Faculty of Business and Marketing
Module Title: Introduction to Integrated Marketing Communications
Module Code: KH4004 MKT
Assignment Brief
Coursework Title: Individual IMC Pitch Coursework Number: 2
Module Leader:
Dr Soha Abutaleb
Email: [email protected]
Hand-in date and time:
Week 12 (2nd of May)
Module Staff:
Mariam Saba
Email: [email protected]
Nour Adham
Email: [email protected]
Individual assignment
Word Count:
5 mins/2000 words equivalent
Estimated Time: 60 hours
Around 60 hours of study time will need to be invested in this
assignment. This includes lecture/seminar time and carrying out
guided and self-guided study and writing.
This assignment counts for 50 % of
Module Mark/Credit value of the
module marks:
10 credits
Online submission arrangement via Moodle; a link will be
posted in Moodle, through which you will be able to upload your
work.
Mark and Feedback date:
Mark and Feedback method: via
Gradebook
Individual IMC Pitch

This assessment is linked to CW1. The student will work on the same company. By fulfilling the
requirements in Assessment 1, they will be able to work on developing an IMC Campaign, including
2 artefacts. The campaign will be built on the information and insights gathered from CW1.
All the aspects that should be included in the pitch are explained below. The pitch is highly
dependable on students’ creativity, analytical skills, and innovative strategies to create an effective
IMC Campaign. The pitch word count should be 2000 words equivalent, consisting of all the required
information explained in the brief and the presentation timing is 5 minutes.
The IMC Pitch must include:
1- IMC Campaign Objectives
Here the student will give a brief on the product problem that was previously stated in CW1,
moving towards the objectives of the new campaign to work on these issues and problems facing
the product in the market. The student must make use of the six categories in the Facets model in
Ch.5 to explain the most common consumer focused objectives. In this section, the student also
must provide a name to represent the new IMC Campaign.
2- Brand Identity and positioning strategies
The student in this part needs to go quickly through the target audience part, stating only the
major variables that gives an impression about the audience. Then, they will start explaining the
new brand identity strategy through choosing at least 2 strategies as in Ch.8 and describe the
new identity of the brand through them.
Moving to the positioning strategies, the students need to choose a positioning strategy to locate
the brand in their consumer minds. They should make use of at least 2 strategies of positioning
as explained in Ch.8 and explain them.
3- The Creative Strategy
To achieve the communication objectives, first, choosing a suitable message strategy is important.
Students need to choose the message strategy approach, by stating the message objectives and
what they need to accomplish.
The approach here is whether the student will use (Head and Heart), or (Hard sell) or (Soft sell)
and justify why.
Second, choose the message format. There are various formats to deliver the message to target
audience. The student must choose at least 2 formats in the new campaign and say why. Students
can choose formats from Ch.9. Finally, the new message should be briefed in a new slogan/tagline
developed by the student. This tagline will be consistent throughout the campaign.
4- Media and Communication Tools+ 2 artefacts
The student must choose here the communication and media tools they are going to use in their
campaign. Each campaign must at least include four communication tools (digital+traditional) with
justification.
Each student is required to mention which type of media you are going to use as explained in
Ch.12 to promote and advertise for the campaign for the target audience. There must be
clarification why these media types and communication means in specific will suit this target
audience.
The student also need to do a mini time plan for the IMC campaign in terms of seasons or
months that the campaign will run through.
5- Visualization of the new brand identity and positioning
The visual communication strategy is a major step in providing a brand image and positioning in the
market. In this part, student is asked to work on developing a new logo for the brand through either
illustrations, typography or both to create a distinctive and original image of the brand. The student
also needs to propose a new packaging design for the brand showing the new logo and how it is
reflected on the brand image. The student can make use of the designer tool kit in Ch.11 to work on
the new design of the logo and package.
This part inquires justification of the new colour, design, typography, and layout. The new logo design
must be clear and appear in all the communication tools used in the new IMC Campaign.
Further Recommendations
Successful candidate can demonstrate the ability to:
▪ Successfully present the IMC Pitch. Presentation skills are important part of the pitch. No reading from
notes, slides, mobiles, or tablets are accepted. Students need to rehearse well before their presentations.
▪ Creativity, professionalism, and organization of slides are mandatory and counted.
▪ Time management, semi-formal dress code and discipline are expected from students
▪ The Pitch word count should be 2000 words equivalent and covers all required points and information.
▪ Any used sources must be cited and referenced at the end of the presentation.
▪ Check for Grammar mistakes, punctuation, and sentence structure problems.
Additional Information
Module Learning Outcomes Assessed
in this assignment?
LO1 1. Describe and discuss the importance of marketing
communications objectives Y
LO2 2. Analyze and critique marketing communications materials N
LO3 3. Prepare and pitch a marketing communications campaign Y
LO4 4. Design and develop a minimum of two suitable promotional
material examples Y
You will find full details of how these Learning Outcomes will be assessed by this assignment in the
marking rubric at the end of this brief. You should read this as it explains how submitted work achieves
certain grades. It will be useful in preparing your assignment as well as in understanding your feedback.
Marking Process and Feedback
The coursework will be marked and moderated by the Module Leader and Module Tutor. Formative
assessment and feedback is provided through class activities and online discussion forums – it is very
important to participate in these. Feedback on this summative assessment task will be provided to
individuals via Moodle within three weeks of the submission date.
Ethics
The ethical issues associated with this assignment brief will be covered during the module teaching
and are overseen by the module staff team. The work that you will carry out on this module does not
require you to obtain individual ethical clearance for your individual project. However, during discussion
with your module tutor, if it is felt that individual ethical authorization is needed, you will be advised
of the process and the deadline for obtaining it.
Extensions and Mitigating Circumstances
We want you to do your best in each assessment. However, we know that sometimes events happen
that are either beyond your control or not easy to predict and which mean that you will not be able
to submit your coursework by the deadline. If this happens, you can apply for an extension to your
deadline according to our regulations. If you need longer than the extension window, you can apply
for a deferral, which takes you to the next assessment period. You must apply for an extension or a
deferral before the assignment deadline stated on SONIC.
Apply for an extension or deferral at: [email protected] or by speaking in person to a
member of the Registry Team.
Find information about the process and what is/is not considered to be an event beyond your control
here.
Please note: under no circumstances are module staff allowed to give unofficial extensions.
Late or non-submission
You must make every effort to submit the best work possible prior to the deadline. If your assignment
is submitted online, please do not leave it until the last minute to submit. Aim to submit several hours
prior the deadline, or earlier, in case you have any problems when submitting e.g. your laptop stops
working or your Internet connection is interrupted.
If you fail to submit work for the module or submit an assessed piece of work late without an agreed
extension, you will receive a mark of 0% for that piece of work, even if it is only a few minutes late.
You will however be eligible for a re-sit attempt at the next available assessment opportunity where, if
you pass, your mark will be capped at 40%.
If you fail the resit assignment, or do not hand in any submission, you will have one further resit
attempt at the assignment. After a second failed/non-submitted resit attempt you will have failed the
module. This may have an impact on your ability to progress on your course and/or on your final
marks for your degree.
If you fail this assignment on the first submission, the resit brief for the module can be found on the
module’s Moodle page. Read this brief carefully and book a tutorial with the Module Leader to ensure
that you are clear about what you need to do to pass the module at the next resit opportunity.
Academic Misconduct
We expect all students to act with academic integrity, which means that they will study and produce
work in an open, honest and responsible manner.
Academic misconduct covers any action by a student to gain unfair advantage (e.g. extra marks) for
her/himself, or for another student, in their assessed work. It not only damages your personal
reputation, but also the reputation of the entire University, and it will not be tolerated at Coventry
University. There are severe penalties for students who are found guilty of academic misconduct,
ranging from obtaining a mark of 0% for the piece of work concerned, through to exclusion from the
University.
Many modules require you to demonstrate knowledge and understanding of the work of others (writers,
researchers, theorists, practitioners, academics etc.). It is vital that you make it absolutely clear when
you are using work from other sources, and that you reference it clearly and correctly. If you are unsure
how to reference, please refer to the CU Harvard Referencing Guide here and speak to a tutor on the
module immediately.
Support for correct referencing can also be found though the Centre for Academic Writing (CAW).
For full details of what constitutes academic dishonesty and how to avoid it, please see the section in
the Faculty Student Handbook, available on your course’s Moodle page.
Assessment Criteria
There are standard University Assessment criteria that you can use to assist with understanding the
mark you receive for this assignment. You can find these here.
The criteria that are specific to this assignment are given below, and descriptors for Coventry
University’s banded marking scheme are on the following page. ‘Banded marking’ means that tutors
must use the specific percentage scores given, when they grade your work; they cannot use the full
range between 0% – 100%. The reason for this is to avoid ‘borderline marks’ e.g. a tutor cannot grade
a piece of work with ‘70%’; the tutor needs to decide ‘68%’ or ‘72%’ i.e whether a piece of work is of
2:1 standard (68%) or first class standard (72%).
Criteria Marks
• IMC Campaign Objectives
15
• Brand Identity and positioning strategies 15
• The Creative Strategy 15
• Media Types and Communication Tools+ 2 good quality artefacts
20
• Visualization of the new brand identity (Logo, colors and packaging) 15
• Presentation skills 10
• Creativity and Writing style
• Creative and organized slides
• Time management
• Cover page same as the template provided on Moodle
• Grammar, spelling and punctuation
• Appropriate acknowledgement of sources
• List of references correctly presented in APA (alphabetic order)
10
Banded marking descriptors:
% Grade
Level 4
Knowledge of Field/Topic Conceptual Awareness,
Analytical and Argumentative
Skills
Structure Presentation,
expression and style
90 / 95 /
100
Exceptional levels of
knowledge and independent
research displayed. Ranges
far beyond taught material.
Exceptional ability to handle
highly complex ideas and issues.
Exceptionally high levels of
independent critical and analytical
thought.
Extremely persuasive,
authoritative and individual
argument. Completely convincing
critique of other critical
approaches.
Meticulously
structured
argument and
exceptional
command of
critical discussion.
Completely accurate
referencing, spelling,
grammar, presentation.
Lucidly expressed. Free
from errors and
inaccuracies.
80 / 85 Outstanding levels of
knowledge and independent
research displayed. Goes
well beyond taught material.
Outstanding ability to handle
complex ideas and issues
convincingly and independently.
Outstanding level of critical
analysis. Highly persuasive,
authoritative and individual
argument. Highly convincing
critique of other critical
approaches.
Rigorously
structured
argument and
outstanding
command of
critical discussion.
Outstanding referencing,
spelling, grammar,
presentation. Lucidly
expressed.
72 / 75 Excellently researched and
referenced in breadth and
depth. Goes beyond taught
material.
Excellent ability to handle
complex ideas and issues
convincingly and independently.
Excellent level of critical analysis.
A persuasive argument and some
ability to demonstrate limitations
of other critical approaches.
Excellently
structured
argument and very
well discussed.
Excellent referencing,
spelling, grammar,
presentation. Very well
written and expressed.
62 / 65 /
68
Well researched and
referenced. Goes beyond
taught material.
Good ability to handle ideas and
issues convincingly.
Good level of critical analysis and
presence of a strong cogent
argument.
Coherently
structured and well
discussed.
Well written and
referenced with good
spelling, grammar,
presentation.
52 / 55 /
58
Reasonable range of reading
and knowledge
demonstrated. Largely
limited to taught material.
Some attempt to discuss relevant
ideas and issues.
Signs of ability to construct an
argument and present supporting
evidence.
Signs of a solid
structure and some
useful discussion.
Effective referencing,
spelling, grammar,
presentation. Clearly
written.
42 / 45 /
48
Limited in knowledge and
perspective. Heavily reliant
on taught material.
Minimal understanding of relevant
ideas and issues.
Lack of a clear argument or
critical position. Evidence poorly
organised.
Unclear structure
and inconsistent
discussion.
Satisfactory referencing,
spelling, grammar,
presentation. Inconsistent
writing.
30 / 35 /
38
Very limited and superficial
understanding of the topic
demonstrated.
Very limited understanding of
relevant ideas and issues.
Very limited evidence of an
argument and supporting material.
Very limited
evidence of
structure and
coherent
discussion.
Poor referencing,
spelling, grammar,
presentation. Poor use of
English.
20 Virtually no understanding of
the subject demonstrated.
Virtually no understanding of
relevant ideas and issues.
Virtually no argument and lacking
in supporting material.
Virtually no
structure and
discussion.
Extremely weak
referencing, spelling,
grammar, presentation.
Very poor use of English.
10 Failure to grasp most of the
topic.
Devoid of understanding of
relevant ideas and issues.
Failure to demonstrate an
argument.
Devoid of structure
and lacking in
discussion.
Deficient referencing,
spelling, grammar,
presentation. Extremely
poor use of English.
0 Nothing submitted /
submitted after due date
without an extension.
Nothing submitted / submitted
after due date without an
extension.
Nothing submitted
/ submitted after
due date without
an extension.
Nothing submitted /
submitted after due date
without an extension.