Assignment Remit

Module Learning Outcomes:

This assignment is designed to assess the following module learning outcomes. Your submission will be marked using the Grading Criteria given in the section below and at the end of the remit.

•           Apply marketing and communication analytical frameworks, tools, techniques and skills to analyse a broad range of contexts and scenarios.

•           Using relevant communication theories and concepts and digital skills to develop content for a range of stakeholders.

•           Critique marketing theory and practice through understanding and application of differing ethical and sustainable viewpoints.

•           Demonstrate a range of group working skills through the production of a digital artifact.

Assignment:

In pre-determined groups of 6-8, students are to create a short public information video for a TikTok audience (young adults with no marketing or communication experience) . The video should be 5-7minutes in length and answer one of the ethical dilemmas below:

Ethical Questions:

1.   Even though 44% of consumers feel AI influencers are too fake (Barrett, 2025), there usage and popularity is increasing with some, like Lil Miquela, having over 2.5 million followers. Given how effective influencers can be in people’s purchase decisions; if, when and how should organisations and brands be allowed to use AI influencers?

2.   With around 15% of children being obese and 64% of adults being overweight or obese   in the UK in 2022 (NHS England, 2024), should the UK Government continue with its plan to introduce a 9pm watershed ban on all TV advertising of unhealthy food and drink products due in January 2026? Will it make an impact on UK obesity levels?

3.   From the 2026-27 football season The British Premier League will ban on front of shirt gambling sponsors (Premier League, 2023). Should sporting clubs and organisations be allowed to raise funds through sponsorship from any legally operating organisation?

4.   With Shein recently being fined €1million and €40million by Italy’s and France’s competition authorities respectively for making greenwashing claims (Euronews, 2025), how environmentally sustainable are fast fashion brands?

5.   Dynamic pricing has been used successfully in a number of industries e.g. airline flight prices, train tickets, for many years. However, when it was used for the recent Oasis  reunion concert tour in the UK, it was considered to be misleading (BBC, 2025). When should this type of pricing strategy be used and when not?

Groups are expected to research their chosen question/ethical dilemma using both academic and non-academic reliable sources. The research should consider all of the different stakeholders involved, this could include commercial companies, governments, consumers, the general public, NGOs and lobby groups, regulators and more. Students need to consider where the responsibility for the issue(s) lie. Further support and guidance on the requirements of the video will be provided in the first assessment workshop.

The video is to be aimed at a TikTok audience who have no previous knowledge or experience of the issue being presented. The video should present a balanced and evidence- based analysis of the issue(s) which allows the audience to determine for themselves whether there is an ethical issue or not.

Groups should consider how best to present their research within their video to ensure the highest amount of engagement with their intended audience. All content included in the video must be appropriately referenced and there must be a completed reference list as part of the closing credits of the video. All images, media and audio used in the video must have the relevant copyright permissions. It is recommended students use sources such as Creative Commonsto ensure they do not break any copyright agreements/regulations.

Further information on copyright can be found at Copyright essentials (birmingham.ac.uk). Content could include animations, graphics, images, background music, pop vox interviews, own filming etc.  Group must obtain the relevant permission to film in private locations (shops, restaurants etc) and from anyone who appears in their video. Sample consent and release forms can be found on Canvas. The video should take the form of a short public information film and not a group presentation. Further support and guidance on video creation and production will be provided in the second assessment workshop.

Whilst not all members of the group are required to appear/be heard in the video, all members of the group are expected to equally contribute to the creation of the video. It is recommended that groups assign different roles to its members such as – Director (group leader), Producer, Camera person(s) audio person(s), animator(s), graphic designer(s), presenter(s). This should be decided at the first meeting and be included in the meeting log.

All groups have a dedicated space in Canvas to upload their content into. All groups are required to keep detailed meeting logs in this space. These will be used as evidence of over/under contribution should individual grades need to be adjusted from the group grade. All students are required to individually complete a self and peer assessment on Canvas (see additional support on Canvas for this) by 27th November 12pm. No late submission will be allowed. Failure to complete this will incur a 5-mark penalty.

Groups must submit their videos through Panopto and then Canvas. Guidance on how to do this is available on Canvas. Only one member of group should submit the video. As per the  instructions, in addition to the video the group must submit a separate cover sheet containing the student IDs for only the students who contributed to the video and the group’s GAI declaration. Failure to follow all of the submission requirements correctly, could result in the video NOT being marked. The marker will only watch to 7 minutes. Any content after 7 minutes will not be watched or marked.

Grading Criteria / Marking Rubric

Your submission will be graded according to the following criteria:

1.   Critical understanding of the topic & use of sources (40%)

2.   Communication of the topic (35%)

3.   Video production & editing including opening and closing titles, filming, graphics, animations and continuity (15%)

4.   Audio editing including soundtracks, voice over and audio recordings (10%)

See the marking rubric at the end of the remit for more information on how your work will be marked and graded.