonymous marking, which means that markers should not be aware of the identity of the student. However, please do not forget to include your STU number
Task
As a member of the marketing team, you have been asked to write a report for your manager on the role of marketing communications within the organisation (this should be one of your own choosing), and to recommend communication techniques that could be introduced. The report should also consider the importance of digital marketing, including social media applications. All aspects of the briefing paper should be applied to an organisation of your choice, and should cover the following tasks:
1. Explain how marketing communications can be used to differentiate, remind or reassure, inform and persuade the various stakeholders using examples to illustrate your points.
2. Describe the role of each of the promotional tools, distinguishing between above- the-line and below-the-line, and explain how they are used within the chosen organisation
3. Applying advertising theory, describe how the organisation benefits from using electronic marketing tools and using market research - identify additional techniques that could be introduced, giving reasons for your choice.
4. Outline push, pull and profile strategies, in the context of the organisation's communication strategy.
In addition (carries no marks)
5. Provide a brief background of your chosen organisation, its customer base and product/service range (300 words maximum).
You have the opportunity to submit a review draft of ONE ASSIGNMENT TASK accompanied by assignment plan (using a framework provided by tutor) of your work to receive formative feedback.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.