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IB3L50
Developing and Communicating Powerful Brands
Individual Assessment, 2023
Assignment Instructions
All assignments must be submitted ONLINE via my.wbs by 12pm (midday) UK time on the date
displayed against this assessment.
Please ensure that you have inserted a completed assignment coversheet, which must be included
as the first page of your script. This should include your Student ID number, but not your name.
Word Limit
1000 word limit.
Word Count Policy
WBS has a school-wide policy on word counts. This is strictly enforced to ensure consistency across
modules and programme. You can find more information about this policy in your Student
Handbook under Academic Practice – 7i. Word count policy.
This is a strict limit not a guideline: any piece submitted with more words than the limit will result
in the excess not being marked.
Academic Practice
Please ensure you read the full guidelines for Academic Practice in the Undergraduate Handbook
and ensure you understand it. If in doubt, please seek clarification in advance of your submission.
This includes important information on:
Cheating, plagiarism and collusion
Correct referencing
Using internet sources in assessments
Academic writing
English Language support
Word count policy
When you submit this assignment online, you will be required to tick a declaration box indicating
that the work involved is entirely your own. Each assignment will be put through plagiarism software
to identify any collusion or inadequate referencing of materials used from different sources. Please
do not submit images of your typed work unless you have been specifically requested to do so.
We would consider taking action if your work:
1. is too reliant on the words of particular authors (rather than presenting your ideas in your own
words), if the essay uses the ideas or words of an author without referencing them or putting their
words into quotations (plagiarism).
2. suggests that you have worked very closely with another student or students (unless explicitly
asked to do so by your Module Leader/Tutor) (collusion).
3. includes unreferenced work that you have previously submitted for any accredited course of study
(unless explicitly asked to do so by your Module Leader/Tutor) (self-plagiarism).
The Use of Artificial Intelligence (AI)
The University recognises an increasing number of technologies such as Artificial Intelligence and
that they may be applicable in your completing this assessment. The assessment brief sets out
specific requirements or restrictions, and your student handbook has further guidance and advice.
You are reminded that the inappropriate use of such a technology may constitute a breach of
University policy, such as the Proofreading Policy or Regulation 11 (Academic Integrity). If you
breach these policies, it may have significant consequences for your studies. Please make sure you
read and understand the assessment brief and how AI may or may not be used.
If a generative AI or similar is permitted and has been used you MUST make clear why you used such
a tool or service, what you used it for and you will be obliged to confirm that you take
sole intellectual ownership of any submitted work. As appendices, and as part of your submitted
work, you must provide screenshots of the question and the AI-generated response, alongside an
explanation of how the content has been utilised. You should note the relevant reference alongside
each screenshot.
When you submit you must complete (physically or electronically) a declaration. This requires you to
explain the use of any AI. Failure to disclose at the point of submission may be prejudicial in any later
investigations should they arise.
For this assessment the use of AI is:
– Permitted
Where AI is permitted:
If you use a generative Artificial Intelligence (AI) in the process of completing this assessment you
MUST set out clearly the following:
WHY you used a generative AI
WHAT it was used for
WHICH AI was used; and
If any generated content has been used directly in this submission, if so where.
Note that this declaration does NOT contribute towards the word count for the assessment.
You will also have to confirm in your declaration that the work remains yours and you have
intellectual ownership of it. You may be called for viva or other interview to demonstrate such
intellectual ownership. A failure to disclose the use of AI, or the use of a misleading description of its
use may have significant consequences for your studies. As a result, keeping good records of your
interactions is strongly advised.
Extensions and Self-certification
Late submissions will incur a penalty of 5% for every 24 hour period after the due date and time, i.e.
this begins one minute after the submission deadline (beginning at 12.01pm).
Requests for specific extensions (of up to 15 days) which are typically for longer and more serious
concerns must be submitted via my.wbs ideally 72 hours BEFORE the deadline. Extensions can only
be approved if you clearly detail your circumstances and provide supporting documentation (or a
reason as to why you cannot provide the supporting documentation at the time) as set out in the
Mitigating Circumstances Policy.
Self-certification is a university-wide policy whereby you are permitted an automatic extension of 5
working days on eligible written assessed work without the need for evidence. WBS permits self certification for all types of written, assessed works such as essays and dissertations. It is not
permitted for exams, course tests, or presentations.
You can self-certify twice within each year of study, starting from the anniversary of your course
start date. This will cover all eligible written assessments that fall within the self-certification period,
as long as they have not previously had an extension applied. To find out further details about the
self-certification policy please see: https://my.wbs.ac.uk/-/academic/20778/item/id/1244460/.
If you wish to self-certify for an extension of 5 working days, please select ‘Self-certification’ in the
Extension Type field. If you wish to request a longer extension than 5 working days, please leave the
Extension Type as ‘Standard’.
Your assignment instructions begin below.
For the individual assignment, you will be asked to finish the following task and to generate a report
of no more than 1,000 words (please refer to the latest WBS policy on word count):
“In today’s digital age, the landscape of marketing communications has evolved significantly.
Traditional advertising channels, such as television, radio, and print, have long been staples of
marketing strategies. However, the rise of digital marketing platforms, including social media, and
influencer marketing, has challenged the relevance and effectiveness of these traditional channels.”
Specifically, in your written assignment you should critically evaluate the impact of digital marketing
on traditional advertising channels. Address the following key points:
1. Discuss the evolution of marketing communications in the digital age, highlighting the key
factors that have led to the growth of digital marketing.
2. Examine the advantages and disadvantages of traditional advertising channels, focusing on
their reach, cost-effectiveness, and ability to engage audiences.
3. Analyse the effectiveness of digital marketing channels in reaching and engaging target
audiences. Provide real-world examples and case studies to support your arguments.
4. Explore the synergy between digital and traditional marketing channels. How can these two
approaches complement each other in a comprehensive marketing strategy
5. Offer insights into the future of marketing communications. How do you foresee the balance
between digital and traditional channels evolving in the coming years
6. Conclude your essay with a summary of your findings and your perspective on the role of
traditional advertising channels in an increasingly digital world.
7. Ensure your essay is well-structured, includes relevant research and examples, and provides a
balanced and thoughtful analysis of the topic. Be sure to cite credible sources to support your
arguments and use clear and concise language throughout.