UGB327 Strategic Integrated Marketing Communications
MDIS Module Tutor: Frankie Lim Assessment: Individual AssignmentDue Date:xx xxx2021Word Length: 3,000 words +/–10%(Please refer to AQH–F15 Guidance for Students on the Penalty for Exceeding the Limit for Assessed Work).Weighting within Module: 100%_____________________________________________________________ Assignment SubmissionStudents 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. If your centre supports Turnitin©, a copy of your Turnitin© originality report must be submitted in conjunction with your assignment.__________________________________________________________________________________
BMTD5 2123A BMTD5 2022A (UGB327) Strategic Integrated Marketing CommunicationsPage 8of 8Title:Critical Evaluation of Current Integrated Marketing Communications PracticeModule Assessor:Frankie Lim(Singapore)Anne Edwards (UOS)Please read all instructions and information carefully. You arerequired to submit your workwithin the bounds ofMDIS and theUniversity Infringement of Assessment Regulations. You will need to achieve an overall mark of 40%in order to successfully complete this module.Learning Outcomes AssessedLEARNING OUTCOMESUpon successful completion of this module, students will have:KnowledgeK1 Critically appraised the concept of ‘integrated marketing communications’ and howthis relates to other areas of marketing and business managementK2 Critically evaluatedthe key elements of the marketing communications mixK3Make appropriate recommendations on the use of integratedmarketing communications concepts and practicesSkillsS1 Demonstrated the ability to apply the theories, concepts and techniques of marketing communications managementTaskYou are required to submit a professional report/planthat demonstrates your ability to meet the learning outcomes of the module.
BMTD5 2123A BMTD5 2022A (UGB327) Strategic Integrated Marketing CommunicationsPage 8of 8PART ONE:•Integrating ‘new’ (digital) and ‘old’ (traditional) media in marketing communications is an increasingly popular strategy. Critically discuss the advantages and disadvantages of this integration strategy to create synergies. (30% weighting)PART TWO:•Select abrand from those listed SecretLab(Singapore) Singaporean furniture manufacturer –popular for its gaming chairs.Razor Inc.(Singapore) Singaporean–American multinational technology company that designs, develops, and sells consumer electronics, financial services, and gaming hardware.Subway(Singapore)anAmerican fast food restaurant franchise that primarily sells submarine sandwiches, salads and beverages.Foodpanda(Singapore)an online food and grocery delivery platform owned by Berlin–based company Delivery Hero SE.⎯DBS Bank (Singapore)aSingaporean multinational banking and financial services corporation headquartered in Singapore.⎯Raffles Medical Group (Singapore)aprivate healthcare provider in Asia, operating medical facilities in thirteen cities in Singapore, China, Japan, Vietnam and Cambodia.Thoroughly research the communications activities of your chosen brand, using a variety of recent, credible sources. If you wish, youmaynarrow the focus of your investigation to consider a specificmarketing communications campaignundertaken by the brand you choose from the list above in Singaporeor another approved countryor global market perspective. However, seek prior approval from yourlocal lecturer/tutor before you do so.Critically evaluate the key elements of the marketing communications mix. Illustrate your evaluation with examples from your chosen brand. (30% weighting)•Make recommendations for an integrated marketing communications plan(40% weighting)Building on your evaluationand using the SOSTAC model (addressed during the lectures &workshops) recommend an integratedmarketing communications plan and campaignfor your chosen brand wishing to target a new, clearly defined, market/market segment.
BMTD5 2123A BMTD5 2022A (UGB327) Strategic Integrated Marketing CommunicationsPage 8of 8Assignment Support & Student FeedbackFormative feedback will be available during theworkshops. You should commence your work in a timely fashion in order to receive feedback prior to submission.Summative feedback will be provided on the coversheet of the assignment.
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