B6MK117

B6MK100 Marketing Essentials Assessment Brief

Module Title: Marketing Essentials

Module Code: B6MK117

Module Leaders: Shaun Hayden

Stage (if relevant): 1

Assessment Title: Campaign Analysis of International Brand

Assessment Number (if relevant): 1

Assessment Type: Marketing Evaluation

Restrictions on Time/Length : 1000 words (+/- 10%)

Individual/Group: Individual

Assessment Weighting: 20%

Issue Date: Sep 2019

Hand In Date: October 25th by 5pm

Planned Feedback Date: TBC

Mode of Submission: Moodle in PDF ONLY

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Assessment Task

For this assignment, you are tasked with choosing a live global campaign (include visuals of the
campaign in your report) for an international brand of your choice.

1. Provide a detailed overview of the campaign NOT the company.

a. What markets is this campaign live in?
b. What is the message of the campaign?
2. Profile the target audience of the campaign including Demographics and
Psychographics.
3. Identify and outline the target strategy of the campaign utilised.
4. Analyse four promotional tools and methods that are used in the campaign and
explain whether you think they are effective or not, and why.
5. Outline two reasons why you think having a digital element to a marketing
campaign is important in the current competitive market environment. (Your
reasons must be supported by research)
6. Outline two ways in which this campaign could be enhanced.

100 marks

Presentation style for the written component.

▪ Cover page: Assignment title, module name, student name & numbers, word count
▪ Table of contents
▪ Font Style: Times New Roman
▪ Font Size: Headings 12 bold (left aligned) Body Text 12 plain (justified)
▪ Line spacing 1.5
▪ Page numbering: Bottom of Page (Footer) Right Alignment
▪ Text justified
▪ Harvard Referencing System* to be used throughout the assignment
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Assessment criteria

Division Comments Marks Marks

Available Obtained
Campaign
Overview 15

Campaign
15
Audience

Campaign Target
Strategy 10

Promotional
Evaluation 40

Benefits of
10
Digital

Enhancement of
Campaign 10

Total /100
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Possible Research Sources

▪ Course Reading List

▪ DBS Library - www. library.dbs-students.com
▪ Internet
▪ Wikipedia is NOT an academic source
▪ Google Scholar retrieves information of a more scholarly nature
▪ Company and advertising agency websites
▪ External Sources - access through DBS library website
▪ GAAP
▪ Irish Times
▪ FT.com
▪ Warc (World Advertising Research Centre)
▪ Possible Advert Sources Online
▪ www.tvads.ie
▪ www.adsoftheworld.com
▪ www.adworld.ie
▪ www.adforum.com
▪ www.youtube.com
▪ www.canneslionsarchive.com/
▪ www.dandad.org
▪ www.tvbestads.com/

General Requirements for Students:

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1. A proportion of assessment marks is allocated to presentation. All assignments must be

word-processed, with word count noted unless otherwise stated by the lecturer.

2. Where a hardcopy submission is required, an Assignment Submission Form must be

securely attached to each submission.

3. All assignments must be submitted no later than the stated deadline.

▪ Assignments submitted after the deadline published in the assessment specification,

including any extension, are deemed to be ‘late’ and are penalised, as follows:
a. Where an assignment is submitted between 1 and 14 days late 2 marks a day are
deducted.

b. Where an assessment is more than 14 days late it is annotated at the discretion

of the lecturer but no marks can be awarded.

c. Where the assessment is undertaken in a group, the piece of work should be

submitted in its complete entirety, and any penalty for late submission incurred
applies to all group members.

d. Where two or more students present a joint assignment, then each student in the
group is required to retain a copy of the entire assignment. Each member of the
group will receive an individual grade for a group assignment.

4. All relevant provisions of the Assessment Regulations must be complied with.

5. Extensions to assignment submission deadlines will be not be granted, other than in

exceptional circumstances. To apply for an extension please go to http://www.dbs-
students.com/Registrar/ and download the Assignment Extension Request Form. Once
completed this form should then be returned to your Programme Leader, for approval.

6. Students are required to retain a copy of each assignment submitted, and the submission
receipt (If a physical submission is required) until the issuing of a transcript indicating
the mark awarded.

7. Assignments must be appropriately packaged and presented.

8. Where a submission involves digital media, it is the submitting students’ responsibility

to ensure the media is appropriately labelled, fully working and they must retain a copy.

9. Assignments that breach the word count requirements will be penalised. There is a
10% discretion, either way, applicable in terms of word count.
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10. Students are required to refer to the assessment regulations in their Student Guides and
on the Student Website.

11. Dublin Business School penalises students who engage in academic impropriety (i.e.
plagiarism, collusion and/or copying).

12. To prevent plagiarism please follow this link to the Harvard/OSCALA (delete as
appropriate) Style Referencing Guide - all referencing is required in this format.

http://issuu.com/dbslibrary/docs/harvard-referencing-guide/1?mode=a_p
(Guide on referencing is also available under DBS library guides at www.library.dbs.ie)