MKT103A_Assessment 2 Brief.Docx Page 1 of 5
| ASSESSMENT BRIEF | |
| Subject Code and Title | MKT103A – Integrated Marketing Communications |
| Assessment | Assessment 2 – Integrated Marketing Campaign Reflection Analysis |
| Individual/Group | Individual |
| Length | 1000 words (+/- 10%) |
| Learning Outcomes | a) Describe the principles of integrated marketing communications. b) Identify and analyse marketing communication approaches through the application of communication models and relevant theory. c) Compare and contrast the effectiveness of media tools used to design integrated marketing communication campaign plans. d) Define and design a creative integrated marketing communication campaign plan |
| By 11:55pm AEST/AEDT Sunday of module 4.1 (week 7) | |
| Weighting | 30 % |
| Total Marks | 100 marks |
Context
Successful marketing campaigns use a coordinated approach called integration. By reviewing
current Integrated Marketing Communications (IMC), you will recognise which marketing
tools are being used and explain their effectiveness for specific target audiences.
This assessment task is designed for you to apply your critical thinking skills to analyse
marketing campaigns and their relevance, drawing from the knowledge you have gained from
modules 1 and 2.
Furthermore, this analysis will assist you to grasp the relevance of an integrated approach in
the marketing industry. Not all campaigns are successful, but as marketers, it is important to
evaluate campaigns so effective allocation of money is utilised. This assessment task provides
you with an insight into an activity that maybe part of your job role in the future.
MKT103A_Assessment 2 Brief.Docx Page 2 of 5
Instructions
Starting in week 5, you are to find an IMC campaign of a brand of your choice. Over the next
3 weeks (week 5 inclusive), follow this brand’s campaign activity, through their posts on
social media, outdoor advertising campaigns, digital marketing, or whatever your research
reveals about this promotional activity. Document your findings using screen shots, links,
photos etc. At the end of week 7, you will write a reflection paper based on your observation
of their activities and supported by academic resources.
This assessment involves the following activities:
1. Choose a brand’s integrated marketing communication campaign.
a. How will you find an integrated campaign? Go to websites such as
www.bandt.com.au , www.adnews.com.au/, or follow a brand you like. There
are so many campaigns available, but it must be CURRENT! (happening now).
If you have any challenges in finding a campaign, please discuss this with your
learning facilitator.
2. Research and follow your chosen brand’s campaign from week 5 to week 7,
documenting your observations on their activities across social media and other IMC
platforms (i.e. posts, images, videos, links, screenshots).
3. Conduct academic research on IMC relevant to this assessment task within and
outside the subject learning resources.
4. Write your Integrated Marketing Campaign Reflection Analysis following the below
outline:
a. Introduce the brand you have chosen, their website and target audience
(approximately 125 words).
b. Reflect on the brand’s campaign per week, addressing the following questions:
i. How did the campaign unfold over the three weeks you followed it (i.e.
social media first, then PR launch, then outdoor advertising)? It will vary
from one campaign to the next.
ii. How does the campaign use and integrate different elements of the
IMC mix to communicate their message to their target audience (i.e.
use of colour and logos)?
c. Use the sourced material you have documented in your observations and the
academic research you conducted to support your ideas in point b above
(approximately 250 words for each weekly analysis).
d. Write a conclusion (approximately 125 words).
e. Follow the APA 6th edition style of referencing to cite your academic resources
and provide your reference list. Please see the Academic Skills page on
Blackboard for information on referencing in APA 6th ed.: https://laureateau.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=
_20163_1&content_id=_2498849_1
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Submission Instructions
Submit your Assessment 2: Integrated Marketing Campaign Reflection Analysis via the
Assessment link in the main navigation menu in MKT103 Integrated Marketing
Communications. The learning facilitator will provide feedback via the Grade Centre in the
LMS portal. Feedback can be viewed in My Grades.
The learning rubric below is your guide to how your assessment task will be marked. Please
be sure to check this rubric very carefully before submission.
MKT103A Assessment 2 Brief Page 4 of 5
Learning Rubric: Assessment 2 Integrated Marketing Campaign Reflection Analysis
| Assessment Attributes | Fail (Unacceptable) 0-49% | Pass (Functional) 50-64% | Credit (Proficient) 65-74% | Distinction (Advanced) 75 -84% | High Distinction (Exceptional) 85-100% |
| Introduction of brand’s integrated marketing communication campaign 20% | Brand has not been introduced, nor there is evidence of an attempt to identify their website, and target audience. | Brand has been basically introduced, and there is some evidence of an attempt to identify their website and target audience, although it may omit to identify one these key elements. | Brand has been satisfactorily introduced, and their website and target audience have been clearly identified. | Brand has been thoroughly introduced, and their website and target audience have been clearly and identified. | Brand has been expertly introduced, and their website and target audience have been clearly and diligently identified. |
| Reflection and analysis of brand’s campaign activities 40% | Text demonstrates a limited attempt to reflect on the sequence of campaign activities, and on the use and integration of different elements in the campaign to communicate the intended message to the target audience. There is no/limited attempt to use the sourced material from documented observations and academic research to support ideas. | Text demonstrates a basic attempt to reflect on the sequence of campaign activities, and on the use and integration of different elements in the campaign to communicate the intended message to the target audience. There is a basic attempt to use the sourced material from documented observations and academic research to support ideas. | Reflection on the sequence of campaign activities, and on the use and integration of different elements in the campaign to communicate the intended message to the target audience, is adequate and analytical. Text demonstrates a critical use of the sourced material from documented observations and academic research to support ideas. | Reflection on the sequence of campaign activities, and on the use and integration of different elements in the campaign to communicate the intended message to the target audience, is analytical, critical and in depth. Text demonstrates a critical and in-depth use of the sourced material from documented observations and academic research to support ideas. | Reflection on the sequence of campaign activities, and on the use and integration of different elements in the campaign to communicate the intended message to the target audience, is expertly presented, thorough, and in-depth, demonstrating critical analysis and reflection. Text demonstrates a critical and meticulous use of the sourced material from documented observations and academic research to support ideas. |
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| Conclusion 15% | Text does not include a conclusion, or there is a limited attempt to conclude ideas with no reference to key points in the analysis. | Text shows evidence of a basic attempt to conclude ideas; conclusion is a general recall of key points in the analysis. | Text shows evidence of a satisfactory and thorough conclusion of ideas, which includes a brief summary of key points in the analysis. | Text shows evidence of a satisfactory and thorough conclusion of ideas. Conclusion discusses and expands on the key points of the analysis. | Text shows evidence of a thorough and sophisticated conclusion of ideas. Conclusion discusses key points of the analysis and expands beyond key findings. |
| Structure and flow of ideas 15% | Text does not present sufficient information, ideas or evidence. Text lacks logical/clear structure and flow of ideas, making it difficult to understand. Line of reasoning is unclear and difficult to follow. | Text presents information, ideas and evidence sufficiently, however these require further logic and clarity. Text has sufficient structure, however the flow of ideas can be difficult to understand. Line of reasoning is passable, however, can sometimes be difficult to follow and requires clarity. | Text presents information, ideas and evidence clearly and logically. Text has a good structure, with a good flow of ideas. Line of reasoning is of a good standard and easy to follow. | Text presents information and arguments in a logical and clear way, which is well supported by evidence. Text has a very good structure, with a strong flow of ideas; opinions and ideas are expressed in a clear and concise manner with obvious connection to topic. Line of reasoning is clear, logical and easy to follow. | Text is expertly presented; descriptive, concise and informative, exceptionally developed and well supported by evidence. Text has an excellent structure, with a strong, clear flow of ideas; engages and sustains the audience’s interest in the topic and the reader can immediately grasp the relevancy. Line of reasoning is excellent; demonstrating a clear, logical flow of ideas and arguments that are easy to follow. |
| Correct citation of key resources 10% | Does not include correct references or in-text citations; does not use APA 6th ed. style. | Attempts to include references or in-text citations, however these are sometimes insufficient for research purposes, or incorrect; uses APA 6th ed. style, however may contain some citation or referencing errors. | Includes in-text citations and references from suitable sources; uses APA 6th ed. style, however may contain minor citation or referencing errors. | Includes in-text citations and references from suitable sources; uses APA 6th ed. style, containing minimal and or no errors. | Includes in-text citations and references from suitable sources; uses APA 6th ed. style, containing no errors. |