2024/25 ASSIGNMENT REMIT – VIDEO PRESENTATION
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Programme Title
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Business Enterprise
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Module Title
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Brand and Media Management
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Module Code
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2106
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ASSIGNMENT TITLE
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CW2 Integrated Marketing Communications Plan
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Level
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5
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Weighting
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50 %
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Lecturers
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Sarbjit Kaur Dulai, Rohim Mohammed, Jaswant Sembhi
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W/C Hand Out Date
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7th October 2024
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Due Date
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By 17:00 on 16/01/2025
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Cut-off Date for Late Submissions (10 working days after the due date)
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By 17:00 on 30/01/2025
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Feedback Post Date
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13/02/2025
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ASSIGNMENT FORMAT
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VIDEO PRESENTATION (CAPTURE OR UPLOAD)
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Video Duration
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7 mins
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Submission Format
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e-Submission
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Individual
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Permitted use of Artificial Intelligence within this assessment
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Delete as required:
For this assignment, Artificial Intelligence can ONLY be used as stated within Using AI Ethically within Assignments document. https://rise.articulate.com/share/4h250QmyY8hNnsQ9HS7B702dJedhlsM6.
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ASSIGNMENT TASK:
As a result of your brand audit analysis for CW1, you, the “Brand Manager,” are now tasked to create an integrated marketing communications plan, to increase long - term brand equity, in the UK for your chosen brand case study from CW1. Your presentation will underscore the pivotal role of digital media in effectively conveying brand messages to consumers, ensuring the brand thrives and maintains an esteemed position in light of digital competition.
MARKING CRITERIA:
● Below are the marking criteria that align with both the task(s) set and the quality of your video recording. Clear weightings/marks will be noted for each criterion.
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1
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Introduce yourself, name and student ID
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X
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2
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Provide an overview of the brand from the brand audit from CW1 and analyse, how the digital brand has been built to date to sustain profitability and reputation. Identify areas for improvement and explain the need for an integrated marketing plan to increase brand equity.
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10%
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3
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Based your findings, from CW1 and the above (1)
Formulate, ONE aim and FOUR SMART objectives.
These should focus on, improving brand equity, and consumer based brand equity.
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10%
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4
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Carry out market segmentation to identify a target market.
This should analyse each area of market segmentation variables of; demographic, geographic, psychographic and behaviour. Identify customer persona/s.
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10%
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5
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Strategy; Based on your target market;
Select TWO in bound channels of communication. These, can include Blogs, articles, social media, website content or SEO.
Select TWO outbound communication channels. These, can include radio, TV, billboards and direct mail.
Your strategy should consider secondary brand associations such as, celebrity endorsement, cultural events, and or corporate social responsibility.
Tailor your message to each channel and specific target audience and ensure they’re all consistent with the rest of your campaign.
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20%
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6
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Tactics; Provide a content plan. This should contain the finer details of your communications strategy. Provide a justification for your selected methods.
For example, if you have selected a social media strategy, with a 5 minute, video, to boost interaction, then explain what the content of the video is and how it will boost interaction.
If you have selected direct mail as a strategy, then explain what the content of the mail is and how it may boost consumer loyalty.
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20%
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7
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Action; Provide an action plan for your tactics. Illustrate this on a graph / table provide a rationale for your timings, for a period of one year and demonstrate how your actions plan will work in tandem.
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10%
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8
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Having developed your skills for successful brand management, make recommendations to sustain brand equity moving forward.
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10%
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10
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Your video should be formulated using Panapto video.
Upload your Panapto video
Then upload your Power Point
Use Harvard Referencing System, 24-25
References should be included on the slides
Provide a full reference list
Pay attention to speed and tone of your voice.
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10%
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The overall mark awarded for this assignment will explicitly show how the mark was calculated based on your performance against each criterion.
TASK GUIDANCE:
1. Introduce yourself, name and student ID
2. Explore the role of digital media, in brand communications with stakeholders. This can include factors such as; creating a solid brand image, promoting key products and services, and reaching new audiences. Provide an overview of the brand from the brand audit from CW1 and analyse, how the digital brand has been built to date to sustain profitability and reputation. Identify areas for improvement and explain the need for an integrated marketing plan to increase brand equity.
3. Based your findings, from CW1 and the above (1). Formulate, ONE aim and FOUR SMART objectives. These should focus on, improving brand equity, and consumer based brand equity.
4. Carry out market segmentation to identify a target market. This should analyse each area of market segmentation variables of; demographic, geographic, psychographic and behaviour. Identify customer persona/s.
5. Strategy; Based on your target market; Select TWO in bound channels of communication. These, can include Blogs, articles, social media, website content or SEO. Select TWO outbound communication channels. These, can include radio, TV, billboards and direct mail. Your strategy should consider secondary brand associations such as, celebrity endorsement, cultural events, and or corporate social responsibility. Tailor your message to each channel and specific target audience and ensure they’re all consistent with the rest of your campaign.
6. Tactics; Provide a content plan. This should contain the finer details of your communications strategy. Provide a justification for your selected methods. For example, if you have selected a social media strategy, with a 5 minute, video, to boost interaction, then explain what the content of the video is and how it will boost interaction. If you have selected direct mail as a strategy, then explain what the content of the mail is and how it may boost consumer loyalty.
7. Action; Provide an action plan for your tactics. Illustrate this on a graph / table provide a rationale for your timings, for a period of one year and demonstrate how your actions plan will work in tandem.
8. Having developed your skills for successful brand management, make recommendations to sustain brand equity moving forward.
Your video should be formulated using Panapto video and Microsoft Power Point. Upload your Panapto video. Then upload your Power Point. Use Harvard Referencing System, 24-25. References should be included on the slides. Provide a full reference list. Pay attention to speed and tone of your voice.
Specific task guidance for this assignment:
· YOUR VIDEO SHOULD BE PREPARED USING PANAPTO VIDEO
· You will need to upload your Panopto video to the assignment point following the submission guidelines. Once you have submitted your video; return to the submission page and submit your PowerPoint.
· For additional guidance on this assignment, please access the assignment vodcast available on Canvas.
VIDEO CAPTURE GUIDANCE:
● This assignment will require you to become familiar with and use the Panopto system.
Please follow this online guide for Panopto that shows you how to access the system, record a video using Panopto or upload an existing video to Panopto and submit your assignment to Canvas. Contact the DICE team at [email protected] if you need any further support.
● All students must verify their identity with their student ID card at the start of your recording.
Specific guidance for this assignment [Please include specific guidance on timings and how to showcase lists of references within the recording]:
LEARNING OUTCOMES:
● Learning Outcomes are what the student needs to demonstrate after completing a module. An assessment is a way in which students can demonstrate their achievement of these Learning Outcomes. Learning Outcomes are NOT the same as the assignment task.
● Explain the concept of branding and the role of media detailing key business and consumer benefits
● Propose a creative digital integrated marketing communications (IMC) media plan to increase brand equity.
ACADEMIC SKILLS OUTCOMES:
● The Academic Skills Outcomes to be developed by completing this assignment can be found here.
● For Apprenticeship programmes, identify the applicable Knowledge, Skills and Behaviours the assignment seeks to test.