DIPLOMA IN MEDIA and COMMUNICATIONS
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MARKETING PROJECT BRIEF
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ACADEMIC SESSION
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Semester 3: July 2025
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SUBJECT CODE & NAME :
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Marketing Communications
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ASSESSMENT TYPE :
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Marketing Project
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WEIGHTAGE :
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Forty (40%) of final grade
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DATE OF ISSUE :
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02/07/2025
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DATE OF SUBMISSION :
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25/07/2025 by 2:00 PM
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SUBMISSION VENUE :
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Online @ Blackboard
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LECTURER(S) :
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Gomala Sukumaran / Sharmila Goyal
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TOPIC :
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Rebranding
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GROUPING :
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Students are to work in groups (between four to six people).
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SLO - ASSESSMENT / QUESTIONS MAPPING TABLE
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No
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Module Learning Outcomes (SLO)
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Questions
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1
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LO 2: Formulate marketing communications plan and brand support activities based on an understanding of the salient characteristics of the target audience.
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Whole Question
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2.
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LO 1: Apply the IMC plan within the context of the organization’s strategies.
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Whole Question
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3.
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LO 4: Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix.
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Whole Question
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SUBMISSION REQUIREMENTS
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No
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Criteria
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Description
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1
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Format
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1. Ms PowerPoint/ PDF/Canva PPT
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2
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Submission
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• File name: for MARCOM: JULY2025_CW01MARCOM_STUDENT NAME.PDF
• Upload via Blackboard
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EXTENSIONS AND LATE SUBMISSIONS
• Late submissions must be with valid and genuine reasons with evidence whenever possible accompanied by written permission from the lecturer.
• Students must check that they are within the word count limit before submission.
• Any adjustments made and submitted after the deadline will be penalised as below.
Penalties for unauthorized late submission are:
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LATE BY (days)
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DEDUCTION (from 100% of assignment)
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ACCUMALATED DEDUCTION
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1 Day
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- 5%
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5%
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2 Days
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- 2%
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7%
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3 Days
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- 2%
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9%
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4 Days
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- 2%
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11%
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5 Days
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Full Deduction from Assignment
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100% (i.e., 0 marks for assignment)
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PLAGIARISM NOTICE & MARKS DEDUCTION
Plagiarism involves the unacknowledged use of someone else’s work and passing it off as if it were his/her own. This category of cheating includes the following:
• copying or insertion of another person’s work (published or unpublished and including material freely available in electronic form) without appropriate acknowledgement.
• the deliberate and detailed presentation of another person’s concept as one’s own.
• unacknowledged quotation of phrases from another person’s work.
• The Turnitin similarity score should not exceed 30% of similarities.
Also, students must ensure that the percentage of Turnitings AI index for their assignments does not exceed 50%. Submissions exceeding this threshold will be rejected and resubmission will be required, subject to instructor's discretion
NOTES ON REFERENCING
HARVARD referencing style must be used throughout the report to correctly acknowledge all sources in the body of your report with a matching entry in the reference list. Show all quotes and in-text citations correctly, especially if you are quoting from websites, which students often neglect. The reference list must be formatted properly in accordance with Harvard referencing style. guide and be in alphabetical order.
Task
You are tasked with developing a comprehensive rebranding strategy for an existing brand. This project will require you to analyse the current brand’s positioning, identify challenges or opportunities and design a fresh brand identity and communication plan that aligns with the new vision. Listed below are some sample brands you can consider for the rebranding assignment. You are required to choose only ONE (1).
a) Yahoo
b) BlackBerry
c) SingTel
d) Old Chang Kee
e) FairPrice
f) Nokia
Assignment Guidelines
1. Brand Audit & Analysis (10%)
o Provide a brief history of the brand.
o Analyse the current brand identity and positioning.
o Conduct SWOT/PESTLE analysis.
o Identify key challenges or issues the brand is facing.
o Research the brand’s competitors (at least 3 competitors) and market environment.
2. Target Audience Analysis (10%)
o Define the current and/or desired target audience(s).
o Include demographic, psychographic, and behavioural insights.
o Explain why rebranding is needed for this audience.
3. Rebranding Strategy (10%)
o Define the new brand vision, mission, and values.
o Propose a new positioning statement.
o Suggest changes in brand elements (logo, colours, tagline, typography, etc.).
4. Communication & Promotion Plan (10%)
o Propose a promotional mix for launching the new brand image (advertising, digital marketing, PR, social media, events, etc.).
o Explain how your plan will create awareness, interest, and engagement.
o Outline the key messages and channels for the rebranding campaign.