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Convergent Media
5MK511
Convergent Media Assessment Brief
Bronia Thomas
2023/2024
Sensitivity: Internal
Convergent Media 5MK511
Contents
Module Leader …………………………………………………………………………………………………………………. 3
Key dates and details …………………………………………………………………………………………………………. 3
Description of the assessment …………………………………………………………………………………………….. 3
Assessment Content ………………………………………………………………………………………………………….. 5
Assessment Rubric ……………………………………………………………………………………………………………. 9
Anonymous Marking ……………………………………………………………………………………………………….. 12
Assessment Regulations …………………………………………………………………………………………………… 12
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Sensitivity: Internal
Module Leader
Module Leader UoD:
Bronia Thomas
Academic Lead EUBS: Anthony Lawson
[email protected]
Module Leader EUBS: Rumen Dimitrov
[email protected]
Key dates and details
Assessment Type:
Individual
Report
Assessment weighting:
100%
Word count:
3000 words maximum (you can write up to -10% but
not over)
Learning Outcomes:
1, 2, 3
Submission Method:
Turnitin
Submission Date:
23:59 UK time, 19/01/2024
Provisional Feedback Release Date:
09:00 UK time, 09/02/2024
Description of the assessment
The module is assessed through an individual 3000 word maximum report which proposes a
Convergent Media campaign for a case study company. During the course of the module we will
discuss and develop a range of suitable Convergent Marketing Communications Objectives and
potential integrated marketing communications strategies (needed to achieve those objectives) for
the given assessment case study.
The report proposes the Convergent Media campaign which:
Considers the situational factors the case study company will need to analyse in order for the
convergent media campaign to be successful.
Identifies your proposed Communications Objectives to meet the case study scenario requirements.
Suggests your proposed Communications Strategy to meet your stated Communications Objectives
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Sensitivity: Internal
Develop and present suitable creative tactical ideas around the promotional tools mentioned in your
marketing communications strategy indicating clearly how your chosen promotional tools, media
planning schedule and your creative ideas converge to deliver a powerful and effective Convergent
Marketing Communications proposal.
Lists the more specific actions needed to implement the tactical ideas across the timescale of the
campaign.
Presents the budgetary and monitoring to be used to measure the effectiveness and success of the
campaign.
The Assessment links to the module learning outcomes:
1. Assess key factors that impact upon successful marketing communications practice.
2. Prepare a Marketing Communications framework.
3. Manage the various elements within a marketing communications plan needed to create and
justify an effective, professional convergent communications output that would be suitable for
‘pitching’ to potential clients.
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Sensitivity: Internal
Assessment Content
Individual Assessment 2023 – Convergent Media Campaign:
Passenger: www.passenger-clothing.com
The Company …
Passenger are a UK company based in the New Forest but they sell internationally –
particularly Europe & North America. They sell outdoor clothing and accessories that bridge
both fashion and outdoor wear/gear. Founded and owned by Richard Sutcliffe, he describes
his approach to the company as:
“I’m passionate about where we’re heading, giving back, protecting our playgrounds
and leaving the smallest footprint. We create products that enable a life of
meaningful escapism using more responsible materials and mindful processes. We’re
always challenging ourselves, every day, and we have so much more to do, exciting
things on the horizon…”
Their ethos is: “We aim to share what we as a team are passionate about and unite
like-minded people through a sense of community.”
This is a British company, but it has a global footprint with particular links to Portugal,
Canada and encompassing outdoor activities, particularly camping and surfing.
The Market …
This company falls into the fashion, outdoor wear/gear and equipment. This market is very
fashion driven but not in the way that fast fashion moves. It is slower and more considered.
The consumer base often has different drivers that trigger consumption. The very fact that
it is based in a space of environmental consciousness and sustainability means that the
market is slower but more consistent in spread. It is affected by PESTLE factors which you
will need to consider and in particular there has been a growing conversation about the
impact sourcing raw material, manufacturing and the sale of fashion/clothing is globally.
Your Campaign Brief …
The invented scenario of this assessment is that you are the Owner/Director of a
Communications Agency. Your Agency is seen as a new and innovative company that can
develop exciting and engaging campaigns that converge different media options in a way
that creates an effective and exhilarating campaign for their clients. Passenger have
approached your Communications Agency as they think you may be able to present a
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Sensitivity: Internal
convergent media campaign which increases and enhances the company’s profile with
consumers.
You will need to think about this as a global brand. Not just UK (master version & focus) but
across Europe. Pan-European (adaptations).
The Task …
The Communications Agency needs to focus on how to develop a pan-European marketing
approach that considers how you take a clothing company that in effect is a ‘fashion’
company and move it towards not only a greater presence within its core market but how it
opens up to a new market it has perhaps not considered.
The main focus of your responses to this brief is a UK centric led approach as this is the
primary market where the brand was founded. However, consideration needs to be taken
into account on how you would broaden this successfully across a few markets in Europe.
Which markets, why and the approach is for you to decide, outline and justify.
This campaign needs to have an integrated approach where you are developing a
Convergent Media Campaign to meet this challenge.
Note: You cannot develop any new products or services in their range. You are asked to
work only with their current range of products/services and develop the convergent media
campaign.
The campaign is envisaged to run for one year and would launch at the beginning of 2024
during the quieter retail months of January to March, then moving towards the busier
spring/summer period.
The Budget Available …
The proposed budget for the whole campaign is £1,000,000
If you do not spend all of the proposed budget available you will need to justify why you
haven’t spent it as part of the assessment. Any money you do spend needs to be divided
into how much across each media? Why that media? and when is the media used?
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Sensitivity: Internal
The Individual Assessment Report …
Your campaign should be presented as an individual management report of
3000 words maximum (!) and include all of these areas.
1.) Situational Analysis and Communications Objectives (25% of the marks):
A thorough Situational Analysis the company which considers their current situation
within the market(s) they compete in and their competitors. Several models could be
used to complete this analysis (PEST, SWOT, Porter’s Five Forces, BCG Matrix etc) but
only points of significant importance should then be highlighted in the main body of
your report as these clearly highlight why you think they are of particular relevance
to your campaign approach.
Two or Three Suitable Marketing Communications Objectives that you believe are
required for the proposed campaign to achieve (utilising the SMART framework
approach).
2.) Campaign Strategy and Linked Communications Tactics (40% of the marks):
A clearly presented campaign Strategy which explains the broad-approach towards
achieving one of the Communications Objectives. Your Strategy proposal should
include four main elements 1. who the campaign is specifically targeted at, 2. the
overall strategic message of the campaign, 3. Media tools to be used and 4.) how the
campaign will be broadly scheduled together.
Examples of at least three fully creative Tactics that you would want to use in the
campaign with a comprehensive explanation of each of these detailing how they
would look in terms of the design, location, delivery, style, format etc. These can be
sketched/drawn by hand or created electronically to show how each tactic might
look. For example; Billboard design, TV Advert storyboard, Social Media post, Event
Stand, Sales Promotion etc.
3.) Campaign Actions and Control elements (20% of the marks):
A list of the main Actions (major Activities needed to be completed to implement
the tactical ideas across the timescale of the campaign in date order) using a Table or
Gantt Chart approach (this can be developed using Microsoft Excel, Word or other
packages as long as the document is embedded in your assignment).
A Control element to the campaign which includes a brief outline of budgeted costs
for the different campaign tactics to be used (e.g. researched advertising costs, costs
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Sensitivity: Internal
to locate adverts, staff required for events etc) and where and when the campaign
budget will be spent so that the campaign can be monitored.
The Report will also have marks available for References, Presentation and Structure (15%
of the marks)
Your report must be fully supported, justified and underpinned throughout with appropriate
reference to academic theory, models, texts and journal articles.
You may also use examples from other companies’ campaigns where appropriate to help to
clarify what approaches to the campaign you are proposing.
The report should also include a brief introduction and conclusion section (these are
included in the word count). Effective use of tables, models and appendices is encouraged
and are not included in the word count. Please list all references in Harvard Format. Please
also refer to the Assessment Marking Scheme.
The Report should be submitted via Turnitin by:
Friday 19th January 2024 at 23:59 UK time.
Grades and Feedback will be available three working weeks after the submission date.
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Sensitivity: Internal
Assessment Rubric
Criteria
Very Poor
1 – 19%
Poor
20 – 34%
Unsatisfactory
35 – 39%
Satisfactory
40 – 49%
Good
50 – 59%
Very Good
60 – 69%
Excellent
70 – 79%
Outstanding
80 – 89%
Exceptional
90 – 100%
Situational
Analysis and
Communications
Objectives (25%)
Situation not
analysed with any
relevant
frameworks.
Situation poorly
analysed with
very few points
noted in any of
the applied
frameworks.
Situation
described unclear
points applied in
the framework.
Situation
analysed
accurately but
only one or two
points applied to
most of the
framework
sections. Very
little research
presented
Situation
analysed with
good examples
and several
points applied to
most of the
framework
sections. More
than one
framework. A
small range of
research sources.
Situation
analysed and
applied with very
good examples
and several
detailed points
applied to most of
the frameworks.
Two or three
frameworks.
Several good
research sources.
Situation analysed
and applied with
excellent examples
and many relevant
points applied to all
of the frameworks.
Three or four
frameworks applied.
Situation analysed
and applied with
outstanding
examples and many
relevant points
applied to all of the
frameworks. Three
or four frameworks
applied. A wide
range of good
research sources.
Situation analysed
and applied with
exceptional
examples and many
relevant points
applied to all of the
frameworks. Three
or four frameworks
applied. A wide
range of good
research sources.
Two or three
good
communications
objectives
Two or three very
good objectives
Two or Three
outstanding
communications
objectives
Clearly
presented.
Well justified with
clear links to the
situational
analysis.
Two or Three
outstanding
communications
objectives. Very
clear. Very well
justified with clear
links to the
situational analysis.
No objectives at
all or not
communications
oriented
Sensitivity: Internal
Only one
objective
presented which
is unclear and not
a
communications
objective.
Up to three
objectives but not
communications
objectives and
not feasible or
justified from the
situational
analysis.
Two or three
communications
objectives
Clear, but not well
justified from the
situational
analysis
Well justified from
the situational
analysis
Very clearly
presented
Aa wide range of
good research
sources.
Two or three
excellent
communications
objectives. Very
clear. Very well
justified with clear
links to the
situational analysis.
Very clear
Very well justified
with clear links to
the situational
analysis.
Marketing
communications
strategy and
Marketing
Communications
Tactics (40%)
Strategy not
addressed, little
or no details.
Target audience
not mentioned
No reference to
message theory.
No strategic
approach to the
campaign.
No Tactics
presented.
Very poor link or
no link to strategy
or objectives
Campaign Actions
and
Campaign Control
Budget and
Monitoring (20%)
No media
schedule or list of
activities to
implement the
tactics. No Gantt
chart.
No control
measures or
Strategy not
justified.
Strategy not
clearly justified.
Strategy
appropriate
Strategy
appropriate
Not clearly
targeted to an
audience.
Not entirely
justified or
targeted
Some justification
Good justification
Good targeting
Not linked clearly
to comms
objectives.
Not well linked to
objectives
Some evidence of
targeting
Some links to
objectives
No or little
reference to
message theory
Poor reference to
message theory
Some reference
to message
theory
Satisfactory
tactics ideas, fair
realisation with
some links to
strategy and
objectives.
Elements of
creativity in the
design. Further
supporting theory
needed.
Good links to
objectives
Good reference
to message
theory.
Good tactics
ideas well
realised with
good links to
strategy and
objectives. A
range of creative
elements either
drawn or created
electronically.
Reference to
theory.
Little tactics
presented. No
creative
elements.
One or vague
tactics with little
links to strategy
and objectives.
Ideas poorly
articulated and
realised, not
linked to strategy
or objectives
Little in the way of
creativity in the
design of the
tactics.
Very few activities
in media
schedule or
unclear how they
link to the tactics,
and objectives.
No or vague
Gantt chart.
Incomplete media
schedule with
only several
activities listed.
Unclear dates on
the Gantt chart
and vague links
to the objectives.
Basic complete
media schedule
requiring more
activities listed for
each of the
tactics. Gantt
chart presented.
Clearer links to
the objectives
needed.
Good media
schedule with
several activities
for every tactic.
Good clearly
completed Gantt
chart. Some links
to the objectives.
Poor control
measures or
unclear budgeted
costs.
Very few control
measures
presented to
measure the
campaign. Little
Satisfactory
control measures
to measure the
campaign. A few
Good control
measures to
measure the
campaign and
clearly noted as
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Sensitivity: Internal
Very clear
strategy with
good justification
Excellent strategy
with excellent
justification
Outstanding
strategy, clearly
targeted, justified
Very clear
targeting
Very clear and
justified targeting
Excellent links to
objectives
Clear links to
objectives, well
explained. Very
good reference to
message theory
Very clear links to
objectives, well
justified
Outstanding
reference to
message theory.
Very good tactics
idea very well
realised with very
good links to
strategy and
objectives. Wide
range of creative
elements
presented in
drawn or
electronic format.
Supporting theory
presented.
Very good media
schedule around
ten activities for
each tactic.
Clearly liked
dates and
objectives. Very
Good clearly
completed Gantt
chart. Some links
to the objectives.
Excellent reference
to message theory
Strategy is
exceptionally well
targeted, justified
and supported with
clear evidence and
reference to
message theory
Excellent links to
objectives
Extremely good
tactics ideas,
excellent realisation
and links to strategy
and objectives.
Outstanding tactics
ideas, superb
realisation, links to
strategy and
objectives.
Professional
standard
Excellent range of
creative ideas
clearly presented
and supported with
theory.
Outstanding design
creativity and
supported clearly
with theory.
Professional design
and creativity which
is extensively
supported with
theory.
Excellent detailed
media schedule
with over ten
activities for each
tactic, Clearly
sequenced and
linked to the
objectives. Very
well presented
Gantt chart.
Outstandingly
detailed media
schedule with over
ten activities for
each tactic, Clearly
sequenced and
linked to the
objectives. Very
well presented
Gantt chart.
Exceptional detailed
media schedule
with over ten
activities for each
tactic, Clearly
sequenced and
linked to the
objectives. Very
well presented
Gantt chart.
Excellent control
measures, well
justified to clearly
measure the
campaign at the
Outstanding control
measures, well
justified to clearly
measure the
campaign at the
Exceptional control
measures with
justification to
clearly measure the
campaign at the
Exceptional tactics
ideas, realisation
and links
budgeted costs
for the campaign.
Report
References,
Presentation and
Structure (15%)
No cited sources
or references
listed in the
report. Not in
Harvard format.
Very few cited
sources, mainly
internet and not
academic. Not in
Harvard format.
No report format
used. No
headings.
Unclear sections.
No title page or
contents list. First
person used
throughout.
Not fully report
format. Unclear
sections or
sections missing.
First person used
in sections.
or no budgeted
costs.
outline budgeted
costs.
to when they are
required. A good
range of
researched
budgeted costs.
Very good control
measures to
measure the
campaign which
includes clear
details as to when
they are required.
A wide range of
researched
budgeted costs.
relevant points in
the campaign
timescale. Wide
range of detailed
budgeted costs.
relevant points in
the campaign
timescale.
Extensive range of
detailed budgeted
costs.
relevant points in
the campaign
timescale.
Extensive range of
detailed budgeted
costs.
One or two cited
sources. Not cited
correctly and not
Harvard correct.
Several cited
sources which
are a range of
academic and
research. Mainly
Harvard correct.
Good range of
cited sources to
support the report
throughout.
Academic and
research sources.
Harvard format.
Very good range
of cited sources.
More than ten
different sources
including both
academic and
research sources.
Journals used
and Harvard
correct.
Excellent range of
cited sources with
more than ten
different sources
including both
academic and
research sources.
Several relevant or
recent journals
used. Harvard
correct.
Outstanding range
of cited sources
with more than
fifteen different
sources including
both academic and
research sources.
Several relevant or
recent journals
used. Harvard
correct.
Exceptional range
of cited sources
with more than
fifteen different
sources including
both academic and
research sources.
Several relevant or
recent journals
used. Harvard
correct.
Excellent
presentation. Full
report format.
Clearly presented
Title page and
contents list.
Excellent headings
used with
numbered sections.
Introduction and
Conclusion sections
clear.
Outstanding
professional
presentation. Full
report format.
Clearly presented
Title page and
contents list.
Excellent headings
used with
numbered sections.
Introduction and
Conclusion sections
clear.
Exceptional
professional
presentation. Full
report format.
Clearly presented
Title page and
contents list.
Excellent headings
used with
numbered sections.
Introduction and
Conclusion sections
clear.
Unclear report
format. Sections
in wrong order.
Parts of sections
incomplete.
Report format.
Few areas
unclear. Title
page and
contents clear.
Introduction and
Conclusion
sections clear.
Good clear report
format. Tile page
and contents.
Sections clearly
numbered. Good
use of headings.
Introduction and
Conclusion
sections clear.
11
Sensitivity: Internal
Very good report
format. Good
presentation of
Title page and
contents. Very
clear headings
and numbering.
Introduction and
Conclusion
sections clear.
Anonymous Marking
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Assessment Regulations
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which teaching and assessment are conducted. Please make sure you are familiar with these
regulations, policies and procedures.
Sensitivity: Internal
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