FINAL MG2048 Coursework 12-13-VW(1).doc

7/27/2019 FINAL MG2048 Coursework 12-13-VW(1).doc

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MG2048 Marketing Communications Coursework Paper 2012-13

BrunelBusinessSchool

Bachelor of Science

TITLE: MARKETINGCOMMUNICATIONS MODULECODE:MG2048

Submission Date: 5 December 2012 12:00 (noon)

Comparativeanalysisof integratedmarketingcommunicationsmix strategyfor laptopmanufacturers:ApplevsYour Chosen

Competitor

Imagine that you are appointed as International Strategic Brand Manager for a laptop manufacturer company of your

choice (e.g.: Dell, Sony, Alienware, Samsung, Toshiba, Acer etc). Given Apples popularity within certain consumer

groups it is one of your major competitors. Your company assigned you to provide a comparative analysis report which

examines marketing communications strategies and mix used by Apple versus your selected laptop manufacturer

company (select only one to comparewith Apple).Based on your report, your company will decide what action to

take to increase their market competitiveness by utilising strategic marketing and branding tools.

You are expected to use intellectual skills and judgement and apply your theoretical knowledge on integrated marketing

communications as well as your wider business knowledge to prepare a comprehensive analytical report which critically

addresses these questions:

1. What are the slogans and marketing messages used adopted? What type of media and marketing campaigns are

used to attract consumers? What is the image projected to the consumers? How well they are working so far?

2. What are the marketing communication strategies you would recommend to your company to increase their

MG2048 Marketing Communications

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competitiveness?

Notes:

1. The assignment should not exceed 3000 words and should be presented in reportformat, not as an essay. You areallowed to include any reasonable amount of supporting material in an Appendix.

2. You should draw upon your personal research done at the library, through the Internet and the recommended readingand material covered throughout the module. Please reference carefully all your research sources.

3. You are asked to use only secondary research for this assignment. You are encouraged to be innovative in yourquest for answers, by using images, advertisement examples etc.

4. You are encouraged to make full use of GMID Global Market Information Database, ABI/Inform, FAME and otherdatabases which are available as Electronic Resources by the Brunel Library.

5. Please adopt a critical but constructive view supported by factual information, not just personal opinions. If quoting

other peoples work, please use the accepted form of academic referencing (Harvard style referencing).

You will be assessed on:a) How critically you present the literature review and market review.b) The depth and relevancy of your arguments.c) Your analytical skills.d) Your objectivity in identifying problems and limitations.e) Your presentation style.

Additional guidelines

Use of reference materials

The reference material used to refer to the company should be recent (2-3 years or less) and not old.

Other literature used can be from any year.

Report format***

1. E-Cover page (include the word count)


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2. Table of Contents (with page numbers)*3. Executive Summary4. Introduction5. Market Review6. Literature Review

7. Critical Analysis and Discussion8. Conclusions9. Recommendations (7 & 8 can be combined under one heading)10. References (bibliography; sources used in the assignment)**11. Appendix (only relevant, succinct material)

Notes:* Don't forget to number your pages and don't forget to spell check your entire assignment.** Please reference your sources carefully using the Harvard Referencing System.*** You can customise /adapt these headings to suit your individual needs.

The following do not count towards the word limit: e-cover page, table of contents, reference list (i.e. bibliography) and the appendix.Introduction, market and literature review, critical analysis and discussion, conclusion and recommendations do count towards theword limit.

This assignment will represent 100% of the assessment for the module.

Criteria Grade descriptorsLiterature Review

(30%)

A.

Cleardemonstration ofa sophisticated,critical andthoroughunderstanding ofthe role andnature ofMarketingCommunicationsand its diverse

B.

Cleardemonstration ofa well-developed,critical andcomprehensiveunderstanding ofthe role andnature ofMarketingCommunicationsand its diverse

C.

Demonstration ofa critical andsubstantialunderstanding ofthe role andnature MarketingCommunicationssupported and itsdiverse elementsof marketingcommunication

D.

Providesevidence of somecriticalunderstanding ofthe role andnature MarketingCommunicationsand its diverseelements ofmarketingcommunication

E.

Work doesdemonstrateevidence a partialbut uncriticalunderstanding ofthe role andnature ofMarketingCommunicationsand its diverseelements of

F.

Work does notdemonstrateunderstanding ofthe role andnature ofMarketingCommunicationsand its diverseelements ofmarketingcommunication


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elements ofmarketingcommunicationmix with severalappropriate

references

elements ofmarketingcommunicationmix with someappropriate

references.

mix with a fewreferences.

mix with at leastone reference orfew inappropriatereferences.

marketingcommunicationmix with noreferences.

mix and there isabsence ofreferences

Market Review andCreativity in theuse of MarketingCommunicationstools (30%)

Clearunderstanding ofthe nature ofbusiness andindustry; relevantand appropriatetools arediscussed.

Clearunderstanding ofthe nature ofbusiness andindustry; relevantand appropriatetools partiallydiscussed.

An understandingof the nature ofbusiness andindustry; relevantand appropriatetools somewhatdiscussed.

Adequateunderstanding ofthe nature ofbusiness andindustry; relevantand appropriatetools somewhatdiscussed.

E Adequateunderstanding ofthe nature ofbusiness andindustry; onlysome relevantand appropriatetools discussed.

This section ismissing orirrelevantinformationpresented.

Analytical skillsincludingdiscussion of thetwo questions(marketingcommunicationsstrategies andtactics;campaigns, mediause, messages,image hitting thetargets) (30%)

The assignmentdemonstrates

excellence in theanalysis andsynthesis of theissues. Bothparts of theassignment havebeen criticallyanalyzed.

The assignmentdemonstrates a

high degree ofcompetence inthe analysis andsynthesis of theissues. Bothparts of theassignment havebeen analyzed.


significant degreeof competence inthe analysis andsynthesis of theissues. Bothparts of theassignment havebeen adequatelyanalyzed.


degree ofcompetence inthe analysis andsynthesis of theissues. Bothparts of theassignment havebeen adequatelyanalyzed.


limitedcompetence inthe analysis andsynthesis of theissues. Bothparts of theassignment havebeen analyzed,but rather weakly.

The assignmentdoes not

demonstrateachievement ofanalysis andsynthesis of theissues. Bothparts of theassignment havebeen presented ina weak manner.

Overall Structureincluding clarity ofexpression (10%)

The assignmentis presented in aprofessionalformat, meetingall therequirementsidentified in theguidelines; thereis a logical flow

The assignmentis presented inthe appropriateformat, meetingall therequirementsidentified in theguidelines; thereis a fairly logical

The assignmentis presented in areport format,meeting all therequirementsidentified in theguidelines; theremaybe a fewlimitations in the

The assignmentis presented in abasic format,meeting some ofthe requirementsidentified in theguidelines; thereare limitations inthe logical flow

The assignmentis presented in abasic format,failing to meet therequirementsidentified in theguidelines; Thereare stronglimitations in the

The assignmentis not presentedin a report formatand does notmeet most or allof therequirementsidentified in theguidelines; there


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between thesections, makingit very easy tofollow thearguments. The

level of grammarand spelling isexcellent.

flow between thesections, makingit quite easy tofollow thearguments. The

level of grammarand spelling isvery good.

logical flowbetween thesections, makingparts of thearguments less

easy to follow.The level ofgrammar andspelling isacceptable.

between thesections, makingparts of thearguments lesseasy to follow.

The level ofgrammar andspelling iscompromised.

logical flowbetween thesections, makingseveral parts ofthe arguments

less easy tofollow. The levelof grammar andspelling isseriouslycompromised.

are serious flawsin terms of itsstructure andlogical flowbetween the

sections, makingit very difficult tofollow thearguments. Thelevel of grammarand spelling isunacceptable.


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FINAL MG2048 Coursework 12-13-VW(1).doc