Assessment Information
Subject Code: MKT201
Subject Name: Integrated Marketing Communications
Assessment Title: Individual Report
Length:
Weighting: 1500 words (+/- 10% allowable range)
25%
Total Marks:
Submission: 100
Online via Moodle
Due Date: Week 7 (Monday 1st of May, 2017, 15:55 PM AEST)
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Assessment Description
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The purpose of this Individual Report assessment is to develop your ability to identify and analyse the fundamentals of Integrated Marketing Communications (IMC), and their importance in relation to brand enhancement. This will enable you to apply relevant IMC theories and concepts to a real business scenario, whereby brand equity and IMC are integral parts of business survival.
In this report you will concentrate on the recent Samsung “exploding battery” crisis. Your task is to investigate Samsung’s brand equity, and its current integrated marketing communication efforts to restore consumer confidence in purchasing Samsung’s smart telecommunication devices. The prime focus of your investigation is to understand and analyse how Samsung is trying to restore its brand image after recalling more than 3 million devices globally.
Assessment Requirements
In your analysis, you will need to address the following questions:
- Identify the current marketing communication mix used by Samsung. You must use examples to support your answer.
- Analyse Samsung’s brand image and consumer brand awareness using the customer based brand equity framework and the brand awareness pyramid.
- Identify what the Samsung brand means via an analysis of various sources.
- Identify how Samsung is trying to enhance its brand by using integrated marketing communication.
Your Analysis MUST follow a professional report structure:
Title Page
Table of Contents
Identification and Analysis of:
o Samsung’s Marketing Communications
o Samsung’s Brand Image and Consumer Brand Awareness o Samsung’s Brand Meaning
o Current IMC approach to Brand Enhancement
Appendices (optional)
Reference List
NB: Title page, Table of Contents, Reference List & Appendices do not count towards the word limit of your analysis.
In preparing your analysis, you will need to reference at least 8 sources of information. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material.
Please note that Wikipedia is not to be used.
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Assignment Submission
Students must submit their individual analysis via Turnitin on Monday 1st of May 2017, 15:55PM AEST.
This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is any issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screen shot of the Turnitin error message.
You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may occur.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy.
Assessment Marking Rubric - Individual Report 25%
Criteria NN (Fail)
0%-49% P (Pass) 50%-64% CR (Credit) 65%-74% DN (Distinction)
75%-84% HD (High Distinction) 85%-100%
Critical Analysis
/30 Your analysis lacks depth, and your interpretation is not relevant You briefly analyse some of the issues and your interpretation is not always relevant You sufficiently analyse most of the issues and your
interpretation is well structured You thoroughly analyse and
interpret the issues articulately
You critically analyse and interpret the issues articulately and convincingly
Application
/30 marks Your analysis identifies and applies minimal or none of the relevant IMC theories and concepts Your analysis identifies and applies some relevant IMC theories and concepts Your analysis sufficiently identifies and applies relevant IMC theories and
concepts Your analysis significantly identifies and applies relevant IMC theories and concepts You analysis comprehensively identifies and applies relevant IMC theories and concepts
Research
/20
Your research lacks focus because of an unsuitable choice of sources You have selected basic sources Your research is focused, drawn from a reasonable selection of sources Your research is focused, complemented by a quality selection and range of sources Your research is extensive and focused, complemented by a quality selection and large range of sources
Report Format
/20
Total out 100 o Spelling and/or grammar is consistently incorrect, impacting on the flow and readability
of your analysis
o Ideas/themes have not been developed
o The format chosen for your report lacks thought and consideration for the intended audience
o In-text referencing and/or reference list is mostly incorrect or nonexistent
o Even though grammar
and spelling are an issue, they do not detract very much from the readability of your analysis
o Ideas/themes have been developed, but your composition lacks connections and integration.
o The format chosen for
your report is appropriate, but major improvements would enhance its presentation
o An earnest attempt at intext referencing is obvious but there are major errors o Mostly correct grammar and spelling are very good but with occasional errors
o Ideas/themes have been developed, but connections are not always obvious. o The format chosen for
your report is appropriate but some improvements would
enhance its presentation
o Mostly correct in-text referencing and reference list with minor errors throughout and the occasional major
error
o Errors in grammar and
spelling are rare
o There is a logical connection between your statements, adding to the readability and credibility of your analysis
o Your report is professionally presented and has been submitted in the appropriate format
o In-text referencing and the resultant reference list are correct, with only the
occasional minor error
o Correct grammar and spelling throughout the analysis with no obvious errors
o There is an obvious and logical connection between your statements, enhancing the structure, synthesis, credibility, and readability of your analysis
o Your report is professionally presented and exceeds expectations in what is evidently suitable for a highgrade commercial environment
o In-text referencing and the resultant reference list are
correct, with no errors
Feedback and Grades will be released via Turnitin
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