NATIONAL ECONOMICS UNIVERSITY

INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS

HIGHER NATIONALS
BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)
Unit Code, Number and Title L/508/0535 - Unit 23: Integrated Marketing Communications

Semester and Academic Year Semester 2, Academic year 2022-2023

Unit Assessor(s) Dinh Van Oanh/Dr. Vu Hoang Linh/Nguyen Quynh Trang

Assessment Number and Title IMC A2.1: Individual Assignment (Assessment 2 of 2)

Issue Date April 26th, 2023

Submission Date 10:00 AM, May 29th, 2023

IV Name Trinh Thi Thu Giang

IV Date

Student name Do Thanh Thanh Chuc

NEU Student ID 10200095 Pearson ID

Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students who
break the rules, however innocently, may be penalised. It is your responsibility to ensure that you
understand correct referencing practices. As a university level student, you are expected to use
appropriate references throughout and keep carefully detailed notes of all your sources of materials for
material you have used in your work, including any material downloaded from the Internet. Please
consult the relevant unit lecturer or your course tutor if you need any further advice.

I certify that the assignment submission is entirely my own work and I fully
Student declaration understand the consequences of plagiarism. I understand that making a
false declaration is a form of malpractice.

Student(s) name(s) /
Thanh Chuc Date: 28/05/2023
Signature

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Submission format and Instructions:

This assignment (Assessment 2 of 2) covers Learning Outcome 2 and 3 (LO2, LO3).

 This is an individual assignment.

 The submission format is in the form of an E-report. Please refer the Student handbook
(Vietnamese version, Appendix 2) for the Assignment submission rules.
 The file on Turnitin must be in Word format and include the first page of this cover sheet. The
first page of the cover sheet should be in the picture format in order to ensure the accepted
similarity of Turnitin.
 The similarity allowed is up to 25% after excluding references.
 Name of the file includes Student ID_Unit name_Assessment no. (E.g. “1010001_IMC_A2.1”)
 Ensure that authenticity declaration has been signed electronically.
 Plagiarism is unacceptable. Students must cite all sources and input the information by
paraphrasing, summarising or using direct quotes. A Referral Grade is given when Plagiarism is
identified in your work. There are no exceptions.
 Your evidence/findings must be cited using Harvard Referencing Style. Please refer to Reference
guiding posted on Moodle. The Reference page is compulsory to upload on Turnitin.
 This assignment should be written in a concise, formal business style using Arial 11 or Times
New Roman 13 font size and 1.5 spacing.
 The word limit is 2,500 – 3,000 words (+/- 10%).
 You MUST complete and submit softcopy of your work on the due dates stated on Assignment
brief. All late work is not allowed to submit. This rule is not waived under any circumstances.

 Read ALL Instructions on this Page and review the Pass, Merit and Distinction criteria carefully. To
pass the assignment, you must achieve ALL the Pass Criteria outlined in the marking sheet. To
achieve a Merit, you must achieve ALL the Merit criteria (and therefore the Pass criteria). To
achieve a Distinction, you must achieve ALL the Distinction criteria (and therefore the Pass and
Merit criteria).

Unit Learning Outcomes:

LO2: Devise communication objectives and justify appropriate channel selection and integration
LO3: Design and produce content appropriate to the channel and communication objectives
LO4: Apply methods for monitoring an integrated marketing communications plan (IMC) to maximize
reach and achieve positive return on investment (ROI)

Assessment Brief and Guidance:

You are a marketing specialist of an advertising agency (which does communication marketing
programs/campaigns for its clients). Please choose the company that you did for the Assignment 1.

Your client company is looking to develop their business by expanding their current market, or targeting
another customer segment, or offering a new product, so they need to develop a new IMC plan for the
current or a new product or a brand of their company. You are requested to write a report to cover the
following parts:

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1. Develop and integrated marketing communications plan to achieve specified communication
objectives in business context
In this part, you should:
1.1. Introduce about your choosen company and its business objectives; describe a product that
needs to communicate (product's key features and benefit, USP, Product positioning, Price
of product)
1.2. Give details of its target audience (demographic, geographical, communication behavioral
and/or psychological characteristics)
1.3. Set SMART objectives for a new communications plan that helps the company target this
segment with consideration of their current business objectives and situation
2. Design integrated marketing communications plan to achieve specified commnunication
objectives
In this part, you should:
2.1. Develop an integrated marketing communications plan to achieve commnuication objectives
(especially, messages, channels, budgets)
2.2. Explain why you choose such channels and how those channels can support each other in
order to achieve the communication objectives. Consider how the chosen tools set can fit
with the organizational business objectives if applicable.
2.3. Create a strategic integrated marketing communicatons plan for a marketing channels to
meet the marketing and business objectives
2.4. Creating a schedule of using these tools for your communications plan (one year)
3. Design and produce content appropriate content for a marketing channel that meets specified
communication objectives
3.1 With chosen campaign, describe your content strategy that aligns with the target audience’s
perception and help achieve your communications objectives
3.2 Design and explain your creativity (visual art design, typography and page layout, message, design,
logo, color) for print advertising, poster to serve communications objectives
3.3 Plan a viral clip on Facebook for a product/service/social idea of your choice by: Explaining the
requirements of a viral clip on social media; Choosing a product/service/social idea and objectives, as well
as target audience for the clip; and Providing a storyline and sketch of important scenes for your clip.
3.4 Evaluate how the content produced above can meet with the communications objectives.
4. Apply methods for monitoring an integrated marketing communications plan (IMC) (you
designed in part 2) to maximise reach and achieve positive return on investment
 How to measure effectiveness of the campaign
 Critically evaluate an existing IMC campaign in relation to target audience, creative content
 Recommend methods for monitoring a marketing commnunications plan linked to marketing
strategy
 Provide justified recommendations for improving the marketing communications plan to maximise
revenue and successfully meet both communication and business objectives

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 Learning Outcomes and Assessment Criteria

Learning Achieved Achieved Achieved

Pass Merit Distinction
Outcome (ticked) (ticked) (ticked)
P2 Produce
communication
objectives for a M2 Produce a
given detailed integrated
LO2 organisational marketing
Devise situation communications
communication P3 Devise an plan that includes
multiple
objectives and integrated LO2 and LO3
communication
justify appropriate marketing channels and
channel selection communication SMART D2 Create a
and integration s plan to communication strategic
achieve objectives. integrated
marketing
specified communications
communication plan and effective
objectives. content for
marketing channel
LO3 M3 Create to successfully
Produce P4 Create detailed content meet the
appropriate content for a for a marketing marketing and
content for a business
marketing channel to meet
objectives.
marketing channel to specified
channel that meet specified communication
meets specified communication objectives in line
communication objectives with business
objectives objectives
LO4 M4 Provide D3 Provide
Apply methods recommendation justified
P5 Recommend s for methods to
for monitoring an recommendations
methods for monitor an for improving the
integrated monitoring a integrated marketing
marketing marketing marketing communications
communications communications
communications plan to maximize
plan linked to plan (IMC)
plan (IMC) to revenue and
marketing aligned to
maximize reach successfully meet
strategy. marketing both
and achieve strategy. communication
positive return on and business
investment (ROI) objectives.

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Formative Feedback: Assessor to Student

Action Plan

Summative Feedback: Assessor to Student

The Student Is Awarded:

Choose One
(*) Referral PASS Grade MERIT Grade DISTINCTION Grade

Name Of Assessor: Date Of Assessment:

Re-submission Feedback:

The Student Is Awarded A:

Choose One
(*) Referral PASS Grade

Name Of Assessor: Date Of Assessment:

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Feedback: Student to Assessor

Signature & Date:

* Please note that grades are provisional. They are only confirmed once internal and external verifiers
have taken place, and the final decisions have been agreed at the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit.