MKT103A Assessment 1 Brief Page 1 of 5
ASSESSMENT BRIEF
Subject Code and Title MKT103A – Integrated Marketing Communications
Assessment Assessment 1 – Influencer Reflection Analysis
Individual/Group Individual
Length 1000 words (+/- 10%)
Learning Outcomes a) Describe the principles of integrated marketing
communications.
) 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.
Submission By 11:55pm AEST/AEDT Sunday of module 2.2 (week 4)
Weighting 20%
Total Marks 100 marks
Context
The world of marketing is changing. As marketers, we rely on a wide variety of Integrated
Marketing Communication (IMC) tools. These have progressed and expanded from what is
now considered traditional forms of marketing, to new ways and methods of creating
communication. These new methods are based on influencing our target audience through
people/videos
logs and not just ad campaigns. Of course, how and why these forms of
communication work will always depend on your target audience.
This assessment is designed to introduce you to understanding influencer marketing which is
targeting audiences through people and their communication activities to their own
followers. These people are known as Influencers, Bloggers and Vloggers. They can be
cele
ities, sportspeople or people with no formal qualification, but who have created a
following based on what they post in social media. Marketers are using these Influencers
extensively and this assessment will expand your knowledge on the impact that these
Influencers have on
ands.
MKT103A Assessment 1 Brief Page 2 of 5
Instructions
Starting in week 2, you are to find an Influencer and follow their activities, found primarily on
social media, for the next 3 weeks (week 2 inclusive). Their activities will be mainly posts on
their social media and/or blog posts on their own website (i.e. text, images or videos). At the
end of week 4, you will create a reflection paper based on your observation of their activities
and supported by academic resources.
This assessment involves the following activities:
1. Choose an Influencer.
a. How will you find an Influencer? Just google the word “Influencer” and explore
the links that attract your attention in the search results. There are so many
Influencers around the world. It is suggested that you follow an Australian
Influencer as understanding the
ands/activities that they discuss will be
easier. You can also follow your favourite cele
ity or sports star. If you have
any challenges in finding an Influencer, please discuss this with your learning
facilitator.
2. Follow your Influencer from week 2 to week 4, documenting your observations on
their activities across their communication platforms (i.e. posts, images, video and
screen shots in social media, blog, vlog, etc.).
3. Conduct academic research on IMC and Influencers as a method of communication in
marketing within and outside the subject learning resources.
4. Write your Influencer Reflection Analysis following the below outline:
a. Introduce your Influencer, who they are, their communication platforms, their
target audience and their number of followers (approximately 125 words).
. Reflect on your influencer’s activities per week, addressing the following
questions:
i. What was the focus for their communication activities?
ii. In your opinion, how effectively do they communicate their message?
c. Use the sourced material from the observations you documented and the
academic research you conducted to support your ideas in point b above
(approximately 250 words for each weekly analysis).
d. Write a conclusion (approximately 125 words).
e. Follow the APA 6th edition style of referencing to cite your academic resources
and provide your reference list. Please see the Academic Skills page on
Blackboard for information on referencing in APA 6th ed.: https:
laureate-
au.blackboard.com/webapps
lackboard/content/listContent.jsp?course_id=
_20163_1&content_id=_2498849_1
Submission Instructions
Submit your Assessment 1: Influencer Reflection Analysis via the Assessment link in the main
navigation menu in MKT103 Integrated Marketing Communications. The learning facilitator
https:
laureate-au.blackboard.com/webapps
lackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1
https:
laureate-au.blackboard.com/webapps
lackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1
https:
laureate-au.blackboard.com/webapps
lackboard/content/listContent.jsp?course_id=_20163_1&content_id=_2498849_1
MKT103A Assessment 1 Brief Page 3 of 5
will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My
Grades.
The learning ru
ic below is your guide to how your assessment task will be marked. Please
e sure to check this ru
ic very carefully before submission.
MKT103A Assessment 1 Brief XXXXXXXXXXPage 4 of 5
Learning Ru
ic: Assessment 1 Influencer Reflection Analysis
Assessment
Attributes
Fail (Unacceptable)
0-49%
Pass
(Functional)
50-64%
Credit
(Proficient)
65-74%
Distinction
(Advanced)
75 -84%
High Distinction
(Exceptional)
85-100%
Introduction of
Influencer
20%
Influencer has not been
introduced, nor there is
evidence of an attempt to
identify their
communication platforms,
target audience and
number of followers.
Influencer has been
asically introduced, and
there is some evidence of
an attempt to identify their
communication platforms,
target audience and
number of followers,
although it may omit to
identify one these key
elements.
Influencer has been
satisfactorily introduced, and
their communication
platforms, target audience
and number of followers
have been clearly identified.
Influencer has been
thoroughly introduced, and
their communication
platforms, target audience
and number of followers
have been clearly and
identified.
Influencer has been
expertly introduced, and
their communication
platforms, target audience
and number of followers
have been clearly and
diligently identified.
Reflection and analysis
of influencer’s
communication
activities
40%
Text demonstrates a
limited attempt to reflect
on the influencer’s
communication activities,
with no/limited attempt
to use the sourced
material from
documented observations
and academic research to
support ideas.
Text demonstrates a basic
attempt to reflect on the
influencer’s communication
activities, with a basic
attempt to use the sourced
material from documented
observations and academic
esearch to support ideas.
Text demonstrates an
adequate reflection on the
influencer’s communication
activities, with a critical use
of the sourced material from
documented observations
and academic research to
support ideas.
Text demonstrates a
thorough reflection on the
influencer’s communication
activities, with a critical and
in-depth use of the sourced
material from documented
observations and academic
esearch to support ideas.
Text demonstrates an
expert reflection on the
influencer’s communication
activities, with an in-depth,
critical and meticulous use
of the sourced material
from documented
observations and academic
esearch to support ideas.
Conclusion
15%
Text does not include a
conclusion, or there is a
limited attempt to
conclude ideas with no
eference to key points in
the analysis.
Text shows evidence of a
asic attempt to conclude
ideas; conclusion is a
general recall of key points
in the analysis.
Text shows evidence of a
satisfactory and thorough
conclusion of ideas, which
includes a
ief summary of
key points in the analysis.
Text shows evidence of a
satisfactory and thorough
conclusion of ideas.
Conclusion discusses and
expands on the key points
of the analysis.
Text shows evidence of a
thorough and sophisticated
conclusion of ideas.
Conclusion discusses key
points of the analysis and
expands beyond key
findings.
MKT103A Assessment 1 Brief XXXXXXXXXXPage 5 of 5
Structure and flow of
ideas
15%
Text does not present
sufficient information,
ideas or evidence.
Text lacks logical/clear
structure and flow of
ideas, making it difficult to
understand.
Line of reasoning is
unclear and difficult to
follow.
Text presents information,
ideas and evidence
sufficiently, however these
equire further logic and
clarity.
Text has a sufficient
structure, however flow of
ideas are a challenge and
can be difficult to
understand.
Line of reasoning is
passable, however, can
sometimes be difficult to
follow and requires clarity.
Text presents information,
ideas and evidence clearly
and logically.
Text has a good structure,
with a good flow of ideas.
Line of reasoning is of a good
standard and easy to follow.
Text presents information
and arguments in a logical
and clear way, which is well
supported by evidence.
Text has a very good
structure, with a strong
flow of ideas; opinions and
ideas are expressed in a
clear and concise manner
with obvious connection to
topic.
Line of reasoning is clear,
logical and easy to follow.
Text is expertly presented;
descriptive, concise and
informative, exceptionally
developed and well
supported by evidence.
Text has an excellent
structure, with a strong,
clear flow of ideas; engages
and sustains the audience’s
interest in the topic and the
eader can immediately
grasp the relevancy.
Line of reasoning is
excellent; demonstrating a
clear, logical flow of ideas
and arguments that are
easy to follow.
Co
ect citation of key
esources
10%
Does not include co
ect
eferences or in-text
citations; does not use
APA 6th style.
Attempts to include
eferences or in-text
citations, however these
are sometimes insufficient
for research purposes, or
inco
ect; uses APA 6th
style, however may contain
some citation or
eferencing e
ors.
Includes in-text citations and
eferences from suitable
sources; uses APA 6th style,
however may contain minor
citation or referencing e
ors.
Includes in-text citations