The Marketing Communication Landscape


“Describe the major trends and forces that are changing the marketing Communication landscape in this age of relationship Marketing”

To address the assignment question, you should review the relevant literature critically and with suitable academic referencing you should discuss the inherent changes happening in marketing communication strategies. You can use relevant company examples to pinpoint how companies have adopted the new changes to communicate with their target audience.

An analytical assignment leads to a good conclusion. How marketing has evolved, how companies have changed the way they are communicating? How effective that has become?

All written submissions must be properly Harvard referenced. Word count can only be exceeded by 10% excluding references and appendices. High quality and professional academic writing is essential.

Submissions will be expected to demonstrate the following qualities:

– Answering the central focus of the assignment.

– A critical appreciation of relevant literature and its use to support argument, substantiate model(s) and other aspects of the assignment.

– Taking ownership of the content, being prepared to debate and argue a personal position, evidences evaluative skills.

– Logical flow of ideas and treatment; imaginative approaches; appropriate selection of real world factors related to the model(s) or specific assignment topic.

– Evidence of additional personal research, and the ability to analyze material from a variety of appropriate relevant perspectives.

– Presentation, structure, appropriateness of methodology, breaking into section headings/subheadings, tidiness.

– A strong conclusion.

GUIDANCE ON STRUCTURE: Below is suggested structure and content that you are expected to use for your Plan.   Title Sheet Course title and year Your name Title of your Business Plan indicating your brand name   Executive Summary abstract   Contents Page Including list of diagrams/ tables/figures   Introduction including the academic question, aims and objectives, brief details of the artefact produced and background to the project.   Literature review Include all key literature you have found. You are not trying to answer academic question in this section. It is the basis to answering the academic question. Compare, contrast and evaluate what is found. Show understanding. Create a discussion where possible. Main body of the report in sections To include: Full detail of the artefact/case study/ industry analysis Supporting information: May include diagrams, graphs and flow charts to help to convey your information concisely.   Justification of your answer to the academic question using your research, artefacts and supporting information.   Conclusion including reference to the initial aim of the project and academic question. What has been discovered, what conclusions can be drawn from your report.   Appendices Appendices should contain material/documents referred to in the main body of the report They should be cross-referenced   Pages in the appendices do not need to be numbered, but each appendix should have a reference number, e.g. Appendix One Refer the reader to the appropriate appendix by its reference number For example, ‘Research by Mintel (see Appendix Three) shows that…’   References Include all cited publication in the text. Should follow Harvard referencing  
Executive summary (200-250 words) (10%) Usually written last200-250 words (excluding from report word count) on one page A short summary of report including the main features, as well as conclusions & recommendations  
Introduction (400-500 words) (20%) Identifying relevant questions Addressing the relevant issues    
Literature review & Main Body (1000-1200 words) (40%) Addressing the issueDemonstrating and analysing relevant theoriesDemonstrating a critical way of thinkingIncluding industry information and graphs  
Conclusion (400-500 words) (20%) Link it to the intro and main body
Structure and style (10%) Order developed and sustainedLogical flow of the essay Referencing and citation  

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