You are required to do a brand for a product from the UK  and undertake the first part of a Marketing Communications Plan to launch it in China.

In order to do this you need to undertake a Context Analysis of the market sector, using the Fill framework which consists of the following sections:

Customer context
Business context
Internal context
External context

From this Context Analysis you need to identify the main issues that the marketing communications campaign could address.

Assessment criteria

In order to gain a good pass for this assignment at this level students are expected to pay attention to the following:

• the ability to demonstrate creativity and critical analysis in the provision of original solutions

• the ability to demonstrate greater depth of knowledge and understanding through wide reading and varied research activities and the appropriateness of theory for understanding and developing feasible responses to real sector-based scenarios and problems

Structure and clarity of expression

The fundamental features of well-structured work are expected as the norm at this level. There will be proper attention to the type and style of the assignment and the work should remain clearly focused, follow a logical sequence and clear sense of direction even though multiple complex issues are addressed and be produced to a high professional standard.

Content and understanding

Extensive knowledge and detailed understanding is expected, but it is how this knowledge is used in analysis which is equally, if not more important. Capable students will demonstrate an authoritative awareness of relevant issues facing the organisation and their significance for contributing to an informed, critical review of the communications context of the organisation and its consequences for the proposed plan.


Students should demonstrate an ability to identify and critically evaluate the key issues which are most relevant to the successful development of a new integrated marketing communications plan for the organisation. The ability to appraise and evaluate the current market situation and the suitability of prospective strategies to fit those conditioning factors and the range of stakeholders involved using appropriate concepts, theories or frameworks is expected and students should be able to demonstrate the contribution of disciplinary methodologies to providing a viable solution to the problems posed by the case.

Reading/Research and Referencing

Reading should extend beyond essential texts and / or general texts and encompass specialist texts as well as the extensive use of journal articles, periodicals including professional/industry publications in order to demonstrate a detailed and systematic knowledge base, depth of understanding and practical professional insights. The proper, accurate presentation of quotations and references and research data is expected and inaccuracies will be penalised, as will the over-reliance on a single source or limited sources of information.

Application to industry

Students should demonstrate the ability to integrate theory into practice and increasing abilities to suggest viable solutions to the problems of the case organisation within the reality of the sector and environment in which it operates also demonstrating the ability to develop a realistic and viable strategic vision in the industry context.

Synthesis and Originality
Students should be developing the ability to demonstrate the advanced skills of synthesis. Providing solutions to unpredictable professional situations when necessary offering both creativity and originality whenever possible to meet that challenges presented by the case study.

Learning outcomes

Knowledge and Understanding

a) Analyse and assess the synergies to be gained from the effective integration of marketing communications tools and techniques.

b) Determine the organisational and strategic context in which international marketing (and corporate) communications are to be created and implemented, and assess the key strategic communications issues arising from this contextual analysis.

c) Understand and be able to evaluate the structure and content of an integrated marketing communications plan and its use in a strategic positioning context
Subject Specific Skills

d) Formulate and be able to critically evaluate international marketing communications strategies with particular regard to consumers, business-to-business markets, members of the marketing channel and wider internal and external stakeholder audiences.

e) Develop international marketing communications plans, based on the application of sound theoretical principles and on a knowledge of the key characteristics of the target audience.

f) Examine how far knowledge of perception, and attitude, levels of perceived risk and involvement can impact upon marketing and corporate communications.

g) Select, integrate and justify appropriate mixes of marketing communications tools needed to implement the marketing communications strategy.

h) Understand, synthesise and be able to apply appropriate measures to evaluate a marketing communications strategy.