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ASSIGNMENT
Year Programme Title Unit Title Unit No. Unit Code Assignment No. Level Credit value Deliverer Assessors Handout Date Hand in Date 2013/2014 Edexcel BTEC HNC Certificate in Business (QCF) Advertising and Promotion in Business Unit 5 Y/601/1000 01 Level 4 - HNC 15 credits Dr. Brian-Vincent Ikejiaku ,Ms Jaspal , Ms Samar ,Mr Richard , Ms Malar, Mr Shabir , Mr Danish Dr. Brian-Vincent Ikejiaku 18/11/2013 18/12/2013

ASSIGNMENT TITLE: Essay on Theoretical Understanding and Practical Application of Advertising and Promotion

in Business

This assignment is based on the case scenario presented below and you must use it to answer the questions that follow. LUNDY LTD is a global marketing communication company in the process of recruiting HE students in the UK for three weeks well paid (2,400.00) internship. They have an eye for students who have studied Advertising and Promotion in Business at the level 5 HND stage. The company believes that this level would be most relevant to their current needs because they seek interns from the HE who have good knowledge and understanding of the: scope and techniques of marketing communication, role and importance of advertising, and ability to plan integrated promotional strategies.

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You made an application for this interesting position and your application was successful. The company invited you to an interview where you will write series of short essays to a panel of five members who are at the senior management cadre of the company.

The panel will assess how relevant your essay is, and use it as the primary yard-stick for selection of the interns. The criteria for assessment and characteristics of essays at passable, merit and distinction levels are provided later below.

Essay Task 1:

The Scope of Marketing Communications

You should attempt to: 1.1 Briefly state three communication theories, using one of the theories to analyse how marketing communication process is important and applicable to advertising and promotion of business; and state how ICT has impacted on communication process. 1.2 Mention the core factors in choosing a suitable advertising and promotion agency and identify three regulatory bodies, examining how they regulate advertising and promotional activities. (This provides evidence for Learning Outcome 1; Assessment Criteria 1.1, 1.2, 1.3, & 1.4)

Essay Task 2:

The Role and Importance of Advertising

You should attempt to: 2.1 consider the following: Advertising has played important role(s) as a strategy for promoting a business or product Discuss using one global brand as illustration. 2.2 identify and explain the major ways of working with an advertising agency and highlight three creative aspects you will introduce in any chosen advertising agency. (This provides evidence for Learning Outcome 2; Assessment Criteria 2.1, 2.2, 2.3, & 2.4)

Essay Task 3: Below-the-line Technique and their usage You should attempt to:

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3.1 identify three primary advertising techniques which companies use as integrated promotional strategies to sell their products and examine why most companies prefer the below-the-line (BTL) technique to the other two types of techniques. (This provides evidence for Learning Outcome 3; Assessment Criteria 3.1, & 3.2)

You should attempt to: Essay Task 4: Ability to plan integrated promotional strategies

4.1: Highlight the necessary process for the formulation of an organizational budget and using a budget of 16,000.00 initiate a plan and explain how you will use it to carry out the development of an integrated promotional strategy for any chosen business or/and product. 4.2: consider the following identified integrated promotional marketing techniques (IMT): - increase engagement; - social media as market research; - location based-marketing techniques; - focus on quality content; You are required to use these identified IMT techniques to discuss and analyse how you can build a promotional campaign strategy for a business or/and product and state four needs for measuring campaign effectiveness. (This provides evidence for Learning Outcome 3; Assessment Criteria 4.1, 4.2, 4.3 & 4.4)

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INSTRUCTIONS AND INFORMATION FOR LEARNERS This assessment and the Tasks above are designed to assess your achievement of all four of the Learning Outcomes and associated Assessment Criteria for a Pass in the Advertising and Promotion in Business unit of the qualification you are undertaking. Your tutor/ deliverer will advise you when you should start work on the assignment, the date when you must hand in your completed work and when you can expect to get your mark and feedback on your work. Guidance on this subject is provided on page 1 of this assignment brief. You should make sure that you plan your work carefully, to ensure that you cover all four learning outcomes of the assignment, and complete it within the time limit specified. There is no official guideline word-count or percentage marking (other than Pass/ Merit/ Distinction/ Refer). By way of guidance only for this particular assignment, it is recommended that you write a maximum of 3000 words (10 percent below or above) total and use your personal judgement and flexibility to match the weighting of your efforts and word-count according to the questions posed. Your statements in answer to the Learning Outcomes need to be prefixed with the specific Learning Outcome title or at least the Learning Outcome number. This will help you keep on track and should ensure you address the details. You must make sure that you acknowledge any sources you have used to complete this assignment, listing reference material and web sites used. You must submit your work as hard copy with a Turnitin in report with less than 20% of similarity index. You should mark the assignment with your name, learner number, the unit number, and your Centre name. You may include a title page if you wish. You are strongly advised to keep a copy of your completed assignment before you submit it for assessment - the copy you submit will not be returned to you. Your assignment may be kept by the Institute for quality assurance purposes. Any assignment not kept for quality assurance will be securely stored, destroyed or deleted. The assignment result will be published on BITEs Moodle online education materials platform, normally within 6 weeks of the submission date. If your assignment is assessed as referred, you will be notified with an indication of the areas to be addressed. You may resubmit an assignment, or submit a new assignment, on a further two occasions during your period of registration as an Institute learner with Edexcel. Be advised that during resubmission, we expect to assess only the indication of the areas you were referred; thus, submit only the areas you were referred. If there is anything in these instructions or in the assignment itself which you do not understand, please seek guidance from your tutor/ deliverer.

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Learning Outcomes and Assessment Criteria In order to Pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the Learning Outcomes for the unit. The Assessment Criteria determine the standard required to Pass this unit. The Assessment Criteria will act as a guide to help you put into context your answers to fulfill the Learning Outcomes.

Learning Outcomes
LO1 Understand the scope of marketing communications

Assessment Criteria
1.1explain the communication process that applies to
advertising and promotion 1.2 explain the organisation of the advertising and promotions industry 1.3 assess how promotion is regulated 1.4 examine current trends in advertising and promotion, including the impact of ICT 2.1 explain the role of advertising in an integrated promotional strategy for a business or product 2.2 explain branding and how it is used to strengthen a business or product 2.3 review the creative aspects of advertising 2.4 examine ways of working with advertising agencies 3.1 explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product 3.2 evaluate other techniques used in below-the-line promotion 4.1 follow an appropriate process for the formulation of a budget for an integrated promotional strategy 4.2 carry out the development of a promotional plan for a business or product 4.3 plan the integration of promotional techniques into the promotional strategy for a business or product 4.4 use appropriate techniques for measuring campaign effectiveness.

LO2 Understand the role and importance of advertising

LO3 Understand below-the-line techniques and how they are used

LO4 Be able to plan integrated promotional strategies

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Page: 6 of 7 Grade Descriptors for Edexcel BTEC Level 4 HNC Certificate in Business: Advertising and Promotion in Business Unit

Merit Grade Descriptors For learners to achieve a Merit grade they must: Identify and apply business concepts and theories to present appropriate solutions and standard Indicative characteristics Learners must demonstrate: Select and apply appropriate principles/ methods/ techniques/illustrations an effective approach to assignment planning, study and research is in evidence considered evaluations and judgements, using evidence in support, have been made problems with a number of variables have been considered, including application of theories and concepts presentation of your work using any conventional style a range of relevant business principles and research approaches have been included relevant business principles and techniques have been applied to the assessment situations and scenarios a range of different sources of information have been used the selection of methods/ techniques of analysis and use of source material is justified relatively complex information/ data has been synthesised and processed, identifying clearly the global brands used for illustrations the written assessment is coherent, shows logical development and a sound understanding of business principles, concepts, theories, and research evidence the written assessment demonstrates that an appropriate structure and approach has been used the written assessment demonstrates a writing style appropriate for audiences both familiar and unfamiliar with the subject. the written work is clearly written and technical language has been accurately used.

Present and communicate appropriate findings

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Page: 7 of 7 Distinction Grade Distinction descriptors For learners to achieve a Distinction grade they must: Use critical reflection to evaluate their own work and justify their conclusions Indicative characteristics Learners must demonstrate: Take responsibility for managing and organising activities conclusions have been arrived at through the synthesis of ideas and evaluation of research evidence and have been justified realistic and informed analysis and conclusions in the responses to the problem business scenarios and situations critical reflection in relation to Assessment Task 2.1 the written assignment shows excellent planning, is organised coherently and is clearly expressed independence of thought and gathering of research material has been demonstrated material used has been clearly understood and well organised the importance of self-directed learning has been recognised and achieved taking responsibility for activities as evidenced by Assessment Tasks 2.2 and 3.1 there is evidence of self-generated ideas; or convergent and lateral thinking are evident in the written assignment; or creative thinking is evidenced with unfamiliar material: Alternatively problem-solving is in evidence; innovation and creative thought are in evidence; or receptiveness to new ideas is evident: Particularly but not exclusively elements of convergent/ lateral/ creative thinking shown in one or more of Assessment Tasks 1.1, 2.2 , 4.1 and 4.2

Demonstrate elements of convergent/lateral/ creative thinking

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