The Integrated Contemporary Communications MMP_5_ICC
- Subject Code :
MMP-5-ICC
- University :
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- Country :
United Kingdom
Assignment Brief
Module Title: |
The Integrated Contemporary Communications |
Module Code: |
MMP_5_ICC |
Assignment No/Title: |
Assignment 2: Individual essay |
Assessment Weighting: |
50% |
Submission Date: |
13th December 2024, 4pm UK time |
Feedback Target Date: |
Within 15 working days |
Module Co-ordinator/ Tutor: |
Dr. Mai Khanh Tran (Mika) |
Word count |
Maximum of 2,500 word, EXCLUDING cover page, references and appendices. |
Submission Instructions: |
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This assignment is to be submitted electronically |
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1. This assignment must be submitted electronically by 4.00 pm on the submission date. 2. To submit electronically you must upload your work to the e-submission area within the respective module on Moodle. 3. You are reminded of the Universitys regulations on academic misconduct and plagiarism. In submitting your assignment, you are acknowledging that you have read and understood these regulations. 4. You are reminded that it is your responsibility to keep an electronic copy of your assignment for future reference. 5. Your citation needs to follow the Harvard style referencing. |
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The Assignment Task(s) |
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This Assignment was developed to assess the following Learning Outcomes
A1: Explain the main theories in integrated marketing communications. B1: Analyse and critique integrated marketing communication strategies and tactics developed and managed by organisations marketing products and services domestically and globally D1: Demonstrate skills in written communication and the capability in evaluating the brands use of integrated marketing communication digital and traditional tools in their campaigns.
The Assignment brief
The second assignment enables you to reflect upon a range of theoretical concepts and frame works that helps you address the research question: What are the roles of mindfulness in Contemporary Marketing Communications? |
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Background
Mindfulness is defined as a moment-by-moment awareness of thoughts, feelings, and the sur- rounding environment, through a conscious and subconscious state (Kumar et al., 2024, p. 978). Mindfulness strengthens positive feelings in humans and maximizes the emotions for self-care, empathy, and environmental well-being (Johnson et al. 2009).
Mindfulness is a study subject in many areas, including Healthcare and Education. The concept of mindful marketing only gained prominence in the early 20th century but has become a growing research interest (Zahid et al., 2022). Mindfulness is found to align marketers and consumers interests in the marketing process. In turn, Consumers mindful decision is found to influence the advertising and marketing strategies of companies.
Rosenberg (2004) suggested that mindfulness can be fostered by improving the cognitive processes related to consumption, which creates a feeling of interconnectedness between consumers and their environment. Ndubisi (2012) proposed a mindfulness-based marketing strategy and used mindful theory to examine the direct and indirect impacts of Communication on customer satisfaction. Mohammad et al. (2020) investigated how eWOM directly influences consumers' mindful consumer behaviour. However, empirical studies on the use of mindfulness in contemporary marketing communications are still modest.
To contribute to this research strand, you are expected to explore the roles of mindfulness in Contemporary Marketing Communications. You need to find a marketing communications case study that uses mindfulness in their approaches (message, appeals, etc.), do your own research, Including collecting observational data and develop your analysis. The case must take place between 2023 - 2024 (on-going campaigns are encouraged).
Requirements
You are required to produce a discursive essay compiled of 5 parts (Part A, B,C,D,E), in which you can write a maximum of 2,500 words for Part A to Part D. Part E has no word limit but has to be kept within 15 pages. No table of content is required for an essay. Cover page, references and appendices are not included in word count.
In this assignment, you will demonstrate your understanding of key theories and frameworks in ICC, your research skills and how you will apply the theoretical concepts to analyse a case study of your choice.
*Note: Discursive essay means an essay which asks you to discuss, critically discuss, critically analyse, analytically discuss etc. to look at a topic from various points of view). This entails researching, reading and reviewing the current views of academics on the topic you select. You should consider opposing arguments that academics make and critically discuss these.
Approaching the assignment
Your chosen case study can be
- An event, a campaign of any brands in any sector, or a series of campaigns that aims to conduct a particular message of a particular brand/ organisation (be selective you have word limit and timeline)
Contemporary
- Your chosen case study must take place between 2023
Data
You are expected to collect various sets of data to support your essay. Data sets include:
- Fieldnotes from your fieldtrips
- Visual data (pictures taken during fieldtrips)
- Data collected from marketing communication tracking of the chosen brand (i.e: any information of the campaign/ case on their website, social media platforms, some screenshots of their actual posts, comments and reactions to audiences messages on their social platforms, any forms of media coverage such as hashtags, mentions, consumers posts and tags)
- Data will account for 20% of the essay total marks (check Marking Criteria next page)
Support for this assignment
Activities in the weekly seminars will help you develop ideas and collect primary data from your field research and online observation. Data includes texts and visual images. This data is part of the marking criteria.
Report structure - You should structure the assignment as an essay with sub-headings indicating your areas of analysis - There are no specific margins, spacing requirements but your report should be presented in a clear and legible format. - Follow Harvard referencing guidance/ follow a chosen referencing style consistently - You can use the marking criteria (next page) as a guidance to structure your work Choice of references - You should have a good, relevant combination of journal articles, book chapters, and selected online resources for your reference list. - In order to demonstrate evidence of wider reading, and high academic skills, you are required to use at least 8 academic peer-reviewed articles* throughout the assignment (particularly in section B) - Peer reviewed articles are not newspapers, trade press, government reports, company own websites etc. You may use these sources, but only in addition to the academic references. - Books, book chapters and conference proceedings are encouraged, in addition to the academic peer reviewed articles aforementioned. - You can use market data/ report where relevant (such as describing the case study), and from trusted sources (i.e: Mintel, WARC, Statista, BBC, Financial Times, Campaign UK, Marketing week) - DO NOT use user-generated content websites such as quickmba.com, Wikipedia, UK essays |
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Assessment Criteria |
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Marking Criteria |
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Part A. Introduction |
A brief introduction to your approach to Mindfulness, why do you think it is important for marketing communications. Brief introduction to the essay structure and the name of the campaign/ brand chosen for your essay. |
10% |
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Part B. Literature review |
Critical summary and discussion of the concept Mindfulness in marketing and marketing communications This includes the development of the concept and its application over time, contexts of use/ application, identify gaps in existing scholar works |
30% |
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Part C. Analysis |
Use theories and framework(s) you have learnt in this module to analyse how the chosen brand/ campaign(s) has used Mindfulness in their marketing communications. |
20% |
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Part D. Conclusion |
How does your findings contribute to the extant research on the use of Mindfulness in marketing, particularly marketing communications? |
10% |
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Part E. Fieldnotes/ Data |
Details of a contemporary campaign that use Mindfulness in marketing communications. Data should include your own research, observation/ fieldnotes (online and onsite). * Note: - You have up to 15 pages for this part - Data should include both texts and visual images (including screenshots) - You should use the theories and frameworks learnt in this module to organise your data |
20% |
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Presentation, Academic skills (writing, referencing) |
10% |
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MARKING RUBRIC
CRITERIA |
70% + |
60 69% |
50 59% |
40-49% |
Below 30% |
Part A. Introduction (10%) |
A clear, well written introduction that captures the key points of the report and introduce the structure of the report |
A clear introduction that captures the key points of the report and introduce the structure of the report |
The introduction does not address the key points and no implication of structure |
There is an introduction but unclear what the student wants to do in the report |
Poorly written introduction, |
Part B. Literature Review (30%) |
A well-written literature review that demonstrates critical approaches to the chosen topics and their related concepts, supported by excellent choice of academic evidence |
A clear review that demonstrates critical approaches to the chosen topics and their related concepts, supported by relevant academic evidence |
Good attempt at creating a critical review but with omissions. Generally, well supported by academic evidence |
Attempt at creating a review with some omissions, supporting evidence is not sufficient/ not relevant |
Poor attempt, irrelevant supporting evidence |
Part C. Analysis (20%) |
A well-developed, critical analysis with excellent use of theories and frameworks learnt from the module, good link with Part E (data) as supporting evidence |
Analysis is developed with relevant use of theories and frameworks learnt from the module, some attempt at including data from Part E, but not consistent |
Analysis is developed with some use of theories and frameworks learnt from the module, but the link with data from Part E is not clear |
Analysis is included but there is some misunderstanding in theories/ missing underling theories at places, poor link with data from Part E |
There is an analysis section but with no inclusion of underling theories nor link with data from Part E |
Part D. Conclusion reflection (10%) |
Excellent identification of the gaps in knowledge, excellent explanation of the reasons, strong evidence-based arguments. Excellent evaluation and use of resources and evidence |
Clear identification of the gaps in knowledge, clear explanation of the reasons with evidence-based arguments. Good evaluation and use of resources and evidence |
Good attempt at addressing reasons, but unclear at places. Little supporting evidence. |
Misunderstanding of reflective writing (i.e: only complaint, no provision of experience and background). No evidence-based arguments |
Missing conclusion, or Arguments are not well developed/ communicated |
Part E. Case study description (10%) |
The description is concise, informative with good use of references and appendix |
The description contains some key information, but needs better use of references/ appendix |
The description contains some information, but not closely support the analysis. Little/ insufficient use of references/ appendix |
The case study is vaguely presented. Little/ insufficient use of references/ appendix |
The case study is not presented with relevant details. |
Academic skills (10%) |
An excellent written piece of work. Communication is clear, persuasive. Consistent and correct application of referencing conventions with great attention to detail. |
A well written piece of work. Consistent and correct application of referencing conventions with attention to detail. At least 8 journals articles are included |
Relatively well written piece of work but with omissions in styles. Fewer than 8 journal articles are included |
References are complete but are mostly not of an academic standard, lack of academic sources to support the arguments made. |
No evidence of references being used to support the arguments made. References are not of an academic standard. |
