Learning Outcomes on Successful Completion

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Faculty of Business and LawDepartment of MarketingACADEMIC YEAR 2016/17ASSESSMENT BRIEFModule Code:UMKC8L-15-MModule Title:Principles of Marketing CommunicationsSubmission Deadline:4thJanuary 2017Assessment ComponentAAssessment Weighting:100 per cent of total module markAssessment InstructionsThe assessment for this module comprises a 2500 word written essay.The 2500 word written essay will assess your ability to critically evaluate and analyse a topicalcommunications issue/campaign and to identify and integrate an appropriate selection ofsignificant communication literature to provide context, structure and objective support for yourconclusions.The task is designed to satisfy the following module learning outcomes.Learning OutcomesOn successful completion of this module students will be able to:Demonstrate a critical understanding of the development of marketing communications theoryand its relevance in a contemporary contextDemonstrate knowledge and understanding of the role of marketing communications in the co-creation of meaning for the consumerCritically evaluate communication issues in an holistic and strategic contextReview and critique mix, media and message decisions across diverse contextsIdentify, select, synthesise and present relevant information from available resourcesUndertake independent/ self-directed learningUse written formats and linguistic skills to communicate ideas and information clearly, logically,persuasively and effectivelyAssessment TaskA current or recent marketing communications issue/campaign will be selected by the tutor.You are required to:Analyse the communications issue/campaign drawing on the approaches studied inthe module.Critically evaluate the communications issue/campaign, using recognised frameworksand marketing communications theory.Discuss the meaning of the campaign using relevant academic concepts. This mayinclude all or some of the following:oHow meaning is created among audiencesoHow the communications mix is utilised across the campaignoHow the selection of media influences meaning makingoHow creativity is utilised to engage audiencesSubmit a critical evaluation of the campaign in the light of your understanding of thecommunications context, academic materials and trends in marketing communications.Provide a list of sources using the Harvard style.You should not, under any circumstances, contact the originator of the campaign or rely on on-linereviews of the campaign.Note that a highly subjective analysis that merely reflects your own personal impressions and ideas1
is not likely to pass. You should avoid merely describing the campaign or relying on what theoriginator says about its purpose. Instead, the focus should beyourassessment of the campaign.While the meaning of the communication will differ for individuals, you need to demonstrate thatyour analysis and interpretation is grounded in the relevant theory. There will be opportunitiesduring class time for you to develop and practice your analytical approach. Examine theAssessment Criteria below and ensure that all key areas are addressed. Note also the approximateweighting for each element as a guide to planning your essay.Getting StartedIt is often helpful to use a number of questions to guide your analysis of the communicationsissue/campaign.Start with some broad questions first then focus on more specific aspects. For example, as youbegin, you may wish to make some brief notes on your initial interpretation of the issue/campaign.What seems to stand out? What is the message being communicated? How does this reflect yourunderstanding of persuasion? How is the consumer addressed?Then conduct a more detailed analysis of the issue/campaign using a structured, methodicalapproach, identifying and critiquing relevant features and considering the effect on the audience.Ensure that you refer to relevant academic frameworks.Analysis may include, but is not restricted to, the following:Analysis of the visual imagery of the advertisement.Analysis of persuasive language in the item.Use of non-verbal message codes such as use of space (termed proxemics) andgestures, facial expressions, body movement (termed kinesics).Identification of different types of signs used in the data e.g. icon, index, symbol.Identification and analysis of competing discourses in the data.The extent to which you use any of the above, or others, depends on the campaign itself. TVadvertisements for example rely less on the use of written text, and more on the use of imagery,sound and movement, so you will need to choose an analytical approach that is suitable. It would beuseful for you to read some examples of this type of work such as those noted in your module guide.Write up your critical evaluation in a format that suits your analytical approach. Note that the analysisunderpins this essay but the focus here should be your use of literature, theories and relevantconcepts to support your arguments and conclusions.Writing the critical reflectionThe purpose of the critical reflection is to demonstrate how the study of the module materials hasinfluenced your interpretation of the marketing communications issue/campaign. You should makeexplicit connections with aspects of the module, highlighting how your study has helped you tounderstand and critique the issue/campaign. Discuss challenges addressed and areas of interest toyou. Consider what your study of the module has contributed to your understanding of the promotionor campaign.Marking CriteriaThe following criteria will be used in evaluating this assessment. Note that weightings areapproximate.Clarity and depth of analysis of marketing communications issue/ campaign (20%)Understanding of relevant issues in the campaign (10%)Critical use of readings and theories (30%)Critical evaluation and assessment of campaign, conclusions drawn (15%)Effectiveness of communications (style, structure and language) (10%)Quality, range and relevance of sources used/accurate use of referencing conventions (10%)Demonstration of clear linkages in the critical reflection between your critical evaluation andthe module content (5%)2
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