An integrated marketing communications plan for attracting sponsorship to The Ion Horse Mk2.

An integrated marketing communications plan for attracting sponsorship to The Ion Horse Mk2.

Order Description
The Task
Your task is to develop a strategic integrated marketing communications plan to attract sponsors for Kingston University’s E-racing electric bike: The Ion Horse Mk2.
You have a budget of £2000 to include all activities, e.g., PR, direct marketing, social/mobile campaigns, regular blogs, etc. However, you feel that you need more than £2000, you are free to go beyond this amount. In this case you must provide justification for the proposed increase.
The plan should be no more than 4,000 words, plus appendices. As the agency working on this brief, all group members should assume an agency role. Throughout the assignment groups should also keep detailed “contact reports” which summarise group meetings and agreed actions. These should be included in the appendices and will be referred to in cases of uneven contributions to the work.
MARKETING COMMUNICATIONS AND ADVERTISING PLANNINGBM5203

Assessment Briefing: Coursework 2
Group written report, worth 20% of module grade

An integrated marketing communications plan for attracting sponsorship to The Ion Horse Mk2.
This is a group written report and students should work in groups of four or five to form their campaign teams.

The Task
Your task is to develop a strategic integrated marketing communications plan to attract sponsors for Kingston University’s E-racing electric bike: The Ion Horse Mk2.
You have a budget of £2000 to include all activities, e.g., PR, direct marketing, social/mobile campaigns, regular blogs, etc. However, you feel that you need more than £2000, you are free to go beyond this amount. In this case you must provide justification for the proposed increase.
The plan should be no more than 4,000 words, plus appendices. As the agency working on this brief, all group members should assume an agency role. Throughout the assignment groups should also keep detailed “contact reports” which summarise group meetings and agreed actions. These should be included in the appendices and will be referred to in cases of uneven contributions to the work.

Structure of the written report:
The Communications Plan should be presented as a proposal in the style of a business report. It should include sensible use of appendices (e.g. if something is crucial, such as a budget, it should be included in the main body of the report).

INTRODUCTION
Confirmation of the task required

SITUATION ANALYSIS
• Market environmental analysis
• Stakeholder analysis (including sponsors)
• Marketing communications activity in the category
• Trends

COMMUNICATIONS OBJECTIVES
Communication objectives should be SMART

STRATEGY
Target Audience:
Who exactly are the people the communications must reach/affect?
Demographics, geographics, behaviouristics, psychographics
Business decision makers
Pen profile summaries

Creative Strategy
• What is the main message the communications should put across?
• What do you want people to think/feel after being exposed to the communications?
• What is your strap-line?
• Remember there should be a single minded proposition which will underpin all of your communications
• Provide an example of your creative approach

RECOMMENDED CAMPAIGN (COMMUNICATIONS MIX)
• What mix of communications do you recommend for your campaign? Ensure that you include rationale for your choice

TIMING AND BUDGETS

• Budget is £2000 for one year (you are free to go beyond this amount should there be good reasons to do so. In this case you must provide justification for the increase)
• Produce a communications schedule showing timings and costings
• This should include a breakdown of media choices

EVALUATION: PRE AND POST CAMPAIGN TESTING

• How will you measure the success of your campaign?
Deadlines: Completed written Group Communications Plans should be submitted to the electronic drop box by 9.00am on Thursday 10 December 2015.

Feedback: Marked assignments with tutor feedback will be returned during a feedback session on Tuesday 12 January 2016. During this session you will be asked to reflect on your feedback (as a group) and discuss this with your tutor. This exercise accounts for approximately 5% of the assignment mark and is ONLY AVAILABLE DURING THIS SESSION.

Some notes on group work
Inevitably there will be some groups which do not function as well as others. To ensure a fair allocation of marks to individual students, groups are required to keep notes in the form of agency “contact reports” about group meetings and individual contributions throughout the project. In the event of a disagreement over the allocation of marks, the module tutor will refer to these reports to make a final decision.

Group work and academic misconduct/plagiarism
Work submitted by a group is the responsibility of the group as a whole. In the unfortunate event of the work being judged to have been plagiarised, the only circumstance in which it is possible that the responsibility for the misconduct would only fall on the group member who actually committed it, would be if there were clear evidence that that member had dishonestly misled the rest of the group as to the source of his her contribution. This would require clear and contemporaneous evidence of group discussions of the sort which should be available if groups follow the advice given about keeping a log of group proceedings. If the group work is simply allocated amongst the members of the group without any sort of group review of the outcomes, then all the group members are taking on themselves the risk that some element of the work is tainted by academic misconduct. If you are unclear about any of this, you should refer to the University’s guide to Plagiarism for further explanation.
Avoiding plagiarism
The best way to avoid academic misconduct or plagiarism is to use your own words, do not cut and paste from other work, and to ensure that you reference properly the sources you have used in your assignment. There is help available from the library and online, including a range of videos such as those given below:

http://www.citethemrightonline.com/basics
Note – by submitting an assignment you are declaring yourself fit to take the assessment therefore please make sure that if you are unwell you understand our mitigating circumstances process. The most important thing to do is keep us informed if you are experiencing problems!
See our regulations on the link below:
http://www.kingston.ac.uk/aboutkingstonuniversity/howtheuniversityworks/policiesandregulations
Referencing your work
This section is largely based on the citation factsheet produced by the Learning Resource Centre which can be found on the Learning Resource Centre website at:

https://mykingston.kingston.ac.uk/library/help_and_training/Pages/referencing.aspx.

When you write an essay, report or dissertation you should always cite the published sources to which you quote, refer to or use as evidence otherwise you are likely to be committing plagiarism, which is a form of academic misconduct with potentially very serious consequences. References need to be made both within the text and in a list at the end.

The aim in doing this is to ensure that somebody reading your work can easily find these sources for themselves. This applies to whether you are using a book, a report, a journal article or an Internet site. You will probably know from your own experience how much easier it is to find a reference when a reading list or bibliography is clear and unambiguous.

Appendix 2: Group Assignment Feedback

Section of the work Grade Comments
Situation Analysis
Analytical summary of task
(approx. 10% of the grade)

Objectives and strategy
SMART objectives; Identification of target audience(s), pen profiles, positioning, single minded proposition, strap-line
Example of creative approach. Overall creative and communications mix strategy
(approx. 35% of the grade)
Detailed communications mix
including media schedule and budget
(approx. 40% of the grade)
Evaluation and testing
How will you know your plan has worked? Refer back to SMART objectives
(approx. 5% of the grade)

Overall structure of the report
Written business report containing executive summary, appropriate structure, writing style, referenced sources, tables and graphs)
(approx. 5% of the grade)
Reflection on group-work and on marker’s comments (12 January 2016)
Has the group reflected on how the group operated? Has the group read the feedback and acknowledged how they can apply this to future assessments?
(approx. 5% of marks)
General Comments

Final mark

FEEDBACK ON THE WRITTEN ELEMENTS OF THE MODULE WILL BE BASED ON UNDERGRADUATE GRADE CRITERIA: LEVEL 5
CLASS % LETTER GRADE OVERALL DESCRIPTION GUIDELINE GRADE DESCRIPTIONS
First 85-100 A+ Outstanding Your work meets all of the criteria described below for the A and A- grades. On top of that, it shows that you have an impressive grasp of the skills and knowledge covered in this module. Your work is also consistently effective in analysing key concepts that we studied and you draw on a comprehensive range of evidence, reflection and reasoned argument.
Your work shows that you have followed good academic practice in terms of citation and referencing, presentation format and clear, accurate English.
1st 75-85

70-74 A

A- Excellent

Very Good Your work shows a detailed knowledge and understanding of the material covered in thismodule. You have taken a creative approach to the ideas and topics that we studied.
Your work shows your ability to analyse ideas critically using evidence, reflection and reasoned argument based on the theories and principles that we covered.
Your work shows that you are consistently able to identify and define problems and/or practical issues clearly and to choose appropriate methods to resolve them.
Your work shows that you have followed good academic practice in terms of citation and referencing, presentation format and clear, accurate English.
2.1 67-69
64-66
60-63
B+
B
B- Good Your work shows a good knowledge and understanding of the material covered in this module and you tackle a range of different ideas and/or contexts.
Your work also shows that you are able to analyse ideas critically using the principles, theories and approaches that we covered in the module.
Your work also shows that you are able to define problems and/or practical issues clearly and to choose appropriate methods to resolve them.
Most of your work shows good academic practice in terms citation and referencing, presentation format and clear, accurate English.
2.2 57-59
54-56
50-53 C+
C
C- Satisfactory Your work shows some knowledge and understanding of the material covered in this module.
Your work also shows that you are able to analyse material critically, but it does not always focus on key points.
Your work shows that you have applied appropriate methods and tools to identify resolve the more straightforward problems and/or practical issues covered in the module
Your work follows good academic practice to some extent in terms of citation and referencing, presentation format and clear, accurate English.
3rd 47-49
44-46
40-43 D+
D
D-
Adequate Your work shows that you have gained a basic knowledge and understanding of the material covered in this module.
Your work tends to be descriptive, and your analysis is oversimplified.
There is some evidence in your work that you have applied the methods and tools covered in the module appropriately to resolve straightforward problems and/or practical issues.
Your work shows some evidence of good academic practice in terms of citation and referencing, presentation format and clear, accurate English, but this is not always consistent throughout.
Marginal Fail 35-39 F5 Unsatisfactory Your work shows only a limited knowledge and understanding of the material covered in this module.
Your work is descriptive and shows little attempt to analyse ideas or arguments. You make some assertions without sufficient evidence to back up your arguments.
Your work does not apply what we learnt appropriately to straightforward problems and/or practical issues.
Your work has not followed good academic practice in terms of citation and referencing, presentation format and clear, accurate English.
Fail 34 and below F4 Poor Your work shows little knowledge or understanding of the material covered in the module.
Your work is descriptive and shows no attempt to analyse ideas or arguments. You make assertions without putting forward the evidence to back them up.
Your work suggests that you have not understood the methods and tools covered in the module well enough to apply them to ideas or problems.
Your work does not meet most of the Learning Outcomes for this module.
Your work has not followed good academic practice in terms of citation and referencing, presentation format and clear, accurate English.

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