‘

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 1, Academic year 2022-2023
Unit Assessor(s) Dinh Van Oanh/Nguyen Quynh Trang;

Assessment Number and Title IMC A1.1: Individual Assignment (Assessment 1 of 2)

Issue Date Oct 12th 2022
Submission Date 10:00 AM, Monday, November 7th 2022
IV Name Trinh Thu Giang
IV Date 11th October, 2022

Student name Nguyen Phuong Thao

NEU Student ID 10190314 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
Student declaration I fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.

1
Student name / Signature Nguyen Phuong Thao Date: November 7th 2022

Submission format and Instructions:

This assignment (Assessment 1 of 2) covers Learning Outcome 1&4 (LO1, LO4).

 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.
“1020001_IMC_A1.1”)
 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 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).

2
 Unit Learning Outcomes:
LO1: Evaluate different marketing channels and how they serve communication objectives
LO4: Demonstrate the ability to critically evaluate a case study involving communication strategy,
channel choice and creative content

Assessment Brief and Guidance:

You are the a marketing specialist of an Advertising advertising Agency agency (which does
communication marketing programs/campaigns for its clients). Please choose 01 client company for
part 1 and 2. The company of your choice must be a company that has operations in Vietnam, in
Hospitality/ Real estate/ Fast Moving Consumer Goods business .
Produce a report to cover the followings: (Không nhất thiết phải đưa Big Idea và Key Message vào?
Nên đưa USP vào. USP invlove? )
1. Introduction (half of the page) : A brief iIntroduction about your company, theirits business
objectives, and the housing project that you plan to do an assessment of their communication.
( business obj – can use for several campaign> communication obj – can use for only 1 campaign)
(PHẢI CÓ SMART) (Gộp insight vào target cus. )
2. Part 1 - Evaluate different marketing channels and how they serve communication objectives
1a2a. Definitions of marketing communications
• Give the definition of IMC
1b2b. The importance of marketing communications
• Briefly introduce an integrated marketing communication program of the company of
your choice and its objectives.
• Specifically point out which communication channels are being utilized and, give examples-
Explain in details (How many channels used in this IMC program, how they use these IMC
tools to work togther to achive the obj of the the campaign ). VD: obj của Sunlight/ Caniffa là
tăng độ nhận diện vs đối tg acb,…)
• Explain how each tool work together to achieve the company’s communication objectives
1c2c. The role of marketing communications in promoting and developing brand: awareness,
associations (liên kết), perceptions( Liên tưởng) and building customer loyalty.(trung thành –
Sunlight man có trung thành ko?) (KHONG giong mau- AIDA)
• How did the company’s marketing communications help in guiding the customer from
awareness to building customer loyalty (analylse and give an example from your company)
• Explain about the intergrated marketing communication of this company to make valid

3
 judgements about how marketing channels add value and maximize resources. ( Merit &
Distinction) (How it add value to the company or maximize the firrm’s resourceces) (Vd;
thương hiệu có resource là brand rất mạnh => Campaiign có làm nổi bật được brand ko?
VIRO model?)

1d2d. A model of the communication process

• (Endcode-Dcote,vv…) Describe the model of the communication process of a campain and
explain how it match with their target audience ( Target audience là ai ? Habit, Demographic,
vv…)
Part 23. - Demonstrate the ability to critically evaluate a case study involving communication
strategy, channel choice and creative content(Trong slide process of measurement)
3A &3: QUY TRÌNH ĐÁNH GIÁ GIỐNG NHAU – QUY MÔ ĐÁNH GIÁ KHÁC NHAU
2a3a. (CAMPAIGN ) Analyzing effectiveness of marketing communications campain
 How to measure effectiveness of an advertisement (Tiêu chí đánh giá hoạt động quảng cáo)
 (Definition & Theoiries) ( 3 points:
 (1) The process of measurement – briefly explain the model ;
 (2) Compare the result of the campaign & the obj of the campaign- any gap? Any
similarities ?
 (3) What you want to measure and what indicator to measure these things? –
Indicators in the slide)
 (CAMPAIGN 2: KO PHẢI LÀM HẾT CAMPAIGN CHỈ CHỌN TRONG một
advertisement/ sale promotion/ PR khác của Hen để phân tích) Critically evaluate an existing
advertisement or sales promotion program or public relation activity of your chosen company
in relation to creative content (the activity must be for the Vietnamese market and is a recent or
ongoing campaign).
 Target audince ở đây là ai? Xếp vào step (STEPS OF PERCEPTION: perception – attitude –
behavior: XEM cus. đang ở satge nào? )
 Evalutate new campaign:
 ( Thông điệp ở trong chiến dịch có phù hợp vs (1) target audience & (2) campaign
objs – THEO THỨ TỰ
 ( Merrit – Theory: Slide indicators & metrics for evaluation: Communication obj
of the new campaign – Evaluate xem những activities của cty có giúp họ đạt đc obj ko?) =>
Chỉ chọn idicator pbù hợp vs campaign )
2b3b. (CAMPAIGN 3)Analyzing and evaluating marketing communications plans (Tiêu chí
đánh giá: Campaign)
 How to evaluate an IMC program ( Paraphase theories in the slide)
 Critically evaluate an IMC program of your chosen company in relation to communication

4
 strategy and channel choice (the program must be for the Vietnamese market and is a recent or
ongoing campaign) (Communication strategy – Target audience? Is the message suitable for
the audience ) ( Channel choice – các công cụ IMC đc sdung có phù hợp với thói quen sử dụng
thông tin – MEDIA HABIT của target audience ko , có consistent ko ?)
 If possible, provide appropriate and justified recommendations for improving the marketing
communications plan that matches to target audience and maximizes revenue and successfully
meets communication and business objectives. (Recommendation )

Learning Outcomes and Assessment Criteria

Learning Achieved Achieved Achieved
Pass (ticked) Merit (ticked) Distinction (ticked)
Outcome
M1 Critically
D1 Make valid
evaluate how
judgements about
P1 Evaluate marketing
LO1 Evaluate how marketing
different types of channels of
different channels add value
marketing communication
marketing using specific
channels and are integrated
channels and how organisational
how they serve within an
they serve examples to
communication organisational
communication demonstrate how
objectives within context to add
objectives they serve
an organisational value and
communication
context. maximise
objectives.
resources.
D3 Provide
appropriate and
LO4 M3 Critique and
P5 Critically justified
Demonstrate evaluatereview
analyze and recommendations
the ability to the success of the
evaluate a for improving the
critically monitoring and
marketing marketing
analyze and impact of the
communications communications
evaluate a case marketing
plan in relation plan to that matches
study involving communcation
to the to target audience
communication plan. the impact
communication and
s strategy, of the marketing
strategy, channel maximimaximisezes
channel choice communications
choice, creative revenue and
and creative plan to target
content. successfully meets
content audience
communication and
business objectives

Formative Feedback: Assessor to Student

5
 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:

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.