B) WRITTEN REPORTS
You should write a report of 3,000 words (maximum) which provides a critical analysis of the corporate communications function of a (for-profit) organisation of your choice, drawing on appropriate communications theory. IT SHOULD NOT BE THE SAME ORGANISATION AS YOUR PRESENTATION. Please make sure that all sources are referenced.
The report should consist of four parts:
(a) a one-page executive summary of the findings: this is included in the word count;
(b) a brief overview of the organisation and its communications functions, drawing attention to the major features that you will develop later;
(c) an analysis and evaluation of the communications of your chosen organisation, drawing on communications and/or marketing theory where appropriate;
(d) recommendations on how the organisation could improve its communications in the light of your research.
While it is for you to decide upon the content and structure of the report, you might feel it appropriate to include aspects such as:
– A brief overview of the organisation: its mission statement, goals, strategic objectives, etc.
– a communications audit or SWOT analysis of communications
– consistency of messages – or brand – conveyed across different media and extent to which communications are integrated
– communication and appropriateness of any sponsorship (if appropriate)
– communication of Corporate Social Responsibility programmes (if appropriate)
– barriers to successful communication and use of language; evidence of intercultural sensitivities (if appropriate)
– an evaluation of publications used for internal communications, marketing/PR (advertisements, leaflets, web site, social media, etc.)
– an analysis of crisis communications (plan or case study) if appropriate
– recommendations for improvement (including costings) and/or Communications Plan
Please note that these are only suggestions. A good report does not necessarily need to cover all these aspects. You will not be able to cover all aspects of corporate communications in depth. You need to decide which areas to focus on and explain why you have chosen them to be most relevant to your chosen organisation. You must include both internal and external communications, though you can choose to comment more in depth on one aspect as long as you explain why.
Word count: Please see your Student Handbook for guidance. The word count includes the whole report with the exception of the list of references which should appear at the end of the report and any appendices that you choose to include (optional, but anything that is important to the main argument must be included in the main body of the report).
It is a skill to be able to write a report concisely, so do not go over the word limit. Please do not ask if you can have an extra 10%! The limit is 3,000 words and you will be penalised for going over that limit.
Drafts Reports
We are happy to look at a draft structure of your report but will not comment in detail on drafts. If you wish us to review a draft structure you must submit it via VITAL (under Assessment – Draft Structure) no later than Monday 30th November 2015. Feedback will be provided electronically. We will not review any drafts submitted after that date and will not comment on full reports, only on the structure.
Dual submission of the report is required. The report must be submitted both in hard copy and electronically, via VITAL.
a) Electronic submission must be via VITAL (no emailed submissions will be accepted) no later than 16:00pm on Wednesday 16th December 2015. Submitting the report electronically is very simple. Just select the “Assignment” page within the VITAL module, click on ‘Reports’ and then upload your report as directed. The date and time of this electronic submission constitutes your official date and time of submission, providing you have also submitted our hard copy.
b) Hard copies should be submitted to the Student Support Office by 2pm on the deadline, with a completed cover sheet. This copy should be identical to the electronic version or you will incur with a penalty (see your student handbook).
Please also note that:
• You will receive a receipt via email when you submit the assignment. Please keep this as the official receipt of submission.
• If you fail to submit two copies your submission is incomplete and will not be marked.
• You only have one chance to submit your report electronically. If it is the wrong/an earlier version then please contact the module leader as soon as possible.
• Please do not put your name on the report – we only require your Student ID. Your name should only appear on the cover sheet of the hard copy.
• Late submission will be penalised according to standard University policy (as outlined in the Undergraduate Student Handbook). You are warned that VITAL can become slow when busy and you are advised not to leave submission until the last hour. Late submissions must be submitted via the ‘Late Submissions’ item on VITAL, still in the ‘Assignment’ section.
Further instructions and advice about report writing can be found in the ULMS Undergraduate Handbook, on VITAL and the University’s iLearn web site. Please note that marks will be deducted for reports that are over the maximum length or poorly presented and referenced.
If you have any queries regarding your report, you can post them on the FAQ forum on VITAL under (Assessment) or contact the module leader during office hours. An FAQ document will be posted on VITAL (under Assessment). Please read carefully.
Marking Criteria for Reports
The marking rubric for the individual report is set out below and so please review it carefully as it will help you organise your work.
