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:Applevs Your 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 (selectonly 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
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MG2048 Marketing Communications Coursework Paper 2012-13 competitiveness?

Notes: 1. The assignment should not exceed 3000 words and should be presented in report format, not as an essay. You are allowed 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 reading and 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 your quest 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 other databases 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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MG2048 Marketing Communications Coursework Paper 2012-13

2. Table of Contents (with page numbers)* 3. Executive Summary 4. Introduction 5. Market Review 6. Literature Review 7. Critical Analysis and Discussion 8. Conclusions 9. 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 the word limit.

This assignment will represent 100% of the assessment for the module. Criteria Literature Review (30%) Grade descriptors A. B.
Clear demonstration of a sophisticated, critical and thorough understanding of the role and nature of Marketing Communications and its diverse Clear demonstration of a well-developed, critical and comprehensive understanding of the role and nature of Marketing Communications and its diverse

C.
Demonstration of a critical and substantial understanding of the role and nature Marketing Communications supported and its diverse elements of marketing communication

D.
Provides evidence of some critical understanding of the role and nature Marketing Communications and its diverse elements of marketing communication

E.
Work does demonstrate evidence a partial but uncritical understanding of the role and nature of Marketing Communications and its diverse elements of

F.
Work does not demonstrate understanding of the role and nature of Marketing Communications and its diverse elements of marketing communication

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MG2048 Marketing Communications Coursework Paper 2012-13

elements of marketing communication mix with several appropriate references elements of marketing communication mix with some appropriate references. Clear understanding of the nature of business and industry; relevant and appropriate tools partially discussed. The assignment demonstrates a high degree of competence in the analysis and synthesis of the issues. Both parts of the assignment have been analyzed. mix with a few references. mix with at least one reference or few inappropriate references. marketing communication mix with no references. mix and there is absence of references

Market Review and Creativity in the use of Marketing Communications tools (30%) Analytical skills including discussion of the two questions (marketing communications strategies and tactics; campaigns, media use, messages, image hitting the targets) (30%) Overall Structure including clarity of expression (10%)

Clear understanding of the nature of business and industry; relevant and appropriate tools are discussed. The assignment demonstrates excellence in the analysis and synthesis of the issues. Both parts of the assignment have been critically analyzed.

An understanding of the nature of business and industry; relevant and appropriate tools somewhat discussed. The assignment demonstrates a significant degree of competence in the analysis and synthesis of the issues. Both parts of the assignment have been adequately analyzed.

Adequate understanding of the nature of business and industry; relevant and appropriate tools somewhat discussed. The assignment demonstrates a degree of competence in the analysis and synthesis of the issues. Both parts of the assignment have been adequately analyzed.

E Adequate
understanding of the nature of business and industry; only some relevant and appropriate tools discussed. The assignment demonstrates a limited competence in the analysis and synthesis of the issues. Both parts of the assignment have been analyzed, but rather weakly.

This section is missing or irrelevant information presented.

The assignment does not demonstrate achievement of analysis and synthesis of the issues. Both parts of the assignment have been presented in a weak manner.

The assignment is presented in a professional format, meeting all the requirements identified in the guidelines; there is a logical flow

The assignment is presented in the appropriate format, meeting all the requirements identified in the guidelines; there is a fairly logical

The assignment is presented in a report format, meeting all the requirements identified in the guidelines; there maybe a few limitations in the

The assignment is presented in a basic format, meeting some of the requirements identified in the guidelines; there are limitations in the logical flow

The assignment is presented in a basic format, failing to meet the requirements identified in the guidelines; There are strong limitations in the

The assignment is not presented in a report format and does not meet most or all of the requirements identified in the guidelines; there

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MG2048 Marketing Communications Coursework Paper 2012-13

between the sections, making it very easy to follow the arguments. The level of grammar and spelling is excellent. flow between the sections, making it quite easy to follow the arguments. The level of grammar and spelling is very good. logical flow between the sections, making parts of the arguments less easy to follow. The level of grammar and spelling is acceptable. between the sections, making parts of the arguments less easy to follow. The level of grammar and spelling is compromised. logical flow between the sections, making several parts of the arguments less easy to follow. The level of grammar and spelling is seriously compromised. are serious flaws in terms of its structure and logical flow between the sections, making it very difficult to follow the arguments. The level of grammar and spelling is unacceptable.

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