Week 1 Assessments
By
Day 1 (Thursday), submit the Academic Integrity Declaration
By Day 1 (Thursday), submit your Personal Introduction to the Collaboration Forum
By Day 1 (Thursday), submit your Personal Introduction to the Collaboration Forum
By
Day 3 (Saturday), submit your Key Concept Exercise to Turnitin
By
Day 3 (Saturday), post your Key Concept Exercise to the Collaboration Forum
Key Concept Exercise: Assessing how a company employs integrated
marketing communications
Imagine
a large organisation with a large marketing strategy focussed only on public
relations and television advertising. How much of an audience might this
organisation lose without incorporating social media?
Today’s
organisations must have a strategy for integrating various marketing
communication channels in order to increase visibility and, therefore, build a
relationship with a larger customer base.
To
prepare for this Key Concept Exercise:
Read
the Required Learning Resources for Week 1.
Reflect
on the purpose and role of integrated marketing communications for
organisations.
Consider
the value of integrated marketing communications to different types of
organisations.
Undertake
some desk research.
To
complete this Key Concept Exercise:
By Day 3 (Saturday)
In
an approximately 500-word response, address the following issues:
·
Identify an organisation of your
choice.
·
Describe the promotional and
advertising elements that your chosen organisation uses to reach its audience.
·
Discuss how the activities that you
identified above contribute towards a coordinated and integrated message for
customers.
By
Day 3 (Saturday), submit your Key Concept Exercise.
When
writing your responses, you should synthesise the theory with real-world
experience. Also, use examples of the theories in action in a real organisation
about which you have read or one in which you have worked.
Be
sure to read over your Key Concept Exercise before submitting it to your
Instructor. Make sure the spelling and grammar are correct and the language,
citing and referencing you use when providing your opinion are appropriate for
academic writing.
The
Key Concept Exercise for this week is not graded, but you will receive feedback
from your Instructor to help you improve your work. Please take advantage of
this opportunity to learn from your Instructor’s feedback – give the Assignment
your full effort and ask for clarification on any feedback you do not understand.
To
submit your Key Concept Exercise to Turnitin, click the
"View/Complete" link for Week 1 Key Concept Exercise -- Turnitin -
FF.
By Day 7 (Wednesday)
Post
3-5 replies to your classmates’ posts in the Collaboration Forum:
Evaluate
the role that elements of the promotional mix play in contributing towards
effective integrated marketing communications.
From
the companies that your peers discussed in their Initial responses, propose how
the promotional campaigns of these companies could be improved.
Describe
how the integration of the promotional mix be improved.
You
should respond to several of your fellow students in one or more of the
following ways:
Supporting
others’ views or providing an alternative perspective
Discussing
ways in which your experiences are similar or different
Asking
probing questions to learn more about your colleagues’ views
Extending
the conversation into new but relevant areas
This
week’s Collaboration is not graded, but you will receive feedback from your
Instructor to help you improve your work. Please take advantage of this
opportunity to learn from your Instructor’s feedback – give the Assignment your
full effort and ask for clarification on any feedback you do not understand.
Ensure
that you spread your Collaboration posts across at least three separate days of
each week. This will help maximise the value of your collaboration with
colleagues and serve to meet the learning objectives for each activity.
To
access the Collaboration Forum, click on the "Week 1 Collaboration
Forum" link.
Week 2 Assessments
By
Day 3 (Saturday), submit your Key Concept Exercise to Turnitin
By
Day 3 (Saturday), post your Key Concept Exercise to the Collaboration Forum
By
Day 7 (Wednesday), submit your Module Project
Key Concept Exercise: Market segmentation, communication and the
integrated marketing communications plan
The
relationship between market segmentation and integrated marketing
communications is direct and necessary because the communication strategy is
affected so strongly by market segments. Market segments are areas where
potential customers exist and are structured based on factors such as
demographics or geographical area.
For
this Key Concept Exercise, consider the different segments of potential
customers, based on demographics such as age, lifestyle, location, etc. The
broad variety of market segments makes communication strategies especially
challenging because you have to cater to so many different interests.
To
prepare for this Key Concept Exercise:
Read
the Required Learning Resources for Week 2.
Reflect
on the purpose and role of segmentation in integrated marketing communications.
Consider
the value of communication in integrated marketing.
Consider
the challenges of communication in integrated marketing.
Undertake
some desk research.
To
complete this Key Concept Exercise:
By Day 3 (Saturday)
In
an approximately 500-word response, address the following issues:
Describe the role of segmentation in the integrated marketing communications
plan.
In what ways does segmentation influence how an organisation communicates with
its target audience?
What, if any, are the dangers of assuming that there is a need to segment customers
in order to communicate effectively?
By Day 3 (Saturday), submit your Key Concept Exercise.
When
writing your responses, you should synthesise the theory with real-world
experience. Also, use examples of the theories in action in a real organisation
about which you have read, or one in which you have worked.
Be
sure to read over your Key Concept Exercise before submitting it to your
Instructor. Make sure the spelling and grammar are correct and the language,
citing and referencing you use when providing your opinion are appropriate for
academic writing.
To
submit your Key Concept Exercise to Turnitin, click the
"View/Complete" link for Week 2 Key Concept Exercise -- Turnitin.
Collaboration: Market segmentation and market communication
Is
identifying a market segment of customers enough for an organisation to
strategize its communication? What challenges might the organisation face if it
stops here? Consider the variety of communication tools available that might
help to reach the variety of market segments.
Imagine
that you are trying to create this communication strategy yourself. How might
you strive to match an appropriate method of communication to each market
segment?
Many
consumers make product and service choices based on an evoked set of products
used in marketing campaigns to establish brand, such as the campaigns for
Band-Aid or Nike. How might your understanding of market segments lead to its
inclusion in an evoked set of products?
This
Collaboration will span two weeks.
To
prepare for this Collaboration:
Review
the Required Learning Resources and your Key Concept Exercise for Week 2.
Consider
the relationship between market segmentation and market communication.
To
what extent do organisations need to be aware of cultural factors when
advertising?
What
types of cultural factors do organisations need to take into account?
Can
cultural awareness improve the chances of an organisation being in the evoked
set of products?
To
complete this Collaboration:
By
Day 3 (Saturday)
Post
your Key Concept Exercise from Week 2 to the Collaboration Forum.
By Day 7 (Wednesday)
Post
3-5 replies to your classmates’ posts in the Collaboration Forum:
Read
your classmates’ Key Concept Exercises.
Debate
the role of market segmentation and its importance to marketing communication.
How
can an organisation ensure that the communication channel(s) that it chooses
is/are the most effective one(s)?
Explain
to what extent organisations need to be aware of cultural factors when
advertising.
Analyse
the types of cultural factors organisations need to take into account.
Can
cultural awareness improve the chances of a firm being in the evoked set of
products?
You
should respond to several of your fellow students in one or more of the
following ways:
Supporting
others’ views or providing an alternative perspective.
Discussing
ways in which your experiences are similar or different.
Asking
probing questions to learn more about your colleagues’ views.
Extending
the conversation into new but relevant areas.
Ensure
that you spread your Collaboration posts across at least three separate days of
each week. This will help maximise the value of your collaboration with
colleagues and serve to meet the learning objectives for each activity.
To
access the Collaboration Forum, click on the "Week 2 Collaboration
Forum" link.
Module Project
The
Module Project is your opportunity to demonstrate that you have gained a good
understanding of the topics that are covered in this module.
In
each module of this programme, you will complete a Module Project. The purpose
of the Module Project is to apply the concepts and techniques of the module to
the analysis of real-world situations or problems and to critically evaluate
different approaches to addressing such problems.
Scenario:
You
have been employed at a company for a number of years and have risen to the
position of senior marketing executive. A new CEO has come on board at the same
time as the company has developed a new range of products. The CEO of the
organisation has decided that the organisation’s marketing efforts need to be
overhauled. The CEO has suggested that now is a good time to do so since the
new range of products in about to be launched. You have been asked by the CEO
to develop and deliver an integrated marketing communications campaign for this
new range of products.
The
CEO has indicated that s/he expects the integrated marketing communications
campaign to produce positive results for the company. However, your marketing
budget is limited due to the fact that the CEO was brought into the company on
the back of recent poor commercial performance.
You
will complete this Module Project in three submissions in Weeks 2, 5 and 7. The
Module Project brief is available to you from the beginning of this module. So,
whilst there are deadlines for submission in Weeks 2, 5 and 7, you are encouraged
to work on your project as you progress through this module. This Module
Project accounts for 30% of your overall module mark.
The
Week 2 Module Project is formatively assessed. Therefore, you will receive
formative feedback from your instructor, but no grade will be awarded. Weeks 5
and 7 carry 15% of the overall module mark, respectively.
Module Project: Milestone 1 (due this week, Week 2)
300-500 words
You
will write a draft proposal for the new integrated marketing communications
campaign. In this draft proposal, you provide a situational analysis of the
company including:
Company
and product background
Current
brand/product SWOT
Relevant
marketing data (sales, market share, etc.)
Analysis
of competition, including their products/services and their approach to
marketing and Integrated marketing communications
Customer
analysis – demographic profile
Week 3 Assessments
By
Day 3 (Saturday), submit your Key Concept Exercise to Turnitin
By
Day 7 (Wednesday), respond to your colleagues’ in the Collaboration Forum
By
Day 7 (Wednesday), submit your Personal Development Portfolio
Key Concept Exercise: The evoked set
The
‘evoked set’ refers to the set of alternatives that consumers ultimately choose
from in order to satisfy their needs. Unless your products/services are part of
the evoked set, then it is unlikely that customers will purchase your
products/services.
To
prepare for this Key Concept Exercise:
Read
the Required Learning Resources for Week 3.
Research
the importance of being in the evoked set.
Consider
how organisations can become ‘members’ of the evoked set.
To
complete this Key Concept Exercise:
By Day 3 (Saturday)
In
an approximately 500-word response, address the following issues:
Explain what is meant by ‘evoked set.’
Explain how organisations might ensure that their products/services become part
of the evoked set.
Describe the tools that can be used to increase the likelihood of being in the
evoked set.
Illustrate your answers with practical examples.
By
Day 3 (Saturday), submit your Key Concept Exercise.
When
writing your responses, you should synthesise the theory with real-world
experience. Also, use examples of the theories in action in a real organisation
about which you have read, or one in which you have worked.
Be
sure to read over your Key Concept Exercise before submitting it to your
Instructor. Make sure the spelling and grammar are correct and the language,
citing and referencing you use when providing your opinion are appropriate for
academic writing.
To
submit your Key Concept Exercise to Turnitin, click the
"View/Complete" link for Week 3 Key Concept Exercise -- Turnitin.
Collaboration: Market segmentation and market communication
Is
identifying a market segment enough for an organisation to strategise its
communication? What challenges might the organisation face if it stops there?
Consider the variety of communication tools available to reach the variety of
market segments.
Continued from Week 2:
Imagine
you are trying to create this communication strategy yourself. How might you
strive to match an appropriate method of communication to each market segment?
Many
consumers make product and service choices based on an evoked set of products
used in marketing campaigns to establish brand. How might your understanding of
market segments lead to inclusion in an evoked set?
To
prepare for this Collaboration:
Review
the Required Learning Resources and your Key Concept Exercise for Week 2 and 3.
To
complete this Collaboration:
By Day 7 (Wednesday)
Read
your classmates’ postings.
Respond
with 3-5 follow-on postings to your classmates’ posts.
You
should respond to several of your fellow students in one or more of the
following ways:
Supporting
others’ views or providing an alternative perspective
Discussing
ways in which your experiences are similar or different
Asking
probing questions to learn more about your colleagues’ views
Extending
the conversation into new but relevant areas
Ensure
that you spread your Collaboration posts across at least three separate days of
each week. This will help maximise the value of your collaboration with
colleagues and serve to meet the learning objectives for each activity.
To
access the Collaboration Forum, click on the "Week 3 Collaboration
Forum" link.
Personal Development Portfolio: Reflecting on your professional
development plan
As
the title ‘integrated marketing communications’ implies, those who work in this
industry need to combine both marketing and communication skills.
The
Personal Development Portfolio (PDP) for this module is aimed at exploring the
skills that you presently possess, which may be used to employ an integrated
marketing communications campaign. You also identify those skills that you
would need to be a more complete integrated marketing communications
professional.
This
PDP is delivered in two parts. The first part is due in Week 3, and the final
part is due for submission in Week 8.
Personal Development Portfolio – Part 1 (due in Week 3):
To
prepare for this exercise:
Critically
reflect on the module content you have been exposed to so far in this module.
Consider
the importance of communication, planning and understanding others’
motivations.
By Day 7 (Wednesday)
In
a paper of approximately 1,000 words, evaluate your capabilities in each of the
three areas of communication, planning and understanding others’ motivations.
Specifically:
Provide
an informed narrative on the importance of these aforementioned
capabilities/attributes.
Assess
your competences in the areas of communication, planning and understanding
others’ motivations, based on your opinion.
Identify
your strengths and weakness in these three areas.
By
Day 7 (Wednesday) of Week 3, submit your Personal Development Portfolio – Part
1
Looking
Ahead
To
submit your Personal Development Portfolio – Part 1 to Turnitin, click the
"View/Complete" link for Week 3 Personal Development Portfolio --
Turnitin - FF.
Week 4 Assessments
By
Day 3 (Saturday), submit your Key Concept Exercise to Turnitin
By
Day 3 (Saturday), post your Key Concept Exercise to the Collaboration Forum
Key Concept Exercise: Promotional mix elements
Childhood
obesity is an increasing problem in both the developed and developing worlds.
According to the World Health Organisation (WHO), globally, 75% of overweight
children live in the developed world. Moreover, in Africa, childhood obesity
figures have more than doubled in the last 20 years.
Imagine
that you are employed as a marketing consultant by your national government,
which wants to inform its citizens of this increasing problem of childhood
obesity. In addition, the government wants to communicate healthy eating habits
among its young people.
The
promotional mix (advertising, sales promotions, social media, public relations,
digital marketing, personal selling, direct response, database marketing and
alternative marketing) refers to a set of alternatives that organisations
choose from in order to communicate with consumers and other interested
parties. For this week’s Key Concepts Exercise, you will evaluate and analyse
the appropriateness of these methods.
To
prepare for this Key Concept Exercise:
Read
and watch the Required Learning Resources for Week 4.
Evaluate
the four elements of the integrated marketing communications mix that were
explored in this week’s Key Concept Overview.
Consider
how organisations can employ these methods to reach their targeted audiences.
To
complete this Key Concept Exercise:
By Day 3 (Saturday)
In
an approximately 500-word response, address the following issues:
From the promotional mix elements (advertising, sales promotions, social media,
public relations, digital marketing, personal selling, direct response,
database marketing and alternative marketing) that were explored, which one(s)
would you employ to promote the message that the government wants to promote?
What objectives would you set for this campaign?
What audiences would you target?
Explain and justify your answer.
By
Day 3 (Saturday), submit your Key Concept Exercise.
When
writing your responses, you should synthesise the theory with real-world
experience. Also use examples of the theories in action in a real organisation
about which you have read or one in which you have worked.
Be
sure to read over your Key Concept Exercise before submitting it to your
Instructor.
Make
sure the spelling and grammar are correct and the language, citing and
referencing you use when providing your opinion are appropriate for academic
writing.
To
submit your Key Concept Exercise to Turnitin, click the
"View/Complete" link for Week 4 Key Concept Exercise – Turnitin.
Collaboration: Mixed methods and promotional mix
A
company’s reputation takes years to build, but it may be destroyed in minutes.
An organisation’s credibility may be based on its marketing campaign and the
integrity behind the methods used in its communications.
A
strategy including mixed methods may be used to create a community around a
brand’s value and to build trust with customers.
This
Collaboration spans two weeks.
To
prepare for this Collaboration:
Review
the Required Learning Resources and your Key Concept Exercises for Week 4.
Reflect
on Integrated marketing communications mix methods.
To
complete this Collaboration:
By
Day 3 (Saturday)
Post
your Key Concept Exercise from Week 4 to the Collaboration Forum.
By
Day 7 (Wednesday)
Post
3-5 replies to your classmates’ posts in the Collaboration Forum:
Read
your classmates’ Key Concept Exercises.
Engage
in informed debate with your classmates on the strengths and limitations of the
methods that they have proposed in their Key Concept Exercise.
Propose
alternative integrated marketing communications mixed methods that you consider
would be more appropriate to the context described in the Key Concept Exercise.
You
should respond to several of your fellow students in one or more of the
following ways:
Supporting
others’ views or providing an alternative perspective
Discussing
ways in which your experiences are similar or different
Asking
probing questions to learn more about your colleagues’ views
Extending
the conversation into new but relevant areas
Ensure
that you spread your Collaboration posts across at least three separate days of
each week. This will help maximise the value of your collaboration with
colleagues and serve to meet the learning objectives for each activity.
To
access the Collaboration Forum, click on the "Week 4 Collaboration
Forum" link.
Week 5 Assessments
By Day 3 (Saturday), submit your Key
Concept Exercise to Turnitin
By Day 7 (Wednesday), respond to your
colleagues’ in the Collaboration Forum
By Day 7 (Wednesday), submit your
Module Project
Key Concept Exercise:
Promotional mix elements
As you have seen this week and last,
the promotional mix refers to those sets of alternatives that organisations
choose from in order to communicate with consumers and other interested
parties.
Last week you considered the
appropriateness of public relations, direct marketing, sponsorship and
advertising. For this week’s Key Concept Exercise, you will evaluate and
analyse the appropriateness of the remainder of these methods.
This week’s exercise will continue with
the theme of promoting knowledge on childhood obesity and efforts by
governments to tackle this problem.
To prepare for this Key Concept
Exercise:
Read the Required Learning Resources
for Week 5.
Evaluate the five elements of the
integrated marketing communications mix that were explored in this week’s Key
Concept Overview:
Sales promotion
Merchandising
Packaging
Personal selling
Trade shows
Consider how organisations can employ
these methods to reach their targeted audiences.
To complete this Key Concept Exercise:
By Day 3 (Saturday)
In an approximately 500-word response,
address the following issues:
From the five promotional mixes
elements explored this week, which one(s) would you employ to promote the
message that the government wants to promote?
Which ones would you not employ? Why?
What objectives would you set for this
campaign?
What audiences would you target?
Explain and justify your answer.
By Day 3 (Saturday), submit your Key
Concept Exercise.
When writing your responses, you should
synthesise the theory with real-world experience. Also, use examples of the
theories in action in a real organisation about which you have read, or one in
which you have worked.
Be sure to read over your Key Concept
Exercise before submitting it to your Instructor. Make sure the spelling and
grammar are correct and the language, citing and referencing you use when
providing your opinion are appropriate for academic writing.
To submit your Key Concept Exercise to
Turnitin, click the "View/Complete" link for Week 5 Key Concept
Exercise -- Turnitin.
Collaboration: Mixed
methods and promotional mix
A company’s reputation takes years to
build, but it may be destroyed in minutes. An organisation’s credibility may
very well be based on its marketing campaign and the integrity behind the
methods used in its communications.
Continued from Week 4:
A strategy including mixed methods may
be used to build a community around a brand’s value and build trust with
customers.
To prepare for this Collaboration:
Review the Required Learning Resources
and your Key Concept Exercise for Week 4 and 5.
By Day 7 (Wednesday)
Read your classmates’ postings.
Respond with 3-5 follow-on postings to
your classmates’ posts.
You should respond to several of your
fellow students in one or more of the following ways:
Supporting others’ views or providing
an alternative perspective.
Discussing ways in which your
experiences are similar or different.
Asking probing questions to learn more
about your colleagues’ views.
Extending the conversation into new but
relevant areas.
Ensure that you spread your
Collaboration posts across at least three separate days of each week. This will
help maximise the value of your collaboration with colleagues and serve to meet
the learning objectives for each activity.
To access the Collaboration Forum,
click on the "Week 5 Collaboration Forum" link.
Module Project
The Module Project is your opportunity
to demonstrate that you have gained a good understanding of the topics that are
covered in this module.
In each module of this programme, you
will complete a Module Project. The purpose of the Module Project is to apply
the concepts and techniques of the module to the analysis of real-world
situations or problems and to critically evaluate different approaches to
addressing such problems.
Scenario:
You have been employed at a company for
a number of years and have risen to the position of senior marketing executive.
A new CEO has come on board at the same time as the company has developed a new
range of products. The CEO of the organisation has decided that the
organisation’s marketing efforts need to be overhauled. The CEO has suggested
that now is a good time to do so since the new range of products in about to be
launched. You have been asked by the CEO to develop and deliver an integrated
marketing communications campaign for this new range of products.
The CEO has indicated that s/he expects
the integrated marketing communications campaign to produce positive results
for the company. However, your marketing budget is limited due to the fact that
the CEO was brought into the company on the back of recent poor commercial
performance.
You will complete this Module Project
in three submissions in Weeks 2, 5 and 7. The Module Project brief is available
to you from the beginning of this module. So, whilst there are deadlines for
submission on Weeks 2, 5 and 7, you are encouraged to work on your project as
you progress through this module. This Module Project accounts for 30% of your
overall module mark.
The Week 2 Module was formatively
assessed. Weeks 5 and 7 carry 15% of the overall module mark respectively.
Module Project: Milestone
2 (due this week, Week 5)
Approximately 1,000 words
In Week 5 you continue to develop your
integrated marketing communications campaign for the company that you chose in
Week 2. Specifically, this part of your integrated marketing communications
plan asks you to identify and provide the following:
Specific details of the market that you
intend to target with your Integrated marketing communications plan/campaign
for the campaign that you are designing:
Demographics
Psychographics
Buying situation
Benefits sought
Your integrated marketing
communications objectives – use the SMART acronym to guide this part of your
plan.
By Day 7 (Wednesday)
Submit your Module
Project: Milestone 2
To submit your Module Project:
Milestone 2 to Turnitin, click the "View/Complete" link for Week 5
Module Project -- Turnitin.
Week 6 Assessments
By Day 3 (Saturday), submit your Key
Concept Exercise to Turnitin
By Day 3 (Saturday), post your Key
Concept Exercise to the Collaboration Forum
Key Concept Exercise:
Integrated marketing communications and social sciences
Qualitative information used in
integrated marketing communications campaigns is often collected through the
use of social sciences such as anthropology, sociology and psychology.
For this week’s Key Concept Exercise,
you are tasked with demonstrating how the social sciences can assist integrated
marketing communications campaigns.
To prepare for this Key Concept
Exercise:
Read the Required Learning Resources
for Week 6.
Evaluate the role of anthropology,
sociology and psychology in integrated marketing communications research.
Consider how organisations can avail of
the insights that these disciplines bring to integrated marketing
communications industry.
To complete this Key Concept Exercise:
By Day 3 (Saturday)
In an approximately 500-word response,
address the following issues:
Why are anthropology, sociology and psychology so important to integrated
marketing communications research?
Illustrate your answers with examples.
By Day 3 (Saturday), submit your Key
Concept Exercise.
When writing your responses, you should
synthesise the theory with real-world experience. Also, use examples of the
theories in action in a real organisation about which you have read or one in
which you have worked.
Be sure to read over your Key Concept
Exercise before submitting it to your Instructor. Make sure the spelling and
grammar are correct and the language, citing and referencing you use when
providing your opinion are appropriate for academic writing.
To submit your Key Concept Exercise to
Turnitin, click the "View/Complete" link for Week 6 Key Concept
Exercise -- Turnitin.
By Day 7 (Wednesday)
Post 3-5 replies to your fellow
students in the Collaboration Forum:
Critique the papers submitted by your
fellow students for the Key Concept Exercise.
Continue the debate on the value of
anthropology, sociology and psychology to integrated marketing communications
research.
Research and provide current examples
to support your points.
You should respond to several of your
fellow students in one or more of the following ways:
Supporting others’ views or providing
an alternative perspective.
Discussing ways in which your
experiences are similar or different.
Asking probing questions to learn more
about your colleagues’ views.
Extending the conversation into new but
relevant areas.
Ensure that you spread your
Collaboration posts across at least three separate days of each week. This will
help maximise the value of your collaboration with colleagues and serve to meet
the learning objectives for each activity.
To access the Collaboration Forum,
click on the "Week 6 Collaboration Forum" link.
By
Day 3 (Saturday), submit your Key Concept Exercise to Turnitin
By
Day 3 (Saturday), post your Key Concept Exercise to the Collaboration Forum
By
Day 7 (Wednesday), respond to your colleagues’ in the Collaboration Forum
By
Day 7 (Wednesday), submit your Module Project
Key Concept Exercise: Adapting to the digital era
Faced
with the opportunities offered by the digital era, firms need to adapt their
traditional forms of promotion to digital versions.
For
this week’s Key Concept Exercise, you will evaluate and analyse the
appropriateness of both traditional and newer forms of promotion.
To
prepare for this Key Concept Exercise:
Read
the Required Learning Resources for Week 7.
Evaluate
digital forms of the integrated marketing communications mix that were explored
in this week’s Key Concept Overview.
Consider
how organisations can employ these methods to reach their targeted
audiences.
To
complete this Key Concept Exercise:
By
Day 3 (Saturday)
In
an approximately 500-word response, address the following issues:
Evaluate
the strengths of newer methods of integrated marketing communications mix
explored in this week’s Key Concept Overview
Compare
newer methods with more traditional methods of promotion
Explore
contexts where each method could be used to best affect integrated marketing
communications
By
Day 3 (Saturday), submit your Key Concept Exercise.
When
writing your responses, you should synthesise the theory with real-world
experience and use examples of the theories in action in a real organisation
about which you have read, or one in which you have worked.
Be
sure to read over your Key Concept Exercise before submitting it to your
Instructor. Make sure the spelling and grammar are correct and the language,
citing and referencing you use when providing your opinion are appropriate for
academic writing.
To
submit your Key Concept Exercise to Turnitin, click the
"View/Complete" link for Week 7 Key Concept Exercise -- Turnitin.
By Day 7 (Wednesday)
Post
3-5 replies to your fellow students in the Collaboration Forum:
Referring
back to Weeks 5 and 6, how would you apply newer technologies to communicate
the message about childhood obesity?
How
would you apply new technology to educate children and their families about
childhood obesity?
You
should respond to several of your fellow students in one or more of the
following ways:
Supporting
others’ views or providing an alternative perspective
Discussing
ways in which your experiences are similar or different
Asking
probing questions to learn more about your colleagues’ views
Extending
the conversation into new but relevant areas
Ensure
that you spread your Collaboration posts across at least three separate days of
each week. This will help maximise the value of your collaboration with
colleagues and serve to meet the learning objectives for each activity.
To
access the Collaboration Forum, click on the "Week 7 Collaboration
Forum" link.
Module Project
The
Module Project is your opportunity to demonstrate that you have gained a good
understanding of the topics that are covered in this module.
In
each module of this programme, you will complete a Module Project. The purpose
of the Module Project is to apply the concepts and techniques of the module to
the analysis of real-world situations or problems and to critically evaluate
different approaches to addressing such problems.
Scenario:
You
have been employed at a company for a number of years and have risen to the
position of senior marketing executive. A new CEO has come on board at the same
time as the company has developed a new range of products. The CEO of the
organisation has decided that the organisation’s marketing efforts need to be
overhauled. The CEO has suggested that now is a good time to do so since the
new range of products in about to be launched. You have been asked by the CEO
to develop and deliver an integrated marketing communications campaign for this
new range of products.
The
CEO has indicated that s/he expects the integrated marketing communications
campaign to produce positive results for the company. However, your marketing
budget is limited due to the fact that the CEO was brought into the company on
the back of recent poor commercial performance.
You
will complete this Module Project in three submissions in Weeks 2, 5 and 7. The
Module Project brief is available to you from the beginning of this module. So,
whilst there are deadlines for submission on Weeks 2, 5 and 7, you are encouraged
to work on your project as you progress through this module. This Module
Project accounts for 30% of your overall module mark.
The
Week 2 Module was formatively assessed. Weeks 5 and 7 carry 15% of the overall
module mark respectively.
Module Project: Milestone 1 (completed in Week 2)
In
Week 2, you provided a situational analysis of the company.
Module Project: Milestone 2 (completed in Week 5)
In
Week 5, you continued to develop your integrated marketing communications
Campaign for the company that you chose in Week 2. Specifically, you identified
and provided details of your target market. You also used SMART to guide this
part of your plan.
Module Project: Milestone 3 (due this week, Week 7):
Approximately
1,500 words
In
this concluding part of your integrated marketing communications campaign plan
you must:
Provide
details of the promotional mix you intend to use.
Explain
and justify your choice.
Combine
traditional and more contemporary elements of the integrated marketing
communications mix in this section.
Provide
a schedule detailing when and how you will use the integrated marketing
communications mix.
Provide
an estimate of the potential costs of integrated marketing communications
campaign. These will be estimates but the rationale to this part of the plan is
that you meet the commercial obligations imposed on you by your CEO.
By
Day 7 (Wednesday)
Submit
your Module Project: Milestone 3
To
submit your Module Project: Milestone 3 to Turnitin, click the
"View/Complete" link for Week 7 Module Project -- Turnitin.
Week 8 Assessments
By Day 3 (Saturday), submit your Key
Concept Exercise to Turnitin
By Day 7 (Wednesday), respond to your
colleagues’ in the Collaboration Forum
By Day 7 (Wednesday), submit your
Personal Development Portfolio
By Day 7 (Wednesday), submit your UoL
Satisfaction Survey
Key Concept Exercise:
Promotional methods
The promotion of products/services is
an expense, and organisations are conscious of the need to justify expenses
that are incurred. This week we have considered a number of integrated
marketing communications methods that can be applied in a cost-effective
manner.
For this week’s Key Concept Exercise,
you will evaluate and analyse the appropriateness of social media, guerrilla
marketing and one-to-one marketing as methods of meeting the needs of customers
and companies effectively.
To prepare for this Key Concept
Exercise:
Read the Required Learning Resources
for Week 8.
Evaluate social media, guerrilla
marketing and the one-to-one marketing elements of the integrated marketing
communications mix that were explored in this week’s Key Concept Overview.
Consider how organisations can employ
these methods to reach their target audiences.
By Day 3 (Saturday)
In an approximately 500-word response,
address the following issues:
Compare the benefits of social media, guerrilla marketing and one-to-one
marketing.
Explain how these three methods may be combined into one integrated marketing
communications campaign.
Support your analysis with examples from your own knowledge, experience or
research.
By
Day 3 (Saturday), submit your Key Concept Exercise.
When writing your responses, you should
synthesise the theory with real-world experience. Also, use examples of the
theories in action in a real organisation about which you have read, or one in
which you have worked.
Be sure to read over your Key Concept
Exercise before submitting it to your Instructor. Make sure the spelling and
grammar are correct and the language, citing and referencing you use when
providing your opinion are appropriate for academic writing.
To submit your Key Concept Exercise to
Turnitin, click the "View/Complete" link for Week 8 Key Concept
Exercise -- Turnitin.
Collaboration: Digital
era
You are well versed in the use of
technology. After all, you are currently taking at least one university course
online. Consider how your educational experience would be different without the
modern technology of digital communication and the Internet.
Continued from Week 7:
Access to a broad scope of information
and the ability to immediately share that information with a global audience
provides an organisation with an enormous advantage for success.
To prepare for this Collaboration:
Review the Required Learning Resources
and your Key Concept Exercise from Week 7 and 8.
By Day 7 (Wednesday)
Read your classmates’ postings.
Respond with 3-5 follow-on postings to
your classmates’ posts.
You should respond to several of your
fellow students in one or more of the following ways:
Supporting others’ views or providing
an alternative perspective.
Discussing ways in which your
experiences are similar or different.
Asking probing questions to learn more
about your colleagues’ views.
Extending the conversation into new but
relevant areas.
Ensure that you spread your
Collaboration posts across at least three separate days of each week. This will
help maximise the value of your collaboration with colleagues and serve to meet
the learning objectives for each activity.
To access the Collaboration Forum,
click on the "Week 8 Collaboration Forum" link.
Personal Development
Portfolio: Reflecting on your professional development plan
As the term ‘integrated marketing
communications’ implies, those who work in this industry need to combine both
marketing and communication skills.
The Personal Development Portfolio
(PDP) for this module is aimed at exploring the skills you presently possess
which may be used to employ an integrated marketing communications campaign.
You also identify those skills that you would need to be a more complete integrated
marketing communications professional.
This PDP is delivered in two parts. The
first part was due in Week 3, and the final part is due for submission in Week
8.
Personal Development
Portfolio - Part 1 (completed in Week 3):
In Week 3 you critically reflected on
the module content you had been exposed to so far in this module. You also
considered the importance of communication, planning and understanding others’
motivations.
Personal Development
Portfolio - Part 2 (due in Week 8):
For Week 8 of this PDP exercise, you
are again to reflect on the module content you have encountered. Specifically,
reflect critically on Weeks 4-8.
By Day 7 (Wednesday)
In a paper of
approximately 1,000 words:
Identify whether the module content has
provided you with any insights into how you could improve in your ability to
communicate, plan and understand others’ motivations.
Consider whether the module content has
enhanced your confidence to become a better marketing and communications
individual.
Identify any areas of weakness that you
still feel exist in your marketing and communication skills all-round.
Explain how you plan to address these
weaknesses over the next 2-3 years.
Throughout this module, you have been
working towards the creation of your PDP, a document which will stay with your
throughout this program and empower you to identify and achieve goals.
By Day 7 (Wednesday), submit your
Personal Development Portfolio – Part 2.
This assignment is graded. See the
rubric for specific grading criteria.
To submit your Personal Development
Portfolio – Part 2 to Turnitin, click the "View/Complete" link for
Week 8 Personal Development Portfolio -- Turnitin.
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