MKT3221 (INDIVIDUAL ASSIGNMENT) / Page 1 of 6

B.A. (HONS) IN MARKETING, UNIVERSITY OF HERTFORDSHIRE

MKT3221: ADVERTISING CONCEPTS AND CAMPAIGNS

APRIL 2018 SESSION

INDIVIDUAL COURSEWORK ASSIGNMENT (40%)

Assignment Title Advertising Campaign for Proton in Malaysia

Assignment Format &
Report; 2,000 words (+/-5%)
Maximum Word Count
Submission Date & Time 3 July 2018

Submission Method Blackboard

Learning Outcomes
Knowledge and Understanding:
 The main tasks involved in account planning and execution of advertising campaigns for
consumer goods and services;
 The main tasks in media planning and management of campaigns.

Skills and Attributes:

 Write advertising plans which include targeting, brand/product positioning, media,
creative and research strategies which will assist them both to obtain and hold
employment in the field of advertising;
 Recommend measures of evaluating advertising effectiveness;
 Apply the standard advertising industry media research outputs in media planning.

Feedback /Marking Criteria for this Assignment

Performance will be assessed using the HBS grading criteria attached. Guidance for improvement
will be provided in writing on Blackboard within 4 weeks of submission. Late submission and
plagiarism will receive standard penalties.
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Detailed Brief for Assignment

Title of the Assignment:

As the Account Planner of an Advertising Agency for Proton, you are required to develop an
Advertising Campaign for Proton in Malaysia that would help the company to address the
current challenges or improve its market performance.

Introduction to the Work/Scope/Context:

Perusahaan Otomobil Nasional Sdn Bhd (Proton), the national car manufacturer in Malaysia, has
been losing market share year after year. With the recent acquisition by Zhejiang Geely Holdings
Group of a stake in Proton Holdings Bhd is proving to be highly positive as the national car
manufacturer will now be able to tap into the Chinese group’s advanced auto technology and
resources. However, the journey ahead remains challenging, given the competitive automobile
market in terms of performance, pricing and service level.

Source: The Star Online

Approach to the Assignment:

Your advertising plan should include the following elements as specified below:

 Assignment Cover Page (refer to the Template given)

 Introduction (approximately 100 words)
 Creative Brief (approximately 1,800 words)

Project Management Project Name

Company Name
Brand: Name / Variant
Agency: Your Name, Title

Where are we now? Describe the current position of the brand, its
background and the key issues it faces defines the start
point for the journey on which communications will
take the brand.
e.g.
Product Description (Key Attributes and Benefits)
Distribution Channels
Market Size (Volume and Value)
Customer Usage Data
Brand’s Positioning
History of Brand Communications
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Competitive Brands

Where do we want to Define the desired destination of the journey on which

be? successful communications will have taken the brand.
The objectives should be SMART - Specific,
Measurable, Achievable, Realistic and Time-Bound.
e.g.
Improvements in sales, usage, awareness, image,
reputation, profitability, customer profile, shareholder
value and/or response level.
*Must be MEASURABLE

Who do we need to talk The target groups should be defined and prioritised as
to? accurately as possible via demographics, lifestyle,
product usage, attitudes, etc.

What are we doing to Advertising Concepts and Design

get there? e.g.
Core Thought/Theme
Tone of Voice
Primary Message/Headline/Copy
Design: Colour, Typography, Layout
*To provide the Visual Draft if necessary

Advertising Campaign
e.g.
Print
Radio
Television
Website
Mobile
Social Media
Out of Home
Guerrilla, etc.

Media Plan
e.g.
Media Vehicle
Geographical Area
Ad Unit
Scheduling
Placement
Estimated Impression
Budget
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How will we know we Measures should be put in place to establish whether

have arrived? or not the campaign delivers against its desired
objective.
e.g.
How will the campaign be measured?
When will it be measured?
Who will measure it?

Source: IPA

 Conclusion (approximately 100 words)

o Total Word Count
 References (not included in the word count)

Important Tips:

 Be creative in developing your advertising strategy including the presentation of the

creative brief.
 Use a range of recent academic resources (at least 10) including your core text, trade
journals, academic research journals, market research reports and company websites to
support your plan. Merit will be given for those who integrate academic articles with the
perspectives of the industry.
 Apply appropriate theories that could further strengthen your work.
 Please use HBS Harvard Referencing System for your in-text citation and reference list.
 Make sure the images are to a high standard as it adds value to the overall quality of
the work (good quality, no blurry photos or print screen shots and each referenced).
 Your assignment must be checked for plagiarism and collusion using Turnitin /
SafeAssign.
 Your assignment should be prepared individually. No plagiarism is allowed. You should
also not plagiarise any work from third parties as your own.

Penalty:

 Late submission without agreed extension carries a penalty: submitted up to one (1) week
after the published deadline will receive a maximum numeric grade of 40.
 Failure to keep the word count of 2,000 (+/-5%) words carries a penalty of 5% deduction.

Assessment & Grading Criteria – Individual Assignment (Report)
Module: MKT3221 – Advertising Concepts & Campaigns
REPORT Presentation & Structure
Follows the structure specified &
Task details
keeps to word limit within 2000
words. Creativity in the presentation of
creative brief.
100 marks 15 Marks
Outstanding... Presentation & report
structure, with numbered paragraphs, list
80-100 of contents/figures &appendices.
Articulate & fluent academic writing
Outstanding style with ideas cross referenced. No
grammatical / spelling errors.
Excellent ... Presentation & report
structure, with numbered paragraphs, list
70-79
of contents/figures, appendices & cross
referencing.
Excellent
Articulate & fluent academic writing
style. Only a minor error.
Very good... Presentation & report
structure, paragraphing, use of
60-69 numbering, list of contents/figures,
appendices & cross referencing.
Very Good Fluent academic writing style.
Very few grammatical errors & spelling
mistakes.
Good... Clear presentation & report
structure, use of numbering &
50-59
appendices.
Writing is mainly clear but some spelling
Good
&/ or grammatical errors.
Satisfactory... Basic report structure.
40-49 Not always written clearly & has
grammatical & / or spelling errors.
Satisfactory
Weak... Report format, limited or poor
30-39 structure.
Muddled work with many spelling & / or
Marginal Fail grammatical errors.
Inadequate... Report format and poor
20 – 29 paragraphing / signposting.
Inappropriate writing style
Clear Fail Poorly written &/or poor spelling &
grammar.
1 – 19 Nothing of merit... Poorly written work,
lacking structure, paragraphing /
Little or signposting.
Nothing of Many inaccuracies in spelling &
Merit grammar.
Use & Presentation of
Harvard Referencing
Follows HBS Harvard style for in-text
citation & reference list.
Use a minimum of 10 academic sources.
5 marks
Outstanding... Standard of referencing
within text & consistent use of Harvard
referencing system.
Accuracy of in-text references & full details
shown in Reference list.
Excellent... Standard of referencing within
text & consistent use of Harvard
referencing system.
Accuracy of in-text references & full details
shown in Reference list.
Very good... Standard of referencing
within text & consistent use of Harvard
referencing system.
Accuracy of in-text references & full details
shown in Reference list.
Good... Standard of referencing within text
& consistent use of Harvard referencing
system.
Accuracy of in-text references & full details
shown in Reference list.
Satisfactory... Basic referencing within text
& consistent use of Harvard referencing
system.
Accuracy of in-text references & full details
shown in Reference list.
Weak...Use of Harvard referencing system
with errors & inconsistently applied.
Limited referencing within the text. Limited
accuracy of in-text references compared to
those in the final Reference list.
Inadequate... Use of Harvard referencing
with many errors &/or inconsistencies.
Nothing of merit... No or little attempt to
use the recommended Harvard referencing
system.
Content/ Terms/ Findings/
Definitions/ Calculations
Content included – a holistic and
creative advertising plan that meets
SMART criteria.
30 Marks
Outstanding... Exploration of topic
showing excellent knowledge &
understanding through thorough &
appropriate research.
Impressive choice and range of
appropriate content.
Excellent ... Level of knowledge &
understanding demonstrated.
Evidence of appropriate reading.
Covers all relevant points & issues.
Very good... Level of knowledge &
understanding demonstrated.
Covers most relevant points & issues.
Few errors / omissions in
content/calculations.
Good... Grasp of the topic & some of its
implications presented.
Knowledge & understanding is
demonstrated.
Minor errors / omissions in content/
calculations.
Satisfactory... Content / level of
knowledge of the topic. Addresses part of
the task. Some errors / omissions in
content/ calculations. May benefit from
further research.
Weak... Limited content / knowledge/
calculations. Limited or muddled
understanding of the topic/question.
Does not meet all the learning outcomes.
Inadequate... Lacking in relevant content/
knowledge/calculations. Content
irrelevant / inaccurate. Does not meet all
the learning outcomes.
Nothing of merit... Unsatisfactory level
of knowledge demonstrated.
Content used irrelevant / not appropriate/
to the topic. Does not meet the learning
outcomes.
MKT3221 (INDIVIDUAL ASSIGNMENT) / Page 5 of 6
Student: _________________________________
Business Application &
Integration Of Data/ Literature
Integration & application of
information – media research outputs,
report data, theories and literature.
30 Marks
Outstanding... Business insight &
application.
Breadth, depth & integration of
literature/data into work.
Excellent ... Business insight &
application.
Breadth, depth & integration of
literature/data into work.
Very good... Business insight &
application.
Breadth, depth & integration of
literature/data into work.
Good... Business insight & application.
Breadth, depth & integration of
literature/data into work.
Satisfactory... Business insight &
application. Limited integration with
literature/ data.
Use of literature/data but limited in
breadth OR depth.
Weak... Unsatisfactory evidence of
business application & insight
Work needs to show better links
between practical application and
theory.
Inadequate... Lacks evidence of
business application & insight. Some
literature irrelevant to topic.
Nothing of merit... No evidence of
appropriate business application &
insight.
Discussion /Analysis /Critical
Evaluation &/Or Reflection
Level of analysis, discussion and
critical evaluation.
20 Marks
Outstanding... Level of
discussion/analysis/ critical evaluation
&/or reflection.
Highly developed/ focused work.
Excellent... Level of
discussion/analysis/ critical evaluation
&/or reflection clearly developing points
in the appropriate way with thorough
consideration of all possibilities.
Very good... Level of
discussion/analysis/ critical evaluation
&/or reflection & a few ideas/points
could benefit from further development
&/or evaluation/comparison.
Good... Level of discussion/analysis/
critical evaluation &/or reflection but
more ideas/points could be addressed
/developed further.
Satisfactory... Basic evidence of
discussion/analysis/ critical evaluation
&/or reflection but some points
superficially made so need further
development.
Weak... Limited evidence of
discussion/analysis/ critical evaluation
&/or reflection.
More development & comment needed.
May need to do more than describe.
Inadequate... Lacking / inadequate level
of discussion/ analysis/critical evaluation
& /or reflection. Descriptive.
Nothing of merit... Unsatisfactory level
of discussion/analysis/critical evaluation
&/or reflection
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Individual Report Marking and Feedback Sheet

Assignment Title : Advertising Campaign for Proton in Malaysia Date :

Module
Module Title : Advertising Concepts & Campaigns MKT3221
Code :
Name : ID Number :

Please refer to Grading Criteria for Report when awarding marks (upon 100). Each criteria weightage is given below (X%).
Grading Criteria 100m X% Comments / Feedback / Feed Forward
C1. Presentation & Structure
Follows the structure specified & keeps to word limit within 2000
words. Creativity in the presentation of creative brief. /100 /15
C2. Use Academic Recourses with Harvard Referencing
Follows HBS Harvard style for in-text citation & reference list.
Use a minimum of 10 academic sources. /100 /5
C3. Content
Content included – a holistic and creative advertising plan that meets
SMART criteria. /100 /30
C4. Business Application & Integration of Data/Literature
Integration & application of information – media research outputs,
report data, theories and literature. /100 /30
C5. Discussion /Analysis /Critical Evaluation
Level of analysis, discussion and critical evaluation. /100 /20
Total (Assessor) /100

Total (Peer Reviewer/Moderator) /100

UH Internal Moderator Comments External Examiner Comments (if applicable)