Analyse the communications issue/campaign drawing on the approaches studied in the module. Critically evaluate the communications issue/campaign, using recognised frameworks and marketing communications theory.

The Hunger Games 2500 words essay

Coursework Assessment Brief

Assessment Instructions

The assessment for this module comprises a 2500 word written essay, plus a 500 word critical reflection, submitted together in one document (Component A). In both cases, the word-count stated should not be exceeded.

The 2500 word written essay will assess your ability to critically evaluate and analyse a topical communications issue/campaign and to identify and integrate an appropriate selection of significant communication literature to provide context, structure and objective support for your conclusions.

The 500 word critical reflection asks you to reflect on how the module content has informed your approach to this assignment.

The task is designed to satisfy the following module learning outcomes.

Learning Outcomes

On successful completion of this module students will be able to:

Demonstrate a critical understanding of the development of marketing communications theory and its relevance in a contemporary context

Demonstrate knowledge and understanding of the role of marketing communications in the co-creation of meaning for the consumer

Critically evaluate communication issues in an holistic and strategic context

Review and critique mix, media and message decisions across diverse contexts

Identify, select, synthesise and present relevant information from available resources

Undertake independent/ self-directed learning

Use written formats and linguistic skills to communicate ideas and information clearly, logically, persuasively and effectively

Assessment Task

The Hunger Games 2500 word Essay – Individual work

The ‘Hunger Games’ film was launched in 2012. It was followed by ‘Catching Fire’ in 2013 and ‘Mockingjay’ parts 1 and 2 in 2014 and 2015. The franchise was supported by a highly successful multi-channel, transmedia campaign resulting in some of the highest grossing films of all time.

Consider the campaign in its totality – explore how it used multiple channels and many of the principles of marketing communications to achieve its success.

You are required to:

Analyse the communications issue/campaign drawing on the approaches studied in the module.

Critically evaluate the communications issue/campaign, using recognised frameworks and marketing communications theory.

Discuss the meaning of the campaign using relevant academic concepts.

This may include all or some of the following:

How meaning is created among audiences
How the communications mix is utilised across the campaign
How the selection of media influences meaning making
How creativity is utilised to engage audiences

Submit a critical evaluation of the campaign in the light of your understanding of the communications context, academic materials and trends in marketing communications.

Provide a list of sources using the UWE Harvard style.

Provide a 500 word critical reflection making clear linkages between your critical evaluation and the module content.

You should not, under any circumstances, contact the originator of the campaign or rely on on-line reviews of the campaign.

Note that a highly subjective analysis that merely reflects your own personal impressions and ideas is not likely to pass. You should avoid merely describing the campaign or relying on what the originator says about its purpose. Instead, the focus should be your assessment of the campaign.

While the meaning of the communication will differ for individuals, you need to demonstrate that your analysis and interpretation is grounded in the relevant theory.

Examine the Assessment Criteria below and ensure that all key areas are addressed. Note also the approximate weighting for each element as a guide to planning your essay.

Write up your critical evaluation in a format that suits your analytical approach. Note that the analysis underpins this essay but the focus here should be your use of literature, theories and relevant concepts to support your arguments and conclusions.

Writing the critical reflection

The purpose of the critical reflection is to demonstrate how the study of the module materials has influenced your interpretation of the marketing communications issue/campaign. You should make explicit connections with aspects of the module, highlighting how your study has helped you to understand and critique the issue/campaign. Discuss challenges addressed and areas of interest to you. Consider what your study of the module has contributed to your understanding of the promotion or campaign.

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