MC6094 Marketing Communications in Practice (Fashion Context) Assignment 2 ASSIGNMENT 2 INDIVIDUAL MARKETING COMMUNICATIONS PLAN, 80%

Report section

Marks

Contents

Executive Report summary

10

Briefly and clearly summarise the key
information of the proposed marketing communication campaign

*Note: this is
NOT an Introduction; this is a summary of the key information of your
campaign. This should be no more than half a page (250 words)

Marketing
and marketing communication objectives

10

Specific marketing and
communication objectives of your campaign with reference to the campaign
tactics, and a clear SMART orientation

Marketing
communication message and content strategy

20

Clearly stated
creative message which is consistent across all communication tools, and
reflective of your target segment from CW1. *Note: You do not need to add a
justification for choosing your target segment. Insert any relevant content
from your presentation.

Must have a
supporting  justification &
rationale  based on appropriate
communication/consumer theory

Marketing
Communication Tactics

30

Clearly
selected appropriate range of marketing communications tactics – applied in a
creative, coherent and integrated form to meet specified marketing and
marketing communication objectives.

Clear
rationale & justification of selected communication tools based on
appropriate theory   (Traditional or
digital advertising – Print , Billboard TV, radio, cinema, sales promotion PR
/event,/press, direct marketing, Sponsorship; Digital communication tools
i.e. Online advertising Online on line sales promotion On line PR –Social
media etc ) with clearly defined SMART objectives for each communication
tools used & linked to overall marketing communication campaign

Evidence of an
understanding of integrated brand communications & consistent message.

Media Plan
and

Coordination
of activities

10

Provide a
timed action plan of clearly specified campaign activities (pre-launch,
launch  post launch) to form a coherent
integrated Marketing Communication campaign & resources *The table can be
provided in a table or Gantt chart

Key
performance Indicators monitoring and control

10

Provide a
timed plan of the required key performance indicators (KPIs) to measure the
campaigns process and outcomes.

Report
format

10

Appropriate
report format

Evidence of
strong analytical & evaluative capabilities in interpreting brief with
supporting sources

Appropriate
referencing style & evidence of 
extensive &  appropriate 
academic and practitioner 
research 

Comments:

Tutor

Date

Grade

Grade

Indicative

Mark
Range

Criterion

A

70-100%

Excellent

·       
Advanced scholarship

·       
Goes beyond the material provided

·       
Excellent link to research

·       
Excellent analysis, synthesis, evaluation and critical appraisal

·       
Excellent evidence of preparation

·       
Comprehensive and critical understanding of the topic

·       
Excellent ability to communicate clearly and effectively

·       
Excellent organisation, structure and presentation of work

·       
Good references, appropriate sources (quality and quantity).

·       
No errors in reference list or citations.

There is evidence of an outstanding
logical, clear coherent development of Fashion Communication plan with
supporting marketing communication concepts and issues. Demonstrates an
outstanding, authoritative and insightful grasp of concepts and theories in
analysing and interpreting the brief. Excellent & outstanding research
and syntheses of researched material. 
A comprehensive & excellent use and integration of relevant
Fashion Marketing Communication tools and concepts & excellent
application.  The report demonstrates
outstanding and excellent rationales and evaluation of Fashion branding to
support communication plan and communication tools

B

60-69%

Very good

·       
Demonstration of very good comprehension of the task with evidence of
analysis, synthesis, evaluation

·       
Use of a wide variety of appropriate sources

·       
Transformation of knowledge

·       
Independent thinking and development of ideas

·       
Ability to communication clearly and effectively

·       
Very good evidence of preparation

·       
Very good organisation, structure and presentation of work – minimal
errors

·       
Good references, appropriate sources (quality and quantity). Minimal
or no errors in reference list or citations

Appropriate contextualization,
including relevant theory/ literature. Evidence of high-quality analysis,
synthesis, evaluation and critical appraisal and evaluation of Fashion
Branding brief. Demonstrates ­good levels of initiative, personal
responsibility, decision making and achievement. Very Good and well above the
average standard. A well-organized report with the appropriate use of
numbered headings and subheadings. Evidence of a very good conceptual
understanding of relevant Fashion Marketing communication concepts.
Comprehensive depth in research and syntheses of the material to support
plan.  A Coherent development Fashion
marketing communication plan with sound analysis. There is evidence of
engagement and understanding of the relevant theory and concepts in
interpreting brief. The report demonstrates very good rationales and
evaluations for appropriate communication tools and application. Good
referenced sources in both the text and in the reference page.

C

50-59%

Adequate
– Satisfactory

·       
Some evidence of thinking independently to develop own ideas

·       
Evaluation of relevant theories or literature

·       
Reasonable ability to communicate clearly and effectively

·       
Report information in a structured way

·       
Use of an appropriate format

·       
Quite comprehensive knowledge

·       
Satisfactory evidence of preparation

·       
Satisfactory referencing, appropriate sources.

·       
Numerous but minor errors in references

All learning outcomes/assessment
criteria have been met and some may have been achieved at a reasonable
standard. Some evidence of a competent grasp of concepts and theories for
Fashion Branding and communication. 
Evidence of basic analysis and interpretation of researched
material.  Tending to be a little descriptive
in parts. An understanding and exploration of the Fashion Branding brief.
Some insight and/or appropriate research for the development of the
communication plan and suggested communication tools. The work is suitably
organised and the standard of presentation, including referencing where
appropriate, is at least competent. The work has been approached and/or
executed/performed in a satisfactory way.

D

40-49%

All
learning outcomes met

·       
Competent (practical)

·       
May be incomplete in knowledge (some errors or omissions)

·       
Weak or no analysis, evaluation or synthesis

·       
Some application of theories/knowledge

·       
An awareness of appropriate principles/theories/techniques

·       
Irrelevance to the task at times

·       
Disorganised work with weak standard of presentation

·       
Aberrations from the requirements of the task

·       
Referencing is attempted although may be inconsistent, many errors,
weak sources

The work
is largely descriptive, some parts of the work are disorganized and the
standard of presentation, including referencing where appropriate, is barely
adequate. Some evidence of evaluation but limited evidence of analysis or
synthesis, and critical appraisal. Demonstrates some limited levels of
achievement in the subject. Generally adequate work but with omissions and
errors. 
A limited use of appropriate fashion marketing communication concepts
and theories used in interpreting the brief. 
Limited in scope for rationales and evaluations of the companies
branding & communication strategies and plan Some evidence of an adequate grasp
of Fashion Branding & communication concepts and theories. Evidence of
basic analysis and interpretation of researched material to underpin the
communication plan and use of appropriate communication tools. Fair research
but lacking in depth and syntheses and analysis to underpin the communication
plan & appropriate communication tools. 
However, manages to focus analysis and interpretation on the brief in
developing fair, but limited rationales and evaluations,

F1

30-39%

Learning
outcomes not met

·       
Little relevant knowledge

·       
Lacking structure

·       
Numerous errors in structure and form

·       
Limited understanding of concepts/theories

·       
No appropriate analysis, evaluation or synthesis

·       
Significant inaccuracies/omissions

·       
Not competent

·       
Little or no attempt to use references and if so, very weak with
errors.

The Work
indicates some evidence of engagement with the subject material and learning
process, but which is essentially misinterpreted, misdirected, misunderstood
or poorly organized and sketch or otherwise just failing to meet threshold
standards at the level concerned. There is limited understanding and/or
exploration of major Fashion Branding ideas & communication concepts and
communication tools, with very little insight and/or minimal research to
underpin plan. There are significant inaccuracies and/or misunderstandings.
The work demonstrates insufficient attention paid to the assessment criteria
and there are some significant deviations from the specifications for the
assessment task.  A poorly structured report.
The work is too descriptive, parts of the work are disorganized and unclear
and the standard of presentation, including referencing where appropriate, is
poor. The work has been approached and/or executed/performed in a poor way
and there is insufficient evidence of analysis, synthesis, evaluation and
application to the communication plan and communication tools. Lacks logic
& consistency

F2

Below 30

Little
engagement with the task

·       
No basic understanding of the subject matter

·       
Poor communication (written or visual)

·       
Lacking or no structure

·       
Significant errors in structure and form

·       
Many significant inaccuracies/omissions – very little correct

·       
Little or no attempt to use references and if so, very weak with many
significant errors

An
unsatisfactory response to the task. Any strengths of the work are heavily
outweighed by many weak features in relation to the expectations for the
given level of study. There is a very limited understanding and/or
exploration of major Fashion Marketing communication ideas and theories with
little or no insight and/or minimal research and application. There are
several significant inaccuracies and/or misunderstandings. There is
insufficient attention paid to several of the assessment criteria and there are
some serious deviations from the specifications for the assessment task.
There is no evidence of analysis, synthesis, evaluation of brief. A
descriptive and unfocussed piece of work. 
Little or no use of appropriate on Fashion marketing communication theoretical
concepts and communication tools. Fails to address the brief. The content has
no relevance to the brief. Tending to describe the material with no analysis
/ evaluation of appropriate Fashion marketing communication tools to support
communication plan. There are inconsistencies in evaluation and analysis.
Little evidence of supportive reading and research, poor preparation with
sources not referenced.  A report that
ends abruptly with little or no attempt to draw main points together.

  0%

No submission

Nothing
of relevance in the work submitted