Assignment 1 Brief
1. Rationale
Communication serves as the foundation of marketing discipline and practice, playing a pivotal
role in effective brand management. In this unit, you will delve into key concepts and theories
underpinning marketing communications and brand management. Furthermore, you will have
the opportunity to develop an advertising storyboard for a brand of your choice. This project will
necessitate a comprehensive understanding of local, regional, and international influences on the
selected brand. To facilitate this process, you will utilise Copilot, an AI tool readily available and
free to Bournemouth University students. Before embarking on storyboard development, you
will conduct thorough research, analysing factors such as external influences, brand identity, and
existing advertising campaigns. This research will then be synthesised into a strategic plan
utilising the SOSTAC model, which will serve as the foundation for your storyboard creation.
2. The learning outcomes being assessed
1. Critically evaluate a range of concepts and theories on marketing communications and
brand management;
2. Demonstrate an ability to design, implement and evaluate a marketing communications
plan for brand;
3. Conduct marketing communications research in the field, analyse and interpret the
results.
3. Overview of assignment 1 and task
Select a brand from the fashion industry. It can be a brand from your home country. You are
tasked with developing an innovative advertising storyboard for this chosen brand. This
storyboard should be meticulously designed, guided by a comprehensive advertising campaign
plan you will develop for this brand. This plan will be developed using the SOSTAC model,
which will serve as the foundation for your creative direction. Thoroughly justify your selection
of prompts within the storyboard, demonstrating a clear understanding of how they align with
your overall campaign objectives and target audience.
You will submit a five-page PowerPoint presentation (PPT) document:
Slide 1: Include your Student ID, the title of the assignment, the chosen brand, and a
hyperlink to the brand's official website.
Slides 2 & 3:
o Present your comprehensive advertising campaign plan utilising the SOSTAC
model as a framework.
o Integrate key findings from your research, including a synthesis of the factors
influencing your campaign strategy, and incorporate in-text citations throughout.
o Dedicate a portion of Slide 3 to present and justify the specific prompts used to
generate the storyboard using Copilot. Ensure that your research provides a strong
foundation for these prompts.
Slide 4: Present your creative and innovative advertising storyboard, ensuring it aligns
with the strategic direction outlined in your campaign plan.
Slide 5: Include a complete and properly formatted reference list.
Submission deadline
12 May 2025 before noon. This is an online submission.
Feedback and marks will be announced and made available on Brightspace three weeks after the
submission deadline. To ensure the accuracy of your assessment, your work will undergo a
second marking process.
Academic Integrity
Maintaining academic integrity is paramount. All submitted work must be your own original
effort. Any attempt to gain an unfair advantage through cheating, deception, or fraud will be
considered an academic offense. For detailed guidance on avoiding academic misconduct,
including specific examples for this assessment, please refer to the "Assessment help and
support" section within the "Assessment" area of the unit content.
Help and Support
The "Assessment help and support" section also provides valuable information and guidance,
including support options for this specific assessment. You can find information on:
Deadlines: Policies regarding deadline extensions.
University Support: Available resources such as academic skills support and support services for
students with disabilities.
Assignment 1 Assessment criteria
Criterion Excellent Distinction Merit (60- Pass (50- Fail (0-49%) Weightin
(80%+) (70-79%) 69%) 59%) % g
understandin Demonstrate Demonstrate Demonstrat Demonstrat Demonstrates 35%
g – including the use of a the use of a e the use of e the use of little or no
theories and variety of variety of a variety of materials evidence of
concepts contemporary contemporary contempora and reading/resear
materials and materials and ry materials theoretical ch and ability
Work clearly theoretical theoretical and concepts to apply
uses marketing concepts with concepts with theoretical with a little theory to real
communicatio a competent a sound concepts application context. Work
ns theory and and confident application to with a to real demonstrates
demonstrates application to real context. reasonable context. no knowledge
knowledge of real context. Work clearly application Work of marketing
marketing Work clearly uses to real demonstrat concepts
concepts uses marketing context. es a poor covered in the
covered in the marketing communicatio Work knowledge unit.
unit. Your communicatio ns theory and demonstrate of
work includes ns theory and demonstrates sa marketing
relevant, up- demonstrates a good reasonable concepts
to-date data an excellent knowledge of knowledge covered in
and support knowledge of marketing of the unit.
material. It marketing concepts marketing
contains a concepts covered in the concepts
good mixture covered in the unit. covered in
of academic unit. the unit.
references and
relevant
reports.
Cognitive Demonstrate a Critical Work Work is Work is 30%
skills - very high judgement, shows a descriptive descriptive
including level of analysis, good level with little and shows no
analysis, critical evaluation and of critical evidence of evidence of
evaluation, appraisal and synthesis of judgement debate and critical
and critical judgement in material are and critical analysis.
judgement analysis, present and of analysis. analysis.
evaluation and high level.
You work synthesis of
shows an material.
appropriate
application of
critical
analysis using
different areas
of knowledge.
The work The work
Practical The work The work
demonstrat does not
skills – demonstrates The work demonstrate
es evidence demonstrate
including the an demonstrates s a basic
of sufficient
use of accomplished a good level level of
developing evidence of
techniques of and innovative of application application
and developing 20%
analysis and application of of discipline- of
applying and applying
enquiry and discipline- specific discipline-
discipline- discipline-
of integrating specific specialist specific
specific specific
theory and specialist skills. specialist
specialist specialist
practice. skills. skills.
skills. skills.
Excellent
analysis and
storyboard,
which Good analysis
Analysis
contains a and
and
tightly storyboard Analysis
Transferable storyboard
structured, with a clear and
skills - demonstrate
rigorous structure and storyboard’ Analysis and
including sa
argument argument s structure storyboard’s
communicatio reasonable
showing flow showing flow is structure is
n, exercise of structure. It
and and inconsistent weak or 15%
initiative, develops
progression. progression. and lacking lacking.
personal arguments.
Presentation Presentation in Materials are
responsibility Work is
and and sequential incoherent.
and decision- easy to read
organisation organisation developme
making. and has a
of work are of of work are of nt.
logical
a very high a high
order.
standard, standard.
likely to be
highly
stimulating.
