MK1002 Principles of Marketing Assignment Brief 2025/26 | UOL

MK1002 Assignment Brief

This individual assignment requires you to produce a Marketing Analysis Report on a recent campaign by a brand of your choice.

Campaign eligibility (must comply):

• Campaign launch window: 1 Sept 2024-31 Aug 2025 (inclusive). State and evidence the launch date in your report.
• You may pick global brands or local/independent brands. Choose a brand for which enough public information exists.

Framework requirement (must comply):

Use at least one module framework (e.g., SWOT, AIDA, STP/segmentation-targeting-positioning, marketing mix, PESTLE, etc) to structure analysis. (A framework is an organising tool for analysis; a theory/concept explains phenomena-e.g., attitude change, consumer decision-making. You may use both, but a framework is mandatory this year.) Using more than one framework is strongly encouraged where appropriate, as this often leads to a richer, more critical, and well-rounded analysis. It is also a part of the requirement in gaining a first-class grade in this assessment (details found in Marking Criteria). Frameworks should be used within your main analysis sections rather than in the introduction or conclusion.

Penalty: There will be a penalty of a deduction of 10% of the total marks available for this assessment for work exceeding the word limit. Assessments which are significantly below the word count are unlikely to answer the assignment criteria fully. 2025-2026

ASSESSMENT BRIEFING

This assessment has two integrated parts, each designed to develop and test different professional skills.

Part 1: Signature Essay (Addresses Learning Outcome 4)

LO4: Demonstrate the business skills to communicate to specialist/non- specialist stakeholders through messaging, narratives, and storytelling.
You will write a 1000-word critical essay that develops an original argument on a cross-cultural marketing issue. This is where you demonstrate your scholarly depth and ability to structure a complex argument.
Your essay must be grounded in:
1. Direct observation and critical reflection from your visit to the V&A Museum.
2. Engagement with critical scholarship from the module (e.g., Noble, O'Neil, Hooks, Sutherland, Said).
3. Analysis of a contemporary brand case or campaign (e.g., Dove, Nike, D&G).
This essay forms the foundational intellectual core of your argument and directly assesses your ability to communicate complex ideas in a written, academic format.

Part 2: Digital Campaign Asset (Addresses Learning Outcome 5) 

LO5: Develop a proficiency in leveraging  video content, integrating Al-driven technologies, and optimising user interfaces to create compelling digital marketing campaigns.
This is where you translate your academic argument into a professional digital asset. You must choose one option from the list below to create a campaign piece that brings your thesis to life for a public audience.

Choose ONE of the following options:

• Option A: Al-Generated Video Avatar

Task: Use a free tool like HeyGen or Synthesia to create a short (60-second) video featuring an Al avatar presenting your essay's key argument.
Skills: Scriptwriting, Al tool integration, professional presentation.

• Option B: Al Audio Summary

Task: Use a free tool like ElevenLabs or Play.ht to generate a professional, voice- over summary (60-seconds) of your thesis.
Skills: Audio scriptwriting, audio editing, leveraging Al technology.

• Option C: Authentic Video Narrative

Task: Use your smartphone to record a short video essay (60-90 seconds) at the V&A or elsewhere. Use Canva's free editing tools to add titles, subtitles, and music.
Skills: Video production, editing, on-camera presentation, authentic storytelling. 

• Option D: Al-Assisted Visual Campaign

Task: Use Canva's Al tools (Magic Write, Text to Image) or Leonardo.Ai to design a set of 3-4 social media graphics (e.g., a carousel post) that visualise your argument.
Skills: Visual design, Al prompt engineering, digital asset creation.

Submission for Part 2 (LO5):

You must submit two things for this part:

1. The Final Digital Asset: (e.g., the video file, audio file, or designed graphics).
2. A Short Process Log (approx. 150 words): Explain the tools you used, why you made your creative choices, and how you ensured the final product was accurate and high-quality.