Business School Coursework
ADVERTISING PITCH
Module Title
Integrated Marketing Communications &
Branding HKU 2021-22

Module Number
PT: 551272
FT: 551270

Coursework Element
50%, E1 Individual Assignment, Advertising Pitch

Module Leader
Peter Mount

Time/Details 1.
5-minute Advertising Pitch video recording in any format
2. An advert for your chosen brand/product/service in any format
3. 250 words outline of the key points in your Advertising Pitch in any format (e.g. you can use bullet points)
4. A full reference list in a Harvard style (not part of the 250 words and should include only sources/references that you have actually used)

Submission Date
PT: TBC
FT: TBC

Title: E1 Individual Presentation –
ADVERTISING PITCH FOR A BRAND/PRODUCT/SERVICE OF YOUR CHOICE.

YOUR TASK IS TO PRODUCE AN ADVERTISING PITCH FOR A BRAND/PRODUCT/SERVICE OF YOUR CHOICE.
Your ADVERTISING PITCH should include the following and deliver via a 5-minute video recording
▪ Background and insights (use SWOT analysis; include competitor analysis) ▪ Advertising objectives (maximum of 2 objectives; must be SMART) ▪ Target audience profile
▪ Product positioning
▪ Creative idea (must link to the product positioning and target audience. Also, explain why it is persuasive – use theory)
▪ Tactics by media types (must align with your creative idea)
• Use relevant digital and traditional marketing communications tools to meet objectives, relevant to chosen brand/product/service, target audience and positioning. Provide justifications.
• Incorporate here message design and content (e.g. posters, brochures, app, social media post, etc.), must include visuals of your mock designs. • Create an advert for your chosen brand/product/service. This can be TVC/YouTube/Spotify/Radio or any format that suits your target audience. • Be creative and original
▪ Action plan / time schedule
THE OUTPUTS FOR THIS ASSIGNMENT
1. 5-minute Advertising Pitch video recording in any format
2. An advert for your chosen brand/product/service in any format
3. 250 words outline of the key points in your Advertising Pitch in any format (e.g. you can use bullet points)
4. A full reference list in a Harvard style (not part of the 250 words and should include only sources/references that you have actually used)
FURTHER ADVICE
▪ You will need to show that you understand the market environment. Your analyses and discussion should be evidence based. It is very important to demonstrate that you have conducted primary or secondary research and use the findings to support your analyses and recommendations.
▪ You will be expected to use market information from reputable sources such as the Mintel Reports, Euromonitor International (Passport), WARC reports, among others, to substantiate your analyses/arguments/recommendations. These can be reached via the University Libguide Page.
▪ A key aspect of this report is tactics, exploring the use of different marketing communications tools and techniques, to reach and engage relevant target audience.
▪ Make sure that your pitch is integrated in a way that it is clear that your tactics flow from your objectives and are relevant to your target audience.
▪ You will be expected to use relevant academic concepts and theories to justify your decisions BUT remember this is an applied coursework so do not explain the theories but instead demonstrate how you apply them.
▪ Be critical and creative in your work.
▪ Make sure you use the marking grid below to guide your work.
Marking grid
The marks for this assignment will be applied in weighting as described in the table below. This should be read in conjunction with the undergraduate grade descriptors in your programme handbook.
5-minute Advertising Pitch via video recording
Weighting
Learning
Outcomes Measured
▪ Background and insights
15%
1,3
▪ Advertising objectives
5%
1,2,3
▪ Target audience profile
10%
2
▪ Brand positioning
5%
2
▪ Creative idea
15%
1,2,3
▪ Tactics by media types (include message design and content)
25%
1,2,3
▪ Action plan / time schedule
5%
1,3
▪ Evidence of research to support your analysis and recommendations (including referencing)
10%
1,2,3
▪ Coherent, professional & well structured
5%
1,2,3
▪ Creativity and originality
5%
1,2,3

The following learning outcomes are assessed in this assignment (taken from the module specification):

Module learning outcome description
LO1
Critically explain and justify the application of various marketing communications tools and concepts in an effective IMC campaign.
LO2
Demonstrate knowledge of STP concepts based on the selection, interpretation and application of theory and relevant consumer/market data.
LO3
Show understanding of knowledge and skills necessary for assessing IMC campaigns.
LO4
Understand teamwork and collaboration and to present/communicate original ideas using different communication methods.

Marking Criteria
This assignment will be marked in line with the School’s published criteria of assessment for the Undergraduate portfolios as follows:
70%+
This is creative, excellent and exceptional work, with all parts of near or absolute professional standard. Clear evidence of wide understanding and reading, linked to an ability to apply the concepts to the campaigns. Extremely engaging class activity that delivers interactive learning for other students.
• Evidence of creativity and originality in style and independent thought • The ability to provide some original insights through practical application of theoretic concepts
• Evidence of wide and original reading
• Critical arguments contained in the literature
• The ability to clarify complex terms and construct logical trains of thought in a succinct and accessible manner
60-69%
Work in this category ranges between good and very good. Clear evidence of effort as well as understanding of the material covered in lectures, illustrating further research and reading which informed a well-presented session. Most concepts clearly understood and appropriately applied. Very few errors. Some indication of original thinking and creativity. Class activity is relevant and engages students. • The ability to interrelate concepts and ideas
• The ability to relate theory to practice
• Show evidence of research skills
• Demonstrate an accurate and comprehensive coverage of course materials • Show independence in planning and carrying out work
50-59%
Middle of the scale. No real surprises pleasant or otherwise. Regular attendance, attention and understanding/recall of materials covered in lectures and seminars, supported by some private study and appropriate questioning, should result in work of this standard. Class activity covers a basic standard of concepts which show relevance to the comparison.
• Demonstrate technical competence in academic conventions
• Attempts made to relate and balance theory and practice
• Show some development of arguments
• Show some accuracy in research methods and content
• Demonstrate some evidence of independent learning
40-49%
Basic concepts and ideas used up to a point, but largely descriptive with little or no application to demonstrate full understanding. Work sometimes unclear, and containing errors of spelling and/or grammar. Weak or limited ability to use tools and techniques appropriately or fully. Limited evidence of any real reading or research into the topic. Class activity is interesting, but does not deliver a high level of learning for students. • Main arguments covered but in an uncritical manner
• Acceptance of popular ideas or rhetoric with limited justification
• Limited ability to balance or relate theory and practice
• Arguments presented but not developed
• Guidance and help needed in planning and carrying out work
Less than 40%
Disappointing, as work at this standard suggests a lack of understanding or application, and/or rushed work, and/or poorly checked. Work may be untidy, with many errors of spelling and grammar; taught concepts may be incorrectly, partially, or inappropriately used, and some tools and processes may be left out. May not address all of the areas in the marking criteria. Class activity is weak and poorly prepared and managed. • Insufficient material
• Irrelevant material
• Lack of criticality
• Little/no reference to relevant theory
• Poor structure
• Poor presentation
• Too brief (short)