LEEDS BECKETT UNIVERSITY

FACULTY OF BUSINESS & LAWASSESSMENT PROFORMA 2A

FRONTSHEET FOR IN-COURSE ASSESSMENTS

2014/15 SEMESTER 2COURSEWORKMODULE TITLE: MEDIA STRATEGY AND PLANNINGTITLE OF ASSESSMENT: Media Strategy and Planning Academic PaperLEVEL: H7COURSE(S): Various Post Graduate Electives DEADLINE DATE FOR SUBMISSION BY STUDENTS: by 12Noon on Monday 11 May 2015 SUBMISSION LOCATION: FBL Marketing Administration Rose Bowl (RB)In addition, a Turnitin submission must also be posted via MyBeckett. For your assignment to be marked, both copies must be submitted.

No other form of submission is permitted (under no circumstances should you attempt to email a submission to your tutor)

ASSESSOR(S) : Michael Cassop Thompson ----------------------------------------------------------------------------------------------------------------

Notes for Students:

This is a single 5000 word assignment.

Assignment: Media Strategy and Planning (100% of module mark)

You are required to write an academic paper concerning key aspects of media strategy and planning. This paper will inform the reader of key topics, concepts, theories, models, strengths, and limitations relating the scope of media strategy and planning. The paper needs to address four key areas:

Discuss how media strategy and planning relates hierarchically to other strategy (corporate, competitive, marketing and marketing communications). Discuss the concepts and theories pertaining to bought, owned and earned media which could be applied to an organisation of your choice. The organisation should be used briefly to highlight your theoretical points

Discuss the key components of the media strategy and planning process and how they aid effective marketing communications

Produce a media strategy for an organisation of your choice. This should not exceed 3 sides of A4All the above elements should clearly communicate your interpretation of relevant theory (supported with citations). Comparisons, contrasts and the strengths and limitations of all points communicated should be addressed. Organisational examples should be kept very brief and only used to highlight and support theoretical points documented. Additional Requirements:

Your discussion should attempt to address the assignment criteria as detailed over-leaf

Your work should be dominated by narratives relating to media strategy and planning theory. Too many organisational examples will detract from the purpose of the assignment.

You work should demonstrate wide and varied citation support

All sources used must be accurately referenced using the Harvard method.

Your work must be well written and presented to a professional standard using an academic paper format

Your work must be submitted as single A4 sheets stapled in the top left hand corner.

Feedback

Date generic feedback will be available:

Two weeks after submission date

How generic feedback will be returned to you:Posted on MyBeckett

Date provisional mark will be available

Four weeks after submission date

How provisional marks will be returned to you:Posted on MyBeckett

Date individual feedback will available

Within one week of assessment board sitting

How individual feedback will be returned to you:Via Marketing Administration Support

Categories

GradeRelevanceKnowledgeAnalysisArgument and StructureCritical EvaluationPresentationReference to Literature

Pass86 100%The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the level of the qualification. There is also ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.

76-85%The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also

excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be

outstanding in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

70 75%The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also

excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the work will be

excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

60 69%Directly relevant to

the requirements

of the assessmentA substantial knowledge of media strategy and planning material, showing a clear grasp of themes, questions and

issues thereinA good analysis, clear and orderlyGenerally coherent and logically structured, using an appropriate mode of argument and/or

theoretical mode(s)May contain some distinctive or independent thinking; may begin to

formulate an independent position in relation to strategic theory

and/or practice.Well written, with standard spelling and grammar, in a readable style with acceptable formatCritical appraisal of up to date

and/or appropriate literature. Recognition of different perspectives.

Very good use of source material. Uses a range of sources

50 59%Some attempt to address the requirements of

the assessment:

may drift away

from this in less

focused passagesAdequate knowledge of a fair range of relevant media strategy and planning material, with intermittent evidence of an appreciation of its

significanceSome analytical treatment, but may be prone to description, or to narrative, which

lacks clear analytical

purposeSome attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only

vaguely, or theoretical mode(s) couched in simplistic termsSound work which expresses a coherent position only in broad terms and in uncritical

conformity to one or more standard views of strategy.Competently written, with only minor lapses from

standard grammar, with acceptable formatUses a variety of literature which includes some recent strategic texts and/or appropriate literature, though not necessarily including a substantive amount beyond library

texts. Competent use of source material.

40 49%Some correlation with the requirements of the assessment but there are

instances of irrelevanceBasic understanding of

Media strategy and planning but addressing a limited range of materialLargely descriptive or

narrative, with little evidence of analysisA basic argument is evident, but mainly supported by assertion

and there may be a lack of clarity and coherenceSome evidence of a view starting to be formed but mainly derivative.A simple basic style but with significant deficiencies in expression or format that may pose obstacles for the readerSome up to date and/or appropriate literature used. Goes beyond the material tutor has provided. Limited use of sources to support a point.

Fail35 39%Relevance to the requirements of the assessment may be very

intermittent, and may be reduced to its vaguest and least challenging

termsA limited understanding of a narrow range of media strategy and planning material.Heavy dependence on

description, and/or on

paraphrase, is commonLittle evidence of coherent argument: lacks development and may be repetitive or thinAlmost wholly derivative: the writers contribution rarely goes beyond simplifying paraphraseNumerous deficiencies in

expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious styleBarely adequate use of literature. Over reliance on material provided by the tutor.

The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied for compensation consideration.

30 34%

The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.

15-29%The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.

0-14%The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.

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