Assessment Information
Subject Code: MKT201
Subject Name: Integrated Marketing Communications
Assessment Title:
Length:
Individual Short-Term IMC Program Plan
15 slides (no more)
Weighting: 40%
Total Marks:
Submission:
40
Online via Turnitin
Due Date: Week 13
Assessment Description.
The purpose of this short-term IMC plan is to further develop your ability to critically evaluate cu
ent IMC
programs and to provide solutions based on learned IMC theories and concepts. This is a great opportunity
to practice your planning skills in developing an IMC campaign with inclusion of budgetary and timing
constraints.
Based on your report findings in assessment 1 and your creative
ief, you are required to design a 6-
month IMC program for your product
and that you have opted for in assessment-1. To make your learning
experience as close as possible to a “real” word business, you are restricted to a budget of $50 000.
Your short-term plan must include the following:
Part I:
Marketing communication goal and objective/s
Redesigned message Key
target audiences
Part II:
Choice of Marketing Communication Mix
6-month media schedule based on the media mix criteria including time and budgetary restrictions
Reach
Frequency
Continuity
Part III:
Suggestion of at least three campaign evaluation methods
In preparing your slide deck, you will need to reference at least 10 sources of information. These may
include corporate websites, government publications, industry reports, census data, journal articles,
newspaper articles, and textbook material.
.
Assignment Submission
This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from
inco
ect 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
ief description of the issue and a screen shot
of the Turnitin e
or 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
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
XXXXXXXXXXdays 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
eturned to students
*Assignments submitted at any stage within the first 24 hours after 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/wp-content/uploads/2019/07/KBS_Assessment-Policy_June-2019_Final.pdf
https:
www.kbs.edu.au/wp-content/uploads/2019/07/KBS_Assessment-Policy_June-2019_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/cu
ent-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.
Study Assistance
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>Study Support Resources
.
http:
www.kbs.edu.au/cu
ent-students/student-policies
MKT201 Assessment Marking Ru
ic – Individual Short-term IMC Plan 40%
Criteria NN (Fail)
0 -49
P (Pass)
50 - 64
CR (Credit)
XXXXXXXXXX
DN (Distinction)
75 -84
HD (High Distinction)
85 -100
Critical Analysis
and Evaluation
Your analysis lacked depth. This
has impacted on the quality of
your evaluation.
You have drawn some useful
evaluation although a more
comprehensive analysis
would have been helpful.
From your comprehensive analysis,
you have drawn mostly useful
evaluation.
From your comprehensive
analysis, you have drawn
convincing evaluation.
From your comprehensive
analysis, you have drawn
dynamic and convincing
evaluation.
Plan’s
Viability
It is unlikely that your plan would
e considered and/or
implemented.
It is possible that some of
your plan would be
considered.
It is likely that some of your plan
would be implemented.
It is likely that all or most of
your plan would be considered
and implemented.
It is extremely likely that all or
most of your plan would be
considered and implemented.
Slide Deck
Format
o Spelling and/or grammar is
consistently inco
ect,
impacting on the flow and
eadability of your analysis
o Ideas/themes have not been
developed.
o The format chosen for your
slide deck lacks thought and
consideration for the
intended audience.
o In-text referencing and/or
eference list is mostly
inco
ect or non-existent.
o Even though grammar
and spelling are an
issue, they do not detract
very much from the
eadability of your
analysis.
o Ideas/themes have been
developed, but your
composition lacks
connections and
integration.
o The format chosen for
your slide deck is
appropriate, but major
improvements would
enhance its presentation.
o An earnest attempt at
intext referencing is
obvious but there are
major e
ors.
o Mostly co
ect grammar and
spelling are very good but with
occasional e
ors.
o Ideas/themes have been
developed, but connections are
not always obvious.
o The format chosen for your
slide deck is appropriate, but
some improvements would
enhance its presentation.
o Mostly co
ect in-text
eferencing and reference list
with minor e
ors throughout
and the occasional major e
or.
o E
ors in grammar and
spelling are rare.
o There is a logical
connection between your
statements, adding to the
eadability and credibility
of your analysis.
o Your slide deck is
professionally presented
and has been submitted
in the appropriate format.
o In-text referencing and
the resultant reference list
are co
ect, with only the
occasional minor e
or.
o Co
ect grammar and
spelling throughout the
analysis with no obvious
e
ors.
o There is an obvious and
logical connection between
your statements, enhancing
the structure, synthesis,
credibility, and readability of
your analysis.
o Your slide deck is
professionally presented and
exceeds expectations in what
is evidently suitable for a
high-grade commercial
environment.
o In-text referencing and the
esultant reference list are
co
ect, with no e
ors.
Feedback and Grades will be released via Turnitin