Coursework Assignment Brief Spring 2016 Level BA BA Business Administration Integrated Marketing Communication Title of Brief: Group Project This assignment is a formal element of coursework worth 25%of the overall unit mark THE BRIEF Deliver a 4000 words report according to this procedure: Select an integrated marketing communications campaign (You can start by browsing “marketing case study” on Youtube or http://www.creativebrief.com/blog/2014/02/25/annualtop-30s-awards-2013-case-studies/) Critically analyse the components of the campaign with specific reference to brand building Your analysis should aim to understand and (if appropriate) criticise the reason behind the campaign creators’ choice (with strong evidences), not simply listing out what were used Provide amendment on the communications plan with supporting rationale/theory in line with your critical analysis No groups should choose the same campaign ASSESSMENT CRITERIA: Group presentation: 50% Group report: 35% Creative product: 15% Presentation Presentation Skills/Professionalism (25%) Confidence-inspiring presentation with high energy levels with an ability to engage the audience with good team dynamics Desire to win the business clearly shown and appropriate pace of delivery Good use of voices, body language and presenting space Professional PP slides that are clear and free of typographical and grammatical errors Questions answered confidently, explicitly and persuasively Report Presentation/Professionalism (15%): Desire to win the business clearly shown Attractive, professional-looking report with attention clearly paid to format and design Excellent use of written English Easy to navigate and written as agency to potential client with correct tone Structure (10%) Logical, easy to follow structure starting with agency introduction Full plan/campaign presented including communication channels used, evaluation of Structure (10%) Logical, easy to follow structure including both an executive summary and an agency introduction Full plan/campaign presented including media used, evaluation of success and a conclusion to success and conclusion of the pitch Evidence of a clear theme (big idea) running throughout the report Evidence of a clear theme running throughout Analysis and Research (40%) Depth and evidence of company and market research Primary research must be present with communication of research methodology used Clear application of academic theory Key research findings communicated clearly and credibly and fully analysed Attention to detail in determining the key issues to be tackled and strength of insights offered to client (beyond the obvious) Clear development of insights from the research leading to the big idea Analysis and Research (45%) Depth and evidence of the company and market research Primary research must be present with communication of research methodology used Clear application of academic theory Key research findings communicated clearly and credibly and fully analysed Attention to detail in determining the key issues to be tackled and strength of insights offered to client (beyond the obvious) Clear development of insights from the research leading to the big idea Recommendations (25%) A strategic plan that is demonstrably integrated and meets the key issues and communications objectives with a clearly communicated big idea Photos of indicative creative for all media proposed Recommendations (30%): A strategic plan that is demonstrably integrated and meets the key issues and communications objectives with a clearly communicated big idea Photos of indicative creative for all media proposed SUBMISSION DETAILS Each group has to submit a Report of maximum 4000 words (+/- 10%)excluding appendix You will then deliver a 30 minutes Presentation on the result of your project followed by 15 minutes Q&A You might consider the following guidelines for your report structure This piece of work should also have a clear theoretical underpinning from your analysis and recommendation Guidelines Title page:This makes the first impression It should have the company’s name (and logo) of the company or not-for-profit organisation The date the project is turned in (DUE DATE), your name and total wordcount Brief introduction of theorganisation/ company Campaign context analysis - SWOT analysis Organisation/ company’s communication objectives Description of the current campaign Evidence of the campaign Critical Analysis of the campaign using communication process Analyse the success and failure of campaign Recommended amendment on the IMC Plan DEADLINE: Report & Presentation: Wednesday, 20th of April 2016 Late submission will be deduced 10% for each day of lateness After days no more submission will be allowed and you will receive an automatic Your feedback and mark for this assignment will be available after a working week HELP AND SUPPORT Questions arising from this assignment can be raised during lecture time or email me– tramnh@fpt.edu.vn If you have specific problems regarding group work or group members please discuss these with me as early as possible • You must acknowledge your source every time you refer to others’ work, using the Harvard Referencing system (Author Date Method) Failure to so amounts to plagiarism which is against University regulations and would be graded as Disclaimer: The information provided in this assignment brief is correct at time of publication In the unlikely event that any changes are deemed necessary, they will be communicated clearly via e-mail and a new version of this assignment brief will be circulated Version: ... SUPPORT Questions arising from this assignment can be raised during lecture time or email me– tramnh@fpt.edu.vn If you have specific problems regarding group work or group members please discuss these... April 2016 Late submission will be deduced 10% for each day of lateness After days no more submission will be allowed and you will receive an automatic Your feedback and mark for this assignment. .. this assignment brief is correct at time of publication In the unlikely event that any changes are deemed necessary, they will be communicated clearly via e-mail and a new version of this assignment