SOLUTION: MKT103A – Integrated Marketing Communications

MKT103A Assessment 3 Brief Page 1 of 1 ASSESSMENT BRIEFSubject Code and TitleMKT103A – Integrated Marketing CommunicationsAssessmentAssessment 3- Integrated Marketing CommunicationCampaign PlanPart A – Written CampaignPart B – Campaign PitchIndividual/GroupGroup (2-3 students)LengthAssessment 3A- 2000 words (+/-10%)Assessment 3B- 10 minutes (+/- 10%)Learning Outcomesa) Describe the principles of integrated marketingcommunications.b) Identify and analyse marketing communicationapproaches through the application of communicationmodels and relevant theory.c) Compare and contrast the effectiveness of mediatools used to design integrated marketingcommunication campaign plans.d) Define and design a creative integrated marketingcommunication campaign planAssessment 3A- By 11:55pm AEST/AEDT Sunday ofmodule 5.2 (week 10)Assessment 3BOnline students: by 11:55pm AEST/AEDT Sunday ofmodule 6.2 (week 12)On campus students: in class on module 6.2 (week 12)WeightingAssessment 3A- 35%Assessment 3B- 15%Total Marks100 marks each MKT103A Assessment 3 Brief Page 2 of 2ContextThis assessment has been designed for you to apply the skills and theory you have learnedby creating an Integrated Marketing Communications (IMC) plan for a real client, which yourgroup will select. You will use the insights you have gained through the reflection analysesin assessments 1 and 2, and apply them to create an IMC plan to suit the client’s needs.The focus of this assessment task is on the application of IMC theory to a case study (yourclient), and on demonstrating your creativity in the design of an integrated communicationcampaign based around a budget. This focus needs to be present in both, your writtencampaign and your campaign pitch.Both parts of this assessment task simulate what marketers do as part of their roles, whereworking in groups to present, secure and implement a campaign is a requirement.Instructions1. Form a group with your peers (2-3 students per group) by week 7.a. Please notify your learning facilitator if you need to be allocated to a groupby week 7.2. As a group, create an IMC plan to promote a new service or product. You have abudget of AU$ 20,000.3. To do this, you need to:a. Identify a local small business with an online presence (such as a website orsocial media activity) that provides enough information to assist you ingaining a good insight into their activities.b. Research your chosen business and document your observations.i. You do not need to contact this business, as you will not bepresenting your assessment to them.c. Establish the overview of the business and its target audience, and decide onthe type of promotion you are planning to organise.i. The type of promotion is up to you. For example, a local coffee shop,which is introducing healthy smoothies into their menu, or a local gymthat is reducing their membership fee or introducing yoga classes.d. Consider and determine the integrated communication tools best suited foryour plan and client.i. Draw from academic resources to support your ideas.e. Create your written campaign and creative campaign pitch.Part A- written campaign, suggested outline:• Introduction – introduce the business.MKT103A Assessment 3 Brief Page 3 of 3• Target Audience- outline who is their current target audience and create aprofile/persona.• Objective – what are your promotional objective/s for the campaign?• IMC Tools – outline the integrated marketing tools you have selected and discuss whythey are appropriate for this campaign. How are they integrated? Use academicresources on IMC theory to support your ideas.• Campaign Outline – provide an overview of your campaign including the creativestrategy and justify your ideas.• Include an example of one of the integrated marketing communication tools broughtto life (This could be an outdoor signage, social media campaign or similar).o An example of this could be (1) creating what your social media activity maylook life. (2) You may be considering doing a TV or radio ad – have funcreating this using your mobile phone. (3) If it is a billboard, magazine ornewspaper ad, create the example through your artwork capabilities on yourpersonal computer.• Timeline of your activities –outline the timing of each activity and how they will beevaluated in a Gantt chart (information discussed in module 5.2).• Budget – list and justify how you will spend the budget.• Evaluation of the campaign – how will you measure the campaign’s success?• Reference List: this assessment task should include appropriate academicreferencing and a reference list following APA 6th edition style of referencing. Pleasesee the Academic Skills page on Blackboard for information on referencing in APA 6thed. :https://laureateau.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163 _1&content_id=_2498849_1Part B- Campaign pitchImagine you are selling this idea to the local business. Therefore, you should create a pitchthat is different, lively and engaging, but most importantly professional and persuasive.The pitch can be created in power point, prezi or similar presentation software. Beconscious of how you present the information to achieve your objective: engaging youraudience and ultimately selling them your idea.Avoid an overreliance on text in your presentation. This pitch’s duration is 10 minutes, andas a reference, you should plan for 2-3 minutes per slide. Online students will need to makea video of their presentation. Instructions will be provided by your learning facilitator.Ensure you include the key information from your report but only in point form. Similarly,you should use imagery throughout the presentation to support your pitch.MKT103A Assessment 3 Brief Page 4 of 4One key aspect that must be included in your pitch is your Integrated MarketingCommunication tool example brought to life. This example should be part of thepresentation slides. For instance, a link to a video, voice over or a photograph/screen shotof your ad or social media idea. The demonstration of your example to your audience isparamount to achieve your objective, which is to win the client’s approval.Submission InstructionsOnly one student per group should submit your Assessment 3A: Written Campaign via theAssessment link in the main navigation menu in MKT103 Integrated MarketingCommunications by the due date.Only one student per group should submit your Assessment 3B: Campaign Pitch via theAssessment link in the main navigation menu in MKT103 Integrated MarketingCommunications by the due date. Online students must submit a PDF of their presentationand (a link to) their video. On campus students must submit a PDF of their presentation.The learning facilitator will provide feedback to both parts of the assessment task via theGrade Centre in the LMS portal. Feedback can be viewed in My Grades.The learning rubric below is your guide to how each part of the assessment task will bemarked. Please be sure to check this rubric very carefully before submission.MKT103A Assessment 3 Brief Page 5 of 5Learning Rubric: Assessment 3A Written Campaign Assessment AttributesFail (Unacceptable) 0-49%Pass(Functional)50-64%Credit(Proficient) 65-74%Distinction(Advanced)75 -84%High Distinction(Exceptional)85-100%Introduction, targetaudience and objective10%Business has not beenintroduced, or has beenintroduced partially. Thereis no/limited evidence of anattempt to identify theirtarget audience, createtheir persona, or thepromotional objective(s) ofthe campaign.Business has been basicallyintroduced, and there issome evidence of an attemptto identify their targetaudience, create theirpersona, or the promotionalobjective(s) of the campaign.Business has beensatisfactorily introduced, andtheir target audience havebeen clearly identified.The persona has beensufficiently described, and thepromotional objectives havebeen outlined and partiallyjustified.Business has beenthoroughly introduced, andtheir target audience havebeen clearly identified.The persona has beenthoroughly presented andthe promotional objectiveshave been outlined andjustified.Business has been expertlyintroduced, and their targetaudience have been clearlyand diligently identified.The persona has beenthoroughly and criticallypresented and thepromotional objectives havebeen justified indepth.Selection of IntegratedMarketing Tools andintegration evidence30%Selection of IntegratedMarketing Tools does notpresent adequateinformation, ideas orevidence.No integration evidence.Selection of IntegratedMarketing Tools presentsinformation, ideas andevidence is sufficient;however, these requirefurther logic and clarity.Some integration evidence.Selection of IntegratedMarketing Tools presentsinformation, ideas andevidence clearly and logically.Relevant integration evidence.Selection of IntegratedMarketing Tools presentsinformation and argumentsin a logical and clear way,which is well supported byevidence.Good integration evidence.Selection of IntegratedMarketing Tools is expertlypresented; descriptive,concise and informative,exceptionally developed andwell supported by evidence.Excellent integrationevidence. MKT103A Assessment 3 Brief Page 6 of 6 Overview andjustification of creativestrategy30%There is no/limitedevidence of a basic attemptto provide an overview ofthe campaign, neitherincluding nor justifying thecreative strategy.There is evidence of a basicattempt to provide anoverview of the campaign,including the creativestrategy, however notjustifying it in detail.There is evidence of a basicattempt to support ideasThe text provides an adequateand satisfactory overview ofthe campaign, including thecreative strategy and itsjustification.Ideas have been supported byrelevant academicThe text provides athorough, critical andcreative overview of thecampaign, including thecreative strategy and itsjustification.Ideas have been thoroughlysupported by relevantThe text provides an expertlypresented overview of thecampaign, including anexceptionally well-presentedcreativestrategy and its justification.There is no/limitedevidence of a basicattempt to support ideaswith relevant academicresources.No IMC tool example hasbeen provided.with relevant academicresources sourced from thesubject materials.IMC tool example has beenprovided.resources sourced from thesubject materials.IMC tool example has beenprovided.academic resources sourcedfrom within and outside thesubject materials.IMC tool example has beenprovided.Ideas have been thoroughlywell-supported by relevantacademic resources sourcedfrom within and outside thesubject materials.IMC tool example has beenprovided.Budget, timeline andevaluation20%The budget, timeline andevaluation sections do notpresent adequateinformation or evidence.The budget, timeline andevaluation sections presentinformation, ideas andevidence sufficiently,however these requirefurther logic and clarity.The budget, timeline andevaluation sections presentinformation, ideas andevidence clearly and logically.The budget, timeline andevaluation sections presentinformation in a logical andclear way, which is wellsupported by evidence.The budget, timeline andevaluation sections areexpertly presented;descriptive, concise andinformative. MKT103A Assessment 3 Brief Page 7 of 7 Structure, referencingand writing style10%Poorly structured andreferenced document thatis difficult to understandand follow and notwellpresented.Does not include correctreferences or in-textcitations; does not use APA6th ed. style.Satisfactorily structured andreferenced document that isclear to understand andfollow and well-presented.Attempts to includereferences or in-textcitations, however these aresometimes insufficient forresearch purposes, orincorrect; uses APA 6th ed.style, however may containsome citation or referencingerrors.Well-structured andreferenced document that iseasy and logical to understandand follow and very wellpresented.Includes in-text citations andreferences from suitablesources; uses APA 6th ed.style, however may containminor citation or referencingerrors.Very well-structured andreferenced document thatdemonstrates advancedunderstanding, is easy andlogical to follow andadvanced in itspresentation.Includes in-text citations andreferences from suitablesources; uses APA 6th ed.style, containing minimaland or no errors.Expertly structured andreferenced document thatdemonstrates advanced andcritical reasoning andunderstanding, is extremelylogical to follow andexemplary in itspresentation.Includes in-text citationsand references fromsuitable sources; uses APA6th ed. style, containing noerrors. Learning Rubric: Assessment 3B Campaign Pitch AssessmentAttributesFail (Unacceptable) 0-49%Pass(Functional)50-64%Credit(Proficient) 65-74%Distinction(Advanced)75 -84%High Distinction(Exceptional)85-100% MKT103A Assessment 3 Brief Page 8 of 8 Knowledge andunderstandingdemonstrated during thecampaign pitchpresentation35%The information presenteddemonstrate a limitedunderstanding of requiredconcepts and knowledgeof the campaign.Key components of thecampaign plan have notbeen addressed.Confusion of personalopinion with information(substantiated byevidence) from theresearch/subjectmaterials.No clear indication offurther reading andresearch undertaken.No IMC tool example hasbeen provided.The information presenteddemonstrate a basicunderstanding of requiredconcepts and knowledge ofthe campaign.Basic key components ofthe campaign plan havebeen addressed, however,resemble a repetition/summary of key ideas;needs originality.Some confusion of personalopinion with informationfrom the research/subjectmaterials.Basic indication of furtherreading and researchundertaken.IMC tool example has beenprovided.The information presenteddemonstrate a thoroughunderstanding of requiredconcepts and knowledge ofthe campaign plan; itdemonstrates a good capacityto explain and apply relevantconcepts.Key components of thecampaign plan have beenaddressed, adequately.Justifies personal opinion withinformation from theresearch/subject materials.Some indication of furtherreading and researchundertaken.IMC tool example has beenprovided.The information presenteddemonstrate ahighlydevelopedunderstanding of requiredconcepts and knowledge ofthe campaign plan; welldemonstrated capacity toexplain and apply relevantconcepts.Key components of thecampaign plan have beenaddressed, very well.Discriminates skilfullybetween personal opinionand information from theresearch/subject materials.Clear indication of extensivereading and researchundertaken.IMC tool example has beenprovided.The information presenteddemonstrate asophisticated understandingof required concepts andknowledge of the campaignplan; Mastery of conceptsand application to newsituations/further learning.Key components of thecampaign plan have beenaddressed, expertly.Systematically and criticallydiscriminates betweenpersonal opinion andinformation from theresearch/subject materials.Considerable indication ofcomprehensive reading andresearch undertaken.IMC tool example has beenprovided.Organisation,development, andtransitionof ideas in presentationOrganisation: ideas aresomewhat disorganised,making them convolutedOrganisation: ideas arecoherently organised,however, some points comeacross as convoluted.Organisation: presented in athoughtful, clear andcoherent manner; signs ofOrganisation: providesmotivating content thatengages the viewer fromthe beginning of theOrganisation:Professionally presented;logical, clear and very wellsupported by evidence. MKT103A Assessment 3 Brief Page 9 of 9 30%and difficult tounderstand.Development: ideas havelittle flow, and are oftenvague. The points areunclear, information isoften irrelevant, and ideaslack support.Transition: presentationlacks a logical sequence,and transitions are abruptand distracting.Development: ideas havepotential, however, flow is achallenge. There is claritywith some of the pointshowever, some informationis redundant and ideascould use more structure.Examples need a clearerconnection to the centralpurpose.Transition: presentationneeds a clearer logicalsequence of informationand requires some effort tofollow. Transitions in thepresentation are allowable,however not alwayssmooth, which at timesdistracts the audience.logical sequence in theorganisation.Development: sufficientinformation, evidence andexamples that relate topurpose are included.Transition: most transitionsare easy to follow, but attimes ideas are unclear.presentation and keeps theaudience’s attentionthroughout.Development: information,arguments and evidenceare very well presented;logical, clear, andwellsupported by evidence.Transition: ideas supportthe event concept plan andare arranged logically;transition smoothly fromone to another and areclearly linked to each other.Development: Expertlypresented; logical,persuasive, and motivating;introducing a set of ideasand suggestions that keepaudience’s attentionthroughout.Transition: Ideas transitionsmoothly from one toanother and are clearlylinked to each other andclearly related to purpose;smooth transitions connectideas right from the start. MKT103A Assessment 3 Brief Page 10 of 10 Appropriate andcreative use ofmultimedia and visualdata30%Multi-media is poorlyprepared and/ordistracting, ornonexistent.Lacks an understanding ofthe variety of availableresources; needs todevelop a betterunderstanding of thevariety of availableresources.Multi-media is included,however, does not clearlyor appropriately supportscript and overallpresentation.Shows evidence of usingavailable resources,however can be moreprofessional.Some visual data used tosupport script and overallpresentation, however,Multi-media is well-preparedand clearly relates to scriptand overall presentation.Shows evidence of usingavailable resources,satisfactorily.Adequate visual data used tosupport script and overallpresentation, however, couldbe used more strategicallyand effectively as aEffective use of (possiblydiverse) multi-mediaclearly relating to the scriptand overall presentation.Available resources used ina professional manner.Effective and strategic useof visual data as amotivational tool for theaudience.Highly effective use of(possibly diverse)multimedia, clearly relatingto the script and overallpresentation.Available resources used ina very organised andprofessional manner.Exemplary use of visualdata as a motivational toolfor the audience.Visual data used verypoorly; does not supportscript and overallpresentation.could be used morestrategically and effectivelyas a motivation tool for theaudience.motivation tool for theaudience.Appropriate citation andreferences.5%Does not include correctreferences or in-textcitations; does not useAPA 6th style.Attempt made to includereferences or in-textcitations, however these aresometimes insufficient forresearch purposes, orincorrect; uses APA 6th style,however may contain somecitation or referencingerrors.Shows good evidence ofattempts to sourceinformation.Incorporates in-text andcitations references fromsuitable sources; uses APA 6thstyle, however may containminor citation or referencingerrors.Shows evidence of widescope for sourcingevidence.Incorporates in-text andcitations references fromsuitable sources; uses APA6th style, containing minimaland or no errors.Shows evidence of widescope for sourcing evidence.Incorporates in-text andcitations references fromsuitable sources; uses APA6th style, containing noerrors.