Assessment item 2 back to top Building the IMC Agenda Value: 25% Due Date: 24-Aug-2018 Return Date: 14-Sep-2018 Length: 2500 Submission method options: Alternative submission method Task back to top This task focuses on the next few stages in the development of your IMC program. That is: Understanding the communication processes; Selecting the target market(s) (i.e. the consumers/ customers/ clients/ suppliers/ employees/etc.) to which the IMC program will be directed Developing the communication objectives and Developing creative strategies This means taking the IMC situational analysis identified in Task 1 for your chosen organisation (i.e. CBA, Australian Medical Association or AMP or an organisation you work for) and extending this analysis into understanding the communication processes through the lenses of the communication model in the Belch Text (i.e. Figure 5.1). Based on what you have learned and observed in this subject to-date and additional scholarly research ensure you include the following: Illustrate and discuss the communication model outlined by Belch et al. (2018) as it applies to your chosen organisation and the IMC issues being considered. Then, using the communication model, critically evaluate your chosen organisation’s approach to IMC. Identify and justify the selection of the target market(s) (i.e. the consumers/ customers/ clients/ suppliers/ employees/etc.) to which the IMC program will be directed Describe and then justify your communication objectives for the IMC program Describe and then justify the major creative approaches that you will use as the basis of your IMC program – and ultimately your positioning strategy. This means that you must provide examples of the kind of messaging that you will use for each component of your IMC program (i.e. advertising, sales promotion, direct marketing, public relations, etc). Rationale back to top This assessment task will assess the following learning outcome/s: be able to evaluate theoretical concepts underlying integrated marketing communications. be able to examine and evaluate various elements of a contemporary communication mix. be able to critically evaluate marketing communications for a range of organisations and reflect on current organisational marketing by using communications tools. Marking criteria and standards back to top Criterion: The various skills to be assessed and perceptive comparisons Learning Outcomes HD: 100% – 85% DI: 84% – 75% CR: 74% – 65% PS: 64% – 50% FL: 49% – 0% Max Marks Communication skills This is about the report including: Structure, Format, Grammar and presentation, Value 20% Grade Range 0-5 LO4 Free of grammar errors. Structure and format were clear, logical and consistent. Sentences were well constructed. Exceptional use of diagrams, images and tables, clearly relevant, explained and insightful links made Marks 4.2-5 Free of grammar errors. Structure and format were clear. Sentences were well constructed. Excellent use of diagrams, images and tables, that were both visually appealing as well as clearly relevant and explained Marks 3.7-4.2 Minor grammatical errors, sentences were clear and complete. Structure and format were used to aid the reader including diagrams, images and tables, that were relevant to argument, but were not fully explained or described. Marks 3.2-3.7 Some grammatical errors, sentences were clear and complete. Clear structure and formatting using headings, and sub headings, some illustrations and diagrams, but not explained and only decorative. Marks 2.5-3.2 Poor grammar, spelling, punctuation and concepts were not clear. No paragraphs or formatting, no images, tables or illustrations. Marks 0-2.5 Theoretical analysis skills. This criterion is about defining, describing and evaluating the IMC communication model, selection of target markets, IMC objectives and IMC creative approaches and linking these concepts to those elaborated in the academic literature. Value 30%. Grade Range 0-7.5 LO2-LO4 The IMC communications model, selection of target markets, IMC objectives and IMC creative approaches are clearly defined and derived from a range of academic sources including academic journals and textbooks. The IMC objectives adhere to the SMART criteria. The elaboration of the theoretical concepts and conclusions are highly perceptive and insightful. Marks 6.3-7.5 The IMC communications model, selection of target markets, IMC objectives and IMC creative approaches are clearly defined and derived from a range of academic sources including academic journals and textbooks. The IMC objectives mainly adhere to the SMART criteria. The elaboration of the theoretical concepts and conclusions are well thought through. Marks 5.6-6.3 The IMC communications model, selection of target markets, IMC objectives and IMC creative approaches are clearly defined and partially derived from a range of sources including some academic. The IMC objectives adhere to many aspects of the SMART criteria. The elaboration of the theoretical concepts and conclusions are interesting but need further development. Marks 4.8-5.6 The IMC communications model, selection of target markets, IMC objectives and IMC creative approaches are partially defined and derived from a range of sources including some academic. The IMC objectives adhere to a few of the SMART criteria. The elaboration of the theoretical concepts and conclusions need additional clarity and require further development. Marks 3.8-4.8 The IMC communications model, selection of target markets, IMC objectives and IMC creative approaches are not adequately defined, described or justified, mainly listed without explanation. The IMC objectives do not adhere to the SMART criteria. Marks Mark 0-3.7 Application skills. This criterion is about linking theory to a specific organisation, explaining and justifying how the concepts can be applied to practice and making clear, logical and insightful recommendations. Value 40% grade range for 0-10 LO2-LO4 An organisation is described and identified and insightful evaluations were made. The context was connected to theory with exceptional, logical and imaginative links. The market discussions were highly relevant, realistic and supported with explicit connections to theoretical arguments and insightful recommendations. Mark 8.4-10 An organisation is described and identified, and insightful evaluations were made. The context was connected to theory with clear, creative and logical links. There were relevant, well supported market discussions with explicit connections to theoretical arguments and some insightful recommendations. Mark 7.4-8.4 An organisation is described and identified. The context was connected to theory with clear links. There were relevant well supported market discussions and recommendations. Marks 6.4-7.4 An organisation is described and identified. The context was connected briefly to theory, but the discussion was not well supported by the arguments. Mark 5-6.4 There was no or limited application to an organisation, no examples provided, no recommendations. Mark 0-5 Referencing Skills. This criterion was about the application of APA 6th referencing. Value 10% Grade range 0-2.5 LO2 Both the in text and end reference list were totally consistent in terms of style and application of APA. Referencing apparent in all places where expected. Marks 2.1-2.5 Both the intext and end reference list were consistent in terms of style and application of APA Marks 1.9-2.1 Referencing applied. However, style/application was somewhat inconsistent with some errors in text/reference list Marks 1.6-1.9 There was an attempt to apply APA 6th referencing, but style and application were inconsistent, and some points remain unreferenced Marks 1.2-1.6 There was limited or no attempt at in text or end of text referencing Marks 0-1.2 Overall Mark/25 Presentation back to top A holistic, concise and informed report on the outlined questions using a broad range of academic references and sources. Be as creative as you like! However, ensure you answer all assessment criteria, include references and present in a report-style format. En
sure your A2 report format is as follows (marks will be deducted unless the following is included): Title Page: includes subject details, assessment number and topic, your name and ID number, title of the report, chosen brand, submission date. Table of Contents – with page numbers (not included in word count) Executive Summary – A one-page summary of your report (not included in word count) Communication Model IMC objectives Creative Approaches Conclusions/Recommendations Reference list Appendices (not included in word count) Requirements back to top Submission This assignment must be submitted through Turnitin. It is recommended that your name, student ID and page number are included in the header or footer of every page of the assignment. Further details about submission in Turnitin are provided in On-line submission. APA Referencing CSU requires you to reference in American Psychological Association (APA 6th Edition) referencing style and this applies to all of your assessments for this subject. A guide to the APA style is available for students at the learning skills section of the Student Services website: http://www.csu.edu.au/division/studserv/learning/pdfs/apa.pdf A handy app for a quick reference check is https://apps.csu.edu.au/reftool/apa-6
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