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Lord Ashcroft International Business School
Marketing Communications
Department: Marketing, Strategy and Enterprise Module Code: MOD001178 Academic Year: 2013/14 Semester/Trimester: 2
Module Guide
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Module Guide
Page 1
Contents 1. Key Information ..................................................................................................... 2 2. Introduction to the Module ..................................................................................... 2 3. Intended Learning Outcomes ................................................................................ 3 3.1 Employability skills delivered in this Module ......................................................... 4 4. Outline Delivery ..................................................................................................... 3 4.1 Attendance Requirements ................................................................................... 4 5. Assessment ........................................................................................................... 5 5.1 Submitting via Turnitin®UK GradeMark [Cambridge and Chelmsford students] ... 6 5.2 Submitting your work [Students in all other locations at Associate Colleges] ....... 8 5.3 Marking Rubric and Feedback ............................................................................ 8 5.4 Re-Assessment (resit) ......................................................................................... 9 6. How is My Work Marked? ...................................................................................... 9 7. Assessment Criteria and Marking Standards ....................................................... 12 7.1 Specific Assessment Criteria and Marking Rubric.............................................. 12 7.2 University Generic Assessment Criteria ............................................................. 16 8. Assessment Offences .......................................................................................... 17 9. Learning Resources ............................................................................................ 19 9.1. Library .............................................................................................................. 19 10. Module Evaluation ............................................................................................. 25 11. Report on Last Delivery of Module ..................................................................... 26 Appendix 1: Re-Assessment Information ................................................................. 27
Module Guide
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1. Key Information
Module/Unit title: Marketing Communications Module Leader: Paul Weeks
Chelmsford Campus/ Lord Ashcroft Building/ Room MAB211 Extension 6884 Email: [email protected] Module Tutors: Rosliana Binti Ahmad Razilan Email: [email protected] Every module has a Module Definition Form (MDF) which is the officially validated record of the module. You can access the MDF for this module in three ways via:
the Virtual Learning Environment (VLE)
the My.Anglia Module Catalogue at www.anglia.ac.uk/modulecatalogue
Anglia Ruskin’s module search engine facility at www.anglia.ac.uk/modules All modules delivered by Anglia Ruskin University at its main campuses in the UK and at Associate Colleges throughout the UK and overseas are governed by the Academic Regulations. You can view these at www.anglia.ac.uk/academicregs. A printed extract of the Academic Regulations, known as the Assessment Regulations, is available for every student from your Faculty Office (all new students will have received a copy as part of their welcome pack). In the unlikely event of any discrepancy between the Academic Regulations and any other publication, including this module guide, the Academic Regulations, as the definitive document, take precedence over all other publications and will be applied in all cases.
2. Introduction to the Module
This module is designed to give students an overall understanding of marketing communications and the part that it plays in marketing and business success. The tools and techniques used in marketing communications are identified and analysed. The module explores the role of the internet and e - commerce in developing marketing strategies to complement and strengthen those found in traditional marketing approaches and techniques. The module explores Internet Marketing and E - commerce, Advertising, Sales Promotions, Public Relations, Publicity, Personal Selling, Sponsorship, Packaging, Direct Response, Merchandising and Exhibitions. How and why each method is used and the advantages and disadvantages of each is identified, illustrating how the methods interact with the other elements of the marketing mix and how they must all integrate to achieve eventual synergy. The promotional planning process at the strategic, tactical and operational levels is identified and examined. We also look at the national and international environmental framework of marketing communications practice and discuss future innovative and technological developments
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3. Intended Learning Outcomes
Anglia Ruskin modules are taught on the basis of intended learning outcomes and, on successful completion of the module, students will be expected to be able to demonstrate they have met those outcomes. Threshold Standards
1 Knowledge and understanding
Identify and critically evaluate the role of communications/promotion in marketing and in sustaining competitive advantage via the marketing mix
2 Knowledge and understanding
Identify and evaluate the role of internet marketing methods and other uses of information technology in gaining and maintaining different forms of competitive advantage
3 Knowledge and understanding
Analyse the elements of the promotional mix and, relating theory to practice, critically evaluate the role that each can play in integrated marketing communications
4 Intellectual, practical, affective and transferable skills
Illustrate how to analyse the needs of target markets and plan, implement and control marketing communication strategies in an ever - changing national and global marketplace
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3.1 Employability skills delivered in this Module
It is important that we help you develop employability skills throughout your course which will assist you in securing employment and supporting you in your future career. During your course you will acquire a wide range of key skills. In this module, you will develop those identified below:
SKILL Skills acquired in this module
Communication (oral)
Communication (written) X
Commercial Awareness X
Cultural sensitivity X
Customer focus X
Data Handling
Decision making X
Enterprising
Flexibility X
Initiative X
Interpersonal Skills X
Leadership/Management of others X
Networking
Organisational adaptability X
Project Management
Problem Solving and analytical skills X
Responsibility X
Team working
Time Management x
Other
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4. Outline Delivery
Wk. Lecture/ Seminar/Workshop Student-managed learning
1
Introduction Communication theory Consumer decision making
Buying a hi-fi system Read Fill chapters 1 - 3
2
Managing Marketing communications 1.strategy 2.segmentation, targeting, positioning 3.Objectives
Salon Promotions Read Fill chapters 4 – 5; Chaffey, Mayers et al Ch. 4
3
Using technology: scope, applications and websites
Digital and interactive communications
Read Fill chapter 6; Chaffey, Mayers et al Ch. 1; 8
4
Advertising frameworks, messages and planning Advertising frameworks, messages and evaluation
Read Fill chapter 7
5
Media: traditional, digital and planning Media: traditional, digital and planning
Read Fill chapter 8
6
Sales promotion: principles, techniques and evaluation Sales promotion: principles, techniques and evaluation
Read Fill chapter 9
7
Public relations and sponsorship Public Relations Read Fill chapter 10
8
Direct marketing, personal selling and evaluation On the Road to Recovery
Read Fill chapter 11
9
Relationships: value, loyalty and trust Stakeholders: channels, b2b and international communications
CoServe Read Fill chapter 12 – 13; Chaffey, Mayers et al Ch. 6
10
The industry: structure, budgets and control Agency operations: selection, personnel and practice
Advertising – Measuring Value for Money
Read Fill chapter 14 and 15
11
International marketing communications: standardisation vs. adaptation
Read Ghauri and Cateora Ch. 19
12
Review of module Assignment Briefing
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4.1 Attendance Requirements
Attending all your classes is very important and one of the best ways to help you succeed in this module. Research has found a clear correlation between student attendance and overall performance. In accordance with the Student Charter, you are expected to arrive on time and take an active part in all your timetabled classes. If you are unable to attend a class for a valid reason (e.g. illness), please contact your Faculty Office. Anglia Ruskin will closely monitor the attendance of all students and will contact you if you have been absent without notice for two weeks. Continued absence can result in various consequences including the termination of your registration as you will be considered to have withdrawn from your studies. International students who are non-EEA nationals and in possession of entry clearance/leave to remain as a student (student visa) are required to be in regular attendance at Anglia Ruskin. Failure to do so is considered to be a breach of national immigration regulations. Anglia Ruskin, like all British Universities, is statutorily obliged to inform the UK Border Agency of the Home Office of significant unauthorised absences by any student visa holders.
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5. Assessment
The assessment for this module consists of one part. Deadlines for assessments vary.
Part Type of assessment Word or time limit
Submission method
Deadline for assessment
1 Assignment 3,000 Turnitin®UK GradeMark
NO LATER THAN: 8th May, 2014 by 5pm
Assignment
Mark Learning Outcome
1. Produce a marketing communication plan for the subsidiary company in the country where you are studying. It should contain the following:
a) Identify the target market (clear statement of the profile of the target market)
20 1, 4
b) Three objectives for the campaign and an objective for each marketing communications element (each objective to be SMART)
10 1 – 4
c) Marketing Communications Strategy and content of activities for each element (Strategy and plan for each marketing communications element on and off-line)
30 1 – 4
d) How the marketing communication elements will work together to form an integrated marketing communications strategy (indication of how the individual elements will work together in an integrated communication strategy)
10 2, 3, 4
e) Budget in the form of a Gantt chart indicating when all the activities will take place (chart showing the individual activities start and end date and overlap) and the costs of each item.
10 4
2. Analyse the existing advertising undertaken by the company in the country where you are studying and the country where its Head Office is located. Reflect on the extent to which the advertising is standardised or adapted to meet local market conditions.
10 4
3. Spelling, Punctuation, Grammar, Layout 10
TOTAL MARKS 100%
ABC Agency Limited.
You are the Marketing Executive for ABC Agency Ltd. Your agency has been appointed to develop an Integrated Marketing Communications campaign for the period July to December 2013. The client is a local subsidiary of a multinational company operating in the region where you are studying. You may choose the type of client from the following:
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Bank Building Contractor Fashion clothing retailer
Fast food retailer Smart mobile phone manufacturer
Tablet computer manufacturer You are required to produce the following:
1 A marketing communications plan for the promotion of the product or service you choose for the period July to December 2014.
The communications plan should:
a) identify the target market
b) contain up to 3 objectives for the campaign and an objective for each marketing communication tool
c) provide details of the strategy and content of the activities for each marketing communications element.
d) indicate how the marketing communication elements will work together to form an Integrated Marketing Communications strategy.
e) produce a marketing communications budget. This will be in the form of a Gantt chart indicating when all the activities will take place and the costs of each item.
(word count for the plan – 2,500 words)
2. Analyse the existing advertising undertaken by the company in the country where you are studying and the country where its Head Office is located (if the Head Office is located in the country where you are studying, please choose another country). Reflect on the extent to which the advertising is standardised or adapted to meet local market conditions.
(word count for the reflection – 500 words)
All coursework assignments and other forms of assessment must be submitted by the published deadline which is detailed above. It is your responsibility to know when work is due to be submitted – ignorance of the deadline date will not be accepted as a reason for late or non-submission. Any late work will NOT be accepted and a mark of zero will be awarded for the assessment task in question. You are requested to keep a copy of your work.
5.1 Submitting via Turnitin®UK GradeMark [Cambridge and Chelmsford students]
You are required to submit your written assignment(s) online via Turnitin/Grademark. Unless stated on the assignment brief, all your assignments should be submitted online. Hard copy assignments handed into the iCentre will NOT be marked. You must put YOUR Student ID number (SID) as the submission title (details below).
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You will be enrolled automatically to two types of Turnitin class: 1) Grademark Classes entitled by module name, to which you will submit a ONE TIME ONLY final submission; 2) The Originality Report Class to which you can submit multiple drafts for originality checking. The Grademark class page shows the start date (when you can begin submitting work), the due date for your assignment and the post date. All assignments must be submitted by 5pm on the due date. Any late work will NOT be accepted and a mark of zero will be awarded for the assessment task in question. The post date is the date when both feedback and provisional results will be posted online. You should follow the detailed instructions provided on the VLE. When you submit your paper, remember to:
ONLINE SUBMISSION AND FEEDBACK THROUGH GRADEMARK At the post date you will get your feedback through Turnitin/Grademark. We have implemented this online feedback system to give you the following benefits:
More timely receipt of your feedback;
Better quality feedback;
The ability to hand in your work online;
Reduction in time spent queuing to hand in and pick up your assignments;
The ability to receive marker feedback when it is posted, regardless of your location;
Reduction of both yours and the university’s carbon footprint by no longer printing work.
HOW TO VIEW YOUR FEEDBACK Click on the class that you wish to view and then you will see the assignments for the module listed. Click the blue view button to open up the document viewer. A new window will open and you will see
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your feedback on the right-hand side of the screen. Or click on the grey arrow to download a copy of your assignment and feedback.
POINTS TO NOTE
1. The due date as seen in eVision is the official submission deadline. Any late work will NOT be accepted and a mark of zero will be awarded for the assessment task in question. Do not leave it until the last minute to submit your work – the system becomes extremely busy and can be slower during the period of the deadline.
2. Grademark final submission classes will become available 10 working days before the final submission date. Be aware that work can only be submitted ONCE to these classes and cannot be removed or changed.
3. All work submitted MUST be entitled by your Student ID number.
4. Any work handed in via the iCentre will NOT be marked.
5. The Originality Report is automatically generated by Turnitin on submitting work. A paper copy of
the originality report is not required.
6. The Originality Report will not be used to make assessment decisions unless concerns arise as to poor academic practice, plagiarism, or collusion. The report may then be considered as part of the normal investigatory procedures undertaken by the academic team and the Director of Studies (again, please see Section 10 of the Assessment Regulations).
7. Re-sits and extensions are also to be submitted via Turnitin. New Turnitin classes will be created for re-sits.
8. Full details as on submitting to Turnitin, the Originality Report, and a FAQs list, can be located on the module VLE. If you have experience submission difficulties, please email: [email protected] Furthermore, there is a support VLE site (http://vle.anglia.ac.uk/sites/grademark/laibs/Content/Start.aspx) with videos to show you how to submit your work and to view your feedback.
All coursework assignments and other forms of assessment must be submitted by the published deadline which is detailed above. It is your responsibility to know when work is due to be submitted – ignorance of the deadline date will not be accepted as a reason for late or non-submission.
5.2 Marking Rubric and Feedback
The rubric, shown in Section 7.1 Specific Marking Criteria, will be used to mark your work.
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Feedback
You are entitled to written feedback on your performance for all your assessed work. For all assessment tasks which are not examinations, this is provided by a member of academic staff through Grademark at Cambridge and Chelmsford. At other locations and Associate Colleges, this is provided through the completion of the assignment coversheet on which your mark and feedback will relate to the achievement of the module’s intended learning outcomes and the assessment criteria you were given for the task when it was first issued. Examination scripts are retained by Anglia Ruskin and are not returned to students. However, you are entitled to feedback on your performance in an examination and may request a meeting with the Module Leader or Tutor to see your examination script and to discuss your performance. Anglia Ruskin is committed to providing you with prompt feedback on all assessed work within a prompt 20 working days of the submission deadline or the date of an examination. This is extended to 30 days for feedback for a Major Project module (please note that working days excludes those days when Anglia Ruskin University is officially closed; e.g. between Christmas and New Year). Personal tutors will offer to read feedback from several modules and help you to address any common themes that may be emerging. On occasion, you will receive feedback and marks for work that you completed in the earlier stages of the module. We provide you with this feedback as part of the learning experience and to help you prepare for other assessment tasks that you have still to complete. It is important to note that, in these cases, the marks for these pieces of work are unconfirmed and subject to external moderation and approval. This means that, potentially, marks can change, in either direction! Marks for modules and individual pieces of work become confirmed on the Dates for the Official Publication of Results which can be checked at www.anglia.ac.uk/results.
5.4 Re-Assessment (resit)
If you are unsuccessful with the 1st attempt of your assessment, you must complete a re-assessment. As indicated in Section 6.2.7. of the Senate Code of Practice, this is a NEW assessment, you CANNOT re-work the assessment explained in this section. The re-assessment information is given in Appendix 1.
6. How is My Work Marked?
After you have submitted your work or you have completed an examination, Anglia Ruskin undertakes a series of activities to assure that our marking processes are comparable with those employed at other universities in the UK and that your work has been marked fairly, honestly and consistently. These include:
Anonymous marking – your name is not attached to your work so, at the point of marking, the lecturer does not know whose work he/she is considering. When you undertake an assessment task where your identity is known (e.g. a presentation or Major Project), it is marked by more than one lecturer (known as double marking)
Internal moderation – a sample of all work for each assessment task in each module is moderated by other Anglia Ruskin staff to check the standards and consistency of the marking
External moderation – a sample of student work for all modules is moderated by external examiners – experienced academic staff from other universities (and sometimes practitioners who represent relevant professions) - who scrutinise your work and provide Anglia Ruskin academic staff with feedback, advice and assurance that the marking of your work is comparable to that in other UK universities. Many of Anglia Ruskin’s staff act as external examiners at other universities.
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Departmental Assessment Panel (DAP) – performance by all students on all modules is discussed and approved at the appropriate DAPs which are attended by all relevant Module Leaders and external examiners. Anglia Ruskin has over 25 DAPs to cover all the different subjects we teach.
This module falls within the remit of the Marketing, Strategy and Enterprise DAP.
The following external examiners are appointed to this DAP and will oversee the assessment of this and other modules within the DAP’s remit:
MARKETING, ENTERPRISE AND STRATEGY
External Examiner’s Name Academic Institution Position or Employer
Dr Lindsey Carey
Glasgow Caledonian University Lecturer
The above list is correct at the time of publication. However, external examiners are appointed at various points throughout the year. An up-to-date list of external examiners is available to students and staff at www.anglia.ac.uk/eeinfo. Anglia Ruskin’s marking process is represented in the flowchart below:
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Anglia Ruskin’s marking process is represented in the flowchart below:
Student submits work / sits
examination
Work collated and passed to Module Leader
Work is marked by Module Leader and Module Tutor(s)1. All marks collated by Module Leader
for ALL locations2
Internal moderation samples selected. Moderation undertaken
by a second academic3
Unconfirmed marks and feedback to students within 20 working
days (30 working days for Major Projects)
External moderation samples selected and moderated by
External Examiners4
Marks submitted to DAP5 for consideration and approval
Marks Approved by DAP5 and forwarded to Awards Board
Any issues?
Any issues?
Students receive initial (unconfirmed)
feedback
Confirmed marks issued to students
via e-Vision
Ma
rkin
g S
tage
Inte
rnal M
odera
tion S
tage
Exte
rna
l M
ode
ratio
n S
tag
e
DA
P4 S
tage
YES
YES
NO
NO
Flowchart of Anglia Ruskin’s Marking Processes
1 All work is marked anonymously or double marked where identity of the student is known (e.g.in a presentation)
2 The internal (and external) moderation process compares work from all locations where the module is delivered
(e.g.Cambridge, Chelmsford, Peterborough, Malaysia, India, Trinidad etc.) 3 The sample for the internal moderation process comprises a minimum of eight pieces of work or 10% (whichever
is the greater) for each marker and covers the full range of marks 4 Only modules at levels 5, 6 and 7 are subject to external moderation (unless required for separate reasons). The
sample for the external moderation process comprises a minimum of eight pieces of work or 10% (whichever is the greater) for the entire module and covers the full range of marks
5 DAP: Departmental Assessment Panel – Anglia Ruskin has over 25 different DAPs to reflect our subject coverage
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7. Assessment Criteria and Marking Standards
7.1 Specific Assessment Criteria and Marking Rubric
A++ = 90-100 A+ = 80-
89%
A = 70-79% B = 60-69% C = 50-59% D = 40-49% F = 30-39% F- = 20-
29%
F— = 10 -
19%
F---- = 0-9%
Targ
et m
ark
et
Exceptional
information
base provided
and
management
of learning
resources to
provide a very
highly
structured
analysis of the
target market
Outstanding
information
base
provided
and
managemen
t of learning
resources to
provide a
highly
structured
analysis of
the target
market
Excellent
information
base
provided
and
management
of learning
resources to
provide a
very well
structured
analysis of
the target
market
Good
information
base
provided and
management
of learning
resources to
provide a
well
structured
analysis of
the target
market
Satisfactory
information
base
provided and
management
of learning
resources to
provide an
acceptable
structured
analysis of
the target
market
Basic
information
base
provided and
management
of learning
resources to
provide a
structured
analysis of
the target
market
Limited
information
base
provided and
management
of learning
resources to
provide a
weak
structured
analysis of
the target
market
Little
evidence of
an
information
base
provided and
management
of learning
resources to
provide a
very weak
structured
analysis of
the target
market
An
inadequate
information
base
provided and
management
of learning
resources to
provide a
very poor
structured
analysis of
the target
market
No evidence
of any
information
base
provided and
management
of learning
resources.
No analysis
of the target
market
provided
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Ob
ject
ives
Exceptional
information
base provided
and
management
of learning
resources to
provide
highly
commercially
credible
objectives
Outstanding
information
base
provided
and
managemen
t of learning
resources to
provide very
commerciall
y credible
objectives
Excellent
information
base
provided
and
management
of learning
resources to
provide
commerciall
y credible
objectives
Good
information
base
provided and
management
of learning
resources to
provide
credible
objectives
Satisfactory
information
base
provided and
management
of learning
resources to
provide
acceptable
objectives
Basic
information
base
provided and
management
of learning
resources to
provide
weak
objectives
Limited
information
base
provided and
management
of learning
resources to
provide very
weak
objectives
Little
evidence of
an
information
base
provided and
management
of learning
resources to
provide very
poor
objectives
An
inadequate
information
base
provided and
management
of learning
resources to
provide
unsuitable
objectives
No evidence
of any
information
base
provided and
management
of learning
resources.
No
objectives
provided
Str
ate
gy
Exceptional
information
base provided
and
management
of learning
resources to
provide
highly
commercially
credible
strategy
Outstanding
information
base
provided
and
managemen
t of learning
resources to
provide very
commerciall
y credible
strategy
Excellent
information
base
provided
and
management
of learning
resources to
provide
commerciall
y credible
strategy
Good
information
base
provided and
management
of learning
resources to
provide
credible
strategy
Satisfactory
information
base
provided and
management
of learning
resources to
provide
acceptable
strategy
Basic
information
base
provided and
management
of learning
resources to
provide
weak
strategy
Limited
information
base
provided and
management
of learning
resources to
provide very
weak
strategy
Little
evidence of
an
information
base
provided and
management
of learning
resources to
provide very
poor strategy
An
inadequate
information
base
provided and
management
of learning
resources to
provide
unsuitable
strategy
No evidence
of any
information
base
provided and
management
of learning
resources.
No strategy
provided
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How
th
e el
emen
ts w
ork
toget
ehr
Exceptional
information
base provided
and
management
of learning
resources to
provide
highly
commercially
credible
budget
Outstanding
information
base
provided
and
managemen
t of learning
resources to
provide very
commerciall
y credible
budget
Excellent
information
base
provided
and
management
of learning
resources to
provide
commerciall
y credible
budget
Good
information
base
provided and
management
of learning
resources to
provide
credible
budget
Satisfactory
information
base
provided and
management
of learning
resources to
provide
acceptable
budget
Basic
information
base
provided and
management
of learning
resources to
provide
weak budget
Limited
information
base
provided and
management
of learning
resources to
provide very
weak budget
Little
evidence of
an
information
base
provided and
management
of learning
resources to
provide very
poor budget
An
inadequate
information
base
provided and
management
of learning
resources to
provide
unsuitable
budget
No evidence
of any
information
base
provided and
management
of learning
resources.
No budget
provided
Bu
dget
Exceptional
information
base provided
and
management
of learning
resources to
provide
highly
commercially
credible
budget
Outstanding
information
base
provided
and
managemen
t of learning
resources to
provide very
commerciall
y credible
budget
Excellent
information
base
provided
and
management
of learning
resources to
provide
commerciall
y credible
budget
Good
information
base
provided and
management
of learning
resources to
provide
credible
budget
Satisfactory
information
base
provided and
management
of learning
resources to
provide
acceptable
budget
Basic
information
base
provided and
management
of learning
resources to
provide
weak budget
Limited
information
base
provided and
management
of learning
resources to
provide very
weak budget
Little
evidence of
an
information
base
provided and
management
of learning
resources to
provide very
poor budget
An
inadequate
information
base
provided and
management
of learning
resources to
provide
unsuitable
budget
No evidence
of any
information
base
provided and
management
of learning
resources.
No budget
provided
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An
aly
sis
an
d r
efle
ctio
n
Exceptional
information
base provided
and
management
of learning
resources to
provide an
exceptionally
deep
reflection
Outstanding
information
base
provided
and
managemen
t of learning
resources to
provide an
outstanding
reflection
Excellent
information
base
provided
and
management
of learning
resources to
provide an
excellent
reflection
Good
information
base
provided and
management
of learning
resources to
provide a
good piece
of reflection
Satisfactory
information
base
provided and
management
of learning
resources to
provide an
acceptable
piece of
reflection
Basic
information
base
provided and
management
of learning
resources to
provide a
weak piece
of reflection
Limited
information
base
provided and
management
of learning
resources to
provide a
very weak
piece of
reflection
Little
evidence of
an
information
base
provided and
management
of learning
resources to
provide a
very poor
piece of
reflection
An
inadequate
information
base
provided and
management
of learning
resources to
provide an
unsuitable
piece of
reflection
No evidence
of any
information
base
provided and
management
of learning
resources.
No reflection
provided
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7.2 University Generic Assessment Criteria
ANGLIA RUSKIN UNIVERSITY GENERIC ASSESSMENT CRITERIA AND MARKING STANDARDS LEVEL 5
Level 5 reflects continuing development from Level 4. At this level students are not fully autonomous but are able to take responsibility
for their own learning with some direction. Students are expected to locate an increasingly detailed theoretical knowledge of the discipline within a more general intellectual context, and to demonstrate this through forms of expression which go beyond the merely descriptive or imitative. Students are expected to demonstrate analytical competence in terms both of problem identification and resolution, and to develop their skill sets as required.
Mark Bands Outcome
Generic Learning Outcomes (GLOs) (Academic Regulations, Section 2)
Knowledge & Understanding Intellectual (thinking), Practical, Affective and Transferable Skills
Ch
ara
cte
risti
cs o
f S
tud
en
t A
ch
iev
em
en
t b
y M
ark
ing
Ban
d
90-100%
Achieves module outcome(s) related to GLO at this level
Exceptional information base exploring and analysing the discipline, its theory and ethical issues with extraordinary originality and autonomy.
Exceptional management of learning resources, with a higher degree of autonomy/ exploration that clearly exceeds the brief. Exceptional structure/accurate expression. Demonstrates intellectual originality and imagination. Exceptional team/practical/professional skills.
80-89% Outstanding information base exploring and analysing the discipline, its theory and ethical issues with clear originality and autonomy
Outstanding management of learning resources, with a degree of autonomy/exploration that clearly exceeds the brief. An exemplar of structured/accurate expression. Demonstrates intellectual originality and imagination. Outstanding team/practical/professional skills
70-79% Excellent knowledge base, exploring and analysing the discipline, its theory and ethical issues with considerable originality and autonomy
Excellent management of learning resources, with a degree of autonomy/exploration that may exceed the brief. Structured/accurate expression. Very good academic/ intellectual skills and team/practical/professional skills
60-69% Good knowledge base; explores and analyses the discipline, its theory and ethical issues with some originality, detail and autonomy
Good management of learning with consistent self-direction. Structured and mainly accurate expression. Good academic/intellectual skills and team/practical/ professional skills
50-59% Satisfactory knowledge base that begins to explore and analyse the theory and ethical issues of the discipline
Satisfactory use of learning resources. Acceptable structure/accuracy in expression. Acceptable level of academic/intellectual skills, going beyond description at times. Satisfactory team/practical/professional skills. Inconsistent self-direction
40-49%
A marginal pass in module outcome(s) related to GLO at this level
Basic knowledge base with some omissions and/or lack of theory of discipline and its ethical dimension
Basic use of learning resources with little self-direction. Some input to team work. Some difficulties with academic/ intellectual skills. Largely imitative and descriptive. Some difficulty with structure and accuracy in expression, but developing practical/professional skills
30-39%
A marginal fail in
module outcome(s) related to GLO at this level. Possible compensation. Sat-isfies qualifying mark
Limited knowledge base; limited understanding of discipline and its ethical dimension
Limited use of learning resources, working towards self-direction. General difficulty with structure and accuracy in expression. Weak academic/intellectual skills. Still mainly imitative and descriptive. Team/practical/professional skills that are not yet secure
20-29%
Fails to achieve module outcome(s) related to this GLO. Qualifying mark not
satisfied. No compensation available
Little evidence of an information base. Little evidence of understanding of discipline and its ethical dimension
Little evidence of use of learning resources. No self-direction, with little evidence of contribution to team work. Very weak academic/intellectual skills and significant difficulties with structure/expression. Very imitative and descriptive. Little evidence of practical/professional skills
10-19% Inadequate information base. Inadequate understanding of discipline and its ethical dimension
Inadequate use of learning resources. No attempt at self-direction with inadequate contribution to team work. Very weak academic/intellectual skills and major difficulty with structure/expression. Wholly imitative and descriptive. Inadequate practical/professional skills
1-9% No evidence of any information base. No understanding of discipline and its ethical dimension
No evidence of use of learning resources of understanding of self-direction with no evidence of contribution to team work. No evidence academic/intellectual skills and incoherent structure/ expression. No evidence of practical/ professional skills
0% Awarded for: (i) non-submission; (ii) dangerous practice and; (iii) in situations where the student fails to address the
assignment brief (eg: answers the wrong question) and/or related learning outcomes
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8. Assessment Offences
As an academic community, we recognise that the principles of truth, honesty and mutual respect are central to the pursuit of knowledge. Behaviour that undermines those principles weakens the community, both individually and collectively, and diminishes our values. We are committed to ensuring that every student and member of staff is made aware of the responsibilities s/he bears in maintaining the highest standards of academic integrity and how those standards are protected. You are reminded that any work that you submit must be your own. When you are preparing your work for submission, it is important that you understand the various academic conventions that you are expected to follow in order to make sure that you do not leave yourself open to accusations of plagiarism (e.g. the correct use of referencing, citations, footnotes etc.) and that your work maintains its academic integrity. Definitions of Assessment Offences
Plagiarism Plagiarism is theft and occurs when you present someone else’s work, words, images, ideas, opinions or discoveries, whether published or not, as your own. It is also when you take the artwork, images or computer-generated work of others, without properly acknowledging where this is from or you do this without their permission. You can commit plagiarism in examinations, but it is most likely to happen in coursework, assignments, portfolios, essays, dissertations and so on. Examples of plagiarism include:
directly copying from written work, physical work, performances, recorded work or images, without saying where this is from;
using information from the internet or electronic media (such as DVDs and CDs) which belongs to someone else, and presenting it as your own;
rewording someone else’s work, without referencing them; and
handing in something for assessment which has been produced by another student or person. It is important that you do not plagiarise – intentionally or unintentionally – because the work of others and their ideas are their own. There are benefits to producing original ideas in terms of awards, prizes, qualifications, reputation and so on. To use someone else’s work, words, images, ideas or discoveries is a form of theft. Collusion Collusion is similar to plagiarism as it is an attempt to present another’s work as your own. In plagiarism the original owner of the work is not aware you are using it, in collusion two or more people may be involved in trying to produce one piece of work to benefit one individual, or plagiarising another person’s work. Examples of collusion include:
agreeing with others to cheat;
getting someone else to produce part or all of your work;
copying the work of another person (with their permission);
submitting work from essay banks;
paying someone to produce work for you; and
allowing another student to copy your own work.
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Many parts of university life need students to work together. Working as a team, as directed by your tutor, and producing group work is not collusion. Collusion only happens if you produce joint work to benefit of one or more person and try to deceive another (for example the assessor). Cheating Cheating is when someone aims to get unfair advantage over others. Examples of cheating include:
taking unauthorised material into the examination room;
inventing results (including experiments, research, interviews and observations);
handing your own previously graded work back in;
getting an examination paper before it is released;
behaving in a way that means other students perform poorly;
pretending to be another student; and
trying to bribe members of staff or examiners. Help to Avoid Assessment Offences
Most of our students are honest and want to avoid committing assessment offences. We have a variety of resources, advice and guidance available to help make sure you can develop good academic skills. We will make sure that we make available consistent statements about what we expect. You will be able to do tutorials on being honest in your work from the library and other support services and faculties, and you will be able to test your written work for plagiarism using ‘Turnitin®UK’ (a software package that detects plagiarism). You can get advice on how to use honestly the work of others in your own work from the library website (www.libweb.anglia.ac.uk/referencing/referencing.htm) and your lecturer and personal tutor. You will be able to use ‘Turnitin®UK’, a special software package which is used to detect plagiarism. Turnitin®UK will produce a report which clearly shows if passages in your work have been taken from somewhere else. You may talk about this with your personal tutor to see where you may need to improve your academic practice. We will not see these formative Turnitin®UK reports as assessment offences. All students in Cambridge and Chelmsford are also expected to submit their final work through Turnitin®UK as outlined above. If you are not sure whether the way you are working meets our requirements, you should talk to your personal tutor, module tutor or other member of academic staff. They will be able to help you and tell you about other resources which will help you develop your academic skills. Procedures for assessment offences An assessment offence is the general term used to define cases where a student has tried to get unfair academic advantage in an assessment for himself or herself or another student. We will fully investigate all cases of suspected assessment offences. If we prove that you have committed an assessment offence, an appropriate penalty will be imposed which, for the most serious offences, includes expulsion from Anglia Ruskin. For full details of our assessment offences policy and procedures, see Section 10 of the Academic Regulations at: www.anglia.ac.uk/academicregs.
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9. Learning Resources
9.1. Library
Lord Ashcroft International Business School [email protected]
Reading List Template – Anglia Ruskin University Library
Resources Notes
Key text Fill C., 2011. Essentials of Marketing Communications Harlow Pearson Education Limited
Please purchase this book
Books
Blythe. J., 2006. Essentials of Marketing Communications Prentice Hall, Harlow Chaffey, D., Ellis-Chadwick F., 2012. Digital Marketing: Strategy, Implementation and Practice. 5th ed. London, Pearson Education . De Pelsmacker, P., Geuens, M. and Van den Bergh, J. 2013 Marketing Communications. 5th edition Harlow: Pearson Fill, C., 2013 Marketing Communications: brands, experiences and participation. 6th ed Harlow: Pearson Education Belch, G., Belch, M., (2011) Advertising and Promotion: An Integrated Marketing Communications Perspective. Global Edition. 9th edition Maidenhead: McGraw Hill Smith P. R., Zook, Z., 2011 Marketing Communications: Integrating Offline and Online with Social Media 5th edition London: Kogan Page, Chauri, P. and Cateora, P. 2010 International Marketing 3rd ed Maidenhead: McGraw-Hill
Journals
The Economist,
Fortune Magazine,
The Sunday Times – Business Section,
Marketing Business,
Marketing Week,
Campaign,
Specific journal articles
Websites
o Advertising Association
The Advertising Association is a federation of 26 trade bodies representing the advertising and promotional marketing industries, including advertisers, agencies, media and support services. The website contains a lot of information about advertising related issues plus some useful student briefings about the industry.
o Advertising Standards Authority The Advertising Standards Authority is the independent body set up by the advertising
industry to police the rules for non-broadcast advertisements, sales promotions and direct
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marketing that are laid down in the CAP Code.
o Customer Contact Association Provides services, at both individual and organisation level, encouraging the promotion of best practice and professional standards.
o Direct Marketing Association
Europe's largest trade association in the marketing and communications sector.
o Institute of Direct Marketing Leading body for the professional development of direct and digital marketing.
o Institute of Practitioners in Advertising The trade body and professional institute for leading agencies in the UK's advertising, media and marketing communications industry.
o Incorporated Society of British Advertisers The UK advertisers representative body on all aspects of marketing communications.
o Chartered Institute of Public Relations The institute represents and serves the interests of people working in public relations in the UK and abroad. We offer access to information, advice and support, and provide networking and training opportunities through a wide variety of events, conferences and workshops.
o Institute of Sales Promotion A trade association that truly represents promoters, agencies and service partners engaged in promotional marketing. The website provides useful information about rules, regulations and guidelines concerning sales promotions.
o Ofcom The regulator for the UK broadcast and telecommunications industry. Ofcom deals with complaints about TV and radio, and is largely consumer orientated. The website provides
research and market reports.
o British Promotional Merchandise Association A comprehensive listing of premium promotional goods and services, and their suppliers.
o Voucher Association A trade body which represents the interests of voucher providers in the corporate incentive, loyalty, reward and gift voucher markets.
Marketing associations and support websites
o Advertising Archives This website provides an online picture library, containing a vast collection of American and British press advertisements and magazine cover illustrations in Europe.
o Brandchannel.com Brandchannel.com provides a global perspective on brands, and challenges viewers to think further about the important issues that are affecting brands now and in the future. They offer tools and information, including global listings for conferences, courses and careers, as well as links to other valuable industry resources.
o B2B International
"A specialist business to business market research agency". The website provides articles and white papers.
o Centre for Integrated Marketing The website contains materials about media neutral planning which is associated with the client's perspective on integrated marketing communications.
o Chartered Institute of Marketing
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The website for the Chartered Institute of Marketing. The Knowledge Hub section offers articles, case studies and research surveys.
o History of Advertising Trust A website which contains a stunning collection of advertising artefacts and memorabilia.
o Institute of Sales and Marketing Management
The professional body for salespeople in the UK.
o Market Research Society The world's largest international membership organisation for professional researchers and others engaged or interested in market, social and opinion research. Contains online guides to market research and associated activities.
o Marketing Society
A professional association dedicated to raising the stature of marketing in business.
o Mintel
A global supplier of consumer, media and market research.
o Nielsen Media Research Offers market information gathered from a wide range of sources.
o Thomson Intermedia
o Xtreme Information
o World Advertising Research Center (WARC) WARC is a leading supplier of information, knowledge, insight and data to the global marketing, advertising, media and research communities.
B2B online publications, portals and directories
o B2BMarketingBiz.com
Offers a free weekly B2B case study by e-mail from an American "media company serving marketers".
o B2BYellowPages.com
"A worldwide business-to-business Yellow Pages and website directory that allows businesses to locate and/or publicise websites to other businesses".
o Business.com A business-focused search engine and directory - useful for general industry background or specifics about a particular product line.
o Contact B2B
"High profile exhibition platform, from which businesses of all sizes are able to sell,
demonstrate and explain their products and services to an appreciative and decision making audience". The website provides a list of upcoming B2B exhibitions.
o CRM Buyer "Offers impartial product reviews and practical advice, in addition to a comprehensive directory of CRM vendors".
o E-Commerce Research Forum
"Publishes research abstracts periodically via email and maintains them in a searchable archive with links to working papers".
o Line56 "The leading source of global news and analysis on e-business technology and strategy".
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o MagPortal.com Offers over 300 searchable articles in its B2B section.
o OutsourcingCenter A portal that "hosts a wealth of free research, case studies, database directories, market intelligence, and ever-expanding content targeted to the information organisational
decision-makers seek on emerging trends and best practices in outsourcing as a strategic business solution".
o SupplyChainBrain.com "The nerve center for today's supply-chain news, developments and innovative thinking". The website contains case studies, newsletters, and online magazines.
Publications
o Brand Republic
This website features professional marketing news, views and developments. It incorporates material from Marketing, Campaign, PR Week, Revolution, Direct Response, Marketing Direct and Promotions & Incentives, all of which are available on subscription.
Students rates available.
o B2B Online Online magazine - offers an annual listing of the best 100 B2B websites, which can be sorted by industry.
o Chartered Institute of Marketing Publish The Marketer each month. Members only.
o ComputerWeekly.com Online magazine - includes a searchable library of white papers.
o ClickZ
E-mail marketing news, articles and case studies.
o Shared Insights A source of information for the evaluation, purchase and implementation of electronic business to business technology and solutions. This website has good news items,
applications information, plus case studies and white papers. The website also provides access to a number of affiliate websites, such as CRM and PortalCommunity.
o E-Commerce Times "Provides daily original editorial content, with full coverage of e-business and technology news and information".
o Financial Times Extensive range of articles and case studies.
o Journal of Business-to-Business Marketing
The Journal of Business-to-Business Marketing. Subscription is required for full access but offers a free 'Table of Contents' e-mail service.
o CIO An online magazine with various 'research centres' including CRM, ERP, and Supply Chain Management. Provides newsletters and case studies.
o Mad.co.uk Features professional marketing news, views and developments. The website incorporates material from Marketing Week, Design Week, Precision Marketing, DM Weekly, Technology Week and Creative Review, all of which are available on subscription. Student rates available.
o McKinsey Quarterly "Articles that go beyond reportage and analysis to offer new ways of thinking about
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management in the private, public, and nonprofit sectors". The website provides a free online newsletter, and there are membership options for access to archives.
o The Manufacturer.com An online magazine providing news and articles. Good for supply chain management issues.
o Times Online Provides a range of news and archive materials on a variety of business marketing
issues.
Technology provider organisations
o CIBER UK
Provides CRM software applications designed to harness the latest Microsoft Technologies.
Good website for CRM cases studies.
o Click Commerce Provides multi-channel CRM solutions. The website includes a number of interesting case studies and white papers.
o IBM The website provides a comprehensive range of case studies, white papers, and information about technology and business applications.
o Intelligent Enterprise
Intelligent Enterprise is "focused on how technologies can work together to form the strategic applications vital to their businesses". The website offers free whitepapers and webcasts.
o Reshare
A leading channel/partner relationship management software and strategy company. The website provides a good focus on channel management issues and has a number of white papers.
o Syntel A flexible solutions partner that is equally adept at developing and managing the latest advanced technologies or legacy platforms. There are a number of interesting white papers available on the website.
o Vignette Provides enterprise web applications. Their library contains a range of useful articles, white papers, cases studies and other information.
Higher Education
o Biz/ed Contains a wide range of online marketing resources for students and educators.
o Harvard Business School Extensive range of research and working papers, plus case studies and other materials.
o IMP Group A "community of researchers concerned with industrial marketing and purchasing". The website offers papers and other resources, along with information on the IMP Group annual conferences.
Consultancies
o Confederation of British Industry The CBI seeks to create and sustain the conditions in which business can compete and
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prosper for the benefit of all. The website has a range of business related information and CSP case studies.
o LANSA Case studies offered by a global B2B direct marketing specialist.
o Peppers and Rogers Group
A range of information about relationship marketing techniques and approaches. Includes case studies and white papers. Also visit the website below.
o 1to1 Media
o Public Relations Consultants Association This website has some interesting B2B case studies.
Additional notes on this reading list Link to the University Library http://libweb.anglia.ac.uk/ Link to Harvard Referencing guide http://libweb.anglia.ac.uk/referencing/harvard.htm
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10. Module Evaluation
During the second half of the delivery of this module, you will be asked to complete a module evaluation questionnaire to help us obtain your views on all aspects of the module. This is an extremely important process which helps us to continue to improve the delivery of the module in the future and to respond to issues that you bring to our attention. The module report in section 11 of this module guide includes a section which comments on the feedback we received from other students who have studied this module previously. Your questionnaire response is anonymous. Please help us to help you and other students at Anglia Ruskin by completing the Module Evaluation survey. We very much value our students’ views and it is very important to us that you provide feedback to help us make improvements. In addition to the Module Evaluation process, you can send any comment on anything related to your experience at Anglia Ruskin to [email protected] at any time.
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11. Report on Last Delivery of Module
MODULE REPORT FORM
This form should be completed by module tutors (where there is more than one delivery) and forwarded to Module Leaders who compiles the results on to one form for use at the Programme Committee and other methods of disseminating feedback to students.
Module Code and Title: Marketing Communications
Anglia Ruskin Department: Marketing, Strategy and Enterprise
Location(s) of Delivery: various
Academic Year: 2012/13 Semester/Trimester: 2
Enrolment Numbers (at each location):
Module Leader: Paul Weeks
Other Module Tutors:
Student Achievement Provide a brief overview of student achievement on the module as evidenced by the range of marks awarded. A
detailed breakdown of marks will be available at the Departmental Assessment Panel.
The pass rate was satisfactory for this module
Feedback from Students Briefly summarise student responses, including any written comments
Students enjoyed the module which they found interesting as it was practical and related to real life situations
Module Leader/Tutor’s Reflection on Delivery of the Module, including Response to Feedback from Students (including resources if appropriate)
The delivery of the module was satisfactory and received good feedback from the students
Developments during the current year or planned for next year (if appropriate)
A change has been made to the assessment to ensure that the learning outcomes are fully met
External Examiner’s Comments State whether the external examiner agreed the marks and/or commented on the module
The external examiner approved the marks
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Appendix 1: Re-Assessment Information
THIS INFORMATION ONLY APPLIES TO STUDENTS WHO ARE UNSUCCESSFUL IN THEIR FIRST SUBMISSION
The re-assessment for this module consists of one part:
Part Type of assessment Word or time limit
Submission method
Deadline for assessment
010 Assignment 3,000 Turnitin®UK GradeMark or in hard copy (off main UK campus only)
Resit period: 21st July, 2014
Assignment
Mark Learning Outcome
1. Produce a marketing communication plan for the subsidiary company in the country where you are studying. It should contain the following:
f) Identify the target market (clear statement of the profile of the target market)
20 1, 4
g) Three objectives for the campaign and an objective for each marketing communications element (each objective to be SMART)
10 1 – 4
h) Marketing Communications Strategy and content of activities for each element (Strategy and plan for each marketing communications element on and off-line)
30 1 – 4
i) How the marketing communication elements will work together to form an integrated marketing communications strategy (indication of how the individual elements will work together in an integrated communication strategy)
10 2, 3, 4
j) Budget in the form of a Gantt chart indicating when all the activities will take place (chart showing the individual activities start and end date and overlap) and the costs of each item.
10 4
2. Analyse the existing advertising undertaken by the company in the country where you are studying and the country where its Head Office is located. Reflect on the extent to which the advertising is standardised or adapted to meet local market conditions.
10 4
3. Spelling, Punctuation, Grammar, Layout 10
TOTAL MARKS 100%
For the resit you will have to produce a new assignment on a different type of organisation from the list below to that you wrote about in the first assignment.
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ABC Agency Limited.
You are the Marketing Executive for ABC Agency Ltd. Your agency has been appointed to develop an Integrated Marketing Communications campaign for the period July to December 2013. The client is a local subsidiary of a multinational company operating in the region where you are studying. You may choose the type of client from the following: Bank Building Contractor Fashion clothing retailer
Fast food retailer Smart mobile phone manufacturer
Tablet computer manufacturer You are required to produce the following:
1 A marketing communications plan for the promotion of the product or service you choose for the period July to December 2014.
The communications plan should:
f) identify the target market
g) contain up to 3 objectives for the campaign and an objective for each marketing communication tool
h) provide details of the strategy and content of the activities for each marketing communications element.
i) indicate how the marketing communication elements will work together to form an Integrated Marketing Communications strategy.
j) produce a marketing communications budget. This will be in the form of a Gantt chart indicating when all the activities will take place and the costs of each item.
(word count for the plan – 2,500 words)
2. Analyse the existing advertising undertaken by the company in the country where you are studying and the country where its Head Office is located (if the Head Office is located in the country where you are studying, please choose another country). Reflect on the extent to which the advertising is standardised or adapted to meet local market conditions.
(word count for the reflection – 500 words)
