Recent Question/Assignment

Assessment item 3
Marketing Communication Report
Value: 30%
Due date: 27-May-2015
Return date: 15-Jun-2015
Length: 2500
Submission method options
Alternative submission method
Task
Your task is to create a 12 month marketing communication plan (IMC) to promote your green credentials based on the use of Rainforest Alliance certified seal. It needs to contain background information, market information, a brief overview of your creative strategy, the media schedule and the budget.
The Rainforest Alliance website gives you tips for using the certified seal, how to raise awareness among consumers, employees, the media and your online community.

This task requires you to research and locate a brand (identify the product of the brand) and then use the certified seal and create an integrated marketing communication plan (It can be a brand/product already using the seal OR a brand/product of your choice).

You need to compile and justify the following information about your marketing communication plan. This is an academic report and you need to support your ideas with relevant theory from the textbook and academic sources (use at least the references from A2). Each section of the plan needs to include definitions and descriptions of the key theoretical points and then needs to be applied to the marketplace through specific details of your strategic plan. You need to include secondary market data. Conclusion and recommendations sections should not contain theory, but be an overview of your plan.
Textbook
Chitty, W., Barker, N., & Shimp, T. (2015). Integrated marketing communications. 4th Asia Pacific edn., Australia: Cengage Learning.

The report needs to contain the following information:

Executive Summary (not part of word count)
Present a detailed overview of the communication strategy stating purpose, methodology used, findings and recommendations. Dot points should be used for findings and recommendations.

Background of market and brand (800 words)
Red Bull as my brand
Provide a brief overview of:
• Brand (no more than ½ page)
• Marketing objectives (what you want your campaign to achieve) in Melbourne, Australia
• Describe and explain your target market (there can be more than one target segment, eg. perceptual map, brand positioning, etc.) in Melbourne, Australia

Media Strategy (650 words)
A very brief overview – consider a table indicating which type of creative strategy you will use (e.g. Direct marketing, advertising, online) for your target market (images, mock ups etc.).

Media schedule (500 words)
• Type of media (i.e. Broadcast, print, interactive, out-of-home) (choose one that relevant apply to your brand)
• Type of schedule (i.e. Continuous, flighting, pulsing) (same above)
• Flowchart (an overview of your plan)
• Reach goal (how many – just an educated estimate given the media choice)
• Frequency goal (how often)
• Timing goal (when)

Media budget – (150 words)
There is no set budget for this task and you do not need to research costings for your campaign. However, it is important to understand and for you to demonstrate your understanding of the importance of budgeting.

Define, describe and evaluate budget in this section and link to your marketing objectives stated above. Refer to P.17 of your text and discuss how BUTD budgeting would apply to your case.

Conclusion and Recommendations (400 words)
This section sums up your whole plan. The key aspects of your IMC plan should be reiterated here. Be certain that your recommendations are relevant and realistic.
References
APA 6th style referencing, up to 15 references
Suggest Structure
i. Table of contents
ii. Executive summary
1. Introduction
2. Background of market
3. Media strategy
4. Media schedule
5. Media budget
6. Recommendations
7. Conclusion
8. References
9. Appendices (you may not have any)
Rationale
• Be able to demonstrate understanding of marketing communication in the overall marketing strategy
• Be able to demonstrate understanding of theoretical concepts underlying marketing communications program
• Be able to demonstrate various elements of the communication mix
• Be able to demonstrate understanding of theoretical frameworks that integrate various elements of marketing communication
This assignment is designed to attain Workplace Integrated Assessment Level 3.

Marking criteria
Criterion: The skills to be assessed Fail Pass Credit Distinction High Distinction
Communication Skills:

This is about the presentation of the work including:
Format, Grammar, including images

Value 25%

Grade range 0-25 Poor grammar, spelling, punctuation, concepts were not clear, no paragraphs or formatting- no images, tables or illustrations

Marks 0-12 Some grammatical errors, sentences were clear and complete clear structure and formatting using headings, and sub headings, some illustrations and diagrams, but not explained and only decorative
Mark12.5-15.5 Minor grammatical errors, sentences were clear and complete, structure and format were used to aid the reader including diagrams, tables and images, that are relevant to argument, but are still not fully explained or described
Marks 16-17.5 Free of grammatical errors. Structure and format were clear. Sentences were well constructed. Language was concise.
Excellent use of diagrams, images and tables that are both visually appealing as well as clearly relevant and explained
Marks 18 -21 Free of grammatical errors. Structure and format were clear, logical and consistent. Sentences were well constructed. Exceptional use of diagrams, images and tables, clearly relevant, explained and insightful links made
Marks- 21.5-25
Theoretical analysis skills
This is about defining, describing and evaluating the concepts that were found when researching the topic Value 30%
Grade range 0-30 Concepts were not defined, described or evaluated.

Marks 0-15 Concepts were defined, there was an attempt to provide descriptions to explain, limited analysis

Marks 15.5-19 Clear and relevant definitions and descriptions, some attempt to develop analysis by comparing and contrasting

Marks 19.5-22 Clear definitions, descriptions with analysis of concepts with comparison, with clear evaluations and conclusions

Marks 22.5-24.5 Clear definitions, descriptions with analysis of concepts with highly insightful and perceptive comparisons, evaluations and conclusions

Marks 25-30
Application skills
This is about linking theory to a specific context, explaining how it relates to a brand/product and making recommendations

Value 40% Grade range for 0- 40 There is no or limited application to a campaign, no recommendations

Marks 0-19.5 The IMC plan is described and identified. The context is connected briefly to theory. There are some recommendations, but they are not well supported by arguments

Marks 20-25.5 The IMC plan is described and identified. The context is connected to theory with clear links. There are relevant market recommendations and supported connections to theory

Marks 26-29.5 The IMC plan is described and identified and insightful evaluations are made. The context is connected to theory with clear logical links. The recommendations are relevant, well supported with explicit connections to theoretical arguments

Marks 30- 33.5 The IMC plan is described and identified and Insightful evaluations are made. The context is connected to theory with exceptional, logical and meaningful links.
The recommendations are highly relevant, realistic and supported with explicit connections to theoretical arguments
Marks 34- 40
Referencing Skills
This is about the application of APA referencing
Value 5%
Grade range 0-5 There is limited or no attempt at in-text or end of text referencing

Marks 0-2 There is an attempt to apply referencing, but style and application are inconsistent
Marks 2.5 There is consistent style, but application is not consistent with some errors

Marks 3.5 Style is consistent throughout the text and end reference list. Application is mostly consistent.
Marks 4.5 Both the in-text and end reference list are consistent in terms of style and application of APA
Marks 5

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