The campaign:
https://www.youtube.com/watch?v=VdRN9gWyJd8&t=2s
Coursework Brief
Develop a critique of the campaign or promotion discussed in the group presentation, drawing explicitly on selected theoretical concepts and academic papers studied in the module.
Your task here is to use your academic knowledge to delve deeper into the promotion to achieve a better understanding of how it achieves its aims (explored earlier in the group presentation).
The critique should incorporate three key aspects:
- Identification of the issue to be explored (note that you can choose one or more topics here depending on the complexity of the promotion)
- The theoretical concept(s), model(s) or framework(s) you have selected to support your critique (including author and date)
- Identification of selected journal articles which further address the topic and/or develop the theory
(Max 1500 words, excluding list of references)
Key Marking criteria (and approximate weightings) will include:
- Understanding of relevant issues in the campaign (10%)
- Clarity and depth of analysis of marketing communications issue/ campaign (20%)
- Critical application of relevant literature, readings and theories (30%)
- Critical evaluation and assessment of campaign, conclusions drawn (20%)
- Effectiveness of communications (style, structure and language) (10%)
- Quality, range and relevance of sources used/accurate use of referencing conventions. Aim for at least 10 good academic sources (10%)
