Microsoft Word - MMK293 T3 Assessment 1 - Assignment 1A with template.docx
Deakin's Bachelor of Commerce and MBA are internationally EPAS accredited.
Deakin Business School is accredited by AACSB.
MMK295 – Integrated Marketing Communications in the Digital Age
T3, 2018
Summative Assessment Task 1 (Individual) – Part A
DUE DATE AND TIME: Week 6, 10/12/2018, 3:00PM AEST
PERCENTAGE OF FINAL GRADE: 15%
HURDLE DETAILS: N/A
Learning Outcome Details
Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO)
ULO 1: Apply fundamental integrated marketing communication
theories and frameworks to different contexts.
GLO1: Discipline-specific knowledge and
capabilities
ULO 2: Critically analyse and reflect on how entities utilise IMC
theories and frameworks to develop and achieve better outcomes.
GLO4: Critical thinking
Assessment Feedback:
Students who submit their work by the due date will receive their marks and feedback on
CloudDeakin within 15 working days.
Description / Requirements
The goal of Assessment 1 – Part A is to assess the company’s (Metricon’s) cu
ent communication
strategies in reference to their the two segments outlined in your assessment
ief. In doing so, you
will need to:
1. Analyze the
and’s cu
ent communication strategies
2. Explore the
and’s positioning and differentiation
3. Understand the segments’ psychographic needs, wants, values
4. Provide the
and’s marketing objectives
Page 2 of 4
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
and and the industry.
~150 10
Communication
Message
What are the company’s specific communication
messages? How do they communicate?
Introduce the different communication strategies that
exist. Then, identify and analyse the company’s
communication strategy with reference to the theory
provided in class. Justify your arguments.
~200 20
Positioning &
Differentiation
How is the
and positioned? What is their value
proposition? How is this similar or different from their
competitors?
Focus on the key benefits and demonstrate their
positioning utilizing a positioning (perceptual) map.
~200 20
Segmentation
and Targeting
Briefly profile the two different segments identified in
your assessment
ief.
Is the cu
ent positioning and value proposition
effective? For which target(s)?
Support and justify your arguments.
~400 30
Conclusion Provide a summary overview of the points made in your
assignment.
~50 5
Communication
and References
Work must be well-written, with no e
ors in spelling,
punctuation, and grammar.
Evidence must be used to justify arguments (minimum
of five different sources).
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.
15
1000
words
100%
(100
marks)
Notes:
• Word limits for each section are meant only as a guide. Only the total word limit (1000 words)
will be evaluated.
• Students must co
ectly use the Harvard style of referencing.
Page 3 of 4
Submission Instructions
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
ecent 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.
You must keep a backup copy of every assignment you submit, until the marked assignment has
een 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.
Notes
• 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, and 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
efuse to accept a late submission where it is unreasonable or impracticable to assess the task
after the due date.
• 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
Page 4 of 4
does not include your submission details, table of contents page, references, and
appendices. It does include the segmentation table.
• Extensions: Extensions can only be approved by the Unit Chair (Dr Virginia
Weber). 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.
• 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.
• Building evidence of your experiences, skills and knowledge (Portfolio) - Building a portfolio
that evidences your skills, knowledge and experience will provide you with a valuable tool to
help you prepare for interviews and to showcase to potential employers. There are a number
of tools that you can use to build a portfolio. You are provided with cloud space through
OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can use any storage
epository system that you like. Remember that a Portfolio is YOUR tool. You should be able
to store your assessment work, reflections, achievements and artefacts in YOUR Portfolio.
Once you have completed this assessment piece, add it to your personal Portfolio to use and
showcase your learning later, when applying for jobs, or further studies. Curate your work by
adding meaningful tags to your artefacts that describe what the artefact represents.
Microsoft Word - About Metricon Homes - Briefing Paper Segments Combined.docx
About Metricon Homes
Metricon Homes began in Caulfield in 1976. Cu
ently, the headquarters of Metricon are in
Melbourne (Mt. Waverly). Metricon is Australia’s largest residential building company and has been
for three years running XXXXXXXXXXIt has won numerous awards for design excellence.
Metricon’s primary business is building homes. They offer an a
ay of different residential building
products, including single storey, double storey, dual occupancy, split level, and country living
homes. They offer a 25-year Structural Guarantee on their builds, and pride themselves on service
and quality.
Metricon’s vision is “To be the best home building in Australia, ever!”
The housing industry at a glance
Homes are a high-involvement purchase. Homes last decades and cost hundreds of thousands of
dollars. So choosing to buy, and then choosing which one to buy, are not decisions that consumers
make lightly. There are the considerations of where to buy, how much to spend, buying an older or a
new house, or whether it is best to knockdown and rebuild a new home on top of existing land.
The house construction industry
ought in $52.4bn over the past year (IBISWorld). However, there
are several challenges facing this industry. In 2018, Melbourne housing prices dropped the most
since 2012. In August 2018, the median house price in Melbourne dropped to just over $800,000.
(Source: ABC News; see also: Domain House Price Report: June 2018)
This provides both a range of challenges and opportunities for a company such as Metricon.
The scenario
The scenario for this assignment is that Metricon has come to you for consultation on integrated
marketing communications. Metricon would like to increase its ability to resonate with two different
segments: first home buyers, and upgrading / aspirational home buyers who are looking to knock
down and build a new home.
Your job is to help them do this. What this means is developing a viable (to implement) marketing
and communications plan to target these potential consumers.
Primary objective
Metricon is cu
ently assessing how to increase the number of leads among both First Home Buyers
and aspirational buyers looking to knock down and build a new home.
Across Assignment 1 Part A and Part B, you will:
• Critically assess Metricon’s cu
ent communication strategy
• Examine how Metricon cu
ently targets these consumers, and which target(s) they succeed
at targeting with their existing communications
• Provide insight into should Metricon should improve its digital channels
• Provide recommendations for a marketing communications program that can translate into
sales growth within these target markets
Target markets
As noted, the first target market is First Home Buyers. The second target market are Aspirational
Buyers looking to knock down and build a new home. Critically analysing the needs, wants, values,
and other psychographics of these targets is vital.
See the segment overview below:
Demographic Profile Psychographic Profile
First Home Buyers • Renters (typically longer term
enters)
• People living at home with
mum and dad
• 25 to 35 years old (creeping up
in age, due to affordability in
market)
• Young couples and young
families, some singles
• Good steady incomes
• They don’t think it’s possible to
own their own home
• They don’t think they will ever
e able raise enough money
more for a deposit
• Buying / building a home is a
ig decision, very scary, not
sure where to start.
• Very limited knowledge on
home loans and finance.
• But limited savings for a
deposit
Aspirational Buyers • Owner Occupiers living an
established family home
• Located in the Inner / middle
ing of Melbourne – in more
affluent and established
neighbourhoods, e.g. Balwyn,
Camberwell, Box Hill, Glen
Waverley, Mt Waverley,
Doncaster, Bentleigh, Bayside
subu
s, Essendon &
su
ounds, etc.
• 40-55 years old
• Growing / mature families
• High net worth individuals
(high income roles or business
owners)
• Chinese and Indian buyers a
key demographic, in addition
to Anglo/European
• Looking to upgrade their
lifestyle
• Build their luxury dream
aspirational home
• To customise / personalise a
home exactly as they want it
without compromise
• Prestige / Brand status / fitting
into their neighbourhood are a
key driver
• Love premium
ands
• Speaking Mandarin for some
Chinese customers is important
in building trust and respect
Your strategy
The goal of this project is to develop an integrated marketing communications plan. In doing so, you
will need to:
1) Understand the target market’s psychographic needs, wants, values in relation to banking
2) Describe and analyse Metricon’s cu
ent traditional marketing communication mix,
evaluate the effectiveness of their primary methods, and make recommendations where
applicable
3) Describe and analyse Metricon’s cu
ent digital marketing communication mix, evaluate
the effectiveness of their digital marketing, and make recommendations where applicable.
The strategy can include paid media (e.g., social media advertising, display, index sites) and owned
media (e.g., Metricon’s websites and social media accounts, email lists etc.). However, consideration
for paid activity should include relevant metrics.
For each of your recommendations, you should provide an example of the tactics to be used, which
channels will be utilised and why you have selected these channels. For each recommendation, you
should include the metrics that you will use to measure success and/or estimated ROI for any
spending that is required.
Please consider these questions in your strategy:
• What is Metricon’s value proposition for their target consumers?
• How can Metricon achieve maximum cut-through to desired audience?
• How should Metricon go about raising
and awareness?
• What area/geographical considerations should there be?
• Which channels should Metricon use to acquire customers and why?
• What are the strategies Metricon can implement to retain customers, via social media, or
otherwise?
• Which channels should Metricon utilise for retention and why?
• How are Metricon’s competitors using media and how does that compare or contrast to
your recommended strategy?
• How should Metricon grow social media community engagement?
• How can Metricon foster social ‘word of mouth’?
• How does Metricon measure success?
Assessment 1A
MMK295 Trimester 3 2018
Communication and positioning Strategies toward existing segments
Student Name:
Student Number:
Table of Contents
1.1. Background. 3
1.2. Communication Message. 3
1.3. Positioning & Differentiation. 3
1.4. Segmentation and Targeting. 3
1.5. Conclusion. 3
Reference List. 4
1.1. Background.[Delete this box before submission]
Your Assessment must be formatted as follows:
· Word document format only, A4 size (NO PDF)
· 12 point, Times New Roman font
· Fully justified paragraphs, 1.5 or double spaced
· Normal margins (2.54 cm left, right, top and bottom)
1.2. Communication Message.
1.3. Positioning & Differentiation.
1.4. Segmentation and Targeting.
1.5. Conclusion.
Reference List.[Delete this box before submission]
Your report must be formatted using the Harvard Referencing Guidelines.
Refer: http:
www.deakin.edu.au/students/studying/study-support
eferencing/harvard
Microsoft Word - MMK295 T3 2018 Ru
ic – Assignment 1 Part A.docx
MMK295 T3 2018 Ru
ic – Assignment 1 Part A
Objective /
Criteria
Performance Indicators
N XXXXXXXXXXP XXXXXXXXXXC XXXXXXXXXXD XXXXXXXXXXHD XXXXXXXXXX)
Does not meet
equirements or
somewhat
unsatisfactory
Satisfactory Good Very Good Outstanding
This may include
some or all of the
following:
This may include
some or all of the
following:
This may include some
or all of the following:
This may include
some or all of the
following:
This may include some
or all of the following:
Background
(10 marks)
GLO1
The overview of the
industry and
and is
described with
ambiguity and lacks
context.
The overview of the
industry and