BMK0149 Contemporary Consumer Engagement Assessment Brief | HUD

Assessment Task 

Greenpeace is passionate about defending the natural world from destruction. Its vision is for a “greener, healthier and more peaceful planet, one that can sustain life for generations to come”. Greenpeace is launching a campaign in the UK called ‘Climate Voters.’  A key objective of this campaign is for UK climate voters to become so influential that all political parties in the UK will seek to gain their support by prioritising policies that protect our planet.

As part of this campaign, Greenpeace is commissioning your Marketing Communications Agency to design a contemporary and creative Integrated Marketing Communications (IMC) campaign - in keeping with the ethos of the Greenpeace brand - to engage one million people to vote with the climate in mind at the next UK General Election. 

You are invited to submit a written report of no more than 4,000 words, which should provide a detailed discussion of your IMC campaign with a clear rationale in support of your ideas, together with some examples of your proposed creative content (e.g. visual images). 

Assessment criteria

• The Assessment Criteria are shown the end of this document.  Your tutor will discuss how your work will be assessed/marked and will explain how the assessment criteria apply to this piece of work.  These criteria have been designed for your level of study.
• These criteria will be used to mark your work and will be used to support the electronic feedback you receive on your marked assignment. Before submission, check that you have tried to meet the requirements of the higher-grade bands to the best of your ability. Please note that the marking process involves academic judgment and interpretation within the marking criteria. 

Learning Outcomes 

This section is for information only. 

The assessment task outlined above has been designed to address specific validated learning outcomes for this module. It is useful to keep in mind that these are the things you need to show in this piece of work. 

On completion of this module, students will need to demonstrate:

• Demonstrate a critical understanding of consumer behaviour and its relevance to planning and designing marketing communications strategy and campaigns.
• Demonstrate a critical understanding of the design and development of marketing communications campaigns to engage with and influence consumers in online and offline environments.
• Evaluate marketing communications strategy and campaigns in the context of the contemporary consumer environment.
• Judge the effectiveness of marketing communications campaigns through the application of consumer behaviour and marketing communications concepts and theories.
• Produce strategic and creative marketing communications solutions to contemporary marketing problems.
• Demonstrate competence in report writing using academic conventions.