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MKT10723 Marketing Communications         Assignment 2
Name: _____________________________________  SID:_________________
Assessment criteria & weighting    Comments
Excellent
Good
Satisfactory
Poor
Mark

Identification of:
•    appropriate communication objectives: are they clear?
(3 marks)
•    relevant target market: consumer and trade (3 marks)
•    brand strategy: appropriate and relevant concepts. (4 marks)
/10

Sound recommendations of marketing communications strategies including:
•    Do they achieve the objectives?
•    Will they reach the target markets?
•    Align to the positioning strategy?
•    Integrated?
•    Varied and creative communication strategies?

/15
Action plan
Sound action plan that supports the communication strategies. Inclusion of an appropriate budget, appropriate time frame and human resources.
/6
Marketing communications piece
Targeted, supportive of creative strategies, and brand message. Relevant to the marketing communications plan

/5
Structure and organisation of content

/4
Other comments

/40
Marker:

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