LNDN09006 Marketing Communication Assessment: Critique, Essay | UWS Scotland

Critique  (50%)–  27/02/2026, 5pm

Essay (50%) – 27/03/2026, 5 pm

There are two categories of assessment in this module:

1. Critique  (50% of the overall module mark)

2. Essay  (50% of the overall module mark)

Please see below for full details of what you are required to do.

Critique  

· L1. Critically evaluate and interpret theoretical models and concepts within integrated communications.  

· L2. Demonstrate the ability to develop creative communications ideas in relation to campaign development

Essay

· L3. Analyse practical integrated marketing communication tools such as advertising, public relations, sales promotions and direct marketing.

· L4. Research and investigate communication application in respect of direct, digital and agency-based work.  

Individual Critique of a Package design and Marketing Communication

The aim of the assignment is to set the foundations of the marketing communication strategies of a new skincare product. You will be asked to conduct an in-depth research on consumers, to understand their needs and desires as well as how they process information. Based on your research, you will be asked to design a new package of the skincare product. Then, you will have to research the competitors and decide how the product would be positioned in the market. Based on that you have to decide which marketing communication tools would be appropriate for the launching of the product and why. Please note you must provide a critical analysis and add visuals.

Learning outcome: 

· L1. Critically evaluate and interpret theoretical models and concepts within integrated communications.  

· L2. Demonstrate the ability to develop creative communications ideas in relation to campaign development 

The critique report must include the following

• A cover page
• A contents page
• An introduction which sets the scene and very clearly outlines the structure, purpose and logic of the assignment.
• Marketplace: Provide a table outlining the primary (and secondary) competitors, their strengths and weaknesses. Discuss how different external factors affect the marketplace.
• STP Part 1(Segmentation and Targeting): Segment the market and provide two Consumer Bases Charts. Critically discuss which segment will you target and why the selected segment would be appropriate. Support your arguments with relevant theories/concepts.
• Package Design: Based on Consumer Information Processing theories, design a package of a new skincare product. Explain why the package design is appropriate for the targeted consumer group.
• Product: Design an onion diagram with the different layers of the product. Discuss how and why the product would serve the consumer needs and how it is better than the competitors’ products
• STP Part 2 (Positioning): Based on your decisions and analysis of the previous sections, discuss the Positioning of the product in the market.
• Branding: Develop the brand name and the slogan. Critically discuss how the brand will “stand out” in the marketplace.
• Marketing Communication: Based on your analysis in the previous sections, analyse which tools would be suitable for your target market (advertising, sales promotions, direct marketing, mass media or digital media) and why.
• A conclusion

LNDN09006  Assessment Two

What:

Essay on Marketing Communication

Format:

A Group essay (2000 words) and a Powerpoint presentation (25-30 slides; developed using Powerpoint/ Photoshop/Canva or any other creative packages that you have access to and want to use).

Everyone MUST contribute.

Why:

Learning Outcomes: 

· L3. Analyse practical integrated marketing communication tools such as advertising, public relations, sales promotions and direct marketing.

· L4. Research and investigate communication application in respect of direct, digital and agency-based work. 

How:

In groups of 5 develop an Integrated Marketing Communication campaign and plan.

In groups discuss each member’s ideas for target market, product package design, positioning and brand identity. Make final decisions and relevant adjustments. Then, based on the lecture material and your own research, develop the Brand and then create a Marketing Communication Campaign as well as plan. Your presentation and the essay should discuss:

· Target Market

· Positioning

· Branding: Discuss the Brand Identity as well as the brand associations and the Brand Image that you would like to build in consumers’ minds. Provide a chart and a mood board.

· Marketing Communication: Develop a marketing communication campaign for your product and discuss why it would be successful

· Integrated Marketing Communication- Create a Marketing Communication plan consisting of Marketing Communication Mix, media plan, agency work and budgeting. Add visual examples.

Where:

Save as a pdf and Upload to Aula through Turnitin

Assessment Criteria

Weighting (%)

Mark (%)

Presentation, Structure & Sequencing

(Clarity, Standard of Written English, Referencing)

10%

Knowledge and Understanding of the required processes and analysis prior Marketing Communication.

(Ability to demonstrate knowledge on STP, Consumer Behaviour theories, etc.)

40%

Analysis

(The ability to analysis the collected data and to elaborate it)

30%

Package design (Creativity and justification of the proposed design)

20%

Total mark

100

Assessment Criteria

Weighting (%)

Mark (%)

Presentation and Visuals

20%

Knowledge and Understanding of Marketing Communication.

(Ability to demonstrate knowledge on brand development and marketing communication strategies, as well as all the aspects of the IMC)  

30%

Rationale for the branding and the marketing communication strategies

(Ability to provide reasoning for the decisions made during the brand development and marketing communication planning processes).  

30%

IMC Development: Demonstration of Originality, Creativity, Consistency and Logic

(An ability to present a strong cohesive idea with a principle argument. Consistency and logic in the development of ideas and reasoning, and style).

20%