Businesses don’t become successful by chance. They do diligent research in order to create effective marketing campaigns. This allows them to break into new markets, establish a presence, and become a go-to source for customers. An effective promotional campaign driven by a rock-solid marketing communications strategy helps make this connection. However, it takes some planning to get started. You’ll need to reflect on your brand and its goals, your optimal customers and their habits, and the current trends in your industry. You’ll also need to remain flexible enough to adjust your strategy as you go based on what works and what doesn’t.

1
Question:
Businesses don’t become successful by chance. They do diligent research in order to create effective marketing campaigns. This allows them to break into new markets, establish a presence, and become a go-to source for customers. An effective promotional campaign driven by a rock-solid marketing communications strategy helps make this connection. However, it takes some planning to get started. You’ll need to reflect on your brand and its goals, your optimal customers and their habits, and the current trends in your industry. You’ll also need to remain flexible enough to adjust your strategy as you go based on what works and what doesn’t.
 
Task assigned:
 
In this coursework, you are required to identify any ONE (1) company from the industry list (as below). You are then required to create and develop a marketing communication strategy for a new start-up business with new product/service from the chosen company.
 
Industry List:

  • Fashion and Design
  • Food and Beverages
  • Telecommunication
  • Transportation
  • Automobile
  • Electronics
  • Sports
  • Eyewear

 
Thereafter, appraise the business performance of your new start-up by analysing the appropriate marketing communication models and principles and propose your marketing communication strategy developed for your new start –up to be presented to your management team.
 
The report should be professional and concise, imparting the important ideas and points clearly to assist your write-up.
 
Guidelines:
 
The Marketing Communication Strategy that you will need to develop for your new product/service should entail the following information:
 
(i)  Pertain to a B2C (business-to-consumer) environment.
(ii) Cover a single 12 month period of time.
(iii) Total marketing communication budget of RM1 million for the 12 month
period.
(iv) Be confined to one geographic location [for example: within Malaysia/
International market].
Your report should include:
 

  • Cover Page
  • Grading Scheme
  • Table of Content
  • Introduction – Brief background on marketing communications strategy,

industry, company, new product/service, competitive advantages of the
product/service and selection of geographic location.

  • Situational Analysis – internal analysis (strength, weaknesses), external analysis (Opportunities, threats), competitor’s analysis, business environment analysis (PESTEL), consumer analysis, market segmentation, targeting and positioning).
  • Marketing Communications Strategy– Sales/campaign objectives, creative/ message strategy, IMC mixes/media choices, scheduling, target audience, costing, monitoring, evaluation and controlling strategies etc.
  • Marketing Communications Model and Principles– There are few marketing communications model and principles that will be covered up, however you may select and justify any ONE (1) of the model that is best applicable for your business.
  • Conclusion– Brief importance and implications of companies creating and developing marketing communications strategy.
  • List of References (APA style)
  • Appendices (if relevant)

                                                                                                (Total: 100 marks)
 
Note:
Refer Appendix 1 for the remaining marks allocation.
 
The total marks for this assignment is 100% but it carries 25% of overall assessment for this module.
 
 
* The detailed marking criteria’s for the allocation of 100 marks is provided in
   Appendix 1
 

LENGTH REQUIRED

1500 words +/- 10%.  Any deviation from this will be penalized.
 

FORMATTING AND LAYOUT
  • A Microsoft Office Word Document or other relevant applications as permitted by module lecturer/ typed using computer. Usage of typewriter or hand – written is STRICTLY not allowed.
  • 12 font size, Time New Roman font and bold title and sub titles
  • A4 sized paper
  • Fully justified alignment
  • 1½ line spacing
  • Margins of 1” at top and bottom; left and right

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Appendix 1: Marking Criteria for Essay (25%)
 

No.
 
Assessment Criteria Weightage Band Marking Marks
1.
 
Background/History  
10%   
 
 
 
 
 
Poor: 0-4
Moderate:5-6
Good: 7-10
 
 
 
 
 
 
 
 
 
2. Situational Analysis
 
 
 
30%
 
 
Poor: 0-14
Moderate:15-20
Good: 21-30
 
 
   3. Marketing Communications Strategy
 
 
 
 
40%
 
 
Poor: 0-19
Moderate:20-35
Good: 36-40
 
 
   4 Marketing Communications Model and Principles 10%
 
Poor: 0-4
Moderate:5-6
Good: 7-10
 
 
5 Report Presentation

  • Appropriate citation and references
  • Style and readability including proper organisation of answers.
  • Involvement and critical discussion

·      Overall presentation

10% Poor: 0-4
Moderate:5-6
Good: 7-10
 
 
  Total Marks
 
100    
  Overall Marks 25    

 
 
 
 
Rubrics:

Background/
History
BM Situational Analysis BM Marketing Communications Strategy BM Marketing Communications Model and Principles BM Report Presentation BM
Good background/history given which excels in all aspects of the element. Good background /history given on marketing communications strategy, industry, company, new product/service description, competitive       advantages of the product/service, selection of geographic location. Very well explained.
 
 
 
 
7-10
Good explanation on the Internal Analysis strengths, weaknesses), External Analysis (opportunities, threats), Competitors analysis, Environment analysis – PESTEL, Consumer analysis, Segmentation, Targeting and Positioning
Very well explained and analyzed on situational analysis.
 
21-30
Good analysis made on  Sales/campaign objectives, Target audience, Creative/Message strategy, IMC Mix / Media choices, Scheduling, Budgeting, Monitoring, Evaluation and Control Strategies.
 
 
 
 
 
 
36-40
Good explanation made on the marketing communications model and principles which has been learned and applied.  
7-10
Overall good report presentation with appropriate citations and references,
style and readability including proper organisation of answers,
Involvement and critical discussion made.
 
7-10
Average piece of introduction which moderately fulfills most aspects of the element. Average background /history which excels in all aspects of the element. Moderate background /history given on marketing communications strategy, industry, company, new product/service description, competitive       advantages of the product/service, selection of geographic location.
Explained in a reasonably acceptable manner
 
5-6
Average explanation on  the Internal Analysis strengths, weaknesses), External Analysis (opportunities, threats), Competitors analysis, Environment analysis – PESTEL, Consumer analysis, Segmentation, Targeting and Positioning
Averagely explained and analyzed on situational analysis.
 
15-20
Average analysis  made on  Sales/campaign objectives, Target audience, Creative/Message strategy, IMC Mix / Media choices, Scheduling, Budgeting, Monitoring, Evaluation and Control Strategies  
20-35
Average explanation made on the marketing communications model and principles which has been learned and applied.
 
 
 
 
5-6
Average report presentation with inadequate citations and references,  lack of
style and readability including inadequate  organisation of answers,
lacking of involvement and critical discussion made.
 
5-6
Poor piece of introduction which does not fulfil most aspects of the element. Poor background /history which given on marketing communications strategy, industry, company, new product/service description, competitive       advantages of the product/service, selection of geographic location. Poorly explained in general and too descriptive.
 
 
 
 
 
 
 
 
 
0-4
Poor explanation on the internal Analysis strengths, weaknesses), External Analysis (opportunities, threats), Competitors analysis, Environment analysis – PESTEL, Consumer analysis, Segmentation, Targeting and Positioning. Poor explanation and not every aspect of the situational analysis being explained and analyzed.
 
 
 
 
0-14
Poor analysis  made on  Sales/campaign objectives, Target audience, Creative/Message strategy, IMC Mix / Media choices, Scheduling, Budgeting, Monitoring, Evaluation and Control Strategies  
0-19
Poor explanation made on the marketing communications model and principles which has been learned and applied.
 
 
 
0-4
   
0-4

 
 
 
 
 
 
 
 
 
 
 
 
2
Case Study
 
Title : Burger King’s ‘Burn that ad’.
 
Source:
 
PR Smith and Ze Zook, (2020), Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies, 7th Edition
 
Publisher: Kogan Page Limited
 
 
Burger King (Brazil) ran a most unusual sales promotion (free vouchers) using augmented reality to engage in a form of gamification (downloading the app, then playing a game): scanning a competitor’s ads and setting them on fire (in augmented reality) and winning a voucher for a free whopper.
This presents the question: ‘How can AR turn a competitor’s ads into your own ad, using competitor’s billboards, magazine ads to generate your own discount coupons?’ Or how can Burger King change the media investments of its competitors (billboards ads, magazine ads, discount coupons) and turn them into ads of their own collateral?
Here’s how: Burger King used advanced AR to enable customers to ‘burn down’ competitors’ ads using a lens that recognized competitors’ ads (eg Mc Donald’s). Burger King also encouraged customers to share their experience: if a customer shared this experience, they got a free Whopper.
Is this the beginning of ‘billboard hacking’? Soon we will see ads change from a Mc Donald’s billboard to one for Burger King or Coke or Pepsi or any other variant of this.
Burger King expected to give away over 500,000 burgers through this unique, innovative and highly engaging fun campaign. Vouchers were limited to one per consumer. ‘Augmented reality is a fascinating tool. And when combined with a little pyrotechnics, is even better. With ‘Burn that ad’, we hacked the competition by leveraging our biggest advantage, which is fire’, said Rafael Donato, Creative Vice President for David SP, referring to the flame-grilled burger which is a Burger King USP. The message ‘After all, flame grilled is always best!’ appears on the app screen after burning a competitor’s ad.
The marketing hack also promoted Burger King’s Express Service, which allows customers to pre-order their meals to avoid real-world queues (lines).
 
Technology as a means to provide the best customer experience is one of our main investment targets in 2019,’explained Ariel Grunkraut, Burger King’s marketing and sales director for Brazil in a statement.
Diaz (2019)
 
Your Assignment:
Read and critically analyse the attached case study and prepare a report by answering the following review questions below. Make sure you address all the points stated below, giving examples from other organisations / websites to support your arguments. In addition to the recommended textbooks, you should include sources from credible online resources, journals, magazines or news reports to support your analysis and answers.
 
Task assigned:
Students are required to do this assignment individually.
 
Study and critically analyse on the following:
 
Questions:
 

  1. Select and apply any ONE (1) marketing communications model which you have

learned that can be used in the case study.
 

  1. Critically analyse and examine the role of advertising within the marketing communications mix in the case study.

 

  1. Critically appraise TWO (2) advantages and TWO (2) disadvantages of the digital impact of unusual sales promotion campaign used in the case study.

 
          (Total marks: 100)
 
The total marks for this assignment is 100% but it carries 15 % of overall assessment for this module.
 
 
 
 
 
 
 
 

LENGTH REQUIRED

1500 words +/- 10%.  Any deviation from this will be penalized.
 
* The detailed marking criteria’s for the allocation of 100 marks is provided in
  Appendix 2
 

FORMATTING AND LAYOUT
  • A Microsoft Office Word Document or other relevant applications as permitted by module lecturer/ typed using computer. Usage of typewriter or hand – written is STRICTLY not allowed.
  • 12 font size, Times New Roman font and bold title and sub titles
  • A4 sized paper
  • Fully justified alignment
  • 1½ line spacing
  • Margins of 1” at top and bottom; left and right

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Appendix 2: Marking Criteria for Case Study Report (15%)
 

No.
 
Assessment Criteria Weightage Band Marking Marks
1.
 
Select and apply any ONE (1) marketing communications model which you have learned and can be used in the case study.
 
 
30%
 
Poor: 0-14
Moderate:15-20
Good: 21-30
 
2. Critically analyse and examine the role of advertising within the marketing communications mix in the case study.
 
 
30%
Poor: 0-14
Moderate:15-20
Good: 21-30
 
 
3.
Critically appraise TWO (2) advantages and TWO (2) disadvantages of the digital impact of unusual sales promotion campaign used in the case study.
 
 
30%
Poor: 0-14
Moderate:15-20
Good: 21-30
 
4 Report Presentation
 
10% Poor: 0-4
Moderate:5-6
Good: 7-10
 
   
Total marks
 
100%
 
 
 
   
Overall marks
 
15%
   

 
 
 
 
 
 
 
 
Rubrics:
 

Application of one marketing communications model BM Role of advertising within marketing communications mix BM TWO (2) advantages and TWO (2) disadvantages of the digital impact of unusual sales promotion campaign BM Report presentation BM
Good application made on the communications model learned.  Very well explained and applied on the model used.  
21-30
Good analysis and examination made on the role of advertising within the marketing communications mix. Very well explained on the role of advertising within the communications mix.  
21-30
Good evaluation made on the advantages and disadvantages of the digital impact of unusual sales promotion campaign used. Very well explained on the digital impact of sales promotion campaign.  
21-30
An exemplary piece of work which excels in all aspects of the element. Good citation and referencing  
7-10
An average application made on the communications model learned. Moderately explained and applied on the model used.  
15-20
An average analysis and examination made on the role of advertising within the marketing communications mix. Moderately explained on the role of advertising within the communications mix.  
15-20
An average evaluation made on the advantages and disadvantages of the digital impact of unusual sales promotion campaign used. Moderately explained on the digital impact of sales promotion campaign.  
15-20
An average piece of work which excels in most aspects of the element. Acceptable citation and referencing  
5-6
A poor piece of application made on the communications model learned. Poor explanation and application made on the model used, too descriptive.
 
 
0-14
A poor piece of analysis and examination made on the role of advertising within the marketing communications mix. Poorly explained on the role of advertising within the communications mix.
 
 
 
0-14
A poor evaluation made on the advantages and disadvantages of the digital impact of unusual sales promotion campaign used. Poorly explained on the digital impact of sales promotion campaign.  
0-14
Poor piece of work, fulfils some aspects of the assignment. Poor citation and referencing.  
0-4

 
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