Whether you are interested in a career in marketing or merely curious about how marketing works, this module provides an opportunity to explore marketing practice in action. The module is built around marketing communications as a fundamental marketing practice and is informed by insights from prac...
B328 EMA Preparation Notes
Deadline Date: 13th September 2022
Weighted 30% - 3000 words in total
PART ONE: (750 words)
As a university student, taking a year in industry, you are working as a marketing assistant to Felicity
Gordon. Felicity has seen a social media post in which McGregor Holdings is mentioned.
Felicity would like you to review the post and would like you to produce a report that helps her to
decide what actions (if any) need to be taken. Felicity has asked that the report clearly addresses the
following:
1. What are the main sustainability issues that the social media post raises and what is
the significance of these for McGregor Holdings?
2. What are the ethical issues that McGregor Holdings need to consider and what are
the implications of these for McGregor Holdings?
3. Who are the key stakeholders that the issues raise for McGregor Holdings? Which of
these stakeholders deserve priority attention, and what saliency (power, urgency and
legitimacy) do they possess?
In Part 1, you have been presented with a social media post in the EMA brief. You are being asked to
examine the issues of sustainability, ethics and stakeholder management that you will have covered
in Block 3 to examine the issues raised by the social media post. You may wish to explore the three
dimensions of sustainability and the implications for green marketing. This may also bring in
discussions of consumerism, supply chains and sustainability. You are encouraged to use your
broader knowledge of the organisation that you have developed over TMA 01 and TMA 02.
You are also being asked to identify the ethical issues. This will require you to consider how you
established that the matter identified is an ethical issue. On what basis did you arrive at that
conclusion and what are the implications of the issue for the organisation?
The stakeholders that need to be considered should be identified and you are encouraged to use the
stakeholder salience model to identify those whose demands deserve prioritising. Do note that the
social media post may not explicitly include all relevant stakeholders; you will need to use your
accumulated knowledge of McGregor Holdings to ensure you have taken reasonable steps to
identify the key stakeholders. As such, you may find it useful to revisit the briefs for TMA
01 and TMA 02, as well as the information provided in the EMA brief.
You should write the report as if you are addressing it to Felicity Gordon, the Marketing Manager,
with the intention of helping her understand the issues the social media post raises for the
organisation and the stakeholders involved.
, PART TWO: (1750 words)
Having dealt with the social media post, Felicity now wants you to evaluate the campaign proposal
that has been submitted by the Marketing Communications agency who are pitching for the
McGregor Holdings account.
You will find the proposed campaign in the EMA brief. Your critical evaluation should encompass the
following:
the appropriateness of the campaign objectives
the targeting strategy
the positioning strategy
the media strategy
the mix of communications tools
the degree of integration in the campaign
the campaign execution and evaluation strategy.
Your critical evaluation should help inform Felicity in her decision of whether to commission the
agency for this proposal or not.
In this part, you are being asked to evaluate the proposed integrated marketing communications
campaign outlined in the EMA brief and ascertain whether it effectively meets the needs of the
client.
You should employ models and frameworks from relevant Blocks and sessions to develop your
critical evaluation of the campaign. This will require you to consider the following sorts of issues:
The extent to which the proposal meets the campaign objectives (e.g. SMARTT)
The positioning and media strategy and whether they align with the objectives
The media strategy and its appropriateness to the campaign objectives
The functions the campaign is intended to achieve (e.g. DRIP)
The appropriateness of the choice of communication tools to be employed
The type and degree of integration being attempted and whether it is appropriate
The approach to evaluation (e.g. budget and resource considerations, selected
measurement categories, measures and proposed timing)
PART THREE: (500 words)
Prepare a short piece of reflective writing outlining the skills and competencies that you have
developed while working through this module. Consider which of these skills and competences the
module has enhanced for you the most and with what impact on (a) this EMA, and (b) on your
studies and work/life more generally.
In Part 3, you are required to produce a short piece of reflective writing. As such, the style can be
more personal, but should still display good academic practice (i.e. employ academic standards of
writing, referencing, etc.).
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller chloejackson-nott. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $9.02. You're not tied to anything after your purchase.
