Assessment item 3
IMC Account
Value: 40%
Due date: 20-Sep-2014
Return date: 13-Oct-2014
Length: 2000 words (excluding references and appendices)
Submission method options
Hand delivery (option applies to Internal only)
Alternative submission method
Task
There are four components to this assessment.
Based on what you have learned and observed in this IMC subject to-date, review and critique the following;
A) The customer initiated marketing communication model by Duncan (2005) (see Interact). Investigate this in relation to the rise of social media and even citizen journalism and then investigate how businesses are working in this environment. Provide some academic research, statistics and examples to make your case.
B) The basic model of consumer decision making on page 68 of your text. Investigate this model and how an organisation might use communication tools to walk the retail or business consumer from awareness to becoming a loyal customer. This will include how different tools might be used at different stages of the model, consumers current attitude towards brands/products and services etc. As with the above, provide academic support, statistics and examples.

Develop a share work space to develop this assignment and post your finished work to a Blog site and send the link to your lecturer. (you can post a doc to your blog also)
Finally you are required to pitch the highlights of your findings to the C Suite ( CEO, CFO CIO CMO etc ) of your company in a brief and concise presentation. (max 10mins or 10 PP slides).
This component is worth 10 of the 40 marks for this assessment and provides an opportunity to have some fun and extend your presentation skills. If you are using an external tool or hosting - email me the link. If you are not using an external hosting site please contact me

This report would traditionally be presented in a paper based format, however, given this is a communications subject please feel free to investigate a creative way to communicate and present this report via a web site, video or podcast, blog etc. Be sure it meets the needs of assessment and includes your references.
To utilise this option you will need to submit files/links directly to your lecturer. Ask for a confirmation or reciept to ensure you meet subject terms!

Rationale
Learning outcomes addressed in this assessment include but are not limited to:
• being able to evaluate theoretical concepts underlying integrated marketing communications;
• being able to examine and evaluate various elements of a contemporary communication mix;
• being able to critically evaluate marketing communications for a range of organisations and reflect on current organisational marketing by using communications tools.
Marking criteria
There are five important elements to be assessed in the assessment:
1. The presentation and style of report.

2. The effort that went into research and the assessment. Have you answered all parts of the assessment task?

3. Creativity shown in understanding existing communications practice.

4. Relating marketing communications theory to practice.

5. Demonstrated understanding that marketing communications are not created in a vacuum, so contemporary customer needs and media preferences need to be taken into account.
The following marking Rubric applies.
MKT340 A3 /40 HD (85-100%) D (75-84%) CR (65-74%) P (64-50%) F ( .50%)
Teamwork /5 Shows a polished and imaginative approach to the topic
Carefully and logically organised
Shows organisation and coherence
Shows some attempt to organise in a logical manner
Disorganised/incoherent

Content and range /10
Comprehensive/detailed knowledge of topic with areas of specialisation in depth and awareness of provisional nature of knowledge. Reasonable knowledge of topic and an awareness of a variety of ideas/contexts/frame-works. Has given a factual and/or conceptual knowledge base and appropriate terminology Evidence of limited knowledge of topic and some use of appropriate terminology Lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology
Attention to purpose. /10
Has addressed the purpose of the assignment comprehensively and imaginatively. Has addressed the purpose of the assignment coherently and with some attempt to demonstrate imagination. Has addressed the main purpose of the assignment. Some of the work is focused on the aims and themes of the assignment Fails to address the task set.
Recommendations & presentation
/10
Can critically review evidence supporting conclusions/
recommendations including its reliability, validity and significance and can investigate contradictory information/ identify reasons for contradictions. Can select appropriate techniques of evaluation and can evaluate the relevance and significance of data collected.
Can evaluate the reliability of data using defined techniques and/or tutor guidance. Limited and only partially accurate evaluation of data using defined techniques and/or tutor guidance. Fails to evaluate or use techniques of evaluation, or evaluations are totally invalid
Referencing /5 Referencing is consistently accurate. Referencing is mainly accurate
Some attempt at referencing Referencing is absent/
unsystematic
PLEASE NOTE THAT THE DESCRIPTIONS ARE TYPICAL IN THE MIDDLE OF THE GRADE RANGE.
Presentation
This is a web based communication and traditional rules may apply less ! Certainly your creativity in communications should be applied to the challenge. The primary goal is to ensure a good communication and that the components of the task are clearly covered.
A paper based assessment should include the following:
You should be presenting your answers in a report format. The following sections are likely to be included (all except the cover/title pages, table of contents, reference list, and appendix will count in your word limit). However, you are welcome to use a different structure and headings.
Assessment cover page - Subject details, assessment number and topic, your name and ID number.
Report title page – Title of the report, your name, date.
Executive summary – summary of key points
Table of contents (with page numbers)
Introduction – a brief overview of the report to set the scene
Tasks - outlined using headings.
Conclusion/summary
Bibligraphy
Appendices
NB: You must acknowledge all sources that you draw your ideas from by citing them within your report and including them in a Reference List/ Bibliography at the end. Citing references lends strength to your arguments and is also important to avoid accusations of plagiarism (see the section on Plagiarism in your Subject Outline). You should follow the referencing guidelines provided to you on Interact (including using the APA referencing style). They are also outlined on the CSU Learning Skills website:
http://www.csu.edu.au/division/studserv/learning/pdfs/apa.pdf
Requirements
A holistic, concise and informed report on the outlined questions.