1. London School MSc in Marketing
of Business &
Finance (LSBF)
Module Integrated Marketing Communications
Assignment IMC Presentation & Report:
Title
Assignment Type Presentation & Report
Word Limit 2000 (+/10%)
Weighting 50%
Student Intake Intake 7
Issue Date 9 June 2011
Submission Date 12th July 2011
Feedback Date WC 29 August 2011
Issued by Jose Scheuer
(Assessor)
Internal Verifier Kulbir Basra
Plagiarism When submitting work for assessment, students should be aware of the LSBF
guidance and regulations in concerning plagiarism. All submissions should be your
own, original work.
Harvard The Harvard Referencing System must be used. Failure to provide a reference’s
Referencing section and failure to complete the students’ feedback sheet will result in your work
being referred. The Wikipedia website must not be referenced in your work.
Learning On successful completion of this assignment you will be able to:
Outcomes o Grasp fundamental theoretical concepts in the area of marketing
communications management
o Develop sound understanding of the communication process and its impact
on the customer decision-making process
o Develop critical awareness of marketing communications approaches and
strategies used by a wide range of organizations
o Research effectively a wide range of sources of information
o Prioritise and assess secondary data in order to investigate marketing
communications issues within a wide range of organizations
o Demonstrate the skills of using secondary data to illustrate or support
arguments in the context of marketing communications decision-making
o Analyse advantages and limitations of the main marketing communications
concepts and be able to apply them to scenarios in current marketing cases
o Critically analyse and evaluate marketing communications strategies
employed by organisations in different contexts
o Identify management problems in the area of marketing communications
and critically evaluate alternative course of actions dependent on the
context of the situation
o Evaluate best practices as well as marketing communications failure
Skills On successful completion of this assignment you will have achieved the following
skills:
 IMC analytical and critical thinking skills.
 Being able to apply theoretical knowledge to a real business environment.
 Communication skills: (Presentation and Argumentation)
 Business Report writing skills (Research, Analysis, Critical Thinking)

2. Your Task Make a presentation in groups of 4
Compare 2 competitors and look at their marketing communication campaigns.
Choose one company, which you think, does have an effective IMC strategy and
choose another company, which you think, does not have a convincing IMC
strategy.
1) Present the first organization. Include a brief background of the chosen
organization and present their Marketing mix.
2) Analyse the IMC strategy of the company with the more successful IMC strategy.
Give argumentation why their IMC strategy has been successful.
- Which IMC tools do they use? What is the reason the company decided to use
these tools? Critically analyse if these tools are the right ones for the company.
- Which messages are the company sending? Are these more rational or emotional?
Do these messages try to change consumer attitudes? If yes, in what kind of way
(cognitive, affective or conative).
- Which kind of media do they use? Critically analyse their choice.
- Does the IMC strategy target their preferred groups of consumers? Provide
supportive evidence for your answer.
3) Briefly analyse the second company together with their current marketing mix.
Critically analyze and explain why this company is not successful with their IMC.
(Look at the points above in section 2)
4) You are now the account manager of this second company. State the objectives
for the new IMC Strategy. (Max 3 SMART objectives)
5) Make a proposal for their new IMC campaign. Think about STP, messages, IMC
tools, advertising frameworks, and use of different media.
6) Demonstrate your understanding of theoretical concepts and models by applying
them where appropriate (reference all sources)
7) Hand in a written report (max 2000 words) that supports the presentation. This
report should not have extra subjects but is the written form of your presentation.
Include a reference’s section.
Guidelines
1) Presentation length: 15 minutes (max 10% more or less)
2) Every Group member has to present.
Grading:
Peer observation: 5 points
Contents of presentation: 30 points
Slides: 5 points
Presentation Skills: 5 points
Argumentation: 5 points
Answering to questions: 5 points
Report 45 points
Group members might be given different grades because of their contribution in the
presentation, their answers to questions and the peer observation grade

3. Presentation All members must present an equal part of the presentation
guidelines All members are required to be on time. Late arrivals will forgo the
opportunity to present.
All students are required to attend all presentations.
Non –attendance on all presentation dates will amount to a referral, with
extenuating circumstances applying to individuals only and not to entire
groups.
Groups will be required to present irrespective of the absence of other group
members.
The group must ensure that the visuals used are large enough for all audience
members to see without straining their eyes.
It is the responsibility of the group to tell the seminar tutor, two weeks in
advance, as to what equipment is needed for the presentation.
The report must be in the format of an academic report
Conduct research as suggested in the section headed 'Tasks'.
The report must address the questions asked and not include irrelevant
information.
You must use your own words. You can use quotes where relevant but ensure
the sources are clearly referenced.
Insert page numbers.
Include a Reference Section and use the Harvard Reference System.
Proofread your report and slides so it is grammatically correct and you have
checked spelling and punctuation.
Bind your work in a plastic wallet but do not put individual sheets of paper into
individual plastic sleeves.

4. London School of MSc in Marketing
Business &
Finance (LSBF)
Module Integrated Marketing Communications
Assignment Title Integrated Marketing Communications Presentation and Report
Grade Description of Achievement
70%+ Very high standard of critical analysis using appropriate marketing communications
conceptual frameworks
Excellent understanding and exposition of relevant issues
Clearly structured and logically developed arguments
Good awareness of nuances and complexities
Substantial evidence of well-executed independent research
Excellent evaluation and synthesis of source material
Excellent use of relevant data and examples, all properly referenced
60%-69% The Harvard Referencing System has been used and applied, but with minor errors.
High standard of critical analysis using appropriate conceptual marketing
communications frameworks. Clear awareness and exposition of relevant issues
Clearly structured and logically developed argument
Awareness of nuances and complexities
Evidence of independent research
Good evaluation and synthesis of source material
Good use of relevant data and examples, all properly referenced
50%-59% Uses appropriate conceptual frameworks
Attempts analysis but includes some errors and/or omissions
Shows awareness of issues but no more than to be expected from attendance at
classes. Arguments reasonably clear but underdeveloped
Insufficient evidence of independent research
Insufficient evaluation of source material
Some good use of relevant data and examples, but incompletely referenced
40%-49% Adequate understanding of appropriate conceptual marketing communications
frameworks
Answer too descriptive and/or any attempt at analysis is superficial, containing
errors and/or omissions
Shows limited awareness of issues but also some confusion
Arguments not particularly clear
Limited evidence of independent research and reliance on a superficial repeat of
class notes
Relatively superficial use of relevant data, sources and examples and poorly
referenced.
30%-39% Weak understanding of appropriate conceptual marketing communications
frameworks
Weak analysis and several errors and omissions
Establishes a few relevant points but superficial and confused exposition of issues.
No evidence of independent research and poor understanding of class notes. Poor
or no use of relevant data, sources and examples, and no references
Below 0-29% Very weak or no understanding of appropriate conceptual marketing
communications frameworks
Very weak or no grasp of analysis and many errors and omissions
Very little or no understanding of the issues raised by the question
No appropriate references to data, sources, examples or even class notes