BHMH2103 – Advertising and Promotion

Group Project
Expected Learning Outcomes:
• explain the concepts of the integrated marketing communications (IMC) and its importance in the marketing mix;
• identify the nature and characteristics of different forms of marketing communications such as advertising, sales promotions, and public
relations
• formulate an integrated marketing communication (IMC) campaign
• evaluate the effectiveness of an integrated marketing communication (IMC) programme
Topic: IMC Plan of a Health Supplement
Guidelines:
• Form a group of 4 – 6 members.
• Select one brand of Health Supplements
(A product used to supplement a diet to maintain the healthy functions of the human body. It cannot be an item of a meal or diet)
• Each group is required to submit NO more than 20 PowerPoint slides in PDF format to Blackboard before 3 December 10:00pm including:
o Introduction – Briefly describe the brand and its products.
o IMC Planning Process – Explain your target market, communication objectives/budget/schedules (Chapter 4).
o Media Strategy – Explain and justify your selection of media (Chapter 7, 8 and 9).
o 3 -month IMC Plan – Describe what your group plan to do in the 3-month period in details. Typically, it should include advertising
design and all relevant IMC components in each of your selected media (Chapter 6, 7, 8, 9, 12 & 13).

• All deliverables must be written in ENGLISH.

• Late submission is subject to penalties (Deduct 20% of Total Marks awarded per day).
• References and bibliography must be included in project presentation.
• Each group to give an oral presentation of not more than 10 minutes to the class. Each member will be assessed individually according to
his/her part of the presentation. A “question and answer (Q&A)” session will follow your presentation.
• Please ensure the originality of your work. Plagiarism in any form is highly prohibited.

Page 1 of 3

Excellent
Assessment Criteria
A B
Excellent understanding of
1. Application of theories and ability to
Theories integrate the use of concept
and relevant text effectively
Excellent
A B
2. Research
Excellent and relevant
Supporting
supporting materials used
information
with sources appropriately
acknowledged
Excellent
A B
3. Discussion and
Analytical Skills
Excellent interpretation and
analytical skill with strong
justifications
Excellent
A B
Excellent clarity of
4. PowerPoint
expression and presented
Report
with attention to the report
Presentation and
requirement. Very good use
Quality of Visual
of imagination, original,
Materials
constructive, and feasible
solutions and excellent use of
pictures/charts/tables
Marking Rubrics - Written
Good
Good understanding and
application of key
theories/concept
Good
Good and relevant
supporting materials used
throughout the report with
good use of sources
Good
Generally good
interpretation and analytical
skill with good justifications
Good
Generally presented well
with attention to the report
requirement. Proper use of
imagination, integrating
variety of existing
perspectives, constructive
and feasible solutions, and
good use of
pictures/charts/tables
Satisfactory
C D
Evidence of reasonable
understanding and
application of relevant
theories/concept
Satisfactory
C D
Acceptable supporting
material with sources
quoted
Satisfactory
C D
Demonstrates reasonable
interpretation and
analytical skill with few
justifications
Satisfactory
C D
Reasonable presentation
with attention to the report
requirement. Shows some
use of imagination,
applying some existing
perspectives, feasible
solutions, and use some
pictures/charts/tables for
some ideas
Assessment
Marginal Failure
Weighting
F
(100%)
Demonstrates no
evidence of
Limited understanding
understanding the
and application of
concept and applying 20
theories/concepts
the theories from the
text or lectures
Marginal Failure
F
Lack of supporting
Limited supporting
materials and no 20
materials with few
reference to the sources/
sources quoted
use of plagiarism
Marginal Failure
F
Limited discussion and Demonstrates no 40
analysis discussion and analysis
Marginal Failure
F
Limited attention paid to Almost no attention paid
the detail of the overall to the detail of the
report presentation. overall report
Limited imagination, presentation that may
applying limited but cause serious problems 20
relevant perspectives, for the reader. Lack of
feasible solutions, and imagination, applying
limited use of irrelevant perspectives,
pictures/charts/tables for impossible solutions and
most ideas no picture/chart/table
Page 2 of 3
 Marking Rubrics – Oral Presentation

Assessment
Assessment Excellent Good Satisfactory Marginal Failure
Weighting
Criteria A B C D F
(100%)
Critical and consistent
Clear and consistent Clear and consistent argument Not very clear and limited Unclear argument with
argument with sound
1. Organising Skills, argument with good with some or limited consistency in argument, with no justifications, lack of
justifications,
Logic of Argument justifications, presentation justifications, presentation is very little justifications, consistency,
presentation is
and Verbal & Non-
professional, well-
is polished, lively, and not polished, but presentation is not well- presentation is 50
verbal Presentation demonstrating good non- demonstrating reasonable organised and demonstrating unorganised with
organised and showing
Skills verbal communication non-verbal communication limited non-verbal inadequate non-verbal
excellent non-verbal
skills skills communications skills communication skills
communication skills
Excellent Good Satisfactory Marginal Failure
A B C D F
2. Team Co-ordination Demonstrates excellent
Demonstrates good team
Demonstrates some team
Demonstrates limited team Poor team coordination, 20
teamwork and co- spirit and reasonable team co-
co-ordination co-ordination no team spirit at all
ordination ordination
Excellent Good Satisfactory Marginal Failure
A B C D F
3. Q&A Participation All members are active in
Majority members are
Some members participate in Low level of team spirit, Not prepare for Q&A 20
active in Q&A
Q&A participation Q&A only limited Q&A participation participation
participation
Excellent Good Satisfactory Marginal Failure
A B C D F
Able to start on time, good
time management and able
4. Punctuality and Time Able to start on time, Able to start on time, Unable to start on time,
Management excellent time
to finish within the
presentation just finish in
Able to start on time,
presentation is far more 10
timeframe, demonstrate a presentation is just more than
management and pace of time, demonstrate an uneven than the maximum time
good pace of presentation the maximum time given
presentation pace of presentation given
most of the time

Page 3 of 3