Part 1 Submission Front Sheet to be included with Final Submission and any Resubmission

Unit 18 Advertising and Promotion in Business AB165B18Mont Rose College

Submission Front Sheet

Assignment Code: AB165B18

Programme:

BTEC Higher National Diploma in Business (Marketing)Unit Title and Number:Advertising and Promotion in Business (Unit 18)

QFC Level:4

Unit Code:J/601/1000Credit value:15 creditsModule Tutor:Mehedi KhanEmail:m.khan@mrcollege.ac.ukDate Set:23rd September 2014Name:

.

Registration Number:

Date:

Is this a First Submission

or Second Submission

?Word Count (max.5000)

Turnitin Score Complete and copy this page and add it as the front sheet to your online submission

Part 2 Assignment Brief

Programme:

BTEC Higher National Diploma (HND) in Business MarketingUnit Title and Number:Advertising and Promotion in Business (Unit 18)

QFC Level:4Unit Code:J/601/1000Credit value:15 creditsModule Tutor:Mehedi KhanEmail:m.khan@mrcollege.ac.ukDate Set:Starts: 23 September 2014, Ends: 5 December 2014

Distribution Date : 30.09.2014.

LO1 Submission Date : 21.10.2014 (for formative feedback)

LO2 & LO3 Submission Date: 10.11.2014 (for formative feedback)

LO4 Submission Date: 18.11.2014 (for formative feedback)

Final Submission Date (Full Assignment): 5th December 2014

The effective use of advertising and promotion is a fundamental requirement for any business seeking to succeed in the modern business world. As they progress through the unit, learners will build up their understanding of advertising and promotion, which they can use to plan an integrated promotional strategy for a business or product.

The unit introduces learners to the wide scope of marketing communications and how the communications process operates. It includes a study of current trends and the impact that ICT has had on marketing communications. Learners will explore the marketing communications industry and how it operates. They will also develop some knowledge of how the industry is regulated to protect consumers.

Advertising and the use of below-the-line techniques are core components in the development of an integrated communications strategy. This unit covers both in detail. Learners will be introduced to the theory, as well as the practice, that is fundamental to understanding advertising and below-the-line techniques and how they can be used to their greatest effect. On completion of this unit learners will be able to plan an integrated promotional strategy for a business or product. This will include budget formulation, creative and media selection, and how to measure the effectiveness of their plan.Specification of Assessment

Present your work in one business report style which should include table of contents, reference list, foot or end notes and appendices if any

Include the reference code of this assignment on your assignment submission front page. Each page must be numbered at the bottom right hand side.

Ensure the following information is in the footer on every page: Your name The production date of your submission The code number of your assignment brief The page number Spell-check the document and make sure there are no grammatical errors.

Complete all the tasks. Produce clear specific reasoning and arguments in support of your answers. Submit your work in a single work processed document of not more than 5000 words for all Learning Outcomes. This word limit is only for guidelines, and is not applied to grading.

You must include a bibliography at the end to show where your information was sourced.

Your sources must be identified using the Harvard referencing system. The words used in your bibliography will not be included in your word count.

Learners are encouraged to be familiar with the assessment criteria and contextualised grade descriptors before completing these tasks.Task 1 Task 1: Individual Assignment. This covers Learning Outcome 1, topics: Understand the scope of

marketing communications (Week 1 4 lectures).

1.1 explain the communication process that applies to advertising and promotion

1.2 explain the organisation of the advertising and promotions industry

1.3 assess how promotion is regulated

1.4 examine current trends in advertising and promotion, including the impact of ICT

Assessment Type: Individual Word Limit: 1500 max

Task 2

Group Presentation. It covers Learning Outcome 2 topics: Understand the role and

importance of advertising.

2.1 explain the role of advertising in an integrated promotional strategy for a business or product

2.2 explain branding and how it is used to strengthen a business or product

2.3 review the creative aspects of advertising

2.4 examine ways of working with advertising agencies

Group Presentation

Maximum number of members of a team is seven with a minimum of five (this can be negotiated with the Module Leader if there are a surplus of students for certain groups). Participants are asked to form their own teams and notify the module tutors of the members via e-mail to k.frimpong@mrcollege.ac.uk. The final discretion as to size of teams remains with the Module Assessment Type: Group Leader. All team members must participate in the oral presentation, preparatory research and presentation materials.

The Presentations will last for 10 minutes, with 7 minutes for presentation and 3 minutes for questions. The presentations must be in PowerPoint format. Specific references for all material must be cited within the text of the presentation.

Students must submit a detailed report, including the plan and contents of the presentation to the module Tutor on the day of the presentation.

Task 3

Individual Assignment. It covers Learning Outcome 3, topics: Understand below-the-line

techniques and how they are used Word Limit: 1000 max

3.1 explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product 3.2 evaluate other techniques used in below-the-line promotion

Assessment Type: Individual

Task 4Individual Assignment. It covers Learning Outcome 4, topics: Be able toan integrated promotional strategies. Word Limit: 1500 max

4.1 follow an appropriate process for the formulation of a budget for an integrated promotional strategy

4.2 carry out the development of a promotional plan for a business or product

4.3 plan the integration of promotional techniques into the promotional strategy for a business or product

4.4 use appropriate techniques for measuring campaign effectiveness.

Assessment Type: Individual In this task, students need to develop an actual integrated promotion plan by applying the techniques of IMC (Integrated Marketing Communication) and (Promotion), which are taught in classes.

Students need to develop an actual integrated promotion plan Firstly, decide the plan for business or product. Secondly, set a budget for your promotion plan by following an appropriate process and discuss how this plan is appropriate for your integrated promotional strategy.

Thirdly, plan the integration of promotion techniques into promotion strategy for your chosen business or product. Lastly, use appropriate measurement techniques and analyse and discuss how this integrated promotional plan is effective.

Achievement of a pass grade

A pass grade is achieved by meeting all the requirements defined in the assessment criteria for each individual unit.

Achievement of a merit or distinction grade

All the assessment criteria and merit grade descriptors need to be completed within a unit to achieve a merit grade.

All the assessment criteria, merit and distinction grade descriptors must be completed within a unit to achieve a distinction grade.

Any learner submission that does not meet a targeted assessment criterion must be re-submitted by a date specified by the assessor.Grade DescriptorsIndicative CharacteristicsContextualised Grade Guidance

MERIT

M1

Identify and

apply strategies

to find appropriate

solutions. effective judgements have been made

complex problems with more than one variable have been explored

an effective approach to study and research has been applied

M2

Select / design and

apply appropriate

methods/techniques

relevant theories and techniques have been applied

a range of methods and techniques have been applied

a range of sources of information has been used

the selection of methods and techniques/sources has been justified

the design of methods/ techniques has been justified

complex information/data has been synthesised and processed

appropriate learning methods/techniques have been applied

M3

Present and

communicate

appropriate findings.

the appropriate structure and approach has been used

coherent, logical development of principles/concepts for the intended audience

a range of methods of presentation have been used and technical language has been accurately used

communication has taken place in familiar and unfamiliar contexts

The communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.

DISTINCTION

D1

Use critical

reflection to

evaluate own

work and justify

valid

conclusions conclusions have been arrived at through synthesis of ideas and have been justified

the validity of results has been evaluated using defined criteria

self-criticism of approach has taken place

realistic improvements have been proposed against defined characteristics for success

D2

Take

Responsibility

for managing

and organising

activities autonomy/independence has been demonstrated

substantial activities, projects or investigations have been planned, managed and organised

activities have been managed

the unforeseen has been accommodated

the importance of interdependence has been recognised and achieved

D3

Demonstrate

convergent /

lateral / creative

thinking ideas have been generated and decisions taken

self-evaluation has taken place

convergent and lateral thinking have been applied

problems have been solved

innovation and creative thought have been applied

receptiveness to new ideas is evident

effective thinking has taken place in unfamiliar contexts

Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this context the definition and scope of plagiarism are presented below:

Plagiarism occurs when a student misrepresents, as his/her own work, the work, written or otherwise, of any other person (including another student) or of any institution. Examples of forms of plagiarism include: the verbatim (word for word) copying of anothers work without appropriate and correctly presented acknowledgement;

the close paraphrasing of anothers work by simply changing a few words or altering the order of presentation, without appropriate and correctly presented acknowledgement;

unacknowledged quotation of phrases from anothers work;

The deliberate and detailed presentation of anothers concept as ones own.

All types of work submitted by students are covered by this definition, including, written work, diagrams, designs, engineering drawings and pictures.

Collusion occurs when, unless with official approval (e.g. in the case of group projects), two or more students consciously collaborate in the preparation and production of work which is ultimately submitted by each in an identical, or substantially similar, form and/or is represented by each to be the product of his or her individual efforts. Collusion also occurs where there is unauthorised co-operation between a student and another person in the preparation and production of work which is presented as the students own. Unless stated otherwise, you must not produce assignments in disqualified for the assessment.All submissions will be via Moodle and processed by Turnitin to check for plagiarism. You should aim for an overall score of no more than 15% with no single source over 4%.

If an extension is necessary for a valid reason, requests can me made using a course work extension request form available from the college. Please note that the lecturers do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension.The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.

Unit 18: Advertising and Promotion in Business (J/601/1000)

Textbooks Marketing Communications 4th Edition, Chris Fill, Pearson Education LTD. ISBN: 0-273-68772-7 Advertising and Integrated Brand Promotion, Thomas Clayton OGuinn, Chris Allen and Rich Semenik, Thomson Publishing, ISBN: 0-324-11380-3 Advertising and Promotion, An integrated marketing communications perspective 6th Edition, George E Belch and Michael A Belch. Principles of Marketing, Frances Brassington and Stephen Pettitt. ISBN: 0-273-64444-0 Kotler, P., Keller, K.L., Goodman, M., & Hansen, Torben (2009) Marketing Management, Prentice Hall, England Advertising and Promotion- An integrated Marketing Communications Approach, Chris Hackley, 2nd Edition (2010), Sage Publications Ltd, London

Journals

Campaign (Haymarket Publishing)

Harvard Business Review (Harvard Business Publishing)

The Marketing Review (Westburn Publishers Ltd)

The Marketer (Journal of the Chartered Institute of Marketing Magazine)

Marketing Business (The Chartered Institute of Marketing Magazine)

Marketing Week (Centaur Communications Ltd)

The Financial Times and other daily newspapers which contain a business

section and market reports

Websites:Marketing Week (http://www.marketingweek.co.uk/)Chartered Institute of Marketing (http://www.cim.co.uk/Home.aspx)

Advertising Age (http://adage.com/)

Bized provides a selection of teaching and learning resources http://www.bized.co.uk/The Financial Times business sections http://www.ft.com/

The Times 100 multimedia resources http://www.thetimes100.co.uk/ Summative Feedback on this coursework will be given on

19th December 2014.

Referral dropbox will open from 22nd December, 2014

Referral submission deadline 3rd January, 2015

Referral result declared 9th January, 2015

Assignment Resubmission Policy

A Resubmission is any work handed in for final assessment a second time.

The Final Deadline is the date on which the whole assignment must be completed and submitted (usually in week 12 at the end of the semester).

Work submitted

To be Resubmitted

1 Referred after Final Deadline

Four weeks after the final deadline

2 Missed Final Deadline

End of next semester

3 Missed formative assessment(s) and

Referred after Final Deadline

End of next semester

4 Referred SMALL after resubmission25 reassessment fee

5 Referred LARGE after resubmissionRepeat semester and attend classes

Completed, assessed units (Pass, Merit) from your first Semester may be reworked and submitted for a higher grade once only on payment of a reassessment fee of 25.

Part3 Assessment and Feedback Record

Programme:BTEC Higher National Diploma (HND) in BusinessUnit Title and Number:Unit 18: Advertising and Promotion in Business J/601/1000Module Tutor:Dr. FrimpongLearners Name :____________________

Learner ID:___________________Assessment CriteriaStudents

Evidence CheckMet Y/NFeedback

1.1explain the communication process that applies to

advertising and promotion

1.2explain the organisation of the advertising and

promotions industry

1.3assess how promotion is regulated

1.4examine current trends in advertising and promotion,

including the impact of ICT

2.1explain the role of advertising in an integrated promotional strategy for a business or product

2.2explain branding and how it is used to strengthen a

business or product

2.3review the creative aspects of advertising

2.4examine ways of working with advertising agencies

3.1explain primary techniques of below-the-line promotion

and how they are used in an integrated promotional

strategy for a business or product

3.2evaluate other techniques used in below-the-line

promotion

4.1follow an appropriate process for the formulation of a

budget for an integrated promotional strategy

4.2carry out the development of a promotional plan for a

business or product

4.3plan the integration of promotional techniques into the promotional strategy for a business or product

4.4use appropriate techniques for measuring campaign

effectiveness.

Grade DescriptorsIndicative CharacteristicsContextualised Grade Guidance

MERIT

M1

Identify and

apply strategies

to find appropriate

solutions. effective judgements have been made

complex problems with more than one variable have been explored

an effective approach to study and research has been applied

M2

Select / design and

apply appropriate

methods/techniques

relevant theories and techniques have been applied

a range of methods and techniques have been applied

a range of sources of information has been used

the selection of methods and techniques/sources has been justified

the design of methods/ techniques has been justified

complex information/data has been synthesised and processed

appropriate learning methods/techniques have been applied

M3

Present and

communicate

appropriate findings.

the appropriate structure and approach has been used

coherent, logical development of principles/concepts for the intended audience

a range of methods of presentation have been used and technical language has been accurately used

communication has taken place in familiar and unfamiliar contexts

The communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.

DISTINCTION

D1

Use critical

reflection to

evaluate own

work and justify

valid

conclusions conclusions have been arrived at through synthesis of ideas and have been justified

the validity of results has been evaluated using defined criteria

self-criticism of approach has taken place

realistic improvements have been proposed against defined characteristics for success

D2

Take

Responsibility

for managing

and organising

activities autonomy/independence has been demonstrated

substantial activities, projects or investigations have been planned, managed and organised

activities have been managed

the unforeseen has been accommodated

the importance of interdependence has been recognised and achieved

D3

Demonstrate

convergent /

lateral / creative

thinking ideas have been generated and decisions taken

self-evaluation has taken place

convergent and lateral thinking have been applied

problems have been solved

innovation and creative thought have been applied

receptiveness to new ideas is evident

effective thinking has taken place in unfamiliar contexts

Feedback of this coursework will be given to students on 19th December.

Learners statement of authenticity

Students Name: _______________________Students ID Number: ___________________

I certify that the work submitted for this assignment is my own. Where the work of others has been used to support my work then credit has been acknowledged. I have identified and acknowledged all sources used in this assignment and have referenced according to the Harvard referencing system. I have read and understood the Plagiarism and Collusion section provided with the assignment brief and understood the consequences of plagiarising.

Signature: ___________________Date: ___/___/_____

I certify that the work submitted for this assignment is my own. Where the work of others has been used to support my work then credit has been acknowledged.

Signature: ______________________________

Words

%

LEARNERS BRIEF AB165B18

Key Dates

Introduction

ASSESSMENT TASKS

GRADING INFORMATION AND REQUIREMENTS

Plagiarism and Collusion

Extension and Late Submission

Support Material

ASSESSMENT DECISION

Assessors General Comments:

Resubmission Status: unnecessarySMALLLARGE

Please resubmit Sections indicated above to meet Assessment Criteria:

Resubmission Date 3rd January 2015

Assessors Signature:Date:

Print Name:

Learners Comments:

Signature:Date:

Print Name:

Internally verified by Leslie Doyle 23 September 2014 AB165B18Page 2