Marketing communications

MAJAN UNIVERSITY COLLEGE  

STUDENT ASSIGNMENT COVER SHEET

Module Name and Level	MARKETING COMMUNICATIONS LEVEL 2
Module Code	MC 21 – 2

MARKETING COMMUNICATIONS (MC)

Assessment 1

TASK 1 – Individual Written Report

Background

According to a recent market report by the Natural Marketing Institute (NMI), over the past five years, consumer awareness and consumer attitudes toward sustainable, or "green," brands have increased to an all-time high. In fact, NMI's study revealed that 85% of the U.S. population can now be considered, at least to some degree, accepting of sustainable practices, although only 22% can be considered true leaders in sustainability. However, those falling in the middle of the spectrum, about 63%, are increasing their purchasing of green products and continually adopting more sustainable behaviors. According to American Marketing Association (AMA), Green marketing is the marketing of products that are presumed to be environmentally safe. Thus, Green marketing incorporates a broad range of activities, including product modification, changes to the packaging as well as modifying advertising. Hence, green marketing refers to holistic marketing concept wherein the production, marketing, consumption and disposal of products and services happen in a manner that is less detrimental to the environment. Over the years, a majority of consumers have realized that their behaviour had a direct impact on environment. There is a growing amount of evidence indicating that consumers are shifting traditional products to green products to have a positive impact on the natural environment.

As per a report published on FORBE’S website LG Electronics Inc is at the 65^th rank among the The World’s Most Sustainable Companies 2017 - Full List. LG Electronics (LG) has been honoured for innovation in supply chain sustainability by the Green Electronics Council. Presented today at CES Asia™ 2017, the GEC Catalyst Awards seek to inspire innovation in the design, manufacture and use of electronics to advance global sustainability. LG's special distinction as 2017 GEC "Catalyzing Impact at Scale", Honoree recognizes LG OLED TVs, which created a new premium TV category with environmental sustainability at its core. LG OLED TVs achieve significant reductions in hazardous and raw materials content compared to conventional LCD TVs, while LG's green product design for recycling and supplier programs advance supply chain sustainability.

Source: (https://www.prnewswire.com/news-releases/lg-honored-for-supply-chain-sustainability-by-green-electronics-council-at-2017-ces-asia-300470875.html) (accessed on 29/01/2018)

Extra reading: (https://www.forbes.com/sites/jeffkauflin/2017/01/17/the-worlds-most-sustainable-companies-2017/#552d629c4e9d) accessed on 29/01/2018)

You are required to conduct a study on the various advertising and brand communication activities undertaken by LG Electronics Inc., to promote its range of white goods and present the findings in the form of a written report. The word limit should not exceed 750 words. Further it should reflect the effectiveness and integration of the online and offline media used by the marketer. Underpin your discussion with theory citing references. Your study must essentially emphasize on the integration of online and offline media used by the brand. The report should specifically include the following:

·       Evidences of online and offline advertising material used by LG Electronics Inc. to promote its range of WHITE GOODS.

·      Illustration of these evidences to demonstrate the media & message strategy with executional framework used by LG Electronics Inc.

You will be marked using the following criteria:

CRITERIA	MAX. MARKS
Presentation: Clear introduction, logical structure, and good use of the limited number of words allowed. Clear layout and organization of work. Provide references where necessary using Harvard style.	10
Coverage, structure and sequencing –Attempt all sections of the assignment without missing any. Presents the work in a well-organized, cohesive and focused manner.	10
Collation of material – collation of relevant and current ad material from both online and offline media, with complete source of information provided.	30
Level of Application & analysis – demonstrates ability to interpret collated ad material and produce analysis.	30
Language – demonstrate error-free written skills, that reads easy and free of grammatical and spelling mistakes.	10
Conclusion – Demonstrate an ability to present a comprehensive and summative conclusion covering all key findings/learnings from the given task.	10
TOTAL	100

TASK 2 - Role Play

Role Play

In a live market scenario, you are to enact the role of a sales personnel, and demonstrate your selling skills with a product of your choice. You are encouraged to undertake communication/promotional activities to facilitate selling.

You are required to:

·       Choose a green product/brand

·   Play the role of a salesman and demonstrate the actual selling process (from approach to close)You will be marked using the following criteria:

·      Selling skills - Understanding of the steps involved in the selling process. (50%). Here, you will be assessed on the following criteria:

Ability to demonstrate the product well

Client engagement

Addressing client needs

Objection handling

Sales Closure

Cross selling ability

·   Communication skills – Ability to communicate clearly which would include, listening, understand, questioning, maintaining eye contact, body language and tone of voice (25%). Here, you will be assessed on the following criteria:

Language skills

Relevant questioning

Listening skills

Tone of voice

Eye contact

Body language

Ending the sale

·     Interpersonal skills – Overall disposure and demeanor during the selling process (25%). Here, you will be assessed on the following criteria:

Disposure

Self confidence

Appearance

Assurance

(rubric will be provided to the students as a separate document.)

INSTRUCTIONS

Your work will be graded on the following aspects:

1.     This is an individual work.

2.    Task 1 of this assessment is a hand-in work, while the Task 2 will be executed on a pre-determined date, time and venue.

3.  Your assignment shall reflect the depth and breadth of your original analyses in a clear and coherent manner.

4.  Use of the relevant academic literature to support ideas and issues discussed. The range of academic sources such as texts and journals to support your arguments and comments.

5. Any reference to authors and other writers shall be quoted with due acknowledgement in your assignment report using the Harvard Referencing System. For details of Harvard referencing style refer the student’s hand book page 44-45 sections 7.2.

6.     This is an individual assessment and carries a 50%weighting of the module grade.

7.   This assignment follows a report format and must be original and creative. An analytical piece of work is required. The use of ‘cut and paste’ approach will be penalized. It must be presented in a structured manner, with appropriate cover page, content page, introduction, body (with appropriate heading / sub-headings), conclusion, references, page numbered and any required appendices.

8.   Your report should be word processed and professionally presented. The length of your essay should be 750 words (+/- 10%), presented in “Arial” text of font size 12 with 1.5 line spacing. Please state the exact word count at the end of the assignment.

9.  The cover page should present the following details: Name of the student, The Programme, Module Title, Assignment Title and number of words must be reflected on the cover sheet.

10. All assignments must be adhered strictly to the deadlines specified by Majan College. Failure to hand in the assignment for any reason and without prior approval and a valid written extension from the module tutor will not be marked and will be awarded a grade G (0) irrespective of the quality of the work. See student’s handbook page 16 section 4.4.

11. Unacknowledged use of work of others (plagiarism) is regarded as a dishonest practice and will be will be penalized. See the penalties in the student’s handbook page 32 section 5.7.

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