Define and explain the purpose of marketing communications

Conscious of the need to justify expenditure and control costs, each department within

your organisation is having to demonstrate how the work of the department adds value to

the organisation as a whole. The personnel and training department has therefore

decided to produce an in-house magazine, with contributions from across the

organisation, identifying key aspects of business activity and the costs and benefits

derived from such activity. The aim is to ensure that all employees are better informed

about all aspects of the business.

Your Manager has asked you to produce the contribution from the marketing department,

which will focus on the area of marketing communications within the organisation. You

are required to write an article with up to THREE visual illustrations, on marketing

communications and how the communications mix is applied in your chosen

organisation. The costs and benefits associated with this area of work also need to be

fully explained.

For your own organisation or one of your choice you should:

 define and explain the purpose of marketing communications

 describe how the organisation uses the communications mix, distinguishing between

push, pull and profile strategies

 explain the ways in which the budget for marketing communications is determined

and the benefits to the organisation associated with this spend.

Word count: 1,000 words maximum, excluding relevant appendices

Appendix

 Provide a brief background to the chosen organisation, its customer base and

product/service range, if not previously described (two sides of A4 maximum).

15% weighting

ASSESSMENT CRITERIA AND MARK SCHEME

Assessment Criteria Marks

Available

CAM

Examiner’s

Mark

CAM

Moderated

Mark

Definition and explanation of the purpose of

marketing communications 2

Description of how the organisation uses the

communications mix, distinguishing between

push, pull and profile strategies

6

Explanation of the ways in which the budget for

marketing communications is determined and

the benefits to the organisation associated with

this spend

5

Format and Presentation

 Relevance to the tasks

 Use of supporting concepts and frameworks

 Professional tone and required format

 Harvard Referencing

2

Total Mark 15

PLACE THIS ORDER OR A SIMILAR ORDER BELOW TO GET AN AMAZING DISCOUNT. See also, capstone project assignment help in UAE, UK, USA