Assessment Information
Subject Code: MKT201
Subject Name: Integrated Marketing Communications
Assessment Title: Individual Short-Term IMC Program Plan
Length: 15 slides (no more)
Weighting: 40%
Total Marks: 40
Submission: Online via Turnitin
Due Date: Week 13
Assessment Description
The purpose of this short-term IMC plan is to further develop your ability to critically evaluate current IMC programs and to provide solutions based on learned IMC theories and concepts. This is a great opportunity to practice your planning skills in developing an IMC campaign with inclusion of budgetary and timing constraints.
Based on your report findings in assessment 1 and your creative brief, you are required to design a 6¬month IMC program for your product/brand that you have opted for in assessment-1. To make your learning experience as close as possible to a “real” word business, you are restricted to a budget of $50 000.
Your short-term plan must include the following:
Part I:
Marketing communication goal and objective/s
Redesigned message Key
target audiences
Part II:
Choice of Marketing Communication Mix
6-month media schedule based on the media mix criteria including time and budgetary restrictions
Reach
Frequency
Continuity
Part III:
Suggestion of at least three campaign evaluation methods
In preparing your slide deck, you will need to reference at least 10 sources of information. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material.
Assignment Submission
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.
Penalty
1* - 9 days 5% per day for each calendar day late deducted from the total marks available
10 - 14 days 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted and the student will receive a mark of zero for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students
*Assignments submitted at any stage within the first 24 hours after deadline will be considered to be one day late and therefore subject to the associated penalty
For more information please read the full policy via:
https://www.kbs.edu.au/wp-content/uploads/2019/07/KBS Assessment-Policy June-2019 Final.pdf
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
For details on academic integrity policies and penalties, the reassessment process, and the appeals process, please refer to http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word count by more than 10% will cease to be marked from the point at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Success Centre representative or refer to the study help on the MyKBS Academic Success Centre page. You can find this by clicking on the top page toolbar:
My Services Academic Success Centre Study Support Resources
MKT201 Assessment Marking Rubric - Individual Short-term IMC Plan 40%
Criteria NN (Fail) 0 -49 P (Pass)
50 - 64 CR (Credit)
65 - 74 DN (Distinction)
75 -84 HD (High Distinction)
85 -100
Critical Analysis and Evaluation Your analysis lacked depth. This has impacted on the quality of your evaluation. You have drawn some useful evaluation although a more comprehensive analysis would have been helpful. From your comprehensive analysis, you have drawn mostly useful evaluation. From your comprehensive analysis, you have drawn convincing evaluation. From your comprehensive analysis, you have drawn dynamic and convincing evaluation.
Plan’s Viability It is unlikely that your plan would be considered and/or implemented. It is possible that some of your plan would be considered. It is likely that some of your plan would be implemented. It is likely that all or most of your plan would be considered and implemented. It is extremely likely that all or most of your plan would be considered and implemented.
Slide Deck Format 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
slide deck lacks thought and consideration for the intended audience.
o In-text referencing and/or
reference list is mostly incorrect or non-existent. 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 slide deck 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
slide deck 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 slide deck 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 slide deck is
professionally presented and exceeds expectations in what is evidently suitable for a high-grade commercial environment.
o In-text referencing and the
resultant reference list are correct, with no errors.
Feedback and Grades will be released via Turnitin