ASSESSMENT BRIEF
COURSE: Bachelor of Business/Bachelor of Accounting/Bachelor of Information Technology
Unit Code: IMCO211
Unit Title: Integrated Marketing Communication
Type of Assessment: Assessment 3 – Pecha Kucha Style Oral Presentation and Written Report
Length/Duration: Group oral presentation (15 minutes including presentation and discussion) and a group written summary report (1200 words)
Unit Learning Outcomes addressed: 1. Understand the conceptual framework of integrated marketing communications
2. Analyse the integrated marketing communication processes
3. Evaluate the integrated marketing communication process
4. Demonstrate the understanding of the elements of creative and media strategies in integrated marketing communications
5. Assess the media channels used in integrated marketing communications.
Submission Date: Written report is due in Week 10. Presentations will be scheduled for Weeks 9, 10 and 11.
Assessment Task: Pecha Kucha Style Oral Presentation (50%) and written summary report (50%)
Total Mark: 100 marks
Weighting: 25%
Students are advised that submission of an Assessment Task past the due date without a formally signed approved Assignment Extension Form (Kent Website MyKent Student Link FORM – Assignment
Extension Application Form – Student Login Required) or previously approved application for other extenuating circumstances impacting course of study, incurs a 5% penalty per calendar day, calculated by deduction from the total mark.
For example. An Assessment Task marked out of 40 will incur a 2 mark penalty for each calendar day.
More information, please refer to (Kent Website MyKent Student Link POLICY – Assessment Policy &
Procedures – Student Login Required)
ASSESSMENT DESCRIPTION:
The assessment requires pairs of students to deliver Pecha Kucha Style oral presentation and write 1200 words summary of the presentation. The concept of Pecha Kucha presentation will be introduced in week 1. Each pair of students will select a presentation topic from the following list:
1. The most provocative advertisement – Why was it provocative? What this advertisement achieved from an IMC perspective?
2. The law and ethics of advertising
3. The funniest advertisement – Why the use of humour was/was not appropriate in this context? What this advertisement achieved from an IMC perspective?
4. The most expensive advertisement – Was the money well spent? What this advertisement achieved from an IMC perspective?
5. The most memorable advertisement – Why was it memorable? What this advertisement achieved from an IMC perspective?
6. The use of sex in advertising
7. The use of Facebook, Hashtags, Instagram to create targeted advertisements.
Further information regarding the topic will be provided during the Week 1 class. Students are required to finalise their choice of topic and confirm that with the lecturer in Week 3.
The exercise constitutes of two parts and will involve the investigation of the chosen topic. The first part is a Pecha Kucha style oral presentation delivered in pairs. Pecha Kucha style of presentation (http://www.Pecha-kucha.org/) and (https://www.youtube.com/watch?v=l9zxNTpNMLo) involves presenting 20 slides for 20 seconds each so the overall presentation is only 6.7 minutes. Pecha Kucha involves talking about the chosen topic by presenting images rather than words. You are expected to conduct significant research before the presentation but the actual presentation is very quick, engaging and to the point. You are expected to connect your chosen topic to the theory discussed in the lectures.
The second part is a 1200 words summary on the topic of the oral presentation.
Getting started:
a) Students are to form pairs
b) Names of students in each pair and the selected topic should be submitted to the lecturer by Week 3 for approval
c) Each pair should book an in-class presentation time with the lecturer
d) Each pair should collect the information on your topic through desk research
e) Prepare the presentation slides and the presentation summary
f) Extensively rehearse the presentation in front of your friends and families
g) Upload the presentation, written summary and supporting materials (if any) through MOODLE in Week 10.
h) Deliver the presentation in the class (Week 9, 10 and 11).
ASSESSMENT SUBMISSION:
A written summary is due in Week 10. Oral presentations will be scheduled for Weeks 9, 10 and 11. A daily penalty of 5% will be applied to late assignments. You will not receive any marks if you are absent in your scheduled presentation time. However, consideration may be given on medical ground or other extenuating circumstances. You must provide appropriate supporting documentation for consideration. Presentation slides, project summary, and supporting materials must be submitted online in Moodle and a copy of your presentation given to lecturer on the day of the presentation. All materials MUST be submitted in Microsoft Office format as other formats may not be readable by markers. Please be aware that any assessments submitted in other formats will be considered LATE and will lose marks until it is presented in Microsoft Office format.
MARKING GUIDE (RUBRIC) PECHA KUCHA PRESENTATION (50%)
Marking Criteria Details Marks
Structure Clear introduction, body and conclusion
5
Synthesis Use of theoretical frameworks available in class lecturers, prescribed text and other relevant materials
15
Communication Skills Displayed engagement and interaction with audience
20
Use of images Appropriate selection of images
10
Total mark 50
WRITTEN REPORT (50%)
Marking Criteria Details Marks
Research The depth and scope of the research
15
Information content The topic is adequately addressed and good analysis is provided
15
Writing Skills The written summary is easy to follow and comprehend. There is cohesiveness, articulation of thoughts and good language skills.
15
Referencing Relevant reference sources and appropriate referencing style
5
Total mark 50
GENERAL NOTES FOR ASSESSMENT TASKS
Content for Assessment Task papers should incorporate a formal introduction, main points and conclusion.
Appropriate academic writing and referencing are inevitable academic skills that you must develop and demonstrate in work being presented for assessment. The content of high quality work presented by a student must be fully referenced within-text citations and a Reference List at the end. Kent strongly recommends you refer to the Academic Learning Support Workshop materials available on the Kent Learning Management System (Moodle). For details please click the link http://moodle.kent.edu.au/kentmoodle/mod/folder/view.php?id=3606 and download the file titled “Harvard Referencing Workbook”. This Moodle Site is the location for Workbooks and information that are presented to Kent Students in the ALS Workshops conducted at the beginning of each Trimester.
Kent recommends a minimum of FIVE (5) references in work being presented for assessment. Unless otherwise specifically instructed by your Lecturer or as detailed in the Unit Outline for the specific Assessment Task, any paper with less than five (5) references may be deemed not meeting a satisfactory standard and possibly be failed.
Content in Assessment tasks that includes sources that are not properly referenced according to the “Harvard Referencing Workbook” will be penalised.
Marks will be deducted for failure to adhere to the word count if this is specifically stated for the Assessment Task in the Unit Outline. As a general rule there is an allowable discretionary variance to the word count in that it is generally accepted that a student may go over or under by 10% than the stated length.
GENERAL NOTES FOR REFERENCING
References are assessed for their quality. Students should draw on quality academic sources, such as books, chapters from edited books, journals etc. The textbook for the Unit of study can be used as a reference, but not the Lecturer Notes. The Assessor will want to see evidence that a student is capable of conducting their own research. Also, in order to help Assessors determine a student’s understanding of the work they cite, all in-text references (not just direct quotes) must include the specific page number(s) if shown in the original. Before preparing your Assessment Task or own contribution, please review this ‘YouTube’ video (Avoiding Plagiarism through Referencing) by clicking on the following link: link:
http://moodle.kent.edu.au/kentmoodle/mod/folder/view.php?id=3606
A search for peer-reviewed journal articles may also assist students. These type of journal articles can be located in the online journal databases and can be accessed from the Kent Library homepage. Wikipedia, online dictionaries and online encyclopaedias are acceptable as a starting point to gain knowledge about a topic, but should not be over-used – these should constitute no more than 10% of your total list of references/sources. Additional information and literature can be used where these are produced by legitimate sources, such as government departments, research institutes such as the National Health and Medical Research Council (NHMRC), or international organisations such as the World Health Organisation (WHO). Legitimate organisations and government departments produce peer reviewed reports and articles and are therefore very useful and mostly very current. The content of the following link explains why it is not acceptable to use non-peer reviewed websites (Why can't I just Google?): https://www.youtube.com/watch?v=N39mnu1Pkgw (thank you to La Trobe University for access to this video).