First of all, select ONE of the following themes within the POE topic: The role of POE media in the context of (a) an international integrated marcomms (IMC) campaign OR (b) a not-for-profit IMC campaign OR (c) an IMC campaign targeting children, it is also recommenced that the selected company shouldn2019;t be a large or well known company. This task involves an in-depth review of the academic literature on a particular area of marketing communications: Paid, Owned, Earned (POE) media. You will also select a current marketing communications campaign and discuss the extent to which, and how the academic concepts you have explored in a literature review are applied in that campaign. We will supply you with a shortlist of themes to choose from to help you focus your literature review and choice of a relevant campaign for the application. see all the information in the file below.
20181206193607u55070_assignment_briefs_and_marking_criteria_2018_19.pdf

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U55070
2018-19
Coursework
Assignment task
There will be two assessed elements of the coursework:
1 An individual report (brief starts immediately below)
(70% of the module marks)
2 Group presentations (brief starts on p. 5)
(30% of the module marks)
Between them, the elements of the coursework will assess all the stated learning outcomes
Details of exactly what is assessed in which element can be seen within the marking grids
(see pp. 8 et seq.).
Deadlines are summarised on p. 3.
Wordcount details are summarised on p. 3.
Task 1: Individual report (70% of the module marks):
Covers learning outcomes 1-6 (as defined in the module description on PIP)
This task involves an in-depth review of the academic literature on a particular area of
marketing communications: Paid, Owned, Earned (POE) media. You will also select a
current marketing communications campaign and discuss the extent to which, and how the
academic concepts you have explored in a literature review are applied in that campaign.
We will supply you with a shortlist of themes to choose from to help you focus your literature
review and choice of a relevant campaign for the application. Here2019;s some more detail:
First of all, select ONE of the following themes within the POE topic:
The role of POE media in the context of
(a) an international integrated marcomms (IMC) campaign OR
(b) a not-for-profit IMC campaign OR
(c) an IMC campaign targeting children
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Once you have chosen your theme, you will need to start exploring the academic literature
on POE media. You might find that you want to focus on a more narrowly defined angle
within your chosen theme (for example if you chose the 2018;children2019; theme you might choose to
focus on ethics/regulation within POE, or for 2018;international2019; it might be
standardisation/adaptation). That2019;s OK, but do discuss it with the tutors. Your choice of angle
might be inspired by your preliminary reading within the academic literature or perhaps by a
particular campaign that you want to analyse.
Next, choose a marcomms campaign that is relevant to your chosen theme/angle:
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It should be a recent campaign (2017 or later)
It should preferably be a campaign that has run in the UK
Make sure that it is a campaign that you can access information on and that it is an
integrated campaign that uses a variety of marcomms techniques (you will lose
marks if your report ONLY covers mainstream advertising or ONLY digital media 2013;
remember the overarching POE topic!).
It should be a discrete campaign with clear boundaries (for all the themes other than
2018;international2019;, big brands such as Coca Cola are best avoided because they have
too many ongoing, overlapping sub-campaigns and it becomes quite difficult to
handle 2013; discuss your choice with a tutor if you are in any doubt).
Your choice of theme/angle and the campaign that you intend to analyse should be
agreed with Fran and Bjoern by the end of the week 4 session.
Focus first of all on compiling your literature review. You should be looking at the academic
journals (such as those included in the Emerald database, for example) in order to critically
explore relevant concepts. Read this literature, make notes on it, and organise it by themes
and sub-themes so that you can develop a structure for your report. After that, you can start
analysing your chosen campaign in the light of those themes, and linking your campaign
analysis with your critical literature review.
Your approach should thus show a strong emphasis on conceptual understanding. We don2019;t
want to be prescriptive in terms of how many academic journal articles we expect to see
cited in your report, but it is unlikely that you could produce a sufficiently in-depth piece of
work with fewer than 7 or 8 journal references. These should be articles that you have
actually read yourself (not secondary citations) and which make a substantial contribution to
your developing argument. In addition to the 2018;heavyweight2019; academic journal articles, you
might also be citing industry-orientated publications such as Campaign, Marketing Week,
Financial Times etc., perhaps Mintel, and various online sources as appropriate to provide
evidence for your description and analysis of your chosen campaign.
We would also expect to see lots of visual aids within your report 2013; perhaps showing
examples of specific marcomms activities from your chosen campaign, and/or tables,
graphs, or diagrams showing the application of marcomms models, for example. This is a
communications module, so think carefully about how best to present your work
professionally to make it reader-friendly and effective at getting your points across.
Please note: a full list of references, presented in Harvard style, is a requirement. ALL
sources that you use should be cited in the body text of your report and at the end of the
report there should be a full list, in alphabetical order, of all references that have been thus
cited. Check the library2019;s referencing guide if you are in any doubt.
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Assignment length
Draft report submission: no more than 4 sides of A4; final report submission 3500
words (minimum 3150; maximum 3850 words).
The wordcount on the final report is 3500 words (it2019;s a double module!!) (with no exam!!!).
This wordcount excludes figures, tables, diagrams, appendices, list of references, and
executive summary. Any material in excess of the stated wordcount will be disregarded
in the marking process. Failure to stay within the stated wordcount boundaries will be
penalised within the marking criteria. The length of an assignment is limited by a set
number of words to contribute towards the development of writing skills and to ensure all
work is assessed equitably. We therefore require you to complete your assignments within
the number of words specified in the assignment brief.
You will need to think carefully about how best to explain your case within the permitted
number of words, using, for example, an appropriate mix of text, illustrations, diagrams,
figures and tables, supplemented by information contained in appendices.
Please also remember that a report can be enhanced or damaged through layout, for
example, placing all figures, tables, diagrams and illustrations in appendices can hamper the
flow of discussion. Decisions therefore need to be made about the most appropriate place to
place such materials to support your case. We will be marking online, and it is difficult to flip
between different parts of the document so we would prefer all visuals to be incorporated into
the body of the report and for there to be no appendices.
The specified wordcount refers to the main body of the report and does not include front cover,
title page, contents page, executive summary, figures, tables, diagrams, reference list, or
appendices. The specified wordcount does include headings and in-text citations.
Appendices themselves will not be marked. However, inappropriate use of appendices will
be taken into consideration when awarding the final mark.
Submission date and instructions
You need to agree your choice of theme/angle and your choice of campaign by the
end of the class session in week 4.
The draft submission of the individual report should be uploaded into the dropbox on
the module2019;s Moodle site by 13:00 on Monday of week 6 (29th October). It should be a
Word file and the filename should consist of your student number, topic and the word
2018;draft2019; e.g. 12345678_diversity_draft.doc
The deadline for submission of the final report is 13:00 on Tuesday 11th December 2018
(week 12). This final report should be submitted as a Word file via Turnitin on the
module2019;s Moodle site. Your filename should consist of your student number, topic
and the word 2018;final2019; e.g. 12345678_diversity_final.doc
As we operate a policy of anonymous marking, you should not reveal your name
anywhere on or within your uploaded files.
Warning: It is YOUR responsibility to ensure that you upload the correct file;
that it is not corrupt; and that it can be opened and read on Brookes systems.
Please be particularly careful with files that have been prepared on Macs or
using 2018;unofficial2019; Microsoft Office software.
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DON2019;T PANIC!! Yes, this is quite a heavy task which accounts for 70% of the marks on a
double honours module BUT there will be lots of opportunity for formative feedback from
your tutors. We will be talking to you further about your choices in the first 4 weeks. In
addition, we will give you the chance to hand in a draft of your assignment (with particular
emphasis on the literature review aspect of it) in week 6, so that we can offer formative
feedback in week 72019;s session (see below) and help you sort out any problems. There will
also be a last surgery session in week 11 one week before the hand-in deadline. And of
course, we, Fran and Bjoern, are happy to see any of you in our advertised office hours (or
by appointment if you have other classes that clash with office hours).
Formative feedback: in week 6 you have the option to submit no more than 4 sides of A4
outlining the planned structure and content of your report, any relevant notes or examples of
completed sections (whatever fits into the 4 sides!!). At this point, we expect to see more
detail on the literature review aspect of the report than on the campaign application of it. We
will give you verbal feedback on it in week 7. We are not 2018;marking2019; these drafts, but offering
constructive feedback/guidance to ensure that you are progressing in the right direction.
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Task 2: Group presentations (30% of the module marks):
Covers learning outcomes 1-8 (as defined in the module description on PIP)
There are five group presentations, all of which will be assessed, and which are linked with
the themes introduced by our guest speakers. In the week of a guest speaker2019;s visit, we will
define the key themes/issues/questions relevant to that speaker2019;s area of interest. You will
start researching and building up a portfolio of relevant material (201C;preparatory reading201D;)
during that week between the speaker2019;s visit and the assessed workshop.
In the session one week after a guest speaker2019;s talk, you will be allocated to a group and
given an activity briefing. Using the material that you have individually prepared in advance
and any further material that your group can generate within the time limit, you should
prepare and deliver a group presentation that answers the brief.
Note: our invited speakers are obviously very busy professionals, and they cannot always
come on our preferred date. Occasionally, something crops up in their work that means they
might have to postpone at short notice or that we have to have an assessment in the week
before a guest speaker2019;s visit. In that case, we may have to change our schedule but we will
ensure that all five assessments take place and that you are not disadvantaged by any such
changes.
Some points about the presentations and their assessment:
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Each group has exactly 10 minutes in which to present. You will be stopped at 10
minutes, even if you haven2019;t finished.
All group members should attend the presentation and either deliver some part of it or
actively participate in answering questions at the end of it.
Your presentations can be made using Powerpoint and/or flip chart pages. Materials
will be available from the tutor in the teaching room.
Your slide deck should be uploaded on Moodle to a designated drop box. The tutor will
email written feedback on your presentation to you within a week.
The module leader will assign you to a group for each assessed group activity and you
will work with a different group each time.
Each group2019;s presentation will be assessed (using the group presentation marking grid
below). Each member of the group will normally be awarded the same mark but the
marking criteria do allow for individual variation depending on the degree of
engagement with the task and evidence of improving performance as a result of
previously-given feedback at the tutor2019;s discretion.
Over the course of the semester there will be five assessed group activities. After all
five presentations have been assessed, your personal mark for the groupwork element
of the assessment will be calculated as the average of your three best group marks.
Assessment criteria
The assessment criteria for each of the assessed elements are clearly laid out in the
assessment grids on pp. 8 et seq.
Words that exceed the maximum allowed will not be marked. If in doubt, you should discuss
this with a tutor before submission.
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Summary of submission dates and instructions
The individual report (Task 1): you should agree your choice of theme and campaign by
the end of the week 4 class session. The draft report submission should be uploaded via
Moodle by 13:00 on Monday of week 6 (29th October 2018). The finished assignment
should uploaded via Moodle by 13:00 on Tuesday of week 12 (11th December 2018). See
p. 3 above for more detail on required file format etc.
The assessed group presentations (Task 2): these will be scheduled to take place during
the Monday workshop slots in weeks 3, 5, 8, 10, and 12.
Marking and moderation of your work
Group presentations: when possible, your presentations will be double-marked, with all
marks and comments agreed between the markers before the feedback and grades are
given to you in the class session in the week following the presentation.
Individual reports: Following first marking, a representative sample of work will be reviewed
by a designated module moderator. This is to ensure that each marker has been fair and
consistent, and also to ensure that there is consistency between different markers. We pay
particular attention to any piece of work that is on a borderline mark, and anything that falls
below the 40% threshold. Your work will have been marked anonymously, and your identity
will only be revealed once the assessors have agreed your mark. This is to ensure that
feedback on your assessed work is personalised and tailored to you. However, the marks
cannot be amended once your identity is revealed. If you would like to read the full and
formal regulations on anonymous marking you can find them in the University Regulations,
section A3.6: https://www.brookes.ac.uk/regulations/current/core/a3/a3-6/
Following this internal moderation process, a sample of work is reviewed by the External
Examiner for the programme to ensure that the standards applied are comparable to those
at other institutions. The University regulation specifies that these 201C;samples should:
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be representative of every delivery location, and every mode of study;
be drawn from, and reflect, the full range of marks, including borderline cases and fail
grades;
be of an appropriate size with respect to the size of the cohort (10%, minimum of 5);
include all components of the assessment for the module.201D;
We also ensure that a representative sample is taken from all assessors. The samples for
external examiners are selected randomly by a programme administrator, stratified by grade
to ensure coverage of the full range of marks. On this module, copies of your presentation
materials and the feedback we give you will be made available to the External Examiner as
well as samples of individual reports.
All marks are therefore provisional until they are confirmed by an examination
committee.
Feedback
Feedback on your work will be provided in a range of ways at various times throughout this
module, and different feedback will serve slightly different purposes. Feedback is designed
to support your learning and help you to improve subsequent work, so you need to get the
most out of the feedback provided.
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Please note that feedback is provided throughout the module NOT JUST ON FORMAL
ASSESSED TASKS. It will be provided on your work and contribution in class, on the formal
assessment tasks and, in some circumstances, during staff office hours.
If you would like further information about feedback, or how to use it, please talk to your tutor
on this module or your Academic Adviser.
For all elements of the coursework, written feedback will be given via the relevant marking
grid with additional comments added from the marker. In addition, you will receive some
one-to-one formative feedback on a draft of your individual report. Less formal, verbal
feedback will also be given by tutors while you are preparing for your assessed
presentations and during the presentation sessions themselves.
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U55070 ASSESSMENT FEEDBACK: INDIVIDUAL REPORT Semester 1 2018 2013; 2019
STUDENT NAME: ______________________________________ STUDENT NUMBER:__________________________
Learning Outcome
1 Manage the impact on marketing
communications of factors arising within
the marketing environment, the complex
linkages between different parts of the
marketing environment, and the effects
of a rapidly changing regional, national
and/or global environment on a diverse
range of organisations.
2 Understand the importance of, and
processes and practices involved in, the
management and organisation of
marketing communications, and in the
planning, control and integration of
effective marketing communications
campaigns.
4 Devise, substantiate, sustain and
where necessary refute arguments
contributing to decision making,
informed by both critical enquiry and
practical insights, and using appropriate
means of dissemination.
3 Articulate the value of a strong
70%+
Report shows evidence of
excellent and extensive
understanding of the
marketing environment
context and its
influence/impact upon the
strategic/managerial aspects
of the chosen campaign as
they relate to the chosen
academic theme.
Discussion presents a
coherently structured and fully
evidenced argument
demonstrating excellent
understanding of the
application of academic
concepts and the practical
implications for those involved
in managing such activities in
practice.
Excellent and critical use of
extensive and appropriate
academic reading to underpin
the structure and analysis of
the report.
Analysis demonstrates
excellent critical
understanding/excellent
insight into the rationale
behind strategic decisionmaking within the chosen
campaign in the context of the
chosen theme.
Demonstrates, as appropriate,
60-69%
Report shows evidence of
very good and extensive
understanding of the
marketing environment
context and its
influence/impact upon the
strategic/managerial aspects
of the chosen campaign as
they relate to the chosen
academic theme.
Discussion presents a wellstructured and very well
evidenced argument
demonstrating deep
understanding of the
application of academic
concepts and the practical
implications for those involved
in managing such activities in
practice.
Very good critical use of a
wide range of appropriate
academic reading to underpin
the structure and analysis of
the report.
Analysis demonstrates good
critical understanding/good
insight into the rationale
behind strategic decisionmaking within the chosen
campaign in the context of the
chosen theme.
Demonstrates, as appropriate,
50-59%
Report shows evidence of
competent understanding of
the marketing environment
context and its
influence/impact upon the
strategic/managerial aspects
of the chosen campaign as
they relate to the chosen
academic theme.
Discussion presents a largely
well-structured and well
evidenced argument
demonstrating sound
understanding of the
application of academic
concepts and the practical
implications for those involved
in managing such activities in
practice.
Competent use of some
appropriate academic reading
to underpin the structure and
analysis of the report.
Approach to the theory may
be rather uncritical.
Analysis demonstrates sound
understanding/sound insight
int 2026;
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