MK9531 Content and Communications Marketing Assessment Brief 2026

MK9531 Assessment Brief 

Guidance for this Assessment

1. The assessment takes the form of:
2. Group 12 mins situational analysis presentation and
3. 2,000 word portfolio and analysis report.

Assessment Guidance Session

Detailed assessment guidance will be given in Week 1,7 and 12  The seminars will provide advice on

I) Week 1: Discuss the requirements of the assessments for this module and answer student queries

II) Week 7: Opportunity to ask questions about Assessment 1

III) Week 12: Opportunity to ask questions about Assessment 2

You are reminded that recorded assessment guidance will be provided on the eLP Blackboard site for this module after Week 1.

This assignment has been designed to meet the following module learning outcomes:

• Develop the theoretical and application-based knowledge of various marketing communications methods, media and development of marketing messages. (MLO1)
• Develop team working skills in the context of communications marketing and presenting the findings of this analysis. (MLO2)
• Develop the attributes of a digital marketer, or a marketing specialist operating in a digital-communications environment. (MLO3)
• Develop the foundational skills needed to analyse and evaluate a marketing communications campaign based on appropriate metrics, with an appreciation of the global environment, and potential ethical implications. (MLO4)

Instructions on Assessment

Overview

The assessment comprises both group and individual work, each weighted accordingly:

• Component A: Group work (presentations) contributes 30% to the overall mark
• Component B: An individual report contributes 70% to the overall mark

Summative Assessment Tasks

Your task is to prepare a content and communications portfolio for ONE of the clients listed. Each client has produced a brief (see Blackboard assessment folder) that needs to be delivered based on the following requirements.

Standardised assessment/feedback sheets for the respective presentations, which will be completed by all tutors and returned to groups, are enclosed as Appendices at the end of this brief. You should read the Guidance and the Marking Criteria at the end of this brief to understand how you should approach the presentations/assignment and how marks will be allocated.

Further guidance on team work, presentations and the final assignment will appear on the eLP.

Component A (30%):

The client wishes you to compile a 12 minute group pitch/presentation and an Infographic covering a full situation analysis based on appropriate theoretical concepts.

The situation analysis is a research-focused piece and presentations should concentrate on the findings from the research you have gathered. We are looking for evidence of thorough research from appropriate academic/industry sources. The students should also incorporate the marcomms concepts discussed in the lectures/workshops when analysing the brand and its current marketing strategies.

When completing the situation analysis you should aim to identify a range of key issues that may positively or negatively impact on the client and on any future advertising campaign. You must then suggest a range of possible advertising objectives that may be used as a base for Component B. Your objectives should be guided by your findings from the situation analysis.

In addition to objectives, you should come up with recommendations to help guide your strategy for Component B. The recommendations should be aligned with the objectives, and guided (justified) by the research from the situation analysis.

See Appendix A.

*This presentation must include an infographic in addition to presentation slides. Non-submission will result in 20% deducted from Component A. The infographic should present key findings from the situation analysis in a visually appealing, easy-to-digest format.

Groups will receive feedback after their presentation. Tutors will use assessment feedback sheets (Appendix A) to assess the presentation, which will be returned to students as part of the formative feedback process on this module. This component is designed to enable groups to collect supportive and constructive feedback that will enable students to critically review, develop and enhance their recommendations and ideas for the subsequent individual component of the assessment.

**Every group member is expected to make an equal contribution towards the group presentation. Peer assessments will be taken into consideration if lack of contribution from individual group member is identified. The module tutor and the moderator reserve the right deduct individual students’ marks if lack of contribution is identified.

The presentation should outline the following areas:

• Analyse existing branding
• Identify and analyse target market behaviour
• Analyse competitive landscape
• Review and analyse marketing communications activities for the selected client and Integrated Marketing Communications approach (or lack of)
• Analyse Media, Message and Execution Style
• Influence of external factors (e.g. COVID19) – not mandatory
• Identify Budget and Spending – if available, not mandatory
• Develop Objectives and Recommendations for improved Reach, Impact and Engagement.

Component B (70%):

Your situation analysis should provide the foundation for developing a critical content and communications plan. However, you are allowed to make changes based on tutor feedback. As part of this assessment you are required to submit an individual portfolio along with a 2,000 word report.

Your individual portfolio must include:

• One Digital Advertisement
• One PR Campaign
• One UGC Campaign (e.g. blog, vlog, contest, influencer campaign)
• One Web Page content (considering user experience)

The 2,000 word reflective report should justify the above campaigns with theory.

Suggested Report Structure:

• Title Page
• Contents page
• Summary of key issues identified in the analysis
• Content and communications objectives
• Brief explanation of the ‘big idea’ to reach objectives
• Portfolio Analysis
• Timeline
• Reference list
• Appendices

Report Guidance:

Summary of key issues identified in the analysis

• Clear introduction to the assignment, with a brief background on the company and summary of main findings from their situation analysis (Assessment A).

Content and communications objectives

• SMART objectives that link to situation analysis findings

Brief explanation of the ‘big idea’ to reach objectives

• Address how the big idea will be integrated across all campaign (portfolio content).
• Identify a clear target market(s) that the portfolio content is catered towards

Portfolio Analysis

• Portfolio Content
  o Digital Advertisement
  o PR Campaign
  o UGC Campaign
  o Website
  o For all above elements, be creative. Ensure the materials match with the current branding, findings from the situational analysis, and objectives
• Written Report
  o For each of the content, you should provide a solid rationale, supported by research, for each of the following decisions:
  • Media choice
  • Messaging
  • Content design
  • There should be sound academic and industry resources used to support your decisions
  • Address how content will help achieve the objectives

A GANTT chart to display when you will launch each of the materials

Marking criteria in Appendix B.

Electronic Management of Assessment (EMA): Please note your assignment must be submitted electronically via Turnitin by the given deadline. You will find a Turnitin link on the module Blackboard site in the Assessment/Submission folder.

Formative Assessment Tasks

In order to help you work towards your assessment, there will be opportunities within the teaching and learning programme to receive formative feedback from your tutor. Some of the seminar activities will both directly and indirectly assist you to develop your work. Although these activities will not be marked, they are an opportunity to explore your ideas and to receive feedback. Please check the Teaching and Learning Plan for further details.

Use of Generative AI within this Assessment

In alignment with Northumbria University’s Academic Regulations for Taught Awards (ARTA), section 1.2, you are reminded that “In all assessed work students should take care to ensure that the work presented is their own and that it fully acknowledges the work and opinions of others”.

The Northumbria Assessment Regulations for Taught Awards (ARTA) which contain the Regulations and procedures applying to cheating, plagiarism, the use of Artificial Intelligence (AI) Systems, and other forms of academic misconduct can be found here

Academic Regulations

You should note that:

• Word count includes the in-text references and citations but excludes tables (where these are used appropriately), reference list and appendices. Non-compliance with the word limit will result in a penalty being applied in accordance with the University Word Limit Policy which can be found here.
• Submission deadline: Work must be submitted by the dates specified. Where work is submitted after the deadline, without prior approval, a penalty will normally apply.  For guidance on the late submission of coursework, please see here.  For coursework submitted:
  o Up to 1 working day (24 hours) after the published hand-in deadline without approval, 10% of the total marks available for the assessment (i.e.100%) shall be deducted from the assessment mark
  o Over 1 working day (over 24 hours) after the published submission deadline without approval, all 100% will be deducted. That is a 0% will be recorded but will normally be eligible for referral except where the University is prevented from doing so by a PSRB requirement.

Please see the Blackboard eLP for further details of the University Assessment Regulations.

Word limits and penalties

If the assignment is within +10% of the stated word limit no penalty will apply.

The word count is to be declared on the front page of your assignment and the assignment cover sheet.  The word count does not include:

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.

If this word count is falsified, students are reminded that under ARNA page 30 Section 3.4 this will be regarded as academic misconduct.

If the word limit of the full assignment exceeds the +10% limit, 10% of the mark provisionally awarded to the assignment will be deducted.  For example: if the assignment is worth 70 marks but is above the word limit by more than 10%, a penalty of 7 marks will be imposed, giving a final mark of 63.

Note:      For those assessments or partial assessments based on calculation, multiple choice etc., marks will be gained on an accumulative basis.  In these cases, marks allocated to each section will be made clear.

Although tables are exempt from the word count, they should not be used to house large amounts of texts in an attempt to circumvent the word limit. Such attempts will be penalized by mark deductions, proportionate to the level of word limit circumvention.

Time limits and penalties for presentations

The time allocated for the presentation must be adhered to. At the end of this time, the presentation will be stopped and will be marked based on what has been delivered within the time limit.

Referencing your work

The APA method of referring to publications and of arranging references uses the author’s name and the date of the publication. References are listed at the end of the text in alphabetical order by author’s name.  The general format of an electronic journal reference is shown below:

Filieri, R. & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of Travel Research, 53(1), 44-57. 

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 article appears, the latter is in italics.  Then state the volume and issue number (in brackets) along with the pages where article can be located.

For further information go to the Referencing and Plagiarism topic in Skills Plus available from the Library website: www.northumbria.ac.uk/skillsplus

You will find other useful help guides on Skills Plus to help you with researching and writing your assessments.

MK9531 Assessment Grading Rubric

You should refer to these assessment criteria within this rubric for detailed guidance on how you will secure marks for this assessment

Appendix A

MK9531 Assessment Component A Feedback Sheet                                                                                

Appendix B

 MK9531 Assessment Component B Marking                                                                       

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