蒙面魔术师第一季:留学生营销传播作业 Brunel Business School Bachelor of Science

留学生营销传播作业  Brunel Business School Bachelor of Science       

Marketing Communications             MG2048

Submission date: 9 December 2010 (noon).

“Comparative analysis of Marketing Communications strategies and mix for athletic shoe brands in the UK: Adidas Vs. …”

You are the newly appointed Industry Analyst for a well-known Investment Corporation. You have been given the responsibility of becoming their expert in athletic shoe brands, such as Nike, Adidas, Puma, Reebok, New Balance, Asics, etc. You have to produce a comparative analysis of the marketing communications strategies and mix used by Adidas and one other brand only.

You should apply your business judgement and intellectual rigour to the opportunity and prepare a comprehensive analysis, which critically addresses the issues. Here are some questions you might consider addressing:

1. What are the marketing communications strategies and tactics used by the companies in fighting the competitive battle?

2. What are the campaigns, the media used, the messages, the image projected and how well are they hitting the targets?

You should apply your business judgement and intellectual rigour to the opportunity and prepare a comprehensive analysis, which critically addresses the issues. Here are some questions you might consider addressing:

3. What are the marketing communications strategies and tactics used by the companies in fighting the competitive battle?

4. What are the campaigns, the media used, the messages, the image projected and how well are they hitting the targets?

Notes:

1. The assignment should not exceed 2,500 words and should be presented in report format, not as an essay. You are allowed to include any reasonable amount of supporting material in an Appendix.
2. You should draw upon your personal research done at the library, through the Internet and the recommended reading and material covered throughout the course. Please reference carefully all your research sources.
3. You are asked to use primary as well as secondary research for this assignment. You are encouraged to be innovative in your quest for answers, by using your powers of observation while watching TV, going to the cinema, going shopping, focus groups on campus or with your friends and family, surveys on campus or elsewhere, etc.
4. 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.
5. 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) The depth and relevancy of your research.
b) Your analytical skills.http://www.51lunwen.org/marketing/
c) Your objectivity in identifying problems and limitations.
d) Your presentational style.

Additional guidelines

Use of reference materials

50% of the company reference materials must be recent from January 2008 and the rest of the references can be from any year.

Report format***

1. E-Cover page (include the word count)
2. Table of Contents (with page numbers)*           
3. Introduction (2 paragraphs)
4. Market and Literature review
5. Research methods (briefly justify the primary research method(s) used, describe the sources used, describe the data collection procedure; discuss limitations; ½ to full page)
6. Analysis and discussion (including research findings)
7. Conclusions
8. Recommendations (7 & 8 can be combined under one heading)
9. References (bibliography; sources used in the assignment)**
10. 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, reference list (i.e. bibliography) and the appendix. Introduction, market and literature review, methodology, analysis and discussion, conclusion and recommendations do count towards the word limit.

Here is a suggestion how you can organize your paper (this is merely a suggestion; you can do it differently, however, I would like to see the following topics covered somewhere in your report):

Market and Literature review – include some relevant secondary data on both brands (e.g., perhaps sales, shares, target audiences, positioning, satisfaction ratings, consumer reports or similar data) and the rest of the their marketing mixes (prices, products, distribution/shops). Then give examples of ads (for example, TV, print), sales promotions (price cuts and similar), also if you can find anything on PR (for example product placement), sponsorships, events (pop-up shops included), web sites, packaging, and personal selling (in shops). Give an example of recent ads for both brands; analyze those ads (look at the advertising lecture and the book; focus on the message, its objective(s), type of appeals and arguments used, ask yourself whether these ads are effective considering the target audiences for these brands). Comment on any ethical issues in the ads and other elements of the communication mix. Compare the ads and evaluate them. Also analyze the objectives and effectiveness of other promotional tools that you present in this section.In your comparisons and evaluations support you arguments by citing appropriate academic (theoretical) references. Find them in the Fill’s book or in ABI/Inform database; at least 3 academic references; no restriction on other references.
In Analysis and Discussion you analyze and discuss your primary data; i.e. the data that you collect either by running in-depth interview(s) or focus group(s) or a survey. In the end of that section or possibly in the final discussion you can bring everything together, i.e. the conclusions based on the secondary data with the conclusions based on the primary data.

This assignment will represent 100% of the assessment for the module.
        

Criteria Grade descriptors
Literature review

(25% weighting) A.
Clear demonstration of a sophisticated, critical and thorough understanding of the role and nature of marketing communications and the 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 the diverse elements of marketing communication mix with some appropriate references. C.  Demonstration of a critical and substantial understanding of the role and nature of marketing communications supported and the diverse elements of marketing communication mix with a few references.
 D.
Provides evidence of some critical understanding of the role and nature of marketing communications and the diverse elements of marketing communication mix with at least one reference
 E.
Work does demonstrate evidence of a partial but uncritical understanding of the role and nature of marketing communications and the diverse elements of marketing communication mix with no references.
  F.
Work does not demonstrate understanding of the role and nature of marketing communications and the diverse elements of marketing communication mix and there is absence of references

Market overview

(25% weighting) Clear understanding of the nature of business and industry; relevant and appropriate information discussed. Clear understanding of the nature of business and industry; relevant and appropriate information partially discussed.  An  understanding of the nature of business and industry; relevant and appropriate information somewhat  discussed. Adequate understanding of the nature of business and industry; relevant and appropriate information somewhat  discussed.  Adequate understanding of the nature of business and industry; only some relevant and appropriate information  discussed.  This section is missing or irrelevant information presented.
Research methodology

(10% weighting) Clear and concise outline of research methods, including focused discussion and justification of methods selected. Fairly clear and concise outline of research methods, including some discussion and justification of methods selected. Outline of research methods maybe unclear in places, maybe a very limited discussion and justification of methods selected. Outline of research methods maybe unclear in places and maybe incomplete, maybe no (or limited) discussion and justification of methods selected. Outline of research methods is unclear and incomplete, maybe no discussion and justification of methods selected. This section is missing, or is either unclear or incoherent; methods selected are not discussed and justified.
Analytical skills including discussion of the two questions (marketing communications strategies and tactics; campaigns, media use, messages, image – hitting the targets)

(30% weighting) The assignment demonstrates excellence in the analysis and synthesis of the issues.  Both parts of the assignment 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 have been  analyzed The assignment demonstrates a significant degree of competence in the analysis and synthesis of the issues.  Both parts of the assignment have been adequately  analyzed The assignment demonstrates a degree of competence in the analysis and synthesis of the issues.  Both parts of the assignment have been adequately  analyzed The assignment demonstrates a limited competence in the analysis and synthesis of the issues.  Both parts of the assignment have been analyzed, but rather weakly The assignment does not demonstrate achievement of analysis and synthesis of the issues.  Both parts of the assignment have been presented in a weak manner
Overall structure including clarity of expression

(10% weighting) 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. http://www.51lunwen.org/marketing/ 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; the 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