Written Coursework:
“Analysis of the integrated marketing communications mix strategies ofyour chosen FMCG brand”

Imagine that you have been appointed as the international strategic brand manager for an FMCG (fast moving consumer goods)company of your choice. Your company have assigned you to analyse and assess their integrated marketing communications (IMC)mix strategies for the UK marketand recommend future actions.

The report has to cover the following areas:

Literature review: You are expected to conduct an extensive review of marketing communications literature with a particular focus on how segmentation, positioning and branding strategies can facilitate the design and implementation of integrated marketing communications mix.

Market environment review: Provide a brief review of the UK market of your chosen product/brand. Identify the key competitors, market trends and relevant environmental factors that may have significant influence on your strategic decisions.

Company strategies: You are now required to analyse the IMC strategies of your chosen organisation in light of the theories and research findings discussed in the literature review and address the following issues:

1. Target audience: Analyse the target segments in terms of the behaviour, attitude and lifestyle.
2. Brand positioning: identify and discuss the choice of brand/concept which is being promoted with reference to competitive positioning and differential appeal.
3. Media selection and communication mix management: Identify and assess the media and IMC tools used by your chosen organisation.

Your own recommendations: You have to explain how your chosen organisation can make their IMC strategies more effective and competitive.
Notes:

1. The assignment should not exceed 3000 words and should be presented in reportformat, not as an essay. You are allowed to include any reasonable amount of supporting material in an Appendix.
2. Your analysis of the practical issues should be linked with relevant theories and research findings discussed in the literature review.
3. 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.
4. 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.
5. 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.
6. Please adopt a critical but constructive view supported by factual information, not just personal opinions. If quoting other people’s 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 (market review) 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)
2. Table of Contents (with page numbers)*
3. Executive Summary (Max of a page of brief description of the report)
4. Introduction
5. Literature Review (previous models/theories/framework to support your analysis and previous studies to support your argument)
6. Market environment analysis (UK market only)
7.Critical Analysis and Discussion (The company strategies have to be analysed and discussed in light of relevant theories and research findings discussed in the literature review)
8. Recommendations
9. Conclusion (8 & 9 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, executive summary, reference list (i.e. bibliography)and the appendix. Introduction, market and literaturereview, critical analysis and discussion, conclusion and recommendations do count towards the word limit.

Please enter here the marking scheme relevant for the coursework and provide an illustration of each assessment criterion achieved at each of the grade descriptor for UG/PG levels.
UG grades and grade point bands [Senate Regulation 2 (2009 starters onwards)] are: A* (17), A+ (16), A (15), A- (14), B+ (13), B (12), B- (11), C+ (10), C (9), C- (8), D+ (7), D (6), D- (5), E+ (4), E (3), E- (2), F (1)
This assignment will represent 100% of the assessment for the module.

Criteria Grade descriptors
Literature Review
(30%) A.
Clear demonstration of a sophisticated, critical and thorough understanding of the role and nature of Marketing Communications and its diverse elements of marketing communication mix with several appropriate references B.
Clear demonstration of a well-developed, critical and comprehensive understanding of the role and nature of Marketing Communications and its diverse elements of marketing communication mix with some appropriate references.
C. Demonstration of a critical and substantial understanding of the role and nature Marketing Communications supported and its diverse elements of marketing communication mix with a few references.
D.
Provides evidence of some critical understanding of the role and nature Marketing Communications and its diverse elements of marketing communication mix with at least one reference or few inappropriate references.
E.
Work does demonstrate evidence a partial but uncritical understanding of the role and nature of Marketing Communications and its diverse elements of marketing communication mix with no references.
F.
Work does not demonstrate understanding of the role and nature of Marketing Communications and its diverse elements of marketing communication mix and there is absence of references.

Market Environment Review (20%) Clear understanding of the nature of business and industry; relevant and appropriate tools are discussed. Clear understanding of the nature of business and industry; relevant and appropriate tools partially discussed. An understanding of the nature of business and industry; relevant and appropriate tools somewhat discussed. Adequate understanding of the nature of business and industry; relevant and appropriate tools somewhatdiscussed. E Adequate understanding of the nature of business and industry; only some relevant and appropriate tools discussed. This section is missing or irrelevant information presented.
Analyses of the company strategies in light of relevant literature and market environment factors; and recommendations (40%)
The assignment demonstrates excellence in the analysis and synthesis of the issues. Both parts of the assignment (Strategic and Tactics) have been critically analyzed. The assignment demonstrates a high degree of competence in the analysis and synthesis of the issues. Both parts of the assignment (Strategic and Tactics) have been analyzed. The assignment demonstrates a significant degree of competence in the analysis and synthesis of the issues. Both parts of the assignment (Strategic and Tactics) have been adequately analyzed. The assignment demonstrates a degree of competence in the analysis and synthesis of the issues. Both parts of the assignment (Strategic and Tactics) have been adequately analyzed. The assignment demonstrates a limited competence in the analysis and synthesis of the issues. Both parts of the assignment (Strategic and Tactics) have been analyzed, but rather weakly. The assignment does not demonstrate achievement of analysis and synthesis of the issues. Both parts of the assignment (Strategic and Tactics) have been presented in a weak manner.
Overall Structure including clarity of expression (10%) The assignment is presented in a professional format, meeting all the requirements identified in the guidelines; there is a logical flow between the sections, making it very easy to follow the arguments. The level of grammar and spelling is excellent. The assignment is presented in the appropriate format, meeting all the requirements identified in the guidelines; there is a fairly logical flow between the sections, making it quite easy to follow the arguments. The level of grammar and spelling is very good. The assignment is presented in a report format, meeting all the requirements identified in the guidelines; there maybe a few limitations in the logical flow between the sections, making parts of the arguments less easy to follow. The level of grammar and spelling is acceptable. The assignment is presented in a basic format, meeting some of the requirements identified in the guidelines; there are limitations in the logical flow between the sections, making parts of the arguments less easy to follow. The level of grammar and spelling is compromised. The assignment is presented in a basic format, failing to meet the requirements identified in the guidelines; There are strong limitations in the logical flow between the sections, making several parts of the arguments less easy to follow. The level of grammar and spelling is seriously compromised. The assignment is not presented in a report format and does not meet most or all of the requirements identified in the guidelines; there 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.