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The second assignment (50%) is an individual piece of work based on a case study.
The following learning outcomes are covered.
• Assess the strategic role of marketing communications
• Evaluate a range of marketing communications methods and techniques
• Critically examine and apply appropriate theoretical concepts to practical marketing communications situations
• Develop and deliver an integrated marketing communications strategy
题目内容如下代写英国留学生论文:
You will be acting as a marketing communications agency and are required to answer a marketing communications brief. You should organize regular meetings with your client (your seminar tutor), which will add to your information base, but you are expected to find most information for yourselves.
You are required to prepare a presentation proposal (although it will not have to be presented, work on the basis that it would be a 20 minute presentation) using Powerpoint slides and any additional explanation that is required to make your presentation clear.
All work must be referenced using the Harvard system.
(此Assignment评分标准) The assessment criteria are
Overall marketing communications strategy
- application of key marketing communications theory
- appropriate content
- persuasiveness of case – including development of arguments to support the proposal
20%
40%
20%
Use of visual aids – effectiveness, attractiveness Expression and referencing 10%
10%
请写手注意衡量..!
The Brief
This brief has been adapted from the Young Creatives’ Network annual competition (www.ycn.org.uk)
案例如下:
Address the negative perceptions of ferry travel and raise awareness of P&O Ferries as a credible and cost effective alternative to low cost airlines.
Background
P&O Ferries is one of Europe’s largest, most recognised ferry operators, with more than 170 years of maritime heritage. The company is very customer focused with most marketing initiatives tested through customer insight programmes before launch. While the existing style of marketing works well at retaining existing P&O Ferries customers, it does nothing to entice non-ferry customers into reviewing their existing travel habits and considering the ferry as a viable alternative.
The majority of non-ferry customers harbour distant childhood memories of ferry travel in the 70’s and 80’s and see the ships as slow ‘rust buckets’. Unfortunately some of our competitors still offer this kind of service, which does not help the industry.
With airport disruption, increased security and reduced baggage allowances all adding to the discomfort and inconvenience of airline travel, now is the perfect time for people to consider the value of travelling by ferry. With recent company failures in the travel industry (including direct competitors in the Dover-Calais & Portsmouth-Spain markets) there is a feeling that consumers are seeking the security of an established company that they can trust to look after their hard earned annual holiday.
The Challenge
To develop a tourist creative concept targeting non-ferry customers, addressing the negative perceptions of ferry travel. We wish to raise awareness of P&O Ferries as a credible and cost effective alternative to low cost airlines. The concept should demonstrate an ability to work across a range of media.
Although we are asking customers to consider ferries, we are not doing our direct competitors’ work for them; the take-out must be to travel with P&O Ferries.
Target Audience
• Non ferry customers considering European travel in spring/summer 2010.
• Customers prepared to take their car to the continent.
• Customer groups increasingly inconvenienced by airline travel and restricted baggage limits (eg: young families, skiers/snowboarders and campers).
• Customers who may sacrifice their summer holiday due to the economic climate and believe that holiday travel is too expensive (ferry travel offers a very cost effective alternative).
• Customers seeking the security of an established and trustworthy brand.
Not…
• Passengers on foot without vehicles.
• Customers looking for daytrips / minicruises.
The Message
The key brand proposition is: You can rely on P&O Ferries for your travel and holiday needs. Customers should think and feel the following:
• P&O Ferries understand how important my holiday is to me.
• P&O Ferries are a stable brand that won’t let me down.
• P&O Ferries can help provide me with a value for money family holiday.
Brand Values
Listed in the 2007/08 edition of ‘Superbrands’, P&O Ferries is one of the UK’s strongest brands. The company also holds a number of awards including ‘Ferry Company of The Year’, ‘Best Cross Channel Operator’ and ‘Best Ferry Operator’. The brand’s key values can be summarised as follows:
• Value for money.
• Flexibility; variety of routes and destinations and good frequency of service.
• Trustworthy and established
• Relaxing; part of the holiday, break from your drive, refreshment, eating, shopping.
• Hassle-free; no strict baggage restrictions, no long airline queues, departure times to suit.
• Empowerment; freedom of your own car, your own travel itinerary etc.
Tools, Media and Mandatories
/You are free to demonstrate your creative thinking in any media you wish. However, creative concepts should have the ability to work across a variety of media. You should incorporate the P&O logo into your work; available in the project pack.
Your presentation slides should include
Introduction
Context analysis
Objectives
Target audience
Creative proposition
Tools and media recommendation/justification
Scheduling
Evaluation