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Assessment
The module is assessed in two parts; a time constrained on-line test of basic Communications
Strategy concepts (20%) and a final creative communications submission, again time
constrained, based around a case study that will have been provided to you in advance to allow
you to prepare a suitable creative response (80%). During the course of the module teaching
sessions we will work on all the appropriate areas necessary to ensure that you are well
prepared for both assessment points.

5.1 Brief for time-constrained case study element of the assessment.

During the course of the module we will discuss and develop a range of suitable Integrated
Marketing Communications Objectives and potential IMC strategies (to achieve those
objectives) for the given assessment case study.

On the basis of these IMC objectives and the strategy YOU have previously selected to achieve
those objectives you will then be requires to:

 Develop and present suitable creative ideas around the promotional tools
mentioned in your marketing communications strategy and indicating clearly how
your chosen promotional tools, media planning schedule and your creative ideas
integrate to deliver a powerful and effective Integrated Marketing
Communications proposal. You will also be expected to indicate potential means
of measuring your proposed campaigns effectiveness. 80%

The on-line test and final case study submission are summative and together account for 100%
of the module grade. Satisfactory completion of both parts are necessary to satisfy the modules
learning objectives (outlined below) and therefore to pass the module.

1. prepare a marketing communications framework appropriate for use at a strategic level

2. manage the various elements within a marketing communications plan needed to create
and justify an effective integrated communications output

3. assess key factors that may impact upon marketing communications practice.

The final (case study) assignment task should be a maximum of 3,000 words.

5.2 Assessment criteria

The case study will be marked using a detailed rubric (see page 12). In assessing the final case
study task, we will be looking for the following.

5MK511 Integrated Marketing Communications 2

Objectives – (developed during class sessions): are these appropriate, clear, justified, SMART
and linked to the case study? Does your situational analysis support these objectives?

Marketing communications strategy – is the strategy appropriate, targeted, well-justified and

clearly linked to the objectives? Are the tools appropriate and well-justified? Have you referred
to secondary sources and theory?

Creative idea – is the idea original, well-realised with good links to objectives and strategy? Is
there an appropriate media plan? Are there appropriate control measures?

Important…

Throughout, your work needs to be fully supported by appropriate academic theory,

models and where possible examples of relevant communications activities that are or
have been used by other companies.

5MK511 Integrated Marketing Communications 3

5MK502: marking rubric for assessment
Criteria Very Poor Poor Unsatisfactory Satisfactory Good Very Good Extremely Good Excellent Exceptional
1 – 19% 20 – 34% 35 – 39% 40 – 49% 50 – 59% 60 – 69% 70 – 79% 80 – 89% 90 – 100%
Communications No objectives at all Only one Up to three Three objectives Three good Three very good Three extremely Three excellent Three excellent
objectives or not objective objectives Clear, but not well objectives objectives good objectives objectives objectives
communications Not appropriate Not all justified Clear Very clear Very clear Extremely clear and Clear, feasible and
oriented appropriate well justified with SMART
Not clear Just about Well justified Well justified with Very well justified
Not all clear feasible supporting text with supporting text supporting text and Convincing
Not justified Feasible explanations
Not all justified Not fully SMART Entirely feasible Entirely feasible argument to support
Not feasible SMART Entirely feasible and justify, with
Not SMART Not all SMART SMART SMART and SMART reference to
Well linked to case Well linked to case Excellent links to secondary sources
study study case study Professional
Some reference to Good references to presentation
secondary sources secondary sources
Marketing Situation not Situation poorly Situation Situation Situation well Situation described Situation analysed Situation extremely Situation
communications considered described or not described with described described with and applied with and applied with well-articulated and exceptionally well-
strategy Strategy not described some gaps accurately examples examples examples analysed with articulated with
addressed Not appropriate Strategy not Strategy Strategy Very clear strategy Extremely clear examples examples
Tools not Not justified appropriate appropriate appropriate with good strategy with Excellent strategy, Strategy is
mentioned Not entirely Some justification Good justification justification excellent clearly targeted, exceptionally well
Not targeted justification justified and targeted, justified
No reference to justified or Some evidence of Good targeting Very clear targeting
Not linked to targeted Very clear and supported with and supported with
theory objectives targeting Good links to Clear links to reference to quality clear evidence and
Not well linked to objectives, well justified targeting
Poor or absent Poor selection of Some links to objectives sources/evidence reference to theory
referencing objectives objectives explained Very clear links to
tools Good selection of objectives, well Excellent links to Excellent links to
Tools not Satisfactory tools tools with some Very good selection objectives objectives
No reference to appropriate of tools, well justified
theory Some reference justification Excellent selection Excellent range of
Poor reference to justified Extremely good
Poor referencing/ to theory/ Good reference selection of tools, of tools, well tools with excellent
theory/ evidence evidence to theory/ Very good justified justification
no evidence reference to theory/ well justified
Poor referencing References OK evidence Excellent Excellent
evidence Reference to quality
Good references sources/evidence references references
Very good
references Extremely good Professional
references standard
Creative idea Derivative or poor Idea poorly Weak idea, poorly Satisfactory idea, Good idea, well Very good idea, Extremely good Excellent idea, Exceptional idea,
idea articulated and realised with fair realisation realised with very well realised idea, excellent superb realisation, realisation and links
realised, not weak links to with some links to good links to with very good links realisation and links links to strategy and
Very poor link or no linked to strategy strategy and strategy and strategy and to strategy and to strategy and objectives Exceptional detailed
link to strategy or or objectives objectives objectives objectives objectives objectives media schedule
objectives Excellent detailed
Poor media Incomplete media Basic complete Good media Very good media Extremely detailed media schedule Exceptional control
No media schedule schedule schedule media schedule schedule schedule media schedule measures with
Excellent control justification
No control Poor control Weak control Satisfactory Good control Very good control Extremely good measures, well
measures measures measures control measures measures measures control measures, justified Professional
well justified standard

5MK511 Integrated Marketing Communications

5MK511 Integrated Marketing Communications
Undergraduate grade descriptors

Grade Descriptors
These are typical characteristics of the quality of work associated with

Category
% mark each grade. The descriptors are illustrative only and for guidance
only. They are not comprehensive.

70-100% Excellent
Outstanding; high to very high standard; a high level of critical
analysis and evaluation, incisive original thinking; commendable

Distinction
originality; exceptionally well researched; high quality presentation;
exceptional clarity of ideas; excellent coherence and logic. Trivial or
very minor errors.
60-69% Very good
A very good standard; a very good level of critical analysis and
evaluation; significant originality; well researched; a very good
standard of presentation; pleasing clarity of ideas; thoughtful and
effective presentation; very good sense of coherence and logic; Minor

Merit
errors only.
50-59% Good
A good standard; a fairly good level of critical analysis and evaluation;
some evidence of original thinking or originality; quite well
researched; a good standard of presentation; ideas generally clear
and coherent, some evidence of misunderstandings; some
deficiencies in presentation.
40-49% Satisfactory
A sound standard of work; a fair level of critical analysis and
evaluation; little evidence of original thinking or originality; adequately
researched; a sound standard of presentation; ideas fairly clear and
coherent, some significant misunderstandings and errors; some Pass
weakness in style or presentation but satisfactory overall.
35-39% Unsatisfactory
Overall marginally unsatisfactory; some sound aspects but some of
Marginal Fail

the following weaknesses are evident; inadequate critical analysis

and evaluation; little evidence of originality; not well researched;
standard of presentation unacceptable; ideas unclear and incoherent;
some significant errors and misunderstandings. Marginal fail.

5MK511 Integrated Marketing Communications