5QQMN219 – Marketing Communications
Period 3 – Individual Coursework
The Task
In these unprecedented and extraordinary times, Covid 19 and the current economic crisis has impacted marketing communications dramatically. Please find aUK ‘creative’ ad that addresses the Covid 19 context (2020-2022) or the post-Covid issues, concerning the supply chain or the
current cost of living crisis.
The ad / campaign you choose must be different from the one you originally submitted.
1) Provide an analysis of the ad.
2) To what extent is the ad international (would it work internationally)?
Assignment Details and Structure
Your submission should address the following:
Part 1. Analysis of the ad. Your analysis should include:
a) How is the ad ‘creative’? [identify and analyse key aspects of the execution of the ad]
b) What are the objectives of the ad?
c) How does the ad benefit the Brand?
d) Who is the intended target market(s)?
The questions above are given are in no particular order. Develop your narrative in a structure you think is appropriate.
Part 2: To what extent is the ad international?
Critically analyse the ad (or campaign) for the UK and discuss its applicability in one of the following regions: Asia, Latin America, and/or North America.
Marketing communications is a creative activity, provide submissions that are
engaging, impactful, and distinctive.
Please follow the sections below in your report: (A weighting of your analysis is indicated).
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Assignment Section
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Section Description
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Analysis of the ad
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You need to provide an analysis of the ad. Use theory, concepts, and frameworks from the module to develop your narrative. Ensure that you provide examples of the ad (and / or campaign) including any
links to video if appropriate. Include visuals / examples in the body of your work (rather than an appendix) as this helps with the flow of your discourse. (Your reader will thankyou for not being forced to scroll up and down your submission!).
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70%
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International
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You need to critically analyse the ad from a cultural perspective. Why is the ad successful in the UK? How applicable is the ad to another region you have selected?.
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30%
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Module Learning Outcomes Assessed
LO 1: Understand, appreciate and apply the theoretical and practical tenets of marketing
communications to the managerial contexts likely to be faced by practitioners.
LO 3: Critically appraise various forms of marketing communications.
LO4: Understand communication theory and how it applies to the development of international marketing communication.
General Submission Requirements
Assessment submission instructions:
1. File saved as [ModuleCode_CandidateNumber]
2. Word count (2,500 words). Does NOT include cover page, executive summary, contents, tables, figures and references.
3. Ensure you put the word count on the cover page
4. Use a page boarder of 2.5 cm to ensure your formatting / design is reflected in Turn-It-In.
5. Font size 12, double spaced (I’m getting old so spacing helps readability!) Fonts: Times New Roman, or Book Antiqua.
6. File format for submission .docx only. Please do not submit a pdf.
7. Ensure you keep all drafts / working documents of your submission.
8. You must cite all references using APA or Harvard referencing. A very full, detailed and easy to use guide to the Harvard System of Referencing (6th edition) can be found at:
https://library.aru.ac.uk/referencing/harvard.htm
Academic Integrity:
It is important to familiarize yourself with King’s College London’s policies and procedures on academic matters. The Code of Behaviour on Academic Matters pertains to all students and faculty at King’s College London. It is an offence for a student knowingly to represent as one’s own any idea or expression of an idea or work of another in academic examination or term test or in connection with any other form of academic work, i.e. to commit plagiarism
Marking Criteria
Add the marking criteria for assessment here or use Rubric on page 4. Please see the rubric below
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Assessment Criteria
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Description
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Understanding (Weight 20%)
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Understanding of the relevant concepts, theories and frameworks discussed in the modules and ability to apply these to underpin the analysis and recommendations.
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Depth of knowledge (Weight 30%)
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Systematic identification and investigation of relevant academic articles, data sources and industry reports. (You are expected to use and cite a good mix of sources including books, articles from academic journals, leading industry
publications, market research reports and databases).
Examination, interpretation and synthesis of concepts, and data.
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Problem solving (Weight 30% )
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Ability to develop effective strategies / tactics to meet the requirements of the brief including ability to develop actionable insights and commercially sound
recommendations which logically follow from the research and analysis conducted.
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Structure and oral/written expression
(Weight 20%)
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Clarity of structure of the report and presentation. Compelling work, tightly
focussed communication of key messages and ideas in a clearly written, spoken or media format. Quality of visual aids (e.g., examples, figures in the report and/or
presentation slides and/or presentation media).
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