Assessment 1 Information
Subject Code: MKT201
Subject Name: Integrated Marketing Communications
Assessment Title: Customer Personas Profile
Assessment Type: Length: In-class Activity & Individual Summary Two-page overview (no more)
In-class & Online
Due Date: Week 5 & 6
Individually, you are required to choose a business, participate in an in-class activity and deliver a presentation on personas. The business or organisation you choose will be used for assignments two and three, so please choose wisely.
In this assessment, students will be given an opportunity to identify and explain the fundamentals of IMC and its role in the overall marketing strategy and approaches to IMC. Importantly, it also provides the foundations for assignments two and three.
You will be creating a profile of three personas that will serve as a characterisation of the target audience you want to reach through the integrated marketing communications approach you will develop throughout this subject. Key concepts for this assignment are customer segmentation, target markets and personas, which are explored in week 2 and knowing how to apply these personas through the content covered in weeks 3 and 4.
Before choosing a business, you are required to conduct preliminary research to determine how the chosen business undertakes several forms of integrated marketing communications, such as advertising (through TV, radio, print, outdoor or digital), point-of-purchase, direct marketing, sales promotion, personal selling, sponsorship and marketing public relations.
Once you’ve made a suitable choice, you are then required to prepare a two-page summary that addresses the following points:
1. Identify the market segments that the chosen business would use to segment the market. Make sure you identify or provide a reliable estimate of the size of this segment.
2. Discuss why these segments are relevant to the chosen business.
3. Determine the target market or markets you believe the chosen business or not-for-profit organisation should target through integrated marketing communications. Provide reasons for your answer and use research to estimate the likely number of potential customers in this target market.
4. Create three persona profiles (must include personas in your summary – not included in the page limit) by a suitable persona template using Xtensio (www.xtensio.com) or another online tool of your choice. Justify the reasons for the information you included.
5. You must include the account details (username and password) of the persona tool you have used. Failure to do so may result in questions over the academic integrity of this assignment.
During week 5, you are required to participate in an in-class activity in which you will be delivering a 5 to 10-minute presentation on the created personas profiles and brand positioning. In delivering this presentation, you must account for a Q&A session in which your peers will ask you questions on how you developed the personas and how they apply to the business organisation you have identified. Failure to attend this week will impact your final grade on this assessment. Your participation in the discussion forms part of your assessment.
During week 6, you are required to finalise the written two-page summary and submit it via MyKBS: TurnItIn icon.
In preparing this submission, you will need to use at least 5 sources of information and reference these in accordance with Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as a reference list at the end of your report.
This file must be submitted as a ‘Word’ file 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 an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the issue and a screenshot 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 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.
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 the 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/about-us/school-policies
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.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties? How can I appeal my grade?
Click here for answers to these questions:
Word Limits for Written Assessments
Submissions that exceed the word limit 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 Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.
MKT201 Assessment 1 Marking Rubric – Customer Personas Profile 30%
Marking Criteria F (Fail)
0-49% P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100%
Research, analysis and explanation
__/30 marks You provided a lack of relevant and/or accurate
research. You did not provide suitable linkages, analysis
and explanations into market segments and target markets. You provided limited and/or partially accurate research with a basic level of linkages,
analysis and explanations into market segments and target markets. You provided mostly relevant and accurate research with an adequate level of linkages,
analysis and explanations into market segments and target markets. You provided relevant and accurate research with an
insightful level of analysis and explanations into market segments and target markets. You provided diverse, relevant and accurate research with an
insightful level of analysis and
explanations into market segments and target markets.
Design of personas
__/10 marks You provided a lack of suitable persona design
and/or you had irrelevant connections to the target markets. You provided a basic persona design with somewhat relevant connections to the target markets.
You provided a well designed persona with mostly relevant connections to the target markets.
You provided a well designed and accurate persona with relevant
connections to the target markets.
You provided an excellent persona design with strong and accurate
connections to the target markets.
__/15 marks Your spelling and/or grammar is consistently incorrect,
impacting on the flow and readability of your analysis. You used mostly correct grammar and spelling used throughout, with consistent minor and/or major errors. You used mostly correct grammar and spelling used
throughout, with occasional minor and/or major error(s). You used correct grammar and spelling throughout the
analysis, with the occasional minor error.
You used correct grammar and spelling throughout the analysis with no errors.
In-text Citations and Referencing
__/15 marks In-text referencing and/or reference list is mostly incorrect or non-existent. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with major errors. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing
Style, with minor errors throughout and the occasional major error. In-text referencing and the resultant reference list
adheres to Kaplan Harvard
Referencing Style, with only the occasional minor error. In-text referencing and the resultant reference list adheres to
Kaplan Harvard Referencing Style, with no errors.
__/15 marks You did not discuss personas or your discussion was poorly delivered with no logical sequence or relevant information.
Your discussion was adequately delivered but was
not cohesive or did not provide relevant information.
Your discussion was adequately delivered in a logical format with cohesive and relevant information.
Your discussion was delivered well with an
engaging presence supported by cohesive and relevant information.
You had excellent discussion with no reliance on notes and strong engagement supported by
cohesive and relevant information.
Total Marks __/100 You did not answer questions relevantly and/or you did not participate in further discussion. You provided a limited attempt to answer questions and/or participation in further discussion. You answered the questions adequately and participated in further discussion. You answered questions well with active participation in further discussion. You delivered comprehensive responses to questions and strong involvement in further discussion.
Feedback and Grades will be released via Turnitin.
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