COURSEWORK 2: COMMUNICATIONS & MEDIA


OBJECTIVES


*<file:///C:/DOCUME~1/0709996/LOCALS~1/Temp/msohtml1/01/clip_image001.gif> To demonstrate a clear understanding of the theories and
concepts of marketing communications;


*<file:///C:/DOCUME~1/0709996/LOCALS~1/Temp/msohtml1/01/clip_image001.gif> To demonstrate the ability to analyse and critically
evaluate the effectiveness of the organization’s communications based on
the above theories;


*<file:///C:/DOCUME~1/0709996/LOCALS~1/Temp/msohtml1/01/clip_image001.gif> To demonstrate the ability to apply the above theories
and concepts to ‘best practice’ contained within recommendations.


TASKS


1) You are required critically to evaluate the elements of the
existing communications strategy based on media and communications theory
and concepts.


2) You are required to make realistic and justified
recommendations for a future marketing communications strategy based on identifying
the most effective communications mix/as, consultancy/is and media.


3) You should identify how your new communications strategy will
be monitored and evaluated.


GUIDELINES:


Your reports should clearly demonstrate analytical, critical and
evaluative skills and address both the practical and academic Consumer
Behaviour and Marketing Communications Strategy issues.


Evidence is expected of wide background reading and research, without
which above average grades are unlikely. All references should be
acknowledged (see Library handout on reference styles – Harvard approach is
strongly recommended). Good standards of written English and
presentation are expected, and marks will be deducted if standards are poor. An
imaginative approach is encouraged but not at the expense of content
and quality.


In summary, the reports should:


* demonstrate how elements of consumer behaviour and marketing
communications strategy could be instrumental in helping to achieve
competitive advantage for the company;


* suggest the use of appropriate approaches, including material
introduced in the lecture programmed/key text references;


* demonstrate an understanding of current thinking, by the
application of research from text books, journals or other current sources.


Reports that are either purely theoretical or purely anecdotal will not
attract high marks.


ASSESSMENT CRITERIA:


Areas of development to be assessed:


i. Content. Generally referred to as the descriptive aspect.
ii. Analytical, evaluative and practical skills. The ability
critically to evaluate current situations and provide sound recommendations
based on theory and practice.
iii. Evidence of background reading and research. All referencing must
be acknowledged.
iv. Professionalism. Good presentation skills, good standards of
written English and attention to detail.



Credit:ivythesis.typepad.com


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