You are to play the role of a marketing communications consultant required to produce an outline integrated
marketing communications plan on behalf of a client. As a starting point, you will be provided with a
client briefing document (Netflix) in week 5. Workshop sessions from week 5 onwards are largely
dedicated to working on your assignment with your peers and with tutor support.
Your recommendations should be for advertising and marketing communications alone. Your report will
include the following sections:
• Brand analysis (10%) – approx 350 words
• Market analysis (10%) – approx 350 words
• Digital Visual Board (5%) – approx 100 words
• Objectives (10%) – approx 350 words
• Target audience selection and persona (10%) – approx 350 words
• Creative proposals (15%) – approx 500 words
• Media proposals (15%) – approx 500 words
• Evaluation proposals (15%) – approx 500 words
The final 10% of the marks will be allocated to the presentation quality of your written report (report format,
written English, referencing, relevant use of tables, diagrams and appendices).
Please refer to the faculty postgraduate grade descriptors/criteria on Blackboard for what constitutes a
pass, merit and distinction.
• A professionally produced report is expected i.e. headings, sub-headings, numbering system, page
numbers, reference/sources, tables/diagrams, appendices etc.
• Make use of spelling and grammar checking software
• Identify linkages between sections where appropriate.
• Ensure that all facts/data are fully sourced. You should use the Harvard referencing method (see
Faculty Harvard referencing guide on Blackboard).
• Justify your decisions/recommendations.
Report Content – Guidance
Justifications should be given for all decisions and proposals and these should relate back to the client
brief and your analysis of the secondary data (see resources in assignment folder on Blackboard). The
outline plan should be fully integrated and demonstrate ‘joined up thinking’. The plan should include details
as indicated below:
Sources/Citations: You are expected to make use of the brand and market industry resources in each
section. See Blackboard Assessment Resource Folder for links to resources.
You will have to investigate the nature of the situation before communications proposals can be made.
The primary aim of your analysis should be to gain insight i.e. gain a deeper understanding of the
situation/relevant issues. This is equivalent to playing the role of Account Planner and is an important
part of the total marketing communications process. The main purpose and use of this analysis, in practice,
would be to gain strategic insight in order to brief the rest of the agency team, and in particular, the
creatives and media planners.
Your analysis needs to highlight the key issues that are specific to the communications task set. In
particular, this section should focus on all major and relevant brand and market data (see resources in
assignment folder on Blackboard). You should highlight any implications that are pertinent to the IMC
Plan. You are expected to make full use of available secondary sources and on-line databases/websites.
You are required to conduct your own further analysis based on SECONDARY DATA ONLY. Clear
identification of sources of reference is an essential part of your analysis.
1.1 Brand analysis (10%) – approx 350 words
Issues to consider/include in this section are;
• Brand background/overview – brief summary
• Product/service offering – features & benefits (rational and emotional)
• Advertising (past/recent campaigns – UK & overseas) – creative/messages, media used
1.2 Market analysis (10%) – approx 350 words
Issues to consider/include in this section are;
• Consumer attitudes and behaviour – towards the brand/category
• Competition – product/service offering and advertising campaigns
1.3 Digital Visual Board/Landscape (5%) – approx 100 words
Your digital visual board/landscape should be a visual representation of part(s) of your written brand &
• The visuals on the board can focus on any of the following;
o the brand e.g. past/recent advertising
o the target market/audiences
o the competitive landscape
o any combination of the above
• You need to provide some written justification (approx. 100 words) for the content of the board
within your report. Justification to consider/include in this section are;
o What information/issues/themes/insight are you trying to convey?
o How were the images selected?
o What were your sources?
o How/why will this inspire the creative team/media planners?
uty Head, Office and Site Managers report to the Associate Head who reports to the Executive Head. The Office and Site Mangers carry out most of procurement, financial and facilities management tasks. The Associate and Deputy Head manage HR and Marketing whilst overseeing the school budget. There is a strong need for a SBM in our school so he/she can manage the additional responsibilities the heads and deputy have undertaken, to ensure their time is dedicated to high standard of teaching and learning, not dealing with certain staff issues or the day-to-day budget, this will also enable more productivity from all resources through better management, a SBM would play an important strategic role in implementing best value by making the most of school resources in the most sustainable and environmentally friendly manner, so more is available for the school’s core activities. 1.4 Own Professional role and relationship with staff and SLT: My school works very closely with both stakeholders internal and external, acknowledges and actively monitors the concerns raised and takes their interests appropriately into account in decision-making however, from a business point of view I believe our external stakeholder group are more influential as some like the governors determine the schools budget, staffing structure and when required appoint Headteachers. LA monitors the performance of maintained schools in its area and ensures all improvement necessary, is carried out effectively and expeditiously. My role consists of daily involvement with our internal stakeholders, I believe stakeholder engagement is vital to the success and improvement in a school, I issue weekly newsletters to parents with school activity updates, arrange weekly staff meetings and assemblies for pupils, this is to ensure internal stakeholders are kept informed and the school is securing the community’s obdurate support. “Community-engagement strategies are also widely considered central to successful school improvement by many individuals and organizations that work with public schools” (Great School Partnership, 2014:1) As an admin officer reporting to the office manager, my role consists of: undertaking all office administration including weekly HR returns. As a recent member of the admin team I have developed exceptional working relationships with my colleagues and leadership team. My work experience and corporate background allows me to conduct myself in a professional manner and create a cohesive working environment. As an aspiring SBM and referring to the NASBM framework, I believe I obtain the required skillset to become a SBM. In my previous role as HR Supervisor I developed my personal skills to provide direction and facilitated change in the work place, I supervised staff and monitored their progress. I have acquired transferable skills in relation to process, systems and procedures. I currently fall in tier 1 on the NASBM Professional Standards disciplines, but believe with my previous experience can also fall in tier 2 in the HR and Marketing area, I am certain by completing this course I will develop my skills further in areas such as Finance and Infrastructure. Part 2 – Establishing your professional needs 2.1: Review own personal skills and characteristics as a learner My dominating style of learning is reflective; Learning style diagnostic supported this, reflective practice has increased my self-awareness, which is a key component of emotional intelligence, it also help>GET ANSWER