Just Part A need to do.
MKT103A Assessment 3 Brief Page 1 of 9 ASSESSMENT BRIEF Subject Code and Title MKT103A – Integrated Marketing Communications Assessment Assessment 3- Integrated Marketing Communication Campaign Plan Part A – Written Campaign Part B – Campaign Pitch Individual/Group Group (2-3 students) Length Assessment 3A- 2000 words (+/-10%) Assessment 3B- 10 minutes (+/- 10%) Learning Outcomes a) Describe the principles of integrated marketing communications. b) Identify and analyse marketing communication approaches through the application of communication models and relevant theory. c) Compare and contrast the effectiveness of media tools used to design integrated marketing communication campaign plans. d) Define and design a creative integrated marketing communication campaign plan Assessment 3A- By 11:55pm AEST/AEDT Sunday of module 6.1 (week 11) Assessment 3B- Online students: by 11:55pm AEST/AEDT Sunday of module 6.2 (week 12) On campus students: in class on module 6.2 (week 12) Weighting Assessment 3A- 35% Assessment 3B- 15% Total Marks 100 marks each Context This assessment has been designed for you to apply the skills and theory you have learned by creating an Integrated Marketing Communications (IMC) plan for a real client, which your MKT103A Assessment 3 Brief Page 2 of 9 group will select. You will use the insights you have gained through the reflection analyses in assessments 1 and 2, and apply them to create an IMC plan to suit the client’s needs. The focus of this assessment task is on the application of IMC theory to a case study (your client), and on demonstrating your creativity in the design of an integrated communication campaign based around a budget. This focus needs to be present in both, your written campaign and your campaign pitch. Both parts of this assessment task simulate what marketers do as part of their roles, where working in groups to present, secure and implement a campaign is a requirement. Instructions 1. Form a group with your peers (2-3 students per group) by week 7. a. Please notify your learning facilitator if you need to be allocated to a group by week 7. 2. As a group, create an IMC plan to promote a new service or product. You have a budget of AU$ 20,000. 3. To do this, you need to: a. Identify a local small business with an online presence (such as a website or social media activity) that provides enough information to assist you in gaining a good insight into their activities. b. Research your chosen business and document your observations. i. You do not need to contact this business, as you will not be presenting your assessment to them. c. Establish the overview of the business and its target audience, and decide on the type of promotion you are planning to organise. i. The type of promotion is up to you. For example, a local coffee shop, which is introducing healthy smoothies into their menu, or a local gym that is reducing their membership fee or introducing yoga classes. d. Consider and determine the integrated communication tools best suited for your plan and client. i. Draw from academic resources to support your ideas. e. Create your written campaign and creative campaign pitch. Part A- written campaign, suggested outline: Introduction – introduce the business. Target Audience- outline who is their current target audience and create a profile/persona. Objective – what are your promotional objective/s for the campaign? IMC Tools - outline the integrated marketing tools you have selected and discuss why they are appropriate for this campaign. How are they integrated? Use academic resources on IMC theory to support your ideas. MKT103A Assessment 3 Brief Page 3 of 9 Campaign Outline – provide an overview of your campaign including the creative strategy and justify your ideas. Include an example of one of the integrated marketing communication tools brought to life (This could be an outdoor signage, social media campaign or similar). o An example of this could be (1) creating what your social media activity may look life. (2) You may be considering doing a TV or radio ad – have fun creating this using your mobile phone. (3) If it is a billboard, magazine or newspaper ad, create the example through your artwork capabilities on your personal computer. Timeline of your activities –outline the timing of each activity and how they will be evaluated in a Gantt chart (information discussed in module 5.2). Budget – list and justify how you will spend the budget. Evaluation of the campaign – how will you measure the campaign’s success? Reference List: this assessment task should include appropriate academic referencing and a reference list following APA 6th edition style of referencing. Please see the Academic Skills page on Blackboard for information on referencing in APA 6th ed. : https://laureate- au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163 _1&content_id=_2498849_1 Part B- Campaign pitch Imagine you are selling this idea to the local business. Therefore, you should create a pitch that is different, lively and engaging, but most importantly professional and persuasive. The pitch can be created in power point, prezi or similar presentation software. Be conscious of how you present the information to achieve your objective: engaging your audience and ultimately selling them your idea. Avoid an overreliance on text in your presentation. This pitch’s duration is 10 minutes, and as a reference, you should plan for 2-3 minutes per slide. Online students will need to make a video of their presentation. Instructions will be provided by your learning facilitator. Ensure you include the key information from your report but only in point form. Similarly, you should use imagery throughout the presentation to support your pitch. One key aspect that must be included in your pitch is your Integrated Marketing Communication tool example brought to life. This example should be part of the presentation slides. For instance, a link to a video, voice over or a photograph/screen shot of your ad or social media idea. The demonstration of your example to your audience is paramount to achieve your objective, which is to win the client’s approval. https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1 https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1 https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1 MKT103A Assessment 3 Brief Page 4 of 9 Submission Instructions Only one student per group should submit your Assessment 3A: Written Campaign via the Assessment link in the main navigation menu in MKT103 Integrated Marketing Communications by the due date. Only one student per group should submit your Assessment 3B: Campaign Pitch via the Assessment link in the main navigation menu in MKT103 Integrated Marketing Communications by the due date. Online students must submit a PDF of their presentation and (a link to) their video. On campus students must submit a PDF of their presentation. The learning facilitator will provide feedback to both parts of the assessment task via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades. The learning rubric below is your guide to how each part of the assessment task will be marked. Please be sure to check this rubric very carefully before submission. MKT103A Assessment 3 Brief Page 5 of 9 Learning Rubric: Assessment 3A Written Campaign Assessment Attributes Fail (Unacceptable) 0-49% Pass (Functional) 50-64% Credit (Proficient) 65-74% Distinction (Advanced) 75 -84% High Distinction (Exceptional) 85-100% Introduction, target audience and objective 10% Business has not been introduced, or has been introduced partially. There is no/limited evidence of an attempt to identify their target audience, create their persona, or the promotional objective(s) of the campaign. Business has been basically introduced, and there is some evidence of an attempt to identify their target audience, create their persona, or the promotional objective(s) of the campaign. Business has been satisfactorily introduced, and their target audience have been clearly identified. The persona has been sufficiently described, and the promotional objectives have been outlined and partially justified. Business has been thoroughly introduced, and their target audience have been clearly identified. The persona has been thoroughly presented and the promotional objectives have been outlined and justified. Business has been expertly introduced, and their target audience have been clearly and diligently identified. The persona has been thoroughly and critically presented and the promotional objectives have been justified in- depth. Selection of Integrated Marketing Tools and integration evidence 30% Selection of Integrated Marketing Tools does not present adequate information, ideas or evidence. No integration evidence. Selection of Integrated Marketing Tools presents information, ideas and evidence is sufficient; however, these require further logic and clarity. Some integration evidence. Selection of Integrated Marketing Tools presents information, ideas and evidence clearly and logically. Relevant integration evidence. Selection of Integrated Marketing Tools presents information and arguments in a logical and clear way, which is well supported by evidence. Good integration evidence. Selection of Integrated Marketing Tools is expertly presented; descriptive, concise and informative, exceptionally developed and well supported by evidence. Excellent integration evidence. Overview and justification of creative strategy 30% There is no/limited evidence of a basic attempt to provide an overview of the campaign, neither including nor justifying the creative strategy. There is evidence of a basic attempt to provide an overview of the campaign, including the creative strategy, however not justifying it in detail. There is evidence of a basic attempt to support ideas The text provides an