BU6067 Marketing Communications Assessment Answer

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Question :

A: Assessment Details
Module TitleMarketing Communications
Module CodeBU6067
Assessment Type, Word Count & WeightingA project of 4000 words (+10%). Weighting 100%
B: Learning Outcomes
On successfully completing this module, students should be able to:
  1. Undertake detailed contextual critical analysis for an organisation of their choice using appropriate concepts, methods and tools - such as Advertising, Personal Selling, Sales Promotion, Public Relations, and Direct Marketing. Students will understand basic Marketing Theory (Segmentation, targeting and positioning) along with Communications Theory.
  2. Construct a strategic marketing communications plan that utilised basic theories and concepts such as: Consumer Buying Behaviour Process, Communications Process, Innovation-Adoption Theory, VALS Segmentation Strategy, SOSTAC Framework, push/pull/profile Strategies.
  3. Critically analyse and develop a marketing communications strategy, with concepts for use in a global organisation and show a plan how to set up a Product Life Cycle Management Plan, Marketing Spend Budget and Pricing Plan.
  4. Measure the effectiveness of marketing communications strategy, with the utility of Case Studies for international and multinational organisation such as Google, Oral B, Gillette and Apple.
C: Assessment Task
Assessment A1:

Assignment Task
Burger King (BK) is an American multinational chain of hamburger fast food restaurants. As of December 31, 2018, Burger King reported it had 17,796 outlets in 100 countries. Of these, nearly half are located in the United States, and 99.7% are privately owned and operated, with its new owners moving to an almost entirely franchised model in 2013.
You are required to research and critically analyse the marketing communications of BK. Based on your analysis
D: Specific Criteria/Guidance
Additional Assessment Guidance

The aim of the assignment is for you to produce a report that analyses the methods and rationale for a business communications program.

It is essential that you make full use of references and theory to support your marketing decisions.

Make full use of headings, sub-headings and bullet points to present your analysis in a business informal report format.

The Level 6 Generic Undergraduate Marking Criteria will be used. The sections which are essential are detailed in the marking rubric supplied below with approximate weightings to guide your report.

In addition, the following areas may be taken into consideration:

  • The analysis of the marketing communications employed will be relevant and succinct, with key points summarised in an appropriate format. You must use current data to support your arguments.
  • Based on key relevant information and data the student will evaluate how the consumer buying process is relevant and applied by the business with relevant examples to support your answer.
  • The communication process will be supported with relevant examples and analysis.
  • The communications plan will be fully justified with relevant theory and models.
  • The analysis will be cohesive and consistent throughout.
  • Appropriate theory, models and references will be applied throughout to support the recommendations.
F: Submission Guidance
  • You must submit assessments in Microsoft Word, Microsoft PowerPoint or PDF format.
  • The file must be no larger than 40MB.
  • Your writing is expected to conform to Standard English in terms of spelling, syntax and grammar.
  • You must include your Assessment Number (J Number) in the header or footer.
  • Include your word count at the end of the assignment or the front cover.
  • Set up your page for A4 paper in portrait style.
  • The font size must be a minimum of point 12 Calibri (or equivalent) for the body of the assessment and footnotes must be 2 points smaller.
  • Line spacing in the body of the assessment must be 1.5 lines.
  • Number the pages consecutively.
  • Students should submit work before 5pm (local time) on the deadline date electronically via Moodle. Please follow the ‘Turnitin submission’ link on the module space and follow the on-screen instructions, paying particular attention to any specific instructions for each assignment.
  • You must submit your work with the following details written on the first page:
    • Title of your work
    • Module title and code
    • Module Leader and Seminar Tutor (if relevant)
    • Number of words
    • Your student assessment number (J Number) and Your Chester ID number (1xxx.)
    • Number the pages consecutively
G: Academic Integrity and Penalties

It is your responsibility to ensure that you are familiar with all of the information contained in this brief as failure to do this may impact on your achievement.
Please refer to the various Assessment Guidance below for detailed information on: Academic Integrity

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