Assessment Information
Subject Code: MKT201
Subject Name: Integrated Marketing Communications
Assessment Title: Length: Individual Short-Term IMC Program Plan 15 slides (no more)
Weighting: 40%
Total Marks:
Submission: 100
Online via Turnitin
Due Date: Week 13 (Monday 12th of June, 2017, 15:55 PM AEST)
Assessment Description.
The purpose of this short-term IMC plan is to further develop your ability to critically evaluate current IMC programs and to provide solutions based on learned IMC theories and concepts. This is a great opportunity to practice your planning skills in developing an IMC campaign with inclusion of budgetary and timing constraints.
Based on your report findings in assessment 1 and your creative brief, you are required to design a 6 month IMC program for Samsung’s redesigned message addressing the recent “exploding battery” crisis. To make your learning experience as close as possible to a “real” word business, you are restricted to a budget of $50 000.
Your short-term plan must include the following:
Part I:
Marketing communication goal and objective/s
Redesigned message (refer to your assessment 2) Key target audiences
Part II:
Choice of Marketing Communication Mix
6 month media schedule based on the media mix criteria including time and budgetary restrictions
Reach
Frequency
Continuity
Part II:
Suggestion of at least three campaign evaluation methods
In preparing your slide deck, you will need to reference at least 10 sources of information. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material.
Please note that Wikipedia is not to be used.
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment Information
Assignment Submission
Students must submit their individual portfolio via Turnitin on Monday 12th of June, 2017, 15:55
PM AEST
This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is any issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screen shot of the Turnitin error message.
You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may occur.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy.
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment Information
Assessment Marking Rubric – Individual Short-term IMC Plan 40%
Criteria NN (Fail)
0%-49% P (Pass) 50%-64% CR (Credit) 65%-74% DN (Distinction)
75%-84% HD (High Distinction) 85%-100%
Critical Analysis and Evaluation
/40 Your analysis lacked depth. This has impacted on the quality of your evaluation You have drawn some useful evaluation although a more comprehensive analysis would have been helpful From your comprehensive analysis, you have drawn mostly useful evaluation From your comprehensive analysis, you have drawn convincing evaluation From your comprehensive analysis, you have drawn dynamic and convincing evaluation
Plan’s
Viability
/40 It is unlikely that your plan would
be considered and/or implemented It is possible that some of your plan would be considered It is likely that some of your plan would be implemented It is likely that all or most of your plan would be considered and implemented It is extremely likely that all or most of your plan would be considered and implemented
Slide Deck
Format
/20 o Spelling and/or grammar is consistently incorrect, impacting on the flow and
readability of your analysis
o Ideas/themes have not been developed
o The format chosen for your slide deck lacks thought and consideration for the intended audience
o In-text referencing and/or reference list is mostly incorrect or non-existent
o Even though grammar
and spelling are an issue, they do not detract very much from the readability of your analysis
o Ideas/themes have been developed, but your composition lacks connections and integration.
o The format chosen for your slide deck is appropriate, but major improvements would enhance its presentation
o An earnest attempt at intext referencing is obvious but there are major errors o Mostly correct grammar and spelling are very good but with occasional errors
o Ideas/themes have been developed, but connections are not always obvious. o The format chosen for your slide deck is appropriate but some improvements would enhance its presentation
o Mostly correct in-text referencing and reference list with minor errors throughout and the occasional major error o Errors in grammar and
spelling are rare
o There is a logical connection between your statements, adding to the readability and credibility of your analysis
o Your slide deck is professionally presented and has been submitted in the appropriate format
o In-text referencing and the resultant reference list are correct, with only the occasional minor error o Correct grammar and
spelling throughout the analysis with no obvious errors
o There is an obvious and logical connection between your statements, enhancing the structure, synthesis, credibility, and readability of
your analysis
o Your slide deck is professionally presented and exceeds expectations in what is evidently suitable for a high-grade commercial environment
o In-text referencing and the resultant reference list are correct, with no errors
Feedback and Grades will be released via Turnitin
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.