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MECM30013 Marketing Communications – Assessment Guide
Semester 1, 2024
Assignment 3 (50%): Campaign Development
Words: 2000 words (+/- 10%)
This is an individual assignment.
This assignment consists of:
· A 2000-word report that develops an integrated marketing communications campaign (IMC) for a brand or company of your choice
A suggested outline for this report:
|
Executive summary |
About 200 words |
|
Situation analysis |
About 300 words |
|
Target market profile and communication objectives |
About 300 words |
|
Marketing communication program and activities |
About 1000 words |
|
Evaluation plan and possible corrective actions |
About 200 words |
The title page, references and appendix will not be included in your word count.
This assignment will ask you to develop an integrated marketing communications campaign (IMC) for a brand or company of your choice and describe it using the key concepts of this course. You will provide an executive summary of the campaign, complete a situation analysis, define the communication objectives of the campaign, describe the target market profile and audience for the campaign, outline the marketing communication program and activities of the campaign, and finally, evaluate the campaign and make recommendations for possible corrective actions. Your campaign plan must be a practical document that you anticipate the brand would adopt and put into effect.
You are expected to use the course textbook, readings and your own independent research to develop the IMC. This assignment will be submitted the week after SWOTVAC and you will be assessed on your understanding of key concepts from Weeks 1 – 12. If you need to revise these, there are summaries of key concepts at the beginning and end of all lecture slides in this subject.
Please remember: one or two media executions do not make an IMC! An IMC contains multiple media executions all working in an integrated way to communicate a single message. One ad or influencer post is not an IMC.
Criteria
When we mark your assignment, we will pay attention to the following aspects:
· Strategy and creativity
· Suitability for marketing communications (logic and relevance)
· Quality of writing
· Research skills
A detailed rubric is provided below.
Other things to consider
· An introduction is not required
· Use subheadings to indicate the main components of the report
· There is a late penalty of 5% per day
· References: (also see https://library.unimelb.edu.au/reference-management)
o Reference style: APA, Chicago, Harvard or Vancouver (as long as the reference style is consistent, we are happy).
o We would generally expect 15 or more references for a report of this type. Make sure to cite the course textbook and course readings, as well as your own independent research
o The quality of resources is also important. For example, if you rely on an outdated or less credible information source (e.g., a blog or social media article), that won't be considered a "high quality" resource.
o Your reference section must only include those references that you have actually used and cited in your essay
o Reference everything that is not your own work or idea
o Do not reference lecture slides (e.g., "According to Lecture 5…”). Citing lecture slides doesn't make your report look professional. A better way to write a professional report is to reference academic or professional sources through your own research.
Rubric for Assignment 3
|
Campaign Development |
Well above standard 21 - 25 |
Above standard 19 - 21 |
At standard 17 - 19 |
Near standard 13 - 17 |
Below standard 1 - 13 |
|
Strategy and creativity 25% *Likeability and attractiveness of Big Idea *Creativity of media executions *Strategy *Style fit for brand |
Campaign Big Idea is catchy, likeable and an excellent style fit for the brand. Media executions are current and reflect original creativity. Strategy of the campaign is well-thought through and works seamlessly throughout the campaign. |
Campaign Big Idea is mostly likeable and a good style fit for the brand. Media executions are current and creative. Strategy of the campaign is mostly well-thought through and works well throughout the campaign. |
Campaign Big Idea is needed some fine-tuning but is mostly a good style fit for the brand. Media executions are good but need some tweaks. Strategy of the campaign is mostly well-thought out but may need a bit of finessing. |
Campaign Big Idea needed more work. It might not have been a good style fit for the brand. Media executions needed work. Strategy of the campaign was not very organised. |
Campaign Big Idea didn’t work. It wasn’t a good style fit for the brand. Media executions needed a lot more work. Strategy of the campaign was not organised or clear. |
|
Suitability for Marketing Communications (25%) *Integration of key concepts from course materials *Understanding of key concepts of Marketing Communications *Logical fit for brand *Practicality |
The campaign demonstrates nuanced and insightful integration of key concepts. There is a clear understanding of IMC. The campaign is a logical fit for the brand and has high practicality – it may not need any tweaks to be pitched to the brand. Congratulations! |
The campaign demonstrates a clear integration of key concepts. There is a mostly clear understanding of IMC. The campaign is a logical fit for the brand and has practicality –with a few tweaks it could be pitched to the brand. |
The campaign demonstrates some integration of key concepts. The understanding of IMC could be clearer. The campaign might need some tweaks to be a logical fit for the brand. It may need to address some practicality issues before it could be pitched to the brand. |
The campaign needed to integrate key concepts in a clearer way. A clear understanding of IMC was not demonstrated. The campaign needed to be thought through a lot more to be a logical fit for the brand. Practicality issues needed to be addressed. |
The campaign did not integrate key concepts in a clearer way. There was no clear understanding of IMC. The campaign was not a logical fit for the brand. Practicality issues needed to be addressed. |
|
Research 25% *Engagement with subject material *Independent research into client *Proper use of academic/professional source in your content strategy
|
Detailed and clear engagement with subject material. Course textbook and readings are cited and clearly understood. It is clear that thorough independent research has been conducted. Use of academic and professional sources is rigorous and impressive. |
The report engages well with subject material. Course textbook and readings are cited. Independent research is evident. There is a mostly good use of academic and professional sources in the content strategy. |
The report demonstrates some engagement with subject material. The course textbook OR readings are cited. Independent research has been conducted but perhaps could have been stronger. Academic and professional sources have been used but perhaps could be further utilised. |
The report needed more engagement with the subject material. The course textbook and/or readings were not cited. Perhaps there was not enough (or any) independent research. There were not enough academic and/or professional sources. |
There was no clear engagement with the subject matter in this report. The course textbook and/or readings were not cited. It was not clear that independent research had been conducted into the client. Perhaps there are no academic or professional sources used. |
|
Writing (25%) *Structure and flow *Expression *Style fit *Grammar and punctuation
|
Structure is logical, flows well and meets every guideline. Expression used in the writing is perfectly appropriate for the subject matter. The style of writing fits report conventions with aplomb. There are no grammar or punctuation mistakes. |
Structure is mostly logical, flows well and meets most of the guidelines. Expression used in the writing matches the subject matter. The style of writing fits strategic report conventions well. There are very few grammar or punctuation mistakes. |
Structure could use some tightening and/or missed a couple of the guidelines. Expression was a good effort at matching the subject but could use a few tweaks. The style of writing was mostly a fit for report conventions. There are a few grammar and/or punctuation mistakes. |
Structure was difficult to follow and did not quite meet the guidelines. Expression needs to be worked on as it did not match the subject matter. The style of writing needs some work to be a fit for report conventions. There are many grammar and/or punctuation mistakes. |
This report does not have a discernible structure and did not meet the guidelines. Expression was poor and needs work to match the subject matter. The style was not clear and/or there were many grammar and/or punctuation mistakes. |