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讲解 Marketing Communications辅导 数据结构程序

DIPLOMA IN MEDIA and COMMUNICATIONS

MARKETING PROJECT BRIEF

ACADEMIC SESSION

Semester 3: July 2025

SUBJECT CODE & NAME      :

Marketing Communications

ASSESSMENT TYPE              :

Marketing Project

WEIGHTAGE                           :

Forty (40%) of final grade

DATE OF ISSUE                       :

02/07/2025

DATE OF SUBMISSION         :

25/07/2025 by 2:00 PM

SUBMISSION VENUE            :

Online @ Blackboard

LECTURER(S)                         :

Gomala Sukumaran / Sharmila Goyal

TOPIC                                        :

Rebranding

GROUPING                              :

Students are to work in groups (between four to six people).

SLO - ASSESSMENT / QUESTIONS MAPPING TABLE

No

Module Learning Outcomes (SLO)

Questions

1

LO 2: Formulate marketing communications plan and brand support activities based on an understanding of the salient characteristics of the target audience.

Whole Question

2.

LO 1: Apply the IMC plan within the context of the organization’s strategies.

Whole Question

3.

LO 4: Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix.

Whole Question

SUBMISSION REQUIREMENTS

No

Criteria

Description

1

Format

1.    Ms PowerPoint/ PDF/Canva PPT

2

Submission

•  File name: for MARCOM: JULY2025_CW01MARCOM_STUDENT NAME.PDF

•  Upload via Blackboard

EXTENSIONS AND LATE SUBMISSIONS

•      Late submissions must be with valid and genuine reasons with evidence whenever possible accompanied by written permission from the lecturer.

•      Students must check that they are within the word count limit before submission.

•      Any adjustments made and submitted after the deadline will be penalised as below.

Penalties for unauthorized late submission are:

LATE BY (days)

DEDUCTION (from 100% of assignment)

ACCUMALATED DEDUCTION

1 Day

- 5%

5%

2 Days

- 2%

7%

3 Days

- 2%

9%

4 Days

- 2%

11%

5 Days

Full Deduction from Assignment

100% (i.e., 0 marks for assignment)

PLAGIARISM NOTICE & MARKS DEDUCTION

Plagiarism involves the unacknowledged use of someone else’s work and passing it off as if it were his/her own. This category of cheating includes the following:

•    copying  or  insertion  of another  person’s  work  (published  or unpublished  and  including material  freely available in electronic form) without appropriate acknowledgement.

•    the deliberate and detailed presentation of another person’s concept as one’s own.

•     unacknowledged quotation of phrases from another person’s work.

•     The Turnitin similarity score should not exceed 30% of similarities.

Also, students must ensure that the percentage of Turnitings AI index for their assignments does not exceed 50%.  Submissions  exceeding  this  threshold  will be  rejected  and  resubmission  will be  required,  subject  to instructor's discretion

NOTES ON REFERENCING

HARVARD referencing style must be used throughout the report to correctly acknowledge all sources in the body of your report with a matching entry in the reference listShow all quotes and in-text citations correctly, especially if you are quoting from websites, which students often neglect.  The reference list must be formatted properly in accordance with Harvard referencing style. guide and be in alphabetical order.

Task

You are tasked with developing a comprehensive rebranding strategy for an existing brand. This project  will  require  you  to  analyse  the  current  brand’s   positioning,  identify  challenges   or opportunities and design a fresh brand identity and communication plan that aligns with the new vision. Listed below are some sample brands you can consider for the rebranding assignment. You are required to choose only ONE (1).

a)   Yahoo

b)   BlackBerry

c)   SingTel

d)   Old Chang Kee

e)   FairPrice

f)   Nokia

Assignment Guidelines

1.   Brand Audit & Analysis (10%)

o Provide a brief history of the brand.

o Analyse the current brand identity and positioning.

o Conduct SWOT/PESTLE analysis.

o Identify key challenges or issues the brand is facing.

o Research the brand’s competitors (at least 3 competitors) and market environment.

2.   Target Audience Analysis (10%)

o Define the current and/or desired target audience(s).

o Include demographic, psychographic, and behavioural insights.

o Explain why rebranding is needed for this audience.

3.   Rebranding Strategy (10%)

o Define the new brand vision, mission, and values.

o Propose a new positioning statement.

o Suggest changes in brand elements (logo, colours, tagline, typography, etc.).

4.   Communication & Promotion Plan (10%)

o Propose a promotional mix for launching the new brand image (advertising, digital marketing, PR, social media, events, etc.).

o Explain how your plan will create awareness, interest, and engagement.

o Outline the key messages and channels for the rebranding campaign.


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