Instructions on Assessment:

1. You will need to conduct academic research to address the following task (The Brand is NIKE).

2. You should assume the role of a Marketing Assistant when writing the report.

3. The individual assignment is based on the development of a marketing communications plan for the launch of a product/brand of NIKE in a country of your choice where the product/brand combination is not currently available i.e. it is possible that the brand may have a presence, but the particular chosen product is not available.

4. The report should outline your responses to the following tasks:

1. Identify the chosen product/brand and chosen country. Briefly justify your choice of country as a new market for your product/brand.

2. Prepare a summary analysis of the campaign context for the chosen global product/brand, including a description of potential customers, competitors, market trends and a review of previous Marketing Communications activities in other countries where the brand/product is currently available. This analysis will provide the foundation for the development of the launch communications plan (question3).

3. From the summary analysis you are required to develop part of the communications campaign for the launch of the product/brand. You must decide on your overall strategy – Global/glocal/local -and then your promotional objectives. Choosing only one promotional tool, how and why can you use this tool to reach your target customers and fulfill your objectives? Depending on the chosen promotional tool you may need to consider media, message, timing, reach and repetition etc. You do not need to undertake any actual design but you do need to use academic theory to support your ideas.

NOTE: Use Aida model of analysis

Word limit: 2000

NOTES:

1. You are expected to write concisely. Assume a word limit of 2,000 words (excluding appendices).

Guidance

You are expected to use a range of journal articles.

You are expected to relate your sources to the task given

Specific Assessment Criteria for the final summative assignment

The specific assessment criteria to be used to establish the actual mark awarded for this assignment are as follows:

• Presentation (professional format, maximum length 2,000 word, writing skills, correct referencing (APA 6th edition reference style etc) 10%

• Choice of country – supported justification of your choice 10%

• Campaign context: research into required elements. Clear and logical basis from which to progress to the next task 40%

• Marketing communications plan (Clear strategy and objectives. Logical choice of method of promotion chosen, appropriately discussed and supported.). 40%

You are required to submit their work in a basic report format – including a cover sheet, contents page and references list; heading and subheading as appropriate. Do not over-use of an appendix.

Students writing in essay format will be penalised.

Important note about ARNA regulations

The regulations specify that students must complete every assessment component contributing to the modules on their programme. This applies to all forms of assessment as defined in the module descriptor. Please note that:

• if any assessment component is not completed, students will be failed in the module even if the module pass mark has been achieved;
• if the requirements for referral specified in section 5 of ARNA1 are met, a resit opportunity will be given;
• if unable to complete an assessment component because of extenuating circumstances, students should follow the procedure described in the Student Guide to Extenuating Circumstances1.

Word limits and penalties for assignments

Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “dib-dab nonsense analysis” (Smith, 2011 p.123)] are INCLUDED in the word count.

Referencing your work

The APA method of referencing uses the author’s name and the date of the publication. In-text citations give brief details of the work you are referring to in your text. References are listed at the end of the text in alphabetical order by the author’s name. The general format of an electronic journal reference in the APA style is shown below:

Coutu, D. (2009). Why Teams Don’t Work. Harvard Business Review, 87(5), 98-105. Retrieved 29th April 2012 from EBSCO https://searchebscohost.com

Author/s name and initials are listed first, followed by year of publication in brackets. Then there is the title of article and the journal where the article appears, which is in italics. Then state the volume and issue number (in brackets) along with the pages where article can be located. Finally add the date the article was retrieved and then the name of the database, followed by the web address. Wherever possible use the homepage URL rather than the full and extended web address.

For further information on the APA style of referencing see the Concise Rules of the APA Style and the APA website https://www.apastyle.org/

NOTE:
1. You are required to submit their work in a basic report format – including a cover sheet, contents page and references list; heading and subheading as appropriate. Do not over-use of an appendix.