| Category | Assignment | Subject | Marketing |
|---|---|---|---|
| University | Coventry Assignment (CU) | Module Title | 4007MKT Marketing, Digital and Social Media |
| Assignment Title: | Composite Assessment |
| Count Words | 1500 words +/- 10%, plus artefact |
| Assignment Format: | Report |
This composite assignment consists of two distinct components: a marketing communications artefact and a supporting written report. You are required to create a marketing communications artefact and provide a report, justifying your design decisions in alignment with marketing theories.
Marketing Communications Artefact:
Supporting Written Report:
Definition of Artefact in Marketing: An artefact in marketing refers to any promotional tool used to communicate a message to a target audience. Examples include adverts in various media, direct marketing, or promotions.
First Step - Select a current marketing communications example from any organisational context (B2B, B2C, B2B2C), non-profit, charity, or even government that you think could be improved. You may choose from the following contexts:
Second Step - Design your artefact and explain why and how you have designed your artefact, and provide a rationale for the decisions made in its production.
Your written report should include:
Do You Need Assignment of 4007MKT Report
Order Non Plagiarized AssignmentThe Learning Outcomes for this module align to the marking criteria which can be found at the end of this brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task.
The following module learning outcomes are assessed in this task:
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Context: Industry background, theory, concepts & models Weighting: 15% |
Explanation of STP Weighting: 30% |
Application of Marketing Mix: Analysis & evaluation Weighting: 30% |
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80 to 100% |
Exceptional wide-ranging research in depth and breadth provides numerous detailed insights into the sector context and the conditions of the internal and external marketing environment. |
Exceptional explanation of the example of marketing communications of your chosen organisation. The segmentation of the overall market and the composition and characteristics of target audiences are carefully accounted for, and the positioning strategy of the chosen organisation is fully appreciated. Thorough appraisal of the communications taking into account format, message content, media usage, target audience and considerations of message purpose and desired position. A thoughtful, insightful assessment of relative strengths and weaknesses is demonstrated clearly indicating deficiencies, limitations and key areas for improvement. |
Exceptional evidence identified to demonstrate the suitability and viability of the decisions taken to enhance the communications of the chosen organisation and mitigate the deficiencies identified. The thoughtful, meticulous communication choices regarding purpose, format, message content, media usage show correct appreciation of and connections to the target audience and accurate understanding and application of relevant aspects of the marketing mix. |
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70 to 79% |
Excellent broad research provides a comprehensive overview of the sector context and the conditioning factors of the internal and external marketing environment. |
Excellent explanation of the example of marketing communications of your chosen organisation. There is a high level of knowledge of market segmentation demonstrated in keeping with a thorough appreciation of how the chosen organisation is positioned to its target audiences. A detailed appraisal of the communications taking into account format, message content, media usage, target audience and considerations of |
Excellent evidence identified to demonstrate the suitability and viability of the decisions taken to improve the communications of the chosen organisation and mitigate the deficiencies identified. The communication choices regarding purpose, format, message content, media usage show an assured understanding of and connections to the target audience and accurate understanding and application of |
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message purpose and desired position. A comprehensive assessment of strengths and weaknesses is demonstrated clearly indicating deficiencies, limitations and main areas for improvement. |
relevant aspects of the marketing mix. |
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60 to 69% |
Very good research provides an appropriate overview of the sector context and most of the conditioning factors of the internal and external marketing environment are recognised. |
Very good explanation of the example of marketing communications of your chosen organisation. There is a suitable knowledge of market segmentation demonstrated and a generally accurate identification of target audiences and the desired position of the chosen organisation. An appropriate appraisal of the communications taking into account format, message content, media usage, target audience and considerations of message purpose and desired position. A fair assessment of strengths and weaknesses is demonstrated indicating some deficiencies, limitations and some areas for improvement. |
Very good evidence identified to demonstrate the suitability and viability of the decisions taken to improve the communications of the chosen organisation and suitable linkage to any deficiencies identified. The communication choices regarding purpose, format, message content, media usage show a fair understanding of and connections to the target audience with few discrepancies and an acceptable understanding and application of relevant aspects of the marketing mix. |
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50 to 59% |
Good research provides a reasonable overview of the sector context with some relevant understanding of the influence of conditioning factors from the internal and external marketing environment. |
Good explanation of the example of marketing communications of your chosen organisation. There is some knowledge of market segmentation processes employed across the sector and a generally satisfactory identification of target audiences and how the chosen organisation has developed its positioning strategy. A reasonable appraisal of the communications taking into account format, message content, media usage, target audience and considerations of message purpose and desired position. A broadly satisfactory assessment of strengths and weaknesses is demonstrated |
Good evidence identified to demonstrate the suitability and viability of the decisions taken to improve the communications of the chosen organisation and some linkage to any deficiencies previously identified. The communication choices regarding purpose, format, message content, media usage show an acceptable understanding of and connections to the target audience with some discrepancies and a broadly satisfactory understanding and application of relevant aspects of the marketing mix. |
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indicating some deficiencies, limitations and some areas for improvement. |
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40 to 49% |
Outcomes met with adequate research providing a sufficient overview of the sector context though partial in its appreciation of the full extent and influence of conditioning factors from the internal and external marketing environment. |
Outcomes met with an adequate explanation of the example of marketing communications of your chosen organisation. There is adequate knowledge of market segmentation processes employed across the sector though with room for a more detailed assessment of target audiences and how the chosen organisation has developed its positioning strategy. A reasonable though partial appraisal of the communications taking into account format, message content, media usage, target audience and considerations of message purpose and desired position. A satisfactory though partial and uneven assessment of strengths and weaknesses is demonstrated indicating some deficiencies, limitations and some key areas for improvement. |
Outcomes met with adequate evidence identified to demonstrate the suitability and viability of the decisions taken to improve the communications of the chosen organisation and some linkage to any deficiencies previously identified. The communication choices regarding purpose, format, message content, media usage show an acceptable understanding of and connections to the target audience with some discrepancies and a partial understanding and application of relevant aspects of the marketing mix. |
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Fail 30 to 35% |
Outcomes not met with limited research of the sector context and limited appreciation of the full extent and influence of conditioning factors from the internal and external marketing environment. |
Outcomes not met with a limited explanation of the example of marketing communications of your chosen organisation. There is limited knowledge of market segmentation processes employed across the sector with limited assessment of target audiences and how the chosen organisation has developed its positioning strategy. A limited appraisal of the communications taking into account format, message content, media usage, target audience and considerations of message purpose and desired position. A limited assessment of strengths and |
Outcomes not met. Limited evidence identified to demonstrate the suitability and viability of the decisions taken to improve the communications of the chosen organisation and limited linkage to any deficiencies previously identified. The communication choices regarding purpose, format, message content, media usage show a limited understanding of and connections to the target audience with key discrepancies and a limited understanding and application of relevant aspects of the marketing mix. |
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weaknesses is demonstrated indicating key deficiencies and limitations with many areas for improvement. |
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Fail 0 to 29% |
Outcomes not met with no/minimal research of the sector context and no/minimal appreciation of the full extent and influence of conditioning factors from the internal and external marketing environment. |
Outcomes not met with no/minimal explanation of the example of marketing communications of your chosen organisation. There is no/minimum knowledge of market segmentation processes employed across the sector with no/minimal assessment of target audiences and how the chosen organisation has developed its positioning strategy. No / minimal appraisal of the communications taking into account format, message content, media usage, target audience and considerations of message purpose and desired position.no / minimal assessment of strengths and weaknesses is demonstrated indicating critical deficiencies and limitations with significant areas for improvement. |
Outcomes not met. No/minimal evidence identified to demonstrate the suitability and viability of the decisions taken to improve the communications of the chosen organisation and no/minimal linkage to any deficiencies previously identified. The communication choices regarding purpose, format, message content, media usage show no/minimal understanding of and connections to the target audience with critical discrepancies and no/minimal understanding and application of relevant aspects of the marketing mix. |
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