4007MKT CW2 Marketing, Digital and Social Media Composite Assessment Brief

Assignment Task

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. 

Assignment Format Requirements:

Marketing Communications Artefact: 

• You must create a marketing communications artefact, which could be a digital graphic, a video (e.g., a YouTube or TikTok video), or any other digital format appropriate for social media marketing.
• All submissions must be in a digital format. For submission, include a link to the artefact in your report (if available online) or embed the artefact within your report.

Supporting Written Report:

• The report should provide a rationale for your design choices, explaining their alignment with marketing theories and principles.
• Discuss the intended impact of your artefact on the target audience, using relevant marketing concepts.

Assignment guidance

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:

• A specific product (e.g., a new product launch or product-based seasonal campaign)
• A brand (e.g., focusing on brand name, reputation, image, positioning)
• A service (e.g., insurance, childcare, cleaning)
• A charity or NGO (e.g., Barnardo’s, Oxfam)
• A cause (e.g., environmental campaigning, health)
• Behaviour change (e.g., lifestyle)

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:

• Context: Investigate the current situation using appropriate theories, concepts, and models to identify key factors from both the internal and external marketing environments relevant to your chosen marketing communications example.
• Explanation of STP: Explain the concept and methods of segmentation, targeting, and positioning as they relate to your chosen marketing communications example, noting any deficiencies, limitations, and areas for improvement.
• Application of Marketing Mix: Describe your chosen media or promotional channel, with a rationale for your choice. This rationale should connect appropriately to the target audience and demonstrate an understanding and application of relevant aspects of the marketing mix.
• Artefact Execution and Rationale: Your artefact — the tangible outcome of your analysis — should communicate your central
  communication idea. You should include an explanation and rationale for your artefact.