Part 1 Submission Front Sheet to be included with Final

Submission and any Resubmission

Submission Front Sheet

Assignment Code: AB165B18

Programme:
Unit Title and Number:
QFC Level:
Unit Code:
Credit value:
Module Tutor:
Email:

BTEC Higher National Diploma in Business (Marketing)

Advertising and Promotion in Business (Unit 18)
4
J/601/1000
15 credits
Mehedi Khan
m.khan@mrcollege.ac.uk

Date Set:

23rd September 2014

Name:
.
Registration Number:

Date:

Learners statement of authenticity

Students Name: _______________________Students ID Number: ___________________
I certify that the work submitted for this assignment is my own. Where the work of
others has been used to support my work then credit has been acknowledged. I have
identified and acknowledged all sources used in this assignment and have referenced
according to the Harvard referencing system. I have read and understood the
Plagiarism and Collusion section provided with the assignment brief and understood
the consequences of plagiarising.
Signature: ___________________

Is this a First Submission

Word Count (max.5000)
Words

Date: ___/___/_____

or Second Submission

Unit 18 Advertising and Promotion in Business

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Turnitin Score

% add it as the front sheet to your online submission

Complete and copy this page and

Part 2 Assignment Brief

LEARNERS BRIEF

AB165B18
Programme:
Unit Title and Number:
QFC Level:
Unit Code:
Credit value:
Module Tutor:
Email:
Date Set:

BTEC Higher National Diploma (HND) in Business Marketing

Advertising and Promotion in Business (Unit 18)
4
J/601/1000
15 credits
Mehedi Khan
m.khan@mrcollege.ac.uk
Starts: 23 September 2014, Ends: 5 December 2014

KEY DATES
Distribution Date
: 30.09.2014.
LO1 Submission Date
: 21.10.2014
feedback)
LO2 & LO3 Submission Date
: 10.11.2014
feedback)
LO4 Submission Date
: 18.11.2014
feedback)
Final Submission Date (Full Assignment): 5th December 2014

(for formative
(for formative
(for formative

INTRODUCTION
The effective use of advertising and promotion is a fundamental requirement for any
business seeking to succeed in the modern business world. As they progress through the
unit, learners will build up their understanding of advertising and promotion, which they
can use to plan an integrated promotional strategy for a business or product.
The unit introduces learners to the wide scope of marketing communications and how the
communications process operates. It includes a study of current trends and the impact
that ICT has had on marketing communications. Learners will explore the marketing
communications industry and how it operates. They will also develop some knowledge of
how the industry is regulated to protect consumers.
Advertising and the use of below-the-line techniques are core components in the
development of an integrated communications strategy. This unit covers both in detail.
Learners will be introduced to the theory, as well as the practice, that is fundamental to
understanding advertising and below-the-line techniques and how they can be used to
their greatest effect. On completion of this unit learners will be able to plan an integrated
promotional strategy for a business or product. This will include budget formulation,
creative and media selection, and how to measure the effectiveness of their plan.

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Specification of Assessment

Present your work in one business report style which

should include table of contents, reference list, foot or
end notes and appendices if any
Include the reference code of this assignment on
your assignment submission front page.
Each page must be numbered at the bottom right hand
side.
Ensure the following information is in the footer on
every page:
o Your name
o The production date of your submission
o The code number of your assignment brief
o The page number
Spell-check the document and make sure there are no
grammatical errors.
Complete all the tasks.
Produce clear specific reasoning and arguments in support
of your answers.
Submit your work in a single work processed document of
not more than 5000 words for all Learning Outcomes. This
word limit is only for guidelines, and is not applied to
grading.
You must include a bibliography at the end to show where
your information was sourced.
Your sources must be identified using the Harvard
referencing system. The words used in your
bibliography will not be included in your word count.

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ASSESSMENT TASKS
Learners are encouraged to be familiar with the assessment criteria and contextualised
grade descriptors before completing these tasks.

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Task 1
Task 1: Individual Assignment. This covers Learning Outcome 1, topics: Understand the
scope of
marketing communications (Week 1 4 lectures).
1.1 explain 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
Assessment Type: Individual
1500 max

Word Limit:
Task 2

Group Presentation. It covers Learning Outcome 2 topics: Understand the role and
importance of advertising.
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
Group Presentation
Maximum number of members of a team is seven with a minimum of five (this can be
negotiated with the Module Leader if there are a surplus of students for certain
groups). Participants are asked to form their own teams and notify the module
tutors of the members
via e-mail to k.frimpong@mrcollege.ac.uk. The final
discretion as to size of teams remains with the Module Assessment Type: Group
Leader. All team members must participate in the oral presentation, preparatory
research and presentation materials.
The Presentations will last for 10 minutes, with 7 minutes for presentation and 3
minutes for questions. The presentations must be in PowerPoint format. Specific
references for all material must be cited within the text of the presentation.
Students must submit a detailed report, including the plan and contents of the
presentation to the module Tutor on the day of the presentation.

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Task 3
Individual Assignment. It covers Learning Outcome 3, topics: Understand below-the-line
techniques and how they are used
Word Limit:
1000 max
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
Assessment Type: Individual

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Task 4
Individual Assignment. It covers Learning Outcome 4, topics: Be able toan integrated
promotional strategies.
Word Limit: 1500
max
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.
Assessment Type: Individual
In this task, students need to develop an actual integrated promotion plan by
applying the techniques of IMC (Integrated Marketing Communication) and
(Promotion), which are taught in classes.
Students need to develop an actual integrated promotion plan
Firstly, decide the plan for business or product.
Secondly, set a budget for your promotion plan by following an appropriate process
and discuss how this plan is appropriate for your integrated promotional strategy.
Thirdly, plan the integration of promotion techniques into promotion strategy for
your chosen business or product.
Lastly, use appropriate measurement techniques and analyse and discuss how this
integrated promotional plan is effective.

GRADING INFORMATION AND REQUIREMENTS

Achievement of a pass grade
A pass grade is achieved by meeting all the requirements defined in the
assessment criteria for each individual unit.
Achievement of a merit or distinction grade
All the assessment criteria and merit grade descriptors need to be completed
within a unit to achieve a merit grade.
All the assessment criteria, merit and distinction grade descriptors must be
completed within a unit to achieve a distinction grade.
Any learner submission that does not meet a targeted assessment criterion must
be re-submitted by a date specified by the assessor.

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Grade
Descriptors

Indicative Characteristics

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Contextualised Grade
Guidance

MERIT
M1
Identify and
apply strategies
to find
appropriate
solutions.

M2
Select / design
and
apply appropriate
methods/techniqu
es

M3
Present and
communicate
appropriate
findings.

effective judgements
have been made
complex problems with
more than one variable
have been explored
an effective approach to
study and research has
been applied
relevant theories and
techniques have been
applied
a range of methods and
techniques have been
applied
a range of sources of
information has been
used
the selection of methods
and techniques/sources
has been justified
the design of methods/
techniques has been
justified
complex
information/data has
been synthesised and
processed
appropriate learning
methods/techniques
have been applied
the appropriate structure
and approach has been
used
coherent, logical
development of
principles/concepts for
the intended audience
a range of methods of
presentation have been
used and technical
language has been
accurately used
communication has
taken place in familiar
and unfamiliar contexts
The communication is
appropriate for familiar
and unfamiliar

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D1
Use critical
reflection to
evaluate own
work and justify
valid
conclusions

D2
Take
Responsibility
for managing
and organising
activities

D3
Demonstrate
convergent /
lateral /
creative
thinking

AB165B18

Mont

audiences and
appropriate media have
been used.
DISTINCTION
conclusions have been
arrived at through
synthesis of ideas and
have been justified
the validity of results has
been evaluated using
defined criteria
self-criticism of approach
has taken place
realistic improvements
have been proposed
against defined
characteristics for success
autonomy/independence
has been demonstrated
substantial activities,
projects or investigations
have been planned,
managed and organised
activities have been
managed
the unforeseen has been
accommodated
the importance of
interdependence has been
recognised and achieved
ideas have been
generated and decisions
taken
self-evaluation has taken
place
convergent and lateral
thinking have been
applied
problems have been
solved
innovation and creative
thought have been applied
receptiveness to new
ideas is evident
effective thinking has
taken place in unfamiliar
contexts

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Plagiarism and Collusion

Any act of plagiarism and collusion will be seriously dealt with according to the
regulations. In this context the definition and scope of plagiarism are presented below:
Plagiarism occurs when a student misrepresents, as his/her own work, the work, written
or otherwise, of any other person (including another student) or of any institution.
Examples of forms of plagiarism include:

the verbatim (word for word) copying of anothers work without appropriate and
correctly presented acknowledgement;
the close paraphrasing of anothers work by simply changing a few words or altering
the order of presentation, without appropriate and correctly presented
acknowledgement;
unacknowledged quotation of phrases from anothers work;
The deliberate and detailed presentation of anothers concept as ones own.
All types of work submitted by students are covered by this definition, including, written
work, diagrams, designs, engineering drawings and pictures.
Collusion occurs when, unless with official approval (e.g. in the case of group projects),
two or more students consciously collaborate in the preparation and production of work
which is ultimately submitted by each in an identical, or substantially similar, form and/or
is represented by each to be the product of his or her individual efforts. Collusion also
occurs where there is unauthorised co-operation between a student and another person
in the preparation and production of work which is presented as the students own.
Unless stated otherwise, you must not produce assignments in
disqualified for the
assessment.

All submissions will be via Moodle and processed by Turnitin to check for plagiarism. You
should aim for an overall score of no more than 15% with no single source over 4%.

Extension and Late Submission

If an extension is necessary for a valid reason, requests can me made using a course
work extension request form available from the college. Please note that the lecturers do
not have the authority to extend the coursework deadlines and therefore do not ask
them to award a coursework extension.
The completed form must be accompanied by evidence such as a medical certificate in
the event of you being sick.

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Support Material
Unit 18: Advertising and Promotion in Business (J/601/1000)
Textbooks
Marketing Communications 4th Edition, Chris Fill, Pearson Education LTD. ISBN: 0273-68772-7
Advertising and Integrated Brand Promotion, Thomas Clayton OGuinn, Chris Allen
and Rich Semenik, Thomson Publishing, ISBN: 0-324-11380-3
Advertising and Promotion, An integrated marketing communications perspective
6th Edition, George E Belch and Michael A Belch.
Principles of Marketing, Frances Brassington and Stephen Pettitt. ISBN: 0-27364444-0
Kotler, P., Keller, K.L., Goodman, M., & Hansen, Torben (2009) Marketing
Management, Prentice Hall, England
Advertising and Promotion- An integrated Marketing Communications Approach,
Chris Hackley, 2nd Edition (2010), Sage Publications Ltd, London

Journals
Campaign (Haymarket Publishing)
Harvard Business Review (Harvard Business Publishing)
The Marketing Review (Westburn Publishers Ltd)
The Marketer (Journal of the Chartered Institute of Marketing Magazine)
Marketing Business (The Chartered Institute of Marketing Magazine)
Marketing Week (Centaur Communications Ltd)
The Financial Times and other daily newspapers which contain a business
section and market reports
Websites:
Marketing Week (http://www.marketingweek.co.uk/)
Chartered Institute of Marketing (http://www.cim.co.uk/Home.aspx )
Advertising Age (http://adage.com/)
Bized provides a selection of teaching and learning resources http://www.bized.co.uk/
The Financial Times business sections http://www.ft.com/
The Times 100 multimedia resources http://www.thetimes100.co.uk/

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Summative Feedback on this coursework will be given on

19th December 2014.
Referral dropbox will open from 22nd December, 2014
Referral submission deadline 3rd January, 2015
Referral result declared 9th January, 2015
Assignment Resubmission Policy
A Resubmission is any work handed in for final assessment a second time.
The Final Deadline is the date on which the whole assignment must be
completed and submitted (usually in week 12 at the end of the semester).
Work submitted

To be Resubmitted

Referred after Final Deadline

Four weeks after the final deadline

Missed Final Deadline

End of next semester

Missed formative assessment(s) and

Referred after Final Deadline

End of next semester

Referred SMALL after resubmission

25 reassessment fee

Referred LARGE after resubmission

Repeat semester and attend classes

Completed, assessed units (Pass, Merit) from your first Semester may be reworked and
submitted for a higher grade once only on payment of a reassessment fee of 25.

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Part3 Assessment and Feedback Record

ASSESSMENT DECISION
Programme:
BTEC Higher National Diploma (HND) in Business
Unit Title and Number:
Unit 18: Advertising and Promotion in Business J/601/1000
Module Tutor:
Dr. Frimpong
Learners Name :____________________

Learner ID:___________________

1.1
1.2
1.3
1.4

2.1

2.2
2.3
2.4

3.1

3.2

4.1

4.2

4.3

Assessment Criteria
explain the communication
process that applies to
advertising and promotion
explain the organisation of
the advertising and
promotions industry
assess how promotion is
regulated
examine current trends in
advertising and promotion,
including the impact of ICT
explain the role of
advertising in an
integrated promotional
strategy for a business or
product
explain branding and how
it is used to strengthen a
business or product
review the creative aspects
of advertising
examine ways of working
with advertising agencies
explain primary techniques
of below-the-line
promotion
and how they are used in
an integrated promotional
strategy for a business or
product
evaluate other techniques
used in below-the-line
promotion
follow an appropriate
process for the formulation
of a
budget for an integrated
promotional strategy
carry out the development
of a promotional plan for a
business or product
plan the integration of
promotional techniques
into the promotional
strategy for a business or
product

Students
Evidence
Check

Met
Y/N

Feedback

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4.4

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use appropriate techniques

for measuring campaign
effectiveness.

Grade
Descriptors

Indicative Characteristics

Contextualised Grade
Guidance

MERIT
M1
Identify and
apply strategies
to find
appropriate
solutions.

M2
Select / design
and
apply appropriate
methods/techniqu
es

M3
Present and
communicate
appropriate
findings.

effective judgements
have been made
complex problems with
more than one variable
have been explored
an effective approach to
study and research has
been applied
relevant theories and
techniques have been
applied
a range of methods and
techniques have been
applied
a range of sources of
information has been
used
the selection of methods
and techniques/sources
has been justified
the design of methods/
techniques has been
justified
complex
information/data has
been synthesised and
processed
appropriate learning
methods/techniques
have been applied
the appropriate structure
and approach has been
used
coherent, logical
development of
principles/concepts for
the intended audience
a range of methods of
presentation have been
used and technical
language has been
accurately used
communication has
taken place in familiar
and unfamiliar contexts

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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The communication is
appropriate for familiar
and unfamiliar
audiences and
appropriate media have
been used.
DISTINCTION

D1
Use critical
reflection to
evaluate own
work and justify
valid
conclusions

D2
Take
Responsibility
for managing
and organising
activities

D3
Demonstrate
convergent /
lateral /
creative
thinking

conclusions have been

arrived at through
synthesis of ideas and
have been justified
the validity of results has
been evaluated using
defined criteria
self-criticism of approach
has taken place
realistic improvements
have been proposed
against defined
characteristics for success
autonomy/independence
has been demonstrated
substantial activities,
projects or investigations
have been planned,
managed and organised
activities have been
managed
the unforeseen has been
accommodated
the importance of
interdependence has been
recognised and achieved
ideas have been
generated and decisions
taken
self-evaluation has taken
place
convergent and lateral
thinking have been
applied
problems have been
solved
innovation and creative
thought have been applied
receptiveness to new
ideas is evident
effective thinking has
taken place in unfamiliar
contexts

Internally verified by Leslie Doyle 23 September 2014 AB165B18

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Assessors General Comments:

Resubmission Status:

unnecessary SMALL

LARGE

Please resubmit Sections indicated above to meet Assessment Criteria:

Resubmission Date 3rd January 2015

Assessors Signature:

Date:

Print Name:

Learners Comments:

Signature:

Date:

Print Name:
Feedback of this coursework will be given to students on 19th December.

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