MKT103A Assessment 1 Brief Page 1 of 5
| ASSESSMENT BRIEF | |
| Subject Code and Title | MKT103A – Integrated Marketing Communications |
| Assessment | Assessment 1 – Influencer 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. |
| Submission | By 11:55pm AEST/AEDT Sunday of module 2.2 (week 4) |
| Weighting | 20% |
| Total Marks | 100 marks |
Context
The world of marketing is changing. As marketers, we rely on a wide variety of Integrated
Marketing Communication (IMC) tools. These have progressed and expanded from what is
now considered traditional forms of marketing, to new ways and methods of creating
communication. These new methods are based on influencing our target audience through
people/videos/blogs and not just ad campaigns. Of course, how and why these forms of
communication work will always depend on your target audience.
This assessment is designed to introduce you to understanding influencer marketing which is
targeting audiences through people and their communication activities to their own
followers. These people are known as Influencers, Bloggers and Vloggers. They can be
celebrities, sportspeople or people with no formal qualification, but who have created a
following based on what they post in social media. Marketers are using these Influencers
extensively and this assessment will expand your knowledge on the impact that these
Influencers have on brands.
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Instructions
Starting in week 2, you are to find an Influencer and follow their activities, found primarily on
social media, for the next 3 weeks (week 2 inclusive). Their activities will be mainly posts on
their social media and/or blog posts on their own website (i.e. text, images or videos). At the
end of week 4, you will create a reflection paper based on your observation of their activities
and supported by academic resources.
This assessment involves the following activities:
1. Choose an Influencer.
a. How will you find an Influencer? Just google the word “Influencer” and explore
the links that attract your attention in the search results. There are so many
Influencers around the world. It is suggested that you follow an Australian
Influencer as understanding the brands/activities that they discuss will be
easier. You can also follow your favourite celebrity or sports star. If you have
any challenges in finding an Influencer, please discuss this with your learning
facilitator.
2. Follow your Influencer from week 2 to week 4, documenting your observations on
their activities across their communication platforms (i.e. posts, images, video and
screen shots in social media, blog, vlog, etc.).
3. Conduct academic research on IMC and Influencers as a method of communication in
marketing within and outside the subject learning resources.
4. Write your Influencer Reflection Analysis following the below outline:
a. Introduce your Influencer, who they are, their communication platforms, their
target audience and their number of followers (approximately 125 words).
b. Reflect on your influencer’s activities per week, addressing the following
questions:
i. What was the focus for their communication activities?
ii. In your opinion, how effectively do they communicate their message?
c. Use the sourced material from the observations you documented 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
Submission Instructions
Submit your Assessment 1: Influencer Reflection Analysis via the Assessment link in the main
navigation menu in MKT103 Integrated Marketing Communications. The learning facilitator
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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.
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Learning Rubric: Assessment 1 Influencer 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 Influencer 20% | Influencer has not been introduced, nor there is evidence of an attempt to identify their communication platforms, target audience and number of followers. | Influencer has been basically introduced, and there is some evidence of an attempt to identify their communication platforms, target audience and number of followers, although it may omit to identify one these key elements. | Influencer has been satisfactorily introduced, and their communication platforms, target audience and number of followers have been clearly identified. | Influencer has been thoroughly introduced, and their communication platforms, target audience and number of followers have been clearly and identified. | Influencer has been expertly introduced, and their communication platforms, target audience and number of followers have been clearly and diligently identified. |
| Reflection and analysis of influencer’s communication activities 40% | Text demonstrates a limited attempt to reflect on the influencer’s communication activities, with 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 influencer’s communication activities, with a basic attempt to use the sourced material from documented observations and academic research to support ideas. | Text demonstrates an adequate reflection on the influencer’s communication activities, with a critical use of the sourced material from documented observations and academic research to support ideas. | Text demonstrates a thorough reflection on the influencer’s communication activities, with a critical and in-depth use of the sourced material from documented observations and academic research to support ideas. | Text demonstrates an expert reflection on the influencer’s communication activities, with an in-depth, critical and meticulous use of the sourced material from documented observations and academic research to support ideas. |
| 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. |
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| 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 a sufficient structure, however flow of ideas are a challenge and 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 style. | Attempts to include references or in-text citations, however these are sometimes insufficient for research purposes, or incorrect; uses APA 6th style, however may contain some citation or referencing errors. | Includes in-text citations and references from suitable sources; uses APA 6th style, however may contain minor citation or referencing errors. | Includes in-text citations and references from suitable sources; uses APA 6th style, containing minimal and or no errors. | Includes in-text citations and references from suitable sources; uses APA 6th style, containing no errors. |