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1. Critically analyse and evaluate the above belief. Track your selected company’s marketing communications in the UK in terms of the extent to which this trend is occurring



Coursework (Written Assignment)

Assessment code:


Academic Year:




Module Title:

Marketing Communications

Module Code:




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Word Limit:


This excludes bibliography and other items listed in rule 6.75 of the Academic Regulations: http://web.anglia.ac.uk/anet/academic/public/academic_regs.pdf

Assessed Learning Outcomes


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  • This assignment must be completed individually.
  • You must use the Harvard referencing system.
    • Your work must indicate the number of words you have used. Written assignments must not exceed the specified maximum number of words. When a written assignment is marked, the excessive use of words beyond the word limit is reflected in the academic judgement of the piece of work which results in a lower mark being awarded for the piece of work (regulation 6.74).
    • Assignment submissions are to be made anonymously. Do not write your name anywhere on your work.
    • Write your student ID number at the top of every page.
      • Where the assignment comprises more than one task, all tasks must be submitted in a single document.
      • You must number all pages.


In order to achieve full marks, you must submit your work before the deadline. Work that is submitted late – up to five working days after the published submission deadline - will be accepted and marked. However, the element of the module’s assessment to which the work contributes will be capped with a maximum mark of 40%

Work cannot be submitted if the period of 5 working days after the deadline has passed (unless there is an approved extension). Failure to submit within the relevant period will mean that you have failed the assessment.

Requests for short-term extensions will only be considered in the case of illness or other cause considered valid by the iCentre Adviser. Please contact [email protected] A request must normally be received and agreed by the iCentre Adviser in writing at least 24 hours prior to the deadline. See rules 6.56-6.65: http://web.anglia.ac.uk/anet/academic/public/academic_regs.pdf

Mitigation: The deadline for submission of mitigation in relation to this assignment is no later than five working days after the submission date of this work. Please contact [email protected] See rules 6.103 – 6.132: http://web.anglia.ac.uk/anet/academic/public/academic_regs.pdf


The general belief within the communications industry is that due to the proliferation of Internet technologies a larger proportion of marketing communication spend has moved and will continue to move from “above-the-line” to “below-the-line” tools and media over the next decade.

For a selected company you are required to do the following:

1. Critically analyse and evaluate the above belief. Track your selected company’s marketing communications in the UK in terms of the extent to which this trend is occurring. You are required to use company and market data covering the last 5 years to illustrate your discussions. (50 marks)


For the organisation selected for Task One you are required to complete the following:

2. Compare and contrast the positioning strategy of your selected company with that of a competitor within the same industry and country market. Evaluate how their different positioning strategies have impacted on their respective market shares and revenue growth over the last 5 years. (50 marks)


The word count should be 3000 words (+/- 10%)

You may include appropriate graphics to support your points if you consider they will add value to your answer

This is not to be written as an ‘essay’

Cover page, Exec Summary, Bibliography and Appendices are NOT included in the word count)

You must use academic theory and other robust sources to support your text, and any theory used should be applied to the context of the scenario

You must use in-text citations to evidence your work, in addition to producing a full list of references in the bibliography. All of these should conform to Harvard Referencing format.

The bulk of this text should be your own original work and should not be excessively paraphrased.

Marks will be awarded as follows:

A poor answer (39% and below (Fail) misses the point of the task and fails to address the requirements listed in the brief, either entirely or to a significant degree. Expression is simplistic and vague. The answer is unstructured and also fail to use any academic support, with no citations or reference list in evidence. Answer demonstrates no analysis question and is simply a templated solution taken from other sources. Answer lacks significant originality

A basic answer (40 – 49%) addresses some of the issues and demonstrate limited knowledge of appropriate theory, but at a superficial level. It demonstrates difficulties with structure and contains some gaps in understanding. Expression lacks maturity and use of professional terminology. The material is not arranged in a user friendly, logical format. The delivery system of the programme is be unclear and there are minor inaccuracies in any financial information

A satisfactory answer (50-59%) addresses a large amount of the questions and demonstrate a sound, basic knowledge of theory, but with some minor omissions in content and minor inaccuracies in expression. Structure is largely logical. There is an attempt to analyse and evidence that the solution has been tailored to a fair degree. Use of theory and evidence is reasonably good but with room left to strengthen the credibility.

A good answer (60-69%) adopts a logical structure and address almost all of the questions using virtually all appropriate theory that relates. Knowledge appears be sound. The report is supported by a good variety of robust academic and industry sources. Omissions and inaccuracies are minor. Analysis and evaluation is done well, but lacks some depth, detail and sophistication.

An excellent/outstanding answer (70%+) identifies all the key issues within the question and make extensive use of appropriate theory in providing a credible solution. Structures is logical and the proposal easy to follow and digest. Relevant theory and industry practice are used to produce well-supported recommendations. Grammar and academic skills are of a high standard, and analysis and evaluation are consistently delivered throughout, with sophisticated use of materials. An extensive range of sources have been uses in a highly sophisticated manner.

An exceptional answer (80%+) Faultless work in terms of presentation and academic skills, and the overall credibility of the proposal is extremely high, to the extent that it might be used as a template for a future industry document. The level of detail included in the plans and schematics is exceptional without being overcrowded or confusing.

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