Learning outcomes and pass attainment level for this assignment:

HAND BACK DATE: Group contextual analysis –27th March 2017 Individual campaign plan – 12th June 2017 Learnin" rel="nofollow">ing outcomes and pass attain" rel="nofollow">inment level for this assignment: Learnin" rel="nofollow">ing outcomes: On successful completion of this module students will be to: 1. Create and present a fully justified, viable marketin" rel="nofollow">ing communications campaign in" rel="nofollow">in response to a given marketin" rel="nofollow">ing scenario 2. Assess and select the most feasible marketin" rel="nofollow">ing communications method(s) applicable to a given busin" rel="nofollow">iness scenario Under the Standard University Assessment Regulations (SUAR5) students have two opportunities to be assessed and to pass this module. If a student has not achieved a pass in" rel="nofollow">in this module after the resit in" rel="nofollow">in August 2017, no further opportunities are available and the student will be withdraw from the course. Where a student submits first attempt at an assessment up to two hours after the published deadlin" rel="nofollow">ine the mark that will be awarded will be reduced by 10%.Where a student submits first attempt at an assessment between two hours and 5 workin" rel="nofollow">ing days after the published deadlin" rel="nofollow">ine the maximum mark available will be 40%. Work submitted more than 5 workin" rel="nofollow">ing days after the published deadlin" rel="nofollow">ine will not be marked and the student will be deemed to have failed an attempt at the assessment Students need an overall mark of 40% to pass this module. Doodle Parcel Service Overview With British consumers spendin" rel="nofollow">ing more than £60 billion onlin" rel="nofollow">ine each year, onlin" rel="nofollow">ine retailin" rel="nofollow">ing contin" rel="nofollow">inues to change shoppin" rel="nofollow">ing behaviours however, it is no longer acceptable to face the disappoin" rel="nofollow">intment of a "sorry- we missed you card" when you get home. Now both purely onlin" rel="nofollow">ine and mixed channel retailers rely on an effective delivery services as part of its customer proposition. Click and collect, whereby onlin" rel="nofollow">ine orders are picked up from a physical location rather than delivered to the purchaser’s home, is becomin" rel="nofollow">ing an in" rel="nofollow">increasin" rel="nofollow">ingly fundamental part of the e-commerce offer. Recent research carried out by retail marketin" rel="nofollow">ing agency Live & Breathe showed that almost one in" rel="nofollow">in five (18.93%) of shoppers said click and collect changed the way they shopped in" rel="nofollow">in 2015. Natalie Berg, Global Research Director at Planet Retail commented: “Click & collect is poised for explosive growth in" rel="nofollow">in the UK. Shoppers are already accustomed to browsin" rel="nofollow">ing and transactin" rel="nofollow">ing on their own terms – choice in" rel="nofollow">in fulfilment is the fin" rel="nofollow">inal piece to the puzzle. Within" rel="nofollow">in the next three years, we’re expectin" rel="nofollow">ing more than three-quarters of onlin" rel="nofollow">ine shoppers to collect their own items.Two of the biggest barriers to buyin" rel="nofollow">ing onlin" rel="nofollow">ine are cost of delivery and in" rel="nofollow">inconvenient delivery times, makin" rel="nofollow">ing click & collect an in" rel="nofollow">increasin" rel="nofollow">ingly attractive option for both shoppers and retailers. Fulfilment is poised to be the next big battleground in" rel="nofollow">in retail.” However, given these trends Planet Retail warns that retailers are not doin" rel="nofollow">ing enough to cater to this shiftin" rel="nofollow">ing shoppin" rel="nofollow">ing pattern. Only two-thirds of the top 50 retailers currently offer the service and what’s more, only 14% offer more than one collection option (i.e. in" rel="nofollow">instore collection, locker, third party stores Backed by substantiate in" rel="nofollow">investment, Doddle's is one of the fast growin" rel="nofollow">ing click and collect services. With the direct cost to retailers of failed first-time delivery over a billion dollars per year in" rel="nofollow">in the UK alone, Tim Robin" rel="nofollow">inson, Doddle chief executive, says it “represents a huge opportunity to help his firm deliver rapid growth both nationally and in" rel="nofollow">internationally over the comin" rel="nofollow">ing years” “We’ve seen growth in" rel="nofollow">in so many areas for example employers are becomin" rel="nofollow">ing in" rel="nofollow">increasin" rel="nofollow">ingly unhappy about their mailrooms bein" rel="nofollow">ing clogged up by personal packages and are clampin" rel="nofollow">ing down on the practice.We’ve got data from one buildin" rel="nofollow">ing in" rel="nofollow">in Canary Wharf durin" rel="nofollow">ing the Christmas period which showed that 80 per cent of parcels in" rel="nofollow">in the mailroom were personal deliveries, even in" rel="nofollow">in October it was 50 per cent.” The company opened its first parcel shop at Waterloo station but has grown in" rel="nofollow">in short period of time, and now has a network of more than 45 stores,which can accept over 40,000 deliveries per day. The company has a strong focus in" rel="nofollow">innovation, contin" rel="nofollow">inuin" rel="nofollow">ing to seek ways to expand its operations. A few of its recent developments have in" rel="nofollow">included • A partnership with myHermes ParcelShop whereby 10 Doddle stores in" rel="nofollow">in London, Manchester, Birmin" rel="nofollow">ingham, Brighton, Norwich and Glasgow join" rel="nofollow">ined the 4,500-strong myHermes Parcelshop network offerin" rel="nofollow">ing customers additional click & collect locations, as well as drop off poin" rel="nofollow">ints for onlin" rel="nofollow">ine shoppin" rel="nofollow">ing returns. Doddle’s remain" rel="nofollow">inin" rel="nofollow">ing locations are expected to be added to the network. • Holiday-makers and busin" rel="nofollow">iness travellers can now click-and-collect foreign currency thanks to a new partnership between City Forex and Doddle. Usin" rel="nofollow">ing 11 of Doddle’s conveniently located in" rel="nofollow">in and around London’s major train" rel="nofollow">in stations,user of the servicecan collect currency on-the-go, with a free, same day pick-up service. • In March 2016, Doddle Neighbour was launched, expandin" rel="nofollow">ing the the reach of Doddle’s existin" rel="nofollow">ing stores in" rel="nofollow">in train" rel="nofollow">in stations, shoppin" rel="nofollow">ing centres and universities through Neighbours; with in" rel="nofollow">individuals and busin" rel="nofollow">inesses earnin" rel="nofollow">ing an in" rel="nofollow">income by providin" rel="nofollow">ing Doddle’s parcel services to their local community from their homes or premises. Marketin" rel="nofollow">ing Communication Activities. Doddle utilises a variety of marketin" rel="nofollow">ing communication activities to support its services. For example in" rel="nofollow">in August 2015, it launched astudent competition in" rel="nofollow">in conjunction with the openin" rel="nofollow">ing of six new university campus-based stores around the UK. To enter the competition, students were required to sign up to Doddle before 31 October 2015 and they would automatically be entered in" rel="nofollow">into the draw to win" rel="nofollow">in £9,000, the equivalent of one year’s tuition. PR has been used extensively, especially in" rel="nofollow">in support of new store openin" rel="nofollow">ings. When openin" rel="nofollow">ing its first store in" rel="nofollow">in London Waterloo station, the first two people through the store were TOWIE stars, Joey Essex and Sam Faiers and when expanded its services it mounted a nationwide outdoor campaign designed to drive understandin" rel="nofollow">ing of the service, implementin" rel="nofollow">ing poster sites in" rel="nofollow">in and around 27 of the UK’s busiest station, in" rel="nofollow">includin" rel="nofollow">ing Waterloo, Victoria and Cannon Street. Assessment Brief By the summer of 2017, Doddle wants to expand its Doddle Neighbour to the followin" rel="nofollow">ing 10 locations in" rel="nofollow">in the UK. Bristol Birmin" rel="nofollow">ingham Cardiff Edin" rel="nofollow">inburgh Glasgow Milton Keynes Northampton Nottin" rel="nofollow">ingham Oxford Swansea It wants to use a variety of marketin" rel="nofollow">ing communications tools to manage a national campaign to support this rollout Tim Robin" rel="nofollow">inson, Doddle CEO, commented: “Doddle Neighbourformalises the concept of takin" rel="nofollow">ing in" rel="nofollow">in parcels for your neighbours, somethin" rel="nofollow">ing thousands of Brits do every day across the UK. The difference is Doddle is goin" rel="nofollow">ing to pay them to do it.Doddle is about makin" rel="nofollow">ing it easy to send and receive parcels and Doddle Neighbour is the next frontier in" rel="nofollow">in this mission. Neighbour is about brin" rel="nofollow">ingin" rel="nofollow">ing Doddle services to local communities, takin" rel="nofollow">ing parcels the fin" rel="nofollow">inal metre, not just the fin" rel="nofollow">inal mile, so that customers can send and receive parcels at a time and place that’s most convenient for them.” You have been appoin" rel="nofollow">inted as the marketin" rel="nofollow">ing communications agency to develop an in" rel="nofollow">integrated marketin" rel="nofollow">ing communications campaign for Doddleto help them launch this extension of its Neighbour service. There are no additional costs for usin" rel="nofollow">ing the service, with a Doddle Neighbour compensated for each parcel they handle, and extra in" rel="nofollow">incentives for signin" rel="nofollow">ing up new customers or recruitin" rel="nofollow">ing new Neighbours. The aim for the rollout is to in" rel="nofollow">increase deliveries by 20% in" rel="nofollow">in each area. This assessment requires you to submit the followin" rel="nofollow">ing two elements outlin" rel="nofollow">ined below and overleaf. These two separately assessed elements for this module will be combin" rel="nofollow">ined to give you a fin" rel="nofollow">inal in" rel="nofollow">individual mark for this module. They are: - Group campaign contextual analysis (30% of the overall mark) - Individual in" rel="nofollow">integrated campaign plan (70% of the overall mark) A detailed markin" rel="nofollow">ing scheme is available and students are advised to use this scheme as guidance on the scope of work required. All students must ensure that each element is submitted by the required deadlin" rel="nofollow">ine in" rel="nofollow">in the specified format. Total budget available for the campaign is £500,000. (Please note that this is a fictional case study based on the real organisation Doddle) Assessed Element 1 – Group campaign contextual analysis (30% of overall mark) Hand in" rel="nofollow">in date: 20th February 2017 All written reports should be submitted onlin" rel="nofollow">ine via the course Moodle site,no later than 12pm on the required hand in" rel="nofollow">in date, adherin" rel="nofollow">ing to standard Busin" rel="nofollow">iness School hand in" rel="nofollow">in procedures. Assessment Brief One of the key tasks prior to plannin" rel="nofollow">ing a communication campaign is an evaluation of the target audience(s) and market conditions. Any agency managin" rel="nofollow">ing a campaign will undertake significant researchto fin" rel="nofollow">ind and identify consumer in" rel="nofollow">insight, which is needed when developin" rel="nofollow">ing a new campaign.It will highlight what the target audiences are feelin" rel="nofollow">ing, thin" rel="nofollow">inkin" rel="nofollow">ing and doin" rel="nofollow">ing and what truly matters to them. This in" rel="nofollow">insight can then be used to design a campaign that will be well received by the consumer and meet the client’s needs. To produce these in" rel="nofollow">insights, analysis of both secondary and primary research is needed. One method of compilin" rel="nofollow">ing this is a contextual analysis. The purpose of completin" rel="nofollow">ing a context analysis is to “determin" rel="nofollow">ine and understand the key market and communications drivers which are likely to in" rel="nofollow">influence (or are already in" rel="nofollow">influencin" rel="nofollow">ing) a brand (or organisation) and either help or hin" rel="nofollow">inder its progress towards meetin" rel="nofollow">ing its long term objectives." (Fill 2016, pp172). In groups (min" rel="nofollow">inimum of three, maximum of five) you must undertake your own primary and secondary research and compile a contextual analysis for Doddle Neighbour Campaign, summarisin" rel="nofollow">ingthe key issues that you have identified usin" rel="nofollow">ing the four variables of a contextual analysis. As part of your analysis you must conclude with what you deem to be the most significant piece of in" rel="nofollow">insight that you will use when creatin" rel="nofollow">ing your own campaign. Your analysis can be presented in" rel="nofollow">in any format but it must not exceed 2000 words (there is no min" rel="nofollow">inimum word count and no appendices are permitted with the exception of references). Your assessment will be judged based on the quality and range of material used to undertake the research, as well as the quality of in" rel="nofollow">insight drawn from research. Assessed Element 2 – Individual in" rel="nofollow">integrated campaign plan (70% of the overall mark) Hand in" rel="nofollow">in date: 8th May 2017 All written reports should be submitted onlin" rel="nofollow">ine via the course moodle site no later than 12pm on the required hand in" rel="nofollow">in date, adherin" rel="nofollow">ing to standard Busin" rel="nofollow">iness School hand in" rel="nofollow">in procedures. You are required to produce a campaign plan for Doddle Neighbour National Rollout campaign in" rel="nofollow">in lin" rel="nofollow">ine with the assessment brief. You will present your plan as a written document usin" rel="nofollow">ing Fill’s Marketin" rel="nofollow">ing Communications Plannin" rel="nofollow">ing Framework (MCPF). It must be of a professional standard and detail your recommendations in" rel="nofollow">in response to the brief. There is no set format in" rel="nofollow">in terms of presentation and marks will be awarded to students who adopt a highly professional and creative approachappropriate for a marketin" rel="nofollow">ing communications agency. Your plan should in" rel="nofollow">includeall elements of the MCPF and be presented in" rel="nofollow">in a logical manner usin" rel="nofollow">ing the framework. When devisin" rel="nofollow">ing your plan, credit will be given to the structure, presentation and ideas demonstrated but it is also vital that all recommendations are fully justified to show how and why they will achieve your campaign objectives. Your plan can be presented in" rel="nofollow">in any format but it must not exceed 3000 words (there is no min" rel="nofollow">inimum word count and no appendices are permitted with the exception of references). It is not a mandatory requirement to produce any creative executions of your ideas, however you can in" rel="nofollow">include any creative mock-ups of your ideas if you feel it to be valuable to the presentation of your campaign plan. MKT5007 Marketin" rel="nofollow">ing Communications Project 2015/16 – Markin" rel="nofollow">ing Scheme Group Members First Upper Second Lower Second Third Fail Element 1 Group Contextual Analysis (30%) Research Evidence of wider readin" rel="nofollow">ing and thorough research. Robust and comprehensive range of appropriate (academic and trade) sources used in" rel="nofollow">in the fin" rel="nofollow">inal report. All were deemed valid and all referenced correctly. Good selection of academic and trade sources used. Evidence of appropriate readin" rel="nofollow">ing and reasonable amounts of research undertaken. All sources referenced correctly. Good range of resources used although not all deemed appropriate and or valid. Most sources used were referenced correctly Some attempt to gather data, however sources used were either limited and or lacked suitability. There was an attempt to reference but there were a number of formattin" rel="nofollow">ing errors Very limited or irrelevantsources used, with very little evidence of robust research undertaken Weak or no attempt to reference correctly Analysis and Insight Robust and in" rel="nofollow">insightful analysis of the data and in" rel="nofollow">information gathered. Insights produced were relevant to case study and provided an exceptional viewpoin" rel="nofollow">int of the communication issues A detailed analysis of the research leadin" rel="nofollow">ing to a reasonable number of substantiated in" rel="nofollow">insights. Some attempt to analyse the data, however lacked depth and therefore lacked the critical approach needed to produce usable communication in" rel="nofollow">insights. Limited analysis resultin" rel="nofollow">ing in" rel="nofollow">in the presentation of in" rel="nofollow">information gathered, rather than in" rel="nofollow">insights. Consequently key issues affectin" rel="nofollow">ing the campaign were not identified. Noanalysis with no real relevant in" rel="nofollow">insights established. Presentation Excellent presentation (no proofin" rel="nofollow">ing errors, clear structure, professionally formatted). Good presentation with only min" rel="nofollow">inor proofin" rel="nofollow">ing errors Overall the analysis is presentable with only a few proofin" rel="nofollow">ing errors. Poor formattin" rel="nofollow">ing, with significant number of errors Unprofessional presentation with a significant number of errors Mark Awarded First Upper Second Lower Second Third Fail Element 2 Individual Campaign Plan 70% Creativity Highly creative, commercially viable concept, which was succin" rel="nofollow">inctly and professionally expressed Creative campaign concept that was well expressed Limited creativity shown, however campaign concept was well expressed Limited creativity, poorly expressed idea Poor creative concepts considered in" rel="nofollow">inappropriate Presentation An articulate, professional document that was free from errors.All material referenced correctly A well-produced, well-structured document that was free from errors.All material referenced however some errors in" rel="nofollow">in formattin" rel="nofollow">ing Adequate presentation, however there were some proofin" rel="nofollow">ing errors and the referencin" rel="nofollow">ing was in" rel="nofollow">incomplete. Poor presentation with many spellin" rel="nofollow">ing and grammatical errors.Weak referencin" rel="nofollow">ing. Poor presentation with significant grammatical and spellin" rel="nofollow">ing errors No referencin" rel="nofollow">ing Campaign Plan Exceptional application of concepts with all elements of MCPF covered in" rel="nofollow">in sufficient detail. The structure was logical, with each section clearly developin" rel="nofollow">ing on from the previous one in" rel="nofollow">in order to produce a robust and viable plan. Most elements of MCPF covered in" rel="nofollow">in reasonable amount of detail. Some sections were a little disparate, thus plan was fragmented in" rel="nofollow">in approach. A logically structured plan however weak application of concepts meant that some of the requested elements were not covered in" rel="nofollow">in sufficient detail. Evidence of understandin" rel="nofollow">ing the MCPF, however lacked depth of explanation and or had an illogical structure, thus makin" rel="nofollow">ing it hard to see how plan would support the case study. Poor structure and most requested elements not covered in" rel="nofollow">in sufficient detail Communication tools Innovative approach and use of communication tools. It was clear what the campaign messages were and how the recommended tools would support the delivery of these messages. Reasonable consideration for the tools used with some attempt to in" rel="nofollow">integrate recommendations. Valid tools used but lack of application to case study and or lack of application of concepts meant it was unclear why and how used to support campaign. Min" rel="nofollow">inimal in" rel="nofollow">integration of concepts and limited communications tools used. It was not evident how they would deliver the campaign messages. Weak understandin" rel="nofollow">ing of communication tools shown with an over reliance on one main" rel="nofollow">in tool to support the campaign. Reasonin" rel="nofollow">ing Well thought out recommendations that were wholly suitable given market, customers and busin" rel="nofollow">iness aims. Well substantiated with clear reasonin" rel="nofollow">ing Well explain" rel="nofollow">ined recommendations but not deemed wholly suitable given case study and or limited reasonin" rel="nofollow">ing provided Limited evidence why campaign recommendations have been made Very limited reasonin" rel="nofollow">ing for ideas. No evidence of any reasonin" rel="nofollow">ing for ideas Mark Award