The detailed requirements are all in the pdf file. The essay should use 1.5 line spacing, around 2600 words in total and use APA for references and citation.
assignment_4_guideline.docx
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Assignment 4: Communicate the Value
Introduction
This assignment has been designed to help you integrate and apply the marketing
concepts, terms, and information you have learned up to this point. These concepts
provide a foundation on which other course concepts are built. Assessing your
comprehension will help ensure that you are on track to successfully complete the
course. This assignment is worth 20% of your final grade in the course.
4.1: Decisions (15 marks)
Suggested time: 1 to 2 hours
Length: Please write your response in essay format and/or point form as
appropriate and limit your response to 1 page using 1.5 line-spacing. If you need to
include a table, attach it as an exhibit or appendix.
Final Mark: This assignment is worth 20% of your final mark.
Assessment: This part of the assignment will be assessed using the following
criteria:
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Comprehensiveness of the recommendations
Rationale used to support those recommendations
Based on your understanding of integrated marketing communications, answer the
following questions:
1. What is the definition of integrated marketing communications? (5 points)
2. Explain five benefits of integrated marketing communications? (5 points)
3. What are two important integrated marketing communication initiatives for
this year? Explain why you think these are important for marketers. (5
points)
4.2: Advertising Critique (35 marks)
Suggested time: 1 to 2 hours
Length: Please write your response in essay format and/or point form as
appropriate and limit your response to 2 pages using 1.5 line-spacing. If you need
to include a table, attach it as an exhibit or appendix.
Assessment: This part of the assignment will be assessed using the following
criteria:
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Depth of insight and analysis
Support for the conclusions drawn
Use of course concepts
Demonstration of critical thinking
Select, from any medium, two advertisements: one that you think is effective, and
one that you think is not effective.
1. Attach the ads to your assignment. Indicate where the ads came from and
what media was used. Where was the ad placed (in what part of the
magazine or newspaper, or when it was aired on television or radio, or was
it part of digital media?)? (5 points)
2. Describe and then critique each of the two ads separately. Use the eight
headings below when you critique each ad. (10 points for each)
o Target audience
o Communication objectives
o Overall communication strategy
o Positioning statement and key messages
o Communication tactics
o Communications mix
o Creative execution
o Evaluation
3. For each ad, describe the actual or perceived value created for the target
audience. Explain what leads you to this conclusion. (10 points)
4.4: Communication Brief (45 marks)
Suggested time: 3 hours
Length: Please write your response in essay format and/or point form as
appropriate and limit your response to 3 pages using 1.5 line-spacing. If you need
to include a table, attach it as an exhibit or appendix.
Assessment: This part of the assignment will be assessed using the following
criteria:
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Depth of insight and analysis
Comprehensiveness of the recommendations
Use of marketing concepts and analysis to support the recommendations
Choose one of the 4 vineyards listed below and assume the role of the director of
marketing and think about how to improve upon their current level of success. You
will need to do some research on the Internet to gather additional information
about the organization.
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Chaberton Winery (http://www.chabertonwinery.com/),
Beaufort Vineyard and Estate Winery (http://www.beaufortwines.ca/)
Kalala (https://www.kalala.ca/)
Hester Creek (http://hestercreek.com/)
You will need to do some research on the Internet to gather additional information
about the organization.
Develop a Communication Brief for the next phase of your chosen vineyard’s
branding strategy, for one target audience that you think is important to their
growth.
Describe each element in the Communication Brief and provide a rationale for
each of your recommendations using consumer behaviour insights, marketing
concepts, and analysis.
Assume that you have a $100,000 budget to develop an Integrated Marketing
Communications plan.
In your Communication Brief describe and provide a rationale for each of the
following points:
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Target audience profile (5 points)
Communication objective(s) (5 points)
Overall communications strategy (5 points)
Positioning (describe and illustrate with a map) and key messages (5 points)
Communications tactics (5 points)
Communications mix to support your strategies (5 points)
Suggestions for creative concept and execution (5 points)
Budget allocation (how much money you will allocate to different elements
of the communications mix and why) (5 points)
Describe the actual or perceived value created for the target audience.
Explain what leads you to this conclusion. (5 points)
4.5: Report Structure and Presentation (5 marks)
Remember, you will be judged by the structure, clarity, presentation, and quality of
your work. Prepare and present your assignments in a formal manner suitable for
business.
To ensure the quality of your written work, refer to the Assignment and Final
Project Structure under the Assignments Section Section on the course navigation
bar.
Assessment Criteria
The assignment will be evaluated using the following performance criteria:
Content —Address all points of information as outlined in the criteria and content
for the assignments and Final Project. Incorporate specific references to readings,
theories, ideas, and feedback that assisted you in rethinking your experiences and
increasing your awareness of your marketing skills.
Knowledge —Demonstrate your knowledge, understanding, skills, and
perspectives on the course’s learning materials by applying them in the
assignments and Final Project. Link theory and practice by applying what you
learned from the readings, reflections, and practical application of your new
marketing skills and from discussions with your fellow students.
Theory & Practice —Demonstrate the connections between the work of others
(course materials, readings, activities, and discussions) and actual organizational
principles, practices, and processes. Go beyond general descriptions. Be thoughtful
and critical in your analyses, conclusions, and recommendations.
Critical Thinking —Use reflective, logical, and rational thinking to gather,
combine, process, interpret, and analyze the information to develop a reasonable
conclusion. Provide examples to support your comments and observations. Be
specific and concrete. Tell a complete story. Avoid generalizations. Support a
statement with a specific example that demonstrates your understanding and skill.
Completion Guidelines
Submit your Assignment using the Assignment link located on the left-hand
navigation bar. Be sure to save your assignment as a Word document and name it:
MKTG 2431_Lastname_Assign4_CourseCompletionDate.
Reminders before submitting assignment:
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Note
Did you put your name, student number, and your course completion date
on the cover page of the document?
Did you submit all parts of the assignment in one Word document to your
Open Learning Faculty Member?
Did you complete all the required elements?
Did you use concepts, information, and terminology learned in this course?
Did you support your statements with specific examples?
Did you cite references, using correct referencing format?
Did you ensure that there are no spelling mistakes?
Is your report grammatically correct, clear, and well organized?
Reference all quotations appropriately using the APA style (author, date, title,
publisher, page number) and when needed provide website URLs or references.
Visit the TRU Library at http://www.tru.ca/library/distance.html and access “How
do I…?” for further information about how to cite resources.
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