Question: Please read all instructions and information carefully. You are required to submit your work within the bounds of MDIS and the University Infringement of Assessment Regulations.
Your individual assignment must be with an accurately and clearly completed Assignment Cover Sheet.
Students are required to submit their coursework through JIRA. Only assessments submitted through JIRA will be marked. Any other submission including submission to your study centre in hard copy will be treated as a non-submission.
All your assignments must be submitted in conjunction with a Turnitin© report (only if your centre provides the facility).
You will need to achieve an overall mark of 40% in order to successfully complete this module.
Learning Outcomes Assessed
LEARNING OUTCOMES: Upon successful completion of this module, students will have:
Knowledge: K1 Critically appraised the concept of ‘integrated marketing communications' and how this relates to other areas of marketing and business management
K2 Critically evaluated the key elements of the marketing communications mix
K3 Made appropriate recommendations on the use of integrated marketing communications concepts and practices
Skills: S1 Demonstrated the ability to apply the theories, concepts and techniques of marketing communications management
Task: You are required to submit a professional report/plan that demonstrates your ability to meet the learning outcomes of the module.
PART ONE: You are required to:
• Critically appraise the concept of "integrated marketing communications" and how this relates to other areas of marketing and business management (30% weighting)
Using credible academic and practitioner sources to inform your work produce a short (approximately 800 words) literature review in which you appraise the IMC concept and the role it performs.
PART TWO: • Select a brand from those listed and critically evaluate the key elements of the marketing communications mix (30% weighting)
o Scanteak Singapore (furniture retailer in Singapore)
o Jetstar Asia Airways (low-fares airline in Singapore)
o Thai Express (Thai-style quick service restaurant in Singapore)
o Volkswagen Singapore (automobile in Singapore)
o Estheva Spa (health spa in Singapore)
o Tong Garden (packaged nuts & snacks in Singapore)
Thoroughly research the communications activities of your chosen brand, using a variety of recent, credible sources. If you wish, you may narrow the focus of your investigation to consider a specific marketing communications' campaign undertaken by the brand you choose from the list above in Singapore or another approved country or global market perspective. However, written prior approval from your local lecturer/tutor is required.
• Make recommendations for an integrated marketing communications plan
Building on your evaluation and using the SOSTAC model (addressed during the lectures & workshops) recommend an integrated marketing communications' plan and campaign for your chosen brand wishing to target a new, clearly defined, market/market segment.
JIRA and Turnitin Submission
1. Students are required to submit their coursework through JIRA. Only assessments submitted through JIRA will be marked.
2. Any other submission including submission to your study centre in hard copy will be treated as a non-submission.
3. All your assignments must be submitted in conjunction with a Turnitin© report (only if your centre provides the facility).
4. You will need to achieve an overall mark of 40% in order to successfully complete this module.
5. The penalty for students who do not submit their assessed work through Turnitin is that their mark is withheld and the assessment board may deem the work to have failed.