In order to write a good marketing communications plan, students are expected to pay attention to the following:
Structure and clarity of expression
The fundamental features of well-structured work are expected as the norm at this level. There will be proper attention to the type and style of the assignment – in this case a communications plan – and the work should remain clearly focused, follow a logical sequence and clear sense of direction even though multiple complex issues are addressed and be produced to a high professional standard.
Content and understanding
Extensive knowledge and detailed understanding is expected, but it is how this knowledge is used in analysis which is equally, if not more important. Capable students will demonstrate an authoritative awareness of relevant issues facing the organisation and their significance for contributing to an informed, critical review of the communications context of the organisation and its consequences for the proposed plan.
Students should demonstrate an ability to identify and critically evaluate the key issues which are most relevant to the successful development of a new integrated marketing communications plan for the organisation. The ability to appraise and evaluate the current market situation and the suitability of prospective strategies to fit those conditioning factors and the range of stakeholders involved using appropriate concepts, theories or frameworks is expected and students should be able to demonstrate the contribution of disciplinary methodologies to providing a viable solution to the problems posed by the case.
Reading/Research and Referencing
Reading should extend beyond essential texts and / or general texts and encompass specialist texts as well as the extensive use of journal articles, periodicals including professional/industry publications in order to demonstrate a detailed and systematic knowledge base, depth of understanding and practical professional insights. The proper, accurate presentation of quotations and references and research data is expected and inaccuracies will be penalised, as will the over-reliance on a single source or limited sources of information.
Application to industry
Students should demonstrate the ability to integrate theory into practice and increasing abilities to suggest viable solutions to the problems of the case organisation within the reality of the sector and environment in which it operates also demonstrating the ability to develop a realistic and viable strategic vision in the industry context.
Synthesis and Originality
Students should be developing the ability to demonstrate the advanced skills of synthesis. Providing solutions to unpredictable professional situations when necessary offering both creativity and originality whenever possible to meet that challenges presented by the case study.