Assessment Brief
Advertising & Digital Media Faculty
MOBILE COMMUNICATIONS MCO305
Level 300
Assessment Brief
MOBILE COMMUNICATIONS
Assessment 2
Mobile First Campaign Case Study
Class Presentation and Written Report
Due: Week 8
Weighting: 30%
Learning Outcomes:
a. compare primary types of mobile communications and how they are implemented on different platforms;
b. review how mobile communications agencies function and the effectiveness of their business models.
c. analyse mobile campaign analytics and the effectiveness of a mobile communications campaign.
Description:
Research two recent marketing campaigns that featured a mobile first strategy or component. It could be on TikTok, Facebook, Instagram, Google or any other mobile platform.
Give a detailed explanation of the function of each campaign, why they suited a mobile first approach and evaluate the effectiveness of both campaigns.
Details:
1,500 word report and minimum 20 slide presentation.
Upload report and presentation to Moodle as PDF files for marking.
Marking Criteria & Rubrics:
Reference images can be included. All images and sources must be referenced using Harvard Referencing. Include in-text referencing and a reference list as per the Macleay College FAQ and Tips On Harvard Referencing (found in the Unit Details Folder of your course stream on Moodle).
Criterion 1: Depth of research, analysis and comparison – 40%
Fail: • Incomplete research, analysis and comparison
• General comparisons, implementation analysis and description on separate platforms incomplete and lacking logical organisation.
Pass: • Adequate but basic research, analysis and comparison
• Shows limited evidence and incomplete description of general comparisons, implementation analysis and description on separate platforms while lacking logical organisation.
Credit: • Competent research, analysis and comparison
• Some evidence of general comparisons, implementation analysis and description on separate platforms presented in a logical manner.
Distinction: • Compressive and detailed evidence of research, analysis and comparison
• General comparisons, implementation analysis and description on separate platforms presented in a logical, concise and succinct manner with small exception.
• All sources referenced correctly.
High Distinction • Outstanding and insightful research, analysis and comparison
• General comparisons, implementation analysis and description on separate platforms presented in a logical, concise and succinct manner
• Extensive use of research data to support critical evaluation.
ASSESSMENT BRIEF I MOBILE COMMUNICATIONS
File: 305_MobileCommunications_Assessment1 1
Author: Gemenis Date: 18/10/2021 Status: Final
Assessment Brief
• All sources referenced correctly
Criterion 2: Accuracy of description of campaign function and effectiveness – 30%
Fail: • Incomplete review of campaign function and effectiveness
• Lacks understanding and clarity of campaign function and effectiveness
Pass: • Adequate but basic review of campaign function and effectiveness
• Understanding and clarity of campaign function and effectiveness is incomplete in places
Credit: • Competent and sound review of campaign function and effectiveness
• Understanding and clarity of campaign function and effectiveness is complete but limited in depth
Distinction: • Comprehensive and detailed review of campaign function and effectiveness
• Understanding and clarity of campaign function and effectiveness is concise and in depth
High Distinction • Outstanding review of campaign function and effectiveness
• Understanding and clarity of campaign function and effectiveness is extensive, concise and succinct with in depth analysis
Criterion 3: Quality of presentation – 30%
Fail: • Incomplete presentation and written report, referencing and layout.
• Writing lacks focus and contains serious errors.
• Files not converted to PDF for submission.
Pass: • Adequate but basic presentation and written report, referencing and layout.
• Writing is unclear in places. There are several grammatical or spelling errors.
Credit: • Competent presentation and written report, referencing and layout
• Writing is generally clear. There are minimal grammatical or spelling errors.
Distinction: • Comprehensive and detailed presentation and written report, referencing and layout.
• Writing is concise and clear. There are minimal grammatical or spelling errors
High Distinction • Outstanding and insightful presentation and written report, referencing and layout.
• Writing is concise, clear and accomplished. There are no grammatical or spelling errors.
ASSESSMENT BRIEF I MOBILE COMMUNICATIONS
File: 305_MobileCommunications_Assessment1 2
Author: Gemenis Date: 18/10/2021 Status: Final