63698 – Module code and title: Marketing & Communications

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Module code and title: Marketing & Communications in a Digital World Module leader: Francess GrantAssignment No. and type: Report 2,500 of which presentation notes should be included Assessment weighting: 100%Submission time and date: Monday 22nd March 2pm Target feedback time and date: 3 weeks from the date of final submissionAssignment taskThe assignment will be a report and presentation that allows you to demonstrate your knowledge on the challenges and functions faced by businesses when relaunching a product. You will be required to prepare an individual product “pitch” presentation including slides and script with marketing research and analysis.This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:LO 1 Analyse the effectiveness of the marketing mix for any given company or brand.LO 2 Identify research requirements to begin to solve a business/marketing problem in a company.LO 3 Plan, implement and critique a programme of marketing research.LO4 Analyse the effectiveness of marketing planning within a commercial businessTask requirementsOVERVIEWMarketing and communication are key elements of every organisations activity, its importance is also growing in the non-commercial, public and voluntary sectors, the heart of marketing are the customers. As a marketing specialist you have been appointed by the product manager, you are to oversee and to plan and relaunch a product into the market. You have been given a choice of two product the Nokia 3310 and Coca Cola.DESCRIPTION OF THE TASK – WHAT YOU ARE BEING ASKED TO DOWRITTEN REPORT INCLUDING PRESENTATION SLIDES AND SCRIPT (2,500 WORDS)For the presentation and report you must choose either the Nokia 3310 or the Coca Cola drink. Both products are no longer on the market for many reasons, but both companies feel like now is the right time to relaunch.Nokia 3310After 17 years Nokia has decided to relaunch the Nokia 3310, Nokia first launched the phone in the year 2000, and is looking to relaunch on the 26th of February 2021, its yet to be decided if the phone will feature some new functionality.Coca ColaOn May the 8th 1886 the first bottle of Coca Cola was launched, after 99 year in April 1985.Iconic drink “New Coca Cola was launched which was only on the shelves for 79 days. The relaunch is to be brought back in honour of Netflix series Stranger things.Report Tasks (1500 Words)1) Explain all seven sections of the marketing mix for when your chosen product first launched. The analysis should include identification of the and negative effects of all seven segments of the marketing mix.2) As part of the relaunch, you will first need to carry out market research. You will need to identify. which methods of market research you will use and why they are suitable for the company and product you have chosen.3) Create a detailed marketing research plan and carry out the research, this should include the variety of methods that you have discussed in your report previously (section 2). Uponcompletion of the research discuss the strengths and weaknesses of the research and its findings in relation to the product relaunch.Presentation Tasks (1000 Words)1) Produce a presentation with images and a full worded script that ‘pitches’ the planned product relaunch to the chosen company executives. The pitch should include all the following:a) An overview of the effectiveness of the elements of the relaunch marketing mix.b) An identification of the projected success of the product based on the market research.c) A detailed explanation of how an effective marketing campaign can help lead to commercial success.You must reference all information used in the report, and presentation materials using the Harvard Referencing Guide.See attached grid for grade descriptors.Referencing and research requirementsPlease reference your work according to the Harvard style; you can access guidance on this here:https://libguides.uos.ac.uk/academic/referencing/HarvardHow your work will be assessedYour work will be assessed on the extent to which it demonstrates your achievement of the stated learning outcomes for this assignment (see above) and against other key criteria, as defined in the University’s institutional grading descriptors. If it is appropriate to the format of your assignment and your subject area, a proportion of your marks will also depend upon your use of academic referencing conventions.This assignment will be marked according to the grading descriptors for Level 4Submission detailsThis assignment should be submitted electronically via Moodle (module tutors will discuss this process with you during class time).• Please ensure that your work has been saved in an appropriate file format ( Word, Excel or PowerPoint, or PDF are the most widely used; Google Docs is also accepted). Your file must also contain at least 20 words of text, consist of fewer than 400 pages and be less than 40MB in size.• You can submit your work as many times as you like before the submission date. If you do submit your work more than once, your earlier submission will be replaced by the most recent version.• Once you have submitted your work, you will receive a digital receipt as proof of submission, which will be sent to your forwarded e-mail address (provided you have set this up). Please keep this receipt for future reference, along with the original electronic copy of your assignment• You are reminded of the University’s regulations on academic misconduct, which can be viewed on the University : https://www.uos.ac.uk/sites/default/files/Academic-Misconduct-Policy.pdf. In submitting your assignment, you are acknowledging that you have read and understood these regulationsSubmission date and timeThis assignment should be submitted before 14:00 UK time on Monday 22nd March 2021.You should submit all work for summative assessments by the above deadline. Work submitted up to three working days after the deadline will be accepted and marked, but the mark will be capped at the pass mark (40%) unless is a valid reason for the late submission (i.e., having been granted an extension to the deadline or a deferral under the terms of the Extenuating Circumstances Policy).Work submitted more than three working days after the deadline without a valid reason will not be accepted and will be recorded as 0% RN (refer, no work submitted).For more information, please refer to: http://studenthandbook.uos.ac.uk/index.php/studentguides/assessment-the-basics-undergraduateFeedback and marks for this assignment will be available in three weeks from the deadline.Assignment Brief Academic Year 2019-20General Grading CriteriaLevel 4In accordance with the FHEQ, at the end of Level 4 students will be expected to have a sound knowledge of the basic underlying concepts and principles of a subject, and an ability to evaluate and interpret these within the context of that area of study. They should be able to present, evaluate and interpret qualitative and quantitative data in order to develop lines of argument and make sound judgements in accordance with basic theories and concepts of their subject(s) of study. They will have learned how to take different approaches to solving problems and will be able to communicate the results of their study/work accurately and reliably, and with structured and coherent arguments.Assessment category Pass mark, demonstrating achievement of all learning outcomes Marginal fail Fail1st: 70% – 100% 2:1: 60% – 69% 2:2: 50% – 59% 3rd: 40% – 49% 35% – 39% 20% – 34% 20%Knowledge and understanding of the basic underlying concepts and principles of the subject(s) High quality work showing detailed understanding of the basicunderlyingconcepts and principles of the subject(s). Work of solid quality showing competent andconsistent understanding of the basicunderlyingconcepts and principles of the subject(s) Adequate workshowing understanding of the basicunderlyingconcepts and principles of the subject(s), but lacking depth and breadth. Simple factual approach showinglimitedunderstanding of the basicunderlyingconcepts and principles of the subject(s). Narrow or misguided selection of material, with elements missing or inaccurate. Weak work showing limited, fragmentaryunderstanding of the basicunderlyingconcepts and principles of the subject(s). Work characterised by inaccuracies, irrelevant material and/or absence ofappropriate information. Unsatisfactorywork showing weak and flawed understanding of the basicunderlyingconcepts and principles of the subject(s), for example through seriousinaccuracies,inclusion of a significant amount of irrelevant Highly unsatisfactorywork showing major gaps in understanding of the basicunderlyingconcepts and principles of the subject(s).Inclusion of largely irrelevant material, absence ofappropriate information andAssignment Brief Academic Year 2019-20Assessment category Pass mark, demonstrating achievement of all associated learning outcomes Marginal fail Fail1st: 70% – 100% 2:1: 60% – 69% 2:2: 50% – 59% 3rd: 40% – 49% 35% – 39% 20% – 34% 20%material and/or absence ofappropriate information.significant inaccuracies.Cognitive andintellectual skillsExcellent presentation,interpretation and evaluation of concepts orevidence, facilitating a highly logical, coherent and balanced development of judgements or arguments. Strong awareness of other stances. Good presentation, interpretation and evaluation of concepts or evidence, facilitating a logical andcoherentdevelopment of judgements or arguments that shows awareness of other stances.Adequate presentation, interpretation and evaluation of concepts or evidence, facilitating a largely logical and coherentdevelopment of judgements or arguments. An emerging awareness of other stances. A limited use of concepts or evidence to support emerging judgements or arguments, although not always logical or coherent and with inaccuracies. Largely descriptive work, with limited effort made to use concepts or evidence to develop judgements or arguments. Information accepted uncritically, with unsubstantiated opinions evident.Descriptive work with no effort made to use concepts or evidence to develop judgements or arguments. Views expressed are often illogical, invalid or irrelevant. Minimal or no use of evidence to back up views. Work is largely irrelevant orinaccurate,characterised by descriptive text and unsubstantiated generalisations.Complete lack of evidence to back up views.Application of theory to practice (for courses with a professional practice element) Excellentapplication of theory to practice, with the student making highlyappropriate,developed and Sound application of theory to practice, with the student making appropriate, well-developed and articulated links between the two. Consistent and accurate application of theory to practice, with the student making appropriate links between the two. Relevant theoretical knowledge andunderstandingapplied in practice, but with students not always making Limited understanding of the application of theory to practice, with the student often not making appropriate Weak understanding of the application of theory to practice, with only occasional evidence of the student making Very weaktheoreticalknowledge and understanding, with no evidence ofappropriateAssignment Brief Academic Year 2019-20Assessment category Pass mark, demonstrating achievement of all associated learning outcomes Marginal fail Fail1st: 70% – 100% 2:1: 60% – 69% 2:2: 50% – 59% 3rd: 40% – 49% 35% – 39% 20% – 34% 20%articulated links between the two. logical links between the two. links between the two.appropriate links between the two. application in practice.Reading andreferencing Critical engagement with a wide range of relevant reading, including researchinformed literature where relevant.Consistently accurate application of referencing. Engagement with a wide range of relevant reading. Sound application of referencing, with no inaccuracies or inconsistencies. Engagement with an appropriate range of reading beyond essential texts. Referencing may show minor inaccuracies or inconsistencies. Evidence of reading, largely confined to essential texts, but mainly reliant on taught elements. Referencing may show inaccuraciesand/or inconsistencies. Poor engagement with essential texts and no evidence of wider reading. Heavily reliant on taught elements. Inconsistent and weak use of referencing. Limited evidence of reading and/or reliance oninappropriate sources. Limited engagement with taught elements. Very poor use of referencing. No evidence of reading or engagement with taught elements.Absent orincoherent referencing.Presentation,style andstructure * Highly effective presentation of work that iscoherentlystructured and clearly expressed throughout. Competent presentation of work in terms of structure and clarity of expression. Work is structured in a largely coherent manner and is for the most part clearly expressed. Ordered presentation in which relevant ideas/ concepts arereasonably expressed. Work is loosely, and at timesincoherently,structured, with information and ideas often poorly expressed.Work is poorly presented in a disjointed and incoherent manner. Information and ideas are very poorly expressed, with weak English and/or inappropriate style. Work is extremely disorganised, with much of the content confusinglyexpressed. Very poor English and/or very inappropriate style.* Work that significantly exceeds the specified word limit may be penalised.

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