MARK5025 Contemporary Marketing Communications Assessment Coursework Brief 2

MARK5025 Coursework Brief 2

Summary information

Assessment instructions

To demonstrate that the module learning outcomes detailed above have been achieved, you are required to prepare and submit the following.

As an account manager for a creative agency serving multiple clients, you currently have three clients with distinct needs. Your task is to choose one and develop a marketing communications plan that covers their marketing objectives, including an evaluation of their current marketing communications and a new campaign strategy.

Wild Deodorant

Wild is a growing DTC brand selling refillable, natural deodorants. Known for its sustainable values and strong online community, the brand now faces more competition and higher costs to attract new customers.

Wild wants to turn more one-time buyers into loyal subscribers. Your brief is to propose a marketing communications plan that reflects Wild’s core values, promotes its environmental mission, and encourages repeat purchases through its refill model.

Oatly

Oatly is a leading plant-based milk brand known for its bold, playful tone and strong stance on sustainability. As competition grows, it’s becoming harder to stay top-of-mind with consumers.

Oatly’s goal is to strengthen brand loyalty and remind people why choosing Oatly matters—for both their health and the planet. Your brief is to propose a marketing communications plan that reflects Oatly’s values, builds emotional connection, and encourages long-term brand preference.

PlayStation

PlayStation is one of the world’s leading gaming brands, known for immersive experiences, cutting-edge technology, and a strong creative identity. As the gaming world evolves, PlayStation faces the challenge of reaching beyond its core audience to attract new players and stay culturally relevant.

PlayStation’s goal is to grow brand awareness and reach new audiences beyond traditional gamers. Your brief is to propose a marketing communications plan that reflects PlayStation’s values and positions it as an inclusive, exciting part of modern entertainment.

Additional Guidance:

This assignment should be structured in the form of a formal business report. The report should include the following:

1. An analysis of the market, providing insight into market trends and consumer behaviour as it relates to communications.
2. A competitor analysis covering the impact and resources of direct competitors and their previous communications
3. Company analysis with a specific focus on evaluating the current communications and content used by the client. Include an evaluation of their messages and the level of engagement for each channel. Provide a summary of the strengths and weaknesses of their current communications strategy. This will also help inform your proposal for the new campaign.
4. Customer analysis in which you detail the customers. Provide a detailed and justified consumer profile for one key target audience. The message that you intend to communicate across the campaign needs to be included here too.
5. SMART marketing communications objectives.
6. A creative strategy statement that will inform your messaging and positioning of your campaign.
7. A communications strategy for their new campaign to include a range of traditional and online communication tools. You should present the designs of your ideas for new content.
8. Indicate how the success of the new campaign will be measured. You should also include a Gantt chart in this section to illustrate the timing of each activity. You must fully justify your thinking and use theory to underpin your ideas and show understanding.

An important note:

You must not, under any circumstances contact the client or anyone connected with it directly. If you have any questions, please direct them to the module leader.

Assessment criteria

To mark your assessment your tutors will use the following assessment criteria which can be found on page 35.

Presenting coursework for assessment

Your assignment when submitted should not include your name – we use a system of anonymous marking to reduce the risk of any unconscious bias. For some authentic assessments, there may be an exception to this, so please confirm with your Module Leader.

The authentic and essential requirements for this piece of assessed work are;

• Coursework 2 must be word-processed in 12-point Arial font and double-spaced
• Use black text on a white background
• Pages must be appropriately numbered
• Margins must be set to Normal (all four sides set to 2.54 cm)
• Title page is required with module name, title, and student number (not name)
• Executive summary and conclusion are not required – these will not be marked
• Please write in the third person
• Avoid bias to any one source and use different sources to enhance criticality
• Use reliable sources; e.g. peer-reviewed journal articles and industry sources
• Ensure adequate and consistent citation and a complete reference list. Inauthentic use of references must be avoided
• Do not use AI tools to write your coursework
• Follow the assessment grid for this coursework and seek guidance if needed. You will lose marks if you do not fulfil these requirements
• Avoid committing any academic offences such as plagiarism

Assignment length / equivalent

Whilst we acknowledge that learners will prepare and produce assessments in different ways and at different paces, an indication as to how much time it will take you to prepare, produce, edit and submit this assessment is detailed below.

The wordcount of this assignment is 2500 words.

The length of an assignment is limited by a set number of words to contribute towards the development of writing skills and to ensure all work is assessed equitably. We therefore require you to complete your assignments within the number of words specified in the assignment brief.

The word count refers to the main body of the assignment and does not include front cover, title page, contents page or reference list. The word count does include headings and in-text citations, but not equations, diagrams or tables. Appendices themselves will not be marked. The final word count should be clearly indicated at the end of your assignment.

Where an indicative limit is expressed in the assignment brief (e.g. 2500 words), a 10% leeway, over or under the specified word limit, is in place. For example, if an assessment asks for 2500words then any submission between 2250-2750 words will be deemed acceptable.

Words that exceed the maximum allowed in an assignment brief that contains either a word range or an indicative limit will not be marked. If in doubt, you should discuss this with the Module Leader before submission.

Artificial Intelligence and its use in this assessment

All students should complete the ‘Use of Artificial Intelligence’ course available on Moodle. After taking it, please upload your Certificate of Completion to the submission link on MARK5025 Contemporary Marketing Communications.

This link will take you to further guidance on the use of AI tools at Brookes. This link will take you to the Moodle course Use of Artificial Intelligence.

For this assessment specifically, the extent you can use AI tools is detailed below:

• If you use any AI tools for this assessment, you need to state your use in the declaration form when you submit your work.
• In this assignment, you can use AI tools as follows:

In this assignment you can use AI tools for your initial planning, mindmapping ideas, to find references (in accordance with the Brookes Library guide to using AI tools for research) and for final proofreading to check grammar before submission. You can also use AI to support you in the creation of images that you may want to include in your digital assets. If you do use AI to support you please include the prompts that you have used as an appendix.

AI should not be used to write your coursework.

Use of Turnitin

The new Turnitin policy effective from September 2022 can be found via this link. You are expected to be familiar with it. It is important to know that the reference list and quotations are included in the overall similarity report, and that these matches are expected and not problematic.

For more information on how to interpret your similarity index report, please refer to this link.

Submission instructions

Your work must be uploaded to the dropbox in Moodle by 13:00 on 11^th December 2025 

For electronic submission: Give the file(s) which you intend to upload a name which begins with your student number.  For example ‘12345678 Marketing Communications Plan MARK5025’ 

University policy is that the default is that all assessment submissions will be online. Any cases for exception to this policy need to have appropriate approval at Faculty level.  Exceptions to this rule are published on the Faculty Google site

Please ensure you submit your assignment no later than the deadline set above (these are fixed deadlines, but students may exceptionally secure an extension if last minute untoward circumstances affect your ability to submit on time). Please see your Programme Handbook for more details.  Please note the use of this extension is monitored and restrictions in place for overuse.

https://www.brookes.ac.uk/students/your-studies/exceptional-circumstances/application/how-to-apply

The Blue Marking Card adjustment is only available to students who have an Inclusive Support Plan (ISP) specifying this adjustment. Eligible students who wish to use this adjustment must add a blue card:

https://www.brookes.ac.uk/students/inclusive-support-service/exams-and-assessments/blue-marking-cards

Recommendations for Reasonable Adjustments are made in accordance with the provisions of the Equality Act 2010. These are detailed in Inclusive Support Plans (ISPs) and need to be implemented unless there is a clear rationale for this not being possible, in which case we are accountable as an HEI for this decision. Alternatives should be considered, and further advice sought from the Inclusive Support Service to ensure we are compliant, consistent, and following best practice.

ISP Extensions

If you have an Inclusive Support Plan you can check whether you have coursework extensions and how many weeks on your Student Information page. Contact your module leader if you are unclear about your deadlines.

Do not confuse coursework extensions agreed as part of an Inclusive Support Plan (ISP) with Exceptional Circumstances. There are no limits to how often you can use the extensions agreed as part of your ISP.

There are final submission dates which no extensions can go beyond. These are the same for extensions agreed through the Exceptional Circumstances Procedure or an ISP. You can find this on the Exceptional Circumstances website. If you are not sure whether your ISP coursework extension would go past the final hand-in date, always contact your Module Leader to confirm your deadline.

Coursework extensions included as part of your Inclusive Support Plan (ISP) can be used for assignment 2

How your work will be marked

Once the submission date has passed your module tutors will begin to mark your work. There are a number of phases to this which ensure fairness is maintained across the whole team including a pre-marking calibration meeting, marking and post-marking internal moderation of grades.  Following internal moderation, a sample of work is reviewed by the External Examiner for the programme to ensure that the standards applied are comparable to those at other institutions. To read how your work is moderated please go to your programme handbook for details.

Feedback

Feedback on your work will be provided in a range of ways at various times throughout this module, and different feedback will serve slightly different purposes. Feedback is designed to support your learning and help you to improve subsequent work, so you need to engage and get the most out of the feedback provided.

Please note that feedback is provided throughout the module, not just on formal tasks. It will be provided on your work and contribution in class, on the formal assessment tasks and, in some circumstances, during staff office hours.

If you would like further information about feedback, or how to use it, please talk to your academic tutor on this module or your Academic Adviser or Programme Lead.

You will have the opportunity for in person feedback on both assignments during a designated workshop. Please see the details below:

Coursework Two In-Person Feedback – Week 11 – Opportunity for in-person feedback during the workshop session. Your tutor will read one section of your work. Please note, we will not be reviewing a full draft.

Assessment feedback will normally be provided within 15 working days of submission.

Please note that all marks are provisional until they are ratified by an Examination Committee.

MARK5025 Assessment Criteria Rubric Assessment 2

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