I have also attached the sample assignment. I want to select the brand thankyou for this assignment. Please include some in-text citation for this assignment as well.
MMK295 Integrated Marketing Communications in the Digital Age Trimester 1, 2018 Summative Assessment Task 1: Assignment 1 - Part A (Individual) IMC Strategy DUE DATE AND TIME: April 17th, 3:00pm AEST PERCENTAGE OF FINAL GRADE: 15% HURDLE DETAILS: No Unit Learning Outcome Graduate Learning Outcome 1. Apply fundamental integrated marketing communication theories to a specific organization GLO 1 2. Critically analyse and reflect on how the organization utilises IMC theories and frameworks to develop and achieve better outcomes GLO 4 Your Assignment You have been hired by one of the below brands to be an independent marketing consultant to complete an integrated marketing communications plan. Your first task is develop this plan with relation to a segmentation, targeting, differentiation and positioning strategy, as well as the brand’s marketing objectives. First, choose one of the following brands: 1) Thankyou - https://thankyou.co/ 2) Vinomofo - https://www.vinomofo.com/ 3) Axil Coffee Roasters - http://axilcoffee.com.au/ Next, develop an integrated marketing communications plan in relation to a segmentation, targeting, differentiation and positioning strategy for that brand. In doing so, you will need to: 1) Explore the brand’s positioning and differentiation 2) Detail the segments’ psychographic needs, wants, values 3) Choose a specific target market and justify that choice with relation to the brand’s positioning 4) Develop the brand’s marketing objectives. https://thankyou.co/ https://www.vinomofo.com/ http://axilcoffee.com.au/ Section Characteristics Word limit1 Marks Contents page One-page listing report sections N/A N/A Background Provide a succinct and fully referenced overview of the brand and the industry. ~200 10 Positioning & Differentiation How is the brand positioned? How is this similar or different from their competitors? Focus on the key benefits and demonstrate their positioning utilizing a positioning (perceptual) map. Support and justify your arguments ~300 30 Market Segmentation and Targeting Detail the brands’ target market with respect demographic, psychographic, and behavioural attributes Be sure to emphasize the relationship to the brand’s positioning and differentiation. Support and justify your arguments ~300 30 Marketing Objectives What are the brand’s marketing objectives (e.g. enhance the brand’s image, motivate behaviour, build awareness, etc.). Specify the who, what, & when. Provide a rationale for your answer. Support and justify your arguments ~200 20 References and Appendices Evidence must be used to justify recommendations. Documents require embedded citations and a reference list utilizing Harvard Referencing Style. Other support, marketing stimuli, etc. must be included in an appendix and properly referenced in- text. 10 1000 words 100% (100 marks) 1 Strict word limits for each section are not enforced; they are meant as a guide. Only the total word limit (1000 words) will be evaluated Submission 1. Penalties for Late Submission: The following marking penalties will apply if you submit an assessment task after the due date without an approved extension: 5% will be deducted from available marks for each day up to five days. Work that is submitted more than five days after the due date will not be marked; you will receive 0% for the task. 'Day' means working day for paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date. It is important that you check any assignment instructions carefully to see if late submissions are impracticable to assess and will not be marked. 2. Exceeding word length for any assignment exceeding the overall assignment length, 10% of the available marks will be deducted for every 10% of that word limit (e.g. above 1100 words), 10% will be deducted to a 50% maximum penalty on all students. The word count does not include your submission details, table of contents page, references, and appendices. It does include the segmentation table. Steps to complete and submit assignment 1. Assignment title page – Ensure that name and student number is listed. 2. Submission into CloudDeakin dropbox: i. Does it exceed the 1000 word (+10%) limit? ii. Is it a word doc? (don’t use PDF) iii. Did you use Harvard referencing style? iv. Have I uploaded the most recent file? If you do two uploads only the most recent upload will be saved. It will replace the previous upload 3. Assignment return - The marked assignment will be returned within 15 working days of submission date. Extensions Extensions can only be approved by the Unit Chair (Dr Jeff Rotman). Extensions can be granted for documented serious illness (not just on the day the assignment is due!) or for compassionate reasons under extenuating circumstances. The unit chair can ask to see how much work has been completed before granting an extension. Work or holiday reasons are NOT grounds for an extension – you are expected to manage these issues as part of your studies. Other Notes You must keep a backup copy of every assignment you submit, until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced, you will need to submit your backup copy. Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism. When you are required to submit an assignment through your CloudDeakin unit site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assignment in the Submissions view of the Assignment dropbox folder after upload, and check for, and keep, the email receipt for the submission. You are strongly encouraged to start early and to regularly backup your assignment as you progress. Computer crashes or corrupted files will NOT be accepted as valid reasons for an extension of any length. For more information about academic misconduct, special consideration, extensions, and assessment feedback, please refer to the document Your rights and responsibilities as a student in this Unit in the first folder next to the Unit Guide of the Resources area in the CloudDeakin unit site. MMK295 2018 Rubric – Assignment 1 Part A Poor Satisfactory Good Very good Excellent Background (10 marks) GLO1 The overview of the industry and brand is described with ambiguity and lacks context. The overview of the industry and brand is described with some ambiguity and lacks some context. The overview of the industry and brand is described without ambiguity and in context. The overview of the industry and brand includes relevant metrics (e.g. market share, market growth) and the organization is described clearly in context and using relevant information necessary for understanding. An excellent overview of the industry and brand that includes relevant metrics/information (e.g. market share, market growth) organisation is described insightfully in context and using information necessary for understanding. Positioning & Differentiation (30 marks) GLO1 and GLO4 Very few or no details of current brand position and differentiation. Little or discussion of the key benefits and differences compared to competitors. Little to no evidence is provided in support of justification. Current brand position and differentiation discussed adequately, but in a superficial manner Evidence and justification of the key benefits and differences compared to competitors is satisfactory, but is not completely logical and coherent. Good discussion of current brand positioning and differentiation. Some evidence and justification of the key benefits and differences compared to competitors. Arguments are logical and coherent. Very good discussion of current brand position and differentiation. Strong evidence and justification of the key benefits and differences compared to competitors. Arguments are logical and coherent. Unusually sophisticated, comprehensive and insightful discussion of current brand positioning and differentiation. Very strong evidence and justification of the key benefits and differences compared to competitors. Arguments are logical and coherent. Market Segmentation and Targeting (30 marks) GLO1 and GLO4 Very few or no details regarding the target market’s demographic, psychographic, and behavioural attributes. Little to no evidence is provided in support of these attributes. Little to no details regarding differing segments Demographic, psychographic, and behavioural attributes are discussed in an adequate, but superficial manner. Evidence in support of these attributes is satisfactory but contains superficial or inconsistent justification to support arguments. Demographic, psychographic, and behavioural attributes are discussed well. Relationship to positioning is justified, logical, and coherent Very good discussion of the demographic, psychographic, and behavioural attributes Strong evidence is provided in support of these attributes. Relationship to positioning is justified, logical, and coherent Extremely sophisticated discussion of the demographic, psychographic, and behavioural attributes. Very strong evidence is provided in support of these attributes. Relationship to positioning is justified, logical, and coherent Marketing Objectives (20 marks) GLO1 and GLO4