Reference no: EM132588849

MAR036 Brand Communication and Reputation Management - University of Bedfordshire

Reflective Report

Learning outcome 1: Demonstrate the following knowledge and understanding:
Demonstrate a thorough understanding and broad knowledge of the function of marketing communications tools in integrated brand communication programmes by appreciating market segmentation and branding issues and by judging the effectiveness and outcome of their applications in both analogue and digital media.

Learning outcome 2: Demonstrate the following skills and abilities:
Analyse and critically evaluate strategies for managing reputation and demonstrate how the success of PR activities might be assessed individually and in the context of an overall marketing strategy.

• Write the marketing communications plan that would have been the background for this campaign (max. 1,000 words).

• Provide your overall evaluation of the degree of integration in the campaign. Justify your answer in max. 500 words.

• Provide your evaluation of the degree of creativity in the campaign. Justify your answer in max. 500 words

• How would you extend the campaign in the future (what new idea would you include?) Justify your answer in max. 500 words.

• You will need to refer to relevant theory and include Harvard references in all sections of the assignment.

• Provide a full bibliography at the end of your document.

• Demonstrate a coherent understanding of the main personal and external influences on consumer buyer behaviour and how it impacts marketing communications strategy.

• Evidence appropriate knowledge of positioning and branding strategies.

• Be able to evaluate the alternative communication tools and to identify the most appropriate in a given context.

• Indicate a critical understanding of the evaluation techniques available and their suitability to measuring specific marketing communications campaign objectives.

Attachment:- Brand Communication and Reputation Management.rar