MAR001-1 Principles of Marketing Main Assessment 1 ­­­Coursework Portfolio Assignment Brief |UG | AY25-26

Key assignment details

100%

3000 words (+/- 10%)

week 2

Date this discussion is to take place

What am I required to do in this assignment?

You are required to complete up to six (6) marketing activities, each focusing on different marketing concepts. You are encouraged to complete all six activities to maximise your chances of achieving the best possible grades. However, only your top three grades will be used to determine your final grade for this unit.

Detailed Activity Descriptions

1. Social Media Campaign:

Design a short social media campaign for a specific product or service. This should include:

Clear campaign objectives (e.g., brand awareness, product launch).

• Target audience identification.
• Choice of social media platforms (e.g., Instagram, TikTok) with justification.
• Suggested posts or ads including captions, visuals, hashtags, and timing.

2. Content Creation:

Create engaging written and/or visual content tailored to the target audience identified for your chosen campaign or brand. Your content should:

• Align with the campaign’s objectives and brand voice.
• Use persuasive language and relevant visuals.
• Include hashtags or calls-to-action suitable for the platform.
• Explain how this content will engage the audience effectively.

3. Event Planning:

Outline a marketing event plan aimed at a specific target market. Include:

• Event objectives (e.g., product launch, customer engagement).
• Location and format of the event (online, in-person).
• Promotion tactics (advertising, invitations, partnerships)
•  Consideration of audience needs and preferences.

4. Video Marketing:

Develop a concept and script for a marketing video related to your chosen product or brand. Include:

• A clear message or story that supports the campaign goals.
• Details on length, tone, style, and target audience.
• Key scenes or script excerpts that highlight the product’s benefits.
• Explanation of how this video fits into the overall marketing strategy.

5. Branding Exercise:

Design or develop a brand identity element for a product or service. This may include:

• Logo design concepts or brand name ideas.
• Brand values, mission, and personality traits.
• How the brand differentiates itself in the market.
• Explanation of how your branding decisions appeal to the target market.

6. Email Marketing Campaign:

Design a series of three connected marketing emails to promote your product or service. Your plan should cover:

• Purpose and goals for each email (e.g., introduction, offer, reminder).
• Subject lines and key messages.
• Call-to-action for each email.
• Suggested schedule and frequency of sending.

7. Graphic Design Projects:

Create marketing materials such as posters, brochures, or social media graphics. For each design:

• Include visuals and text elements.
• Explain your choice of colours, fonts, images, and layout.
• Justify how the design supports the marketing objective and appeals to the target audience.

8. Pen Portrait:

Develop a detailed pen portrait (customer profile) for your target audience including:

• Demographics: age, gender, income, education, occupation, location.
• Psychographics: interests, values, lifestyle, behaviours, attitudes.
• How understanding this profile influences marketing decisions like product features, messaging, and channel selection.

9. Creating a Radio Advert:

Write a concise, engaging script for a radio advertisement promoting your product or service. Your script should:

• Grab listeners’ attention quickly.
• Clearly communicate the product’s key benefits.
• Include a strong call-to-action.
• Use tone, language, and style appropriate for the target audience.

What do I need to do to pass? How do I achieve a good grade?

To pass?

• Demonstrate a basic understanding of key marketing concepts and principles related to the activities you choose
• Complete at least three marketing activities with enough detail and relevance to show you understand the task.
•  Apply marketing theories and terminology with reasonable accuracy, even if explanations are basic.
• Present your work clearly enough to be understood, with some attention to grammar and structure.
•  Reference your sources, even if not perfectly, showing you have researched your topics.
• Submit your work on time and in the correct format.

To a good grade?

• Show a thorough and confident understanding of marketing concepts, applying them correctly across your chosen activities
•  Provide creative, well-structured, and audience-focused marketing outputs that go beyond basic expectations.
•  Analyse and justify your marketing decisions with clear reasoning, linking them to relevant theory and practical examples.
• Communicate your ideas clearly and professionally, with minimal errors in grammar, spelling, or formatting
• Use accurate and consistent Harvard referencing with a variety of credible academic and industry sources.
• Demonstrate originality and critical thinking in your work, avoiding generic or copied content.
• Complete at least three high-quality activities that showcase your skills in marketing strategy, communication, and creative execution.

How will my assignment be marked?