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Subject Code: MKT201
Subject Name: Integrated Marketing Communications
Assessment Title: Individual Report
Total Marks: 1000 words (+/- 10% allowable range)
Submission: Due Date: via Turnitin
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 are required to analyse IMC mix of a chosen product/brand. It is advisable to liaise with your lecturer to ensure you have chosen the correct product/brand. You will be continuing with the same brand/product in your remaining assessments. To prepare this assessment, you will be required to identify, research and apply theories studied in week 1 to week 5.
In your analysis, you will need to address the following points:
- Use seven tools of persuasion to analyse your product/brand’s status.
- Evaluate your product/brand’s current advertising components.
- Identify the current marketing communication mix used by your chosen product/brand. You must use examples to support your answer. Use appendix for that.
- Identify current segments of the product/brand using Roy Morgan’s Value Segment.
Your Analysis MUST follow a professional report structure:
Table of Contents
Identification and Analysis
• Persuasion Analysis
• Analysis of Current advertisement
• Current IMC Practices
Reference List (You must use Harvard Referencing Style)
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. You are required to research at least one article from each week’s topic, its alignment with respective theory and what part of your report you have used it as your appendix. The format for this will be available under week-1
Please note that Wikipedia is not to be used.
Students must submit their individual report via Turnitin.
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
Number of days 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 as 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_June2019_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.
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 StudySupport Resources
MKT201 T1 2018 Assessment Marking Rubric - Individual Report 30%
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.
25% 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. Your analysis comprehensively identifies and applies relevant IMC theories and concepts.
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.
Spelling and/or grammar is consistently incorrect,
impacting on the flow and
readability of your analysis
Ideas/themes have not been developed.
The format chosen for your report lacks thought and
consideration for the intended audience.
In-text referencing and/or reference list is mostly
incorrect or non-existent.
Even though grammar and spelling are an issue, they do
not detract very much from the readability of your analysis.
Ideas/themes have been developed, but your
composition lacks connections and integration.
The format chosen for your report is appropriate, but major
improvements would enhance its presentation
An earnest attempt at intext referencing is obvious but there
are major errors Mostly correct grammar and spelling are very good but with occasional errors.
Ideas/themes have been developed, but connections are not always obvious.
The format chosen for your report is appropriate, but some improvements would
enhance its presentation.
Mostly correct in-text referencing and reference list with minor
errors throughout and the occasional major error. Errors in grammar and spelling are rare.
There is a logical connection between your statements, adding
to the readability and credibility of your analysis.
Your report is professionally presented and has been
submitted in the appropriate format.
In-text referencing and the resultant reference list are correct, with only the occasional minor error.
Correct grammar and spelling throughout the analysis with no obvious errors.
There is an obvious and logical connection between your
statements, enhancing the
structure, synthesis, credibility, and readability of your analysis.
Your report is professionally presented and exceeds
expectations in what is evidently suitable for a high grade commercial environment.
In-text referencing and the resultant reference list are correct, with no errors.
Feedback and Grades will be released via Turnitin