RECENT ASSIGNMENT

Assessment Information
Subject Code: MKT201
Subject Name: Integrated Marketing Communications
Assessment Title: Length: Individual Creative Brief Four pages
Weighting: 35%
Total Marks:
Submission: 100
Online via Turnitin
Due Date: Week 11 (Monday 29th of May, 2017, 15:55 PM AEST)
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Assessment Description.
The purpose of this creative brief is to 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 use your creativity and practice the delivery of your business solutions within a safe learning environment. Based on your report findings in assessment 1, your task is to create and redesign an advertisement that fulfils the company’s communication objective/s in relation to brand recovery and consumer confidence.
“Australia has the highest mobile phone penetration in the world. In light of Samsung’s “exploding battery” crisis, the company suffered a drastic decrease in its Australian market share.
Samsung has deployed a “Commitment to Quality” IMC Campaign that has been proven to be ineffective. You are required to cross-examine this campaign and redesign the intended message for the Australian market.”
To help you start this project, please view the following YouTube clip: Committed to Quality
https://www.youtube.com/watch?v=6s4uqr1serU
Your creative brief MUST include the following:
Three - page long summary containing:
o The background of the task o Strategy Statement
o Samsung’s Brand Positioning (You must create a perceptual map) o Objective/s of the message o Target Audience o What does the target audience currently feel about Samsung’s products?
o What do we want the target audience to think and feel?
o What do we want the target audience to do?
o How should Samsung speak to the target audience?
You must reference credible sources used to write this summary.
One – page long portfolio including at least three examples of the redesigned message through various delivery media types (E.G. Facebook, Corporate Website, TV commercial)
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In preparing your summary, you will need to reference at least 8 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.
.Assignment Submission
Students must submit their individual portfolio via Turnitin on Monday 29th of May, 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.
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Assessment Marking Rubric – Individual Portfolio Project 35%
Criteria NN (Fail)
0%-49% P (Pass) 50%-64% CR (Credit) 65%-74% DN (Distinction)
75%-84% HD (High Distinction) 85%-100%
Critical
Analysis
/20 Your analysis lacks depth, and your interpretation is not relevant You briefly analyse some of the issues and your interpretation is not always relevant You sufficiently analyse most of the issues and your interpretation is well structured You thoroughly analyse and
interpret the issues articulately You critically analyse and interpret the issues articulately and convincingly
Critical
Evaluation
/20 Your evaluation lacks depth, and
your interpretation is not relevant You briefly evaluate some of the IMC information and your interpretation is not always relevant You sufficiently evaluate most of the IMC information and your interpretation is well structured You thoroughly evaluate and interpret the IMC information articulately You critically evaluate and interpret the IMC information articulately and convincingly
Creativity
/20 There is limited to no creativity in this brief and, further, it is unclear how its content relates to the assessment’s objectives.
There is little evidence of creativity in this brief but at least it clearly conveys the messages required in this assessment.
There are some signs of creativity in this brief but quite a bit of further work is required to raise it to a professional standard.
The brief is evidently creative and, with some minor editing, would be fit for presentation to a professional audience.
Immense thought and creativity has been invested in the brief, resulting in a work that is of a professional standard.
Creative Brief
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 brief 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 brief 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 brief 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 brief 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 brief is professionally presented and exceeds expectations in what is evidently suitable for a highgrade commercial environment
o In-text referencing and the resultant reference list are correct, with no errors
Feedback and Grades will be released via Turnitin
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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.
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.