Assessment 2 Information
Subject Code: MKT201
Subject Name: Integrated Marketing Communications
Assessment Title: Brand and Communications Audit
Assessment Type: Length: Written Report
1500 words (-/+ 10 % allowable range)
Due Date: Week 10
Individually, you are required to conduct an audit of the business that you chose in the first assessment by analysing its integrated marketing communications mix and relevant competitors.
In this individual assignment, you will be given an opportunity to evaluate the relevancy and consistency of brand positioning and the integrated marketing communications mix based on the personas that you created in assignment one. An Audit is an essential technique used to understand how aligned a brand and its communications are with the views of its target markets and personas. Importantly, it will also provide the basis for assignment three.
You are required to prepare an audit of the chosen business or not-for-profit organisation that you chose in assessment one by writing a 1500-word professional report that needs to be written in a business tone from a third-person perspective.
In writing this report, please address the following areas by using designated headings:
• Introduction o Include a brief overview of the business and the brand you will be investigating through the Audit.
o Briefly mention the purpose of the report and what it will contain.
• Positioning o Identify at least four competitors to your chosen brand and include a brand positioning map with your chosen brand and these competitors.
o Include an explanation of the axis you used for the brand positioning map and the reasoning why you have positioned the businesses or organisations in this way.
• Integrated Marketing Communications Mix o Identify each element of the integrated marketing communications used by your chosen brand. Mention which forms of the integrated marketing communications mix you will be analysing.
o Include sub-headings for the tools that you will be auditing. Discuss how the brand uses this element of the mix, the messaging, imagery, tone and style that is used and consider how you would evaluate its effectiveness. o Discuss whether each of the elements is consistent and suitable for the positioning you have identified. Justify your reasoning and point of view.
• Recommendations o Include at least two key recommendations on what refinements the brand should make based on the findings of your Audit. Bullet points with supporting explanation are suitable for the recommendations.
• Conclusion o Summarise the key sections of your report and key findings. • References (in Kaplan Harvard Referencing Style)
• Appendix (you must include photos or screenshots with links of the competitor and organisation IMC elements you analysed – failure to include this section may result in questions over the academic integrity of your report)
You are required 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’ 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 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?
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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 2 Marking Rubric – Brand and Communications Audit 30%
Marking Criteria F (Fail)
0-49% P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100%
__/20 marks Your Audit lacks depth and/or a lack of suitable axis and/or
incorrect positioning of brands with an invalid explanation. You have provided a somewhat suitable axis and positioning of brands with a basic level of explanation.
You have provided mostly suitable axis and positioning of
brands with informed analysis.
You have provided a suitable axis and positioning of brands with an informed analysis that
justifies these perceptions.
You have provided a suitable axis and positioning of brands with a
comprehensive analysis that justifies these perceptions.
__/30 marks Your Audit lacks depth and/or lack of suitable identification of the IMC mix and/or invalid discussion on these elements. You have identified some of the
IMC mix and accompanied your analysis with a somewhat detailed
discussion of its elements, although further justification of formed perceptions is needed. You have identified most of the
IMC mix and accompanied your analysis with a mostly detailed discussion of its elements,
although further justification of formed perceptions is needed. You have identified all of the
IMC mix and accompanied your analysis with a discussion of its elements, and viable
justification of formed perceptions. You have identified all of the IMC mix and accompanied your analysis with a comprehensive discussion of its elements, and viable justification of formed perceptions.
__/20 marks Your Audit lacks suitable recommendations and/or
recommendations are not
relevant to IMC or branding
and/or are unrealistic based on
the chosen business or not-forprofit organisation. You have provided somewhat suitable recommendations with limited discussion, further
reinforcement of the key findings is needed. You have provided mostly suitable recommendations with an informed discussion by reinforcing the key findings of the report. You have provided suitable recommendations with an
informed discussion by
reinforcing the key findings of the report. You have provided suitable recommendations with a
comprehensive discussion by
reinforcing the key findings of the report.
__/10 marks Your spelling and/or grammar is consistently incorrect, or report is not formatted correctly. You used mostly correct grammar, spelling and report format used
throughout, with consistent minor and/or major errors. You used mostly correct grammar, spelling and format used throughout, with an
occasional minor and/or major error(s). You used correct grammar, spelling and format throughout the analysis, with the
occasional minor error.
You used correct grammar, spelling and format throughout the analysis with no errors.
__/10 marks The format chosen for your
Audit lacks thought and consideration for the intended audience. The format chosen for your Audit is satisfactory, but major
improvements would enhance its effectiveness. The format chosen for your Audit is appropriate, but quite a few
improvements would be needed for a professional audience. Your Audit is professionally presented and has been
submitted in a format that, with
some tweaks, could be suitable for a professional audience. Your Audit is professionally presented and has been submitted in an entirely appropriate format.
In-text Citations and Referencing
Total Marks __/100 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.
Feedback and Grades will be released via Turnitin.
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