Luminus Technical University College - Assignment Brief (RQF)

Higher National Diploma in Sales and Marketing

Language of
AR EN
assessment
Student Name
College ID:
Pearson ID:
Unit Number and Unit 35: Integrated marketing communications
Title
Academic Year First 2023-2024
Unit Tutor Amjad Shqeer
Internal Verifier ibrahim Babban Approval Date:
Name and Approval
18.1.2024
(Signature)
Assignment number 1 of 1 Integrated marketing communications
and Title Planning for success
Issue Date (1St 20.1.2024 Submission Date (1st 10.2.2024
Submission) Submission)
Issue Date (2nd 15.2.2024 Completion Date 20.2.2024
Submission) (2nd Submission)
Submission Format
The submission is in Word Document Format, you are required to make use of
headings, paragraphs, subsections and illustrations as appropriate, and all work must be
supported with research and referenced. Please also provide a bibliography using a proper
referencing system. The font will be Times New Roman 14 for the headers and the same
font type with size 12 for the remaining work. The recommended word limit is 2,000–
2,500 words, although you will not be penalised for exceeding the total word limit.

Unit Learning Outcomes

LO1 Evaluate marketing channels for achieving communication objectives as part of a
communications strategy.
Develop an integrated marketing communications plan to achieve specified
LO2
communication objectives in a business context.
Produce appropriate content for a marketing channel that meets specified
LO3
communication objectives.
Apply methods for monitoring an integrated marketing communications plan (IMC)
LO4 to maximise reach and achieve positive return on investment (ROI).

Transferable skills and competencies developed

1
  Ability to critically analyse and evaluate a range of marketing data.
 How to evaluate the effectiveness of communication tools by choosing the
appropriate metrics and methods.
 A creative and analytical mind, with a willingness to think of new ways of doing
things.
 Research skills for evidence-based decision making.
Produce a wide range of creative and effective communications, showing ability to
write and proofread clear and innovative copy and project briefs, and give
confident presentations.
 Ability to analyse and evaluate a range of marketing data.
 How to evaluate the effectiveness of communication tools by choosing the
appropriate metrics and methods.
 A creative and analytical mind, with a willingness to think of new ways of doing
things.
 The ability to research needed information with a suitable referencing style.
 The ability to determine the internal strengths and weaknesses of organizations.
 Know how to demonstrate the interrelationship of the various functions within an
organization and how they link to organizational structure.
 Research skills for evidence-based decision making.

Vocational scenario:

Establishing brand recognition among customers with minimal expenses is crucial for all
businesses, aiming to facilitate a seamless experience for consumers to engage with their
brand across various multimedia channels. Integrated marketing communication plays a
pivotal role in consolidating all essential marketing elements to convey a consistent
message to both potential and current end-users.

‫ حيث تسعى لخلق تجربة سلسة‬،‫إنشاء الوعي بالعالمة التجارية بين العمالء بتكلفة دنيا أمر حاسم لجميع الشركات‬
‫ تلعب التواصل التسويقي المتكامل دوًرا حيوًيا في دمج‬.‫للمستهلكين للتفاعل مع عالمتها عبر وسائط الوسائط المتعددة‬
.‫جميع العناصر األساسية للتسويق لنقل رسالة متناسقة للمستخدمين المحتملين والحاليين‬

2
InnoTech Solutions is a forward-thinking technology company at the forefront of
innovation, dedicated to crafting state-of-the-art solutions tailored for businesses in the
modern digital landscape. Established with a vision to revolutionize the tech industry,
InnoTech is committed to pushing the boundaries of technological advancements to meet
the evolving needs of its clients.

As a trainee in the vibrant marketing department of InnoTech Solutions, your primary

responsibility is to assess and critique the performance of various communication channels
currently employed by the company. This crucial task is in preparation for an upcoming
campaign, aligning with the company's goals and enhancing its Integrated Marketing
Communication (IMC) strategy. You are requested to provide a comprehensive evaluation
of the current communication channels used by the company.

The period of your training at InnovateTech’s company as Trainee will be almost 3 months
to be effective training. You need to be aware that this training period is very important
and crucial for your potential placement within the company.

‫ ملتزمة‬،‫) شركة تكنولوجية متقدمة التفكير في طليعة االبتكار‬InnoTech Solutions( ‫تعتبر شركة إنوتك سوليوشنز‬
‫ تأسست الشركة برؤية لتحديث صناعة‬.‫بتقديم حلول حديثة مصممة خصيًص ا للشركات في المشهد الرقمي الحديث‬
.‫التكنولوجيا وهي ملتزمة بدفع حدود التقدم التكنولوجي لتلبية احتياجات عمالئها المتطورة‬

‫ فإن مسؤوليتك األساسية هي تقييم ونقد أداء‬،‫بصفتك متدرًبا في القسم التسويقي النابض بالحياة في إنوتك سوليوشنز‬
،‫ هذه المهمة الحيوية تأتي في إطار التحضير لحملة قادمة‬.‫مختلف قنوات االتصال المستخدمة حالًيا من قبل الشركة‬
.‫متناغمة مع أهداف الشركة وتعزيز استراتيجيتها للتسويق المتكامل‬

.‫تم طلب منك تقديم تقييم شامل للقنوات الحالية المستخدمة من قبل الشركة‬

.‫فترة تدريبك في شركة إنوتك سوليوشنز ستكون لمدة تقريبية من ثالثة أشهر لتكون فعالة كتدريب‬

.‫يجب أن تكون على علم بأن فترة التدريب هذه مهمة للغاية وحاسمة لفرصك المستقبلية داخل الشركة‬

3
 Assignment activity and guidance
Activity 1:
As a trainee in the vibrant marketing department of InnoTech Solutions, your primary
responsibility is to assess and critique the performance of various communication channels
currently employed by the company. Present justified suggestions for enhancing value and
optimizing resources to effectively fulfill communication objectives.
Through evaluating the marketing channels critically and how they serve communication
objectives and are integrated as part of a marketing strategy, (what communication
channels are being used by the company, how are they being used, please identify their
advantages and disadvantages concerning the achievement of marketing communication
objectives.) And ss a perevious step, you need to Compare how various marketing
channels contribute to achieving communication objectives within a marketing strategy.

:1 ‫المهمة‬
‫ مسؤوليتك األساسية هي تقييم ونقد أداء مختلف‬،‫بصفتك متدرًبا في قسم التسويق النابض بالحياة في إنوتك سوليوشنز‬
.‫قنوات االتصال المستخدمة حالًيا من قبل الشركة‬
.‫قدم اقتراحات مبررة لتعزيز القيمة وتحسين استغالل الموارد لتحقيق فعالية أهداف االتصال‬
‫من خالل تقييم قنوات التسويق بشكل نقدي وكيفية خدمتها ألهداف االتصال وكيف تتكامل كجزء من استراتيجية‬
‫ يرجى تحديد مزاياها‬،‫ وكيف يتم استخدامها‬،‫ (ما هي قنوات االتصال المستخدمة حالًيا من قبل الشركة‬،‫التسويق‬
).‫وعيوبها فيما يتعلق بتحقيق أهداف التسويق واالتصال‬
‫ يجب عليك مقارنة كيف تسهم مختلف قنوات التسويق في تحقيق أهداف االتصال ضمن استراتيجية‬،‫ كخطوة سابقة‬-
.‫التسويق‬

4
Activity 2:
You have been requested to keep tracks of the performance of all channels currently used
by the company. To prepare for the future campaign, you are require preparing a report to
critically evaluate the current performance of all IMC channels used by the company.

After a year the company asked you to Design strategic integrated marketing
communications plan and creative content for marketing channel for a partner .

Your plan must contain the following:

You have to Suggest three new at least communication objectives in relation to marketing
objectives for the selected partner company. After that perform and produce an integrated
marketing communications plan of the partner selected company to achieve the three
specified communication objectives mentioned above. Then you have been asked to
provide a multiple communication channels and SMART communication objectives, to
produce a detailed integrated marketing communications plan of the partner selected
company.
After you Produce and Make one detailed content for a marketing channel to meet the three
specific communication objectives that you have been suggested before.

:2 ‫المهمة‬
‫ تم طلب منك‬،‫ واستعداًدا للحملة المستقبلية‬.‫لقد تم طلب منك متابعة أداء جميع القنوات المستخدمة حالًيا من قبل الشركة‬
‫ طلبت الشركة منك‬،‫ بعد مرور عام‬.‫إعداد تقرير لتقييم أداء جميع قنوات التسويق المتكاملة المستخدمة حالًيا بشكل نقدي‬
.‫تصميم خطة استراتيجية متكاملة لالتصاالت التسويقية ومحتوى إبداعي لقناة التسويق لشريك‬
:‫يجب أن تحتوي خطتك على ما يلي‬
‫ قم بإعداد‬،‫ بعد ذلك‬.‫ا قتراح ثالثة أهداف تواصل جديدة على األقل فيما يتعلق بأهداف التسويق للشركة الشريكة المختارة‬
‫ ثم‬.‫خطة اتصاالت تسويقية متكاملة للشركة الشريكة المختارة لتحقيق األهداف الثالثة المحددة للتواصل المذكورة أعاله‬
‫ إلعداد خطة مفصلة التصاالت التسويق المتكاملة للشركة‬،‫ُطلب منك تقديم قنوات تواصل متعددة وأهداف تواصل ذكية‬
‫ قم بإنتاج محتوى واحد تفصيلي لقناة تسويق لتحقيق األهداف الثالثة المحددة التي تم‬،‫ بعد ذلك‬.‫الشريكة المختارة‬

5
 .‫اقتراحها من قبل‬

Activity 3:
As a final task After 2 months, and to end your training period you are requested to do the
following:

Offer well-supported recommendations for enhancing the marketing communications plan

to maximize revenue and successfully achieve both communication and business
objectives.
Then you must explain the concept of strategy as a marketing perspective, Select and apply
a three recommend methods for monitoring on your marketing communications plan and
Give ways how these methods of monitoring can be linked to the company marketing
strategy.
After that you need to provide reasonable recommendations for the last three methods of
monitoring to create an integrated marketing communications plan (IMC) aligned to
marketing strategy.

:3 ‫المهمة‬
:‫ تم طلب منك القيام بالتالي‬،‫ وإلنهاء فترة التدريب الخاصة بك‬،‫كمهمة نهائية بعد مرور شهرين‬

‫ قدم اقتراحات مدعومة تماًم ا لتعزيز خطة االتصاالت التسويقية لتحقيق الحد األقصى من اإليرادات وتحقيق بنجاح‬-
.‫أهداف االتصال واألعمال‬
‫ واختيار وتطبيق ثالث طرق موصى بها للرصد في‬،‫ ثم يجب عليك شرح مفهوم االستراتيجية من منظور التسويق‬-
.‫ وتقديم كيف يمكن ربط هذه الطرق باستراتيجية التسويق للشركة‬،‫خطتك لالتصاالت التسويقية‬

6
 ‫ يتعين عليك تقديم توصيات معقولة لثالث طرق أخيرة للرصد إلنشاء خطة اتصاالت تسويقية متكاملة‬،‫ بعد ذلك‬-
.‫تتماشى مع استراتيجية التسويق‬

Recommended Resources
Please note that the resources listed are examples for you to use as a starting point in
your research – the list is not definitive.
Textbooks
CLOW, K. and BAACK, D. (2020) Integrated Advertising, Promotions and Marketing
Communications. (Global edition) 7th Ed. Harlow: Pearson.
GROUCUTT, J. and HOPKINS, C. (2015) Marketing. London: Palgrave Macmillan.
HACKLEY, C.
HACKLEY, R.A. (2017) Advertising and Promotion. 4th Ed. London: Sage.
HOOLEY, G. et al. (2020) Marketing Strategy and Competitive Positioning. 7th Ed.
Harlow: Pearson.
JONES, C. (2019). The Content Advantage (Clout 2.0): The Science of Succeeding at
Digital Business through Effective Content. 2nd Ed. London: New Riders.

Websites www.digitalmarketer.com DigitalMarketer

Resources (General reference)
www.digitalmarketinginstitute.com Digital Marketing Institute
Membership (General reference)
www.hubspot.com Hubspot
Resources (Templates)
www.marketingdonut.co.uk Marketingdonut Online Marketing
(General Reference)
www.smartinsights.com Smart Insights Resources
(Toolkits and templates)

7
Learning Outcomes and Assessment Criteria

Learning Outcomes and Assessment Criteria

Pass Merit Distinction
LO1 Evaluate marketing channels for achieving
communication objectives as part of a communications strategy
M1 Critically evaluate how
P1. Compare how different different marketing channels D1 Provide justified
marketing channels serve serve communication recommendations for adding
communication objectives as objectives and are integrated value and maximising
part of a marketing strategy. as part of a marketing resources to serve
strategy. communication objectives.
LO2 Develop an integrated marketing communications plan to
achieve specified communication objectives in a business
context
P2 Produce communication
M2 Produce a detailed
objectives for a given
integrated marketing
organisational situation.
communications plan that
includes multiple LO2 and LO3
P3 Devise an integrated D2 Create a strategic
communication channels and
marketing communications integrated marketing
SMART communication
plan to achieve specified communications plan and
objectives.
communication objectives. effective content for a
LO3 Produce appropriate content for a marketing channel that marketing channel to
meets specified communication objectives successfully meet the
M3 Create detailed content for marketing and business
P4 Create content for a objectives.
a marketing channel to meet
marketing channel to meet
specified communication
specified communication
objectives in line with
objectives.
business objectives.
LO4 Apply methods for monitoring an integrated marketing
communications plan (IMC) to maximise reach and achieve D3 Provide justified
positive return on investment (ROI). recommendations for
P5 Recommend methods for M4 Provide recommendations improving the marketing
monitoring a marketing for methods to monitor an communications plan to
communications plan linked to integrated marketing maximise revenue and
marketing strategy. communications plan (IMC) successfully meet both
aligned to marketing strategy. communication and business
objectives.

8
 STUDENT ASSESSMENT SUBMISSION AND DECLARATION
When submitting evidence for assessment, each student must sign a declaration confirming
that the work is their own.
Student name: Assessor name:

Issue date (1St Submission date (1St Submitted on:

Submission): Submission):

In case of resubmission
Issue date (1St Submission date (1St Submitted on:
Submission): Submission):
Programme: Higher National Diploma in Sales and Marketing

Assignment number and title 1 of 1 Integrated marketing communications Planning for

success.

PLAGIARISM
Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and
students who break the rules, however innocently, may be penalised. It is your responsibility
to ensure that you understand correct referencing practices. As a university level student, you
are expected to use appropriate references throughout and keep carefully detailed notes of all
your sources of materials for material you have used in your work, including any material
downloaded from the Internet. Please consult the relevant unit lecturer or your course tutor if
you need any further advice.

STUDENT DECLARATION
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the
consequences of plagiarism. I understand that making a false declaration is a form of
malpractice.

Student signature: Date:

9
HIGHER NATIONALS - SUMMATIVE ASSIGNMENT FEEDBACK FORM

Student Name/ID Language of EN

assessment
College ID:

Pearson ID:

Unit Title Integrated marketing communications

Assignment Number 1 of 1 Assessor

Date Received 1st

Submission Date submission
Date Received 2nd
Re-submission Date submission
Assessor Feedback:

Action Plan:

The skills that should be developed:

Grade: Assessor Signature: Date:

Resubmission Feedback:

Grade: Assessor Signature: Date:

Internal Verifier’s Comments:

Signature & Date:

* Please note that grade decisions are provisional. They are only confirmed once internal and
external moderation has taken place and grades decisions have been agreed at the assessment
board.

10