Assessment 1 InformationSubject Code: Subject Name: Assessment Title:Assessment Type: Length: Weighting:Total Marks: Submission: Due Date:Your taskMKT201Integrated Marketing Communications Customer Personas ProfileIn-class Activity & Individual Written Summary Two-page overview (no more)30%100In-class & Online Week 5 & 6 Individually, you are required to analyse one business or not-for-profit organisation, participate in an in-class activity to deliver a presentation on personas. The business or organisation will be assigned to you by your workshop facilitator. It is important to note that you will be required to focus on the same organisation or business in the second and third assessment.Assessment DescriptionThe purpose of this assessment is to give students an opportunity to demonstrate their ability to identify and explain the fundamentals of IMC and its role in the overall marketing strategy. In addition, students will also be able to demonstrate their capability to identify and review approaches to IMC. Most importantly, it also provides the foundations for assignments two and three.Assessment InstructionsIn this assessment, you are required to create a minimum of two personas profile that will serve as a characterisation of the target audience you want to reach through the integrated marketing communications approach you will develop throughout this subject. The key concepts for this assessment are customer segmentation, target markets and personas, which are explored in week 2 and knowing how to apply these personas through the content covered in weeks 3 and 4.Based on the business or not-for-profit organisation that the workshop facilitator assigned to you, you are required to conduct preliminary research to determine how this business or organisation undertakes several forms of integrated marketing communications, such as advertising (through TV, radio, print, outdoor or digital), point-of-purchase, direct marketing, sales promotion, personal selling, sponsorship and marketing public relations.Once you’ve conducted the required research, you are to prepare a two-page summary that addresses the following points:1. Identify the market segments that the business or not-for-profit organisation would use to segment the market. Make sure you identify or provide a reliable estimate of the size of this segment.2. Discusswhythesesegmentsarerelevanttothebusinessornot-for-profitorganisation.3. Determine the target market or markets you believe the business or not-for-profit organisationCOMMONWEALTH OF AUSTRALIA Copyright Regulations 1969This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.Assessment Information
should target through integrated marketing communications. Provide reasons for your answerand use research to estimate the likely number of potential customers in this target market.4. Createtwopersonaprofiles(mustincludepersonasinyoursummary–notincludedinthepage limit) by a suitable persona template using Xtensio (www.xtensio.com) or another online tool ofyour choice. Justify the reasons for the information you included.5. Youmustincludetheaccountdetails(usernameandpassword)ofthepersonatoolyouhave used. Failure to do so may result in questions over the academic integrity of this assessment.During week 5, you are required to participate in an in-class activity in which you will be delivering a 5 to 10-minute presentation on the created personas profiles and brand positioning. In delivering this presentation, you must account for a Q&A session in which your peers will ask you questions on how you developed the personas and how they apply to the business or not-for-profit organisation you have identified. Failure to attend this week will impact your final grade on this assessment. Your participation in the discussion forms part of your assessment.During week 6, you are required to finalise the written two-page summary and submit it via MyKBS: Turnitin icon.In preparing this submission, you will need to use at least 6 sources of information and reference these in accordance with Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as a reference list at the end of your written summary submission.COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information
Assessment SubmissionThe written summary file must be submitted as a ‘Word’ file to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the problem and a screenshot of the Turnitin error message. You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with any other technical difficulties that may occur.Late assignment submission penaltiesPenalties 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 10 - 14 days After 14 daysNote5% per day for each calendar day late deducted from the total marks available50% deducted from the total marks available.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).Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students *Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penaltyFor more information, please read the full policy via https://www.kbs.edu.au/about-us/school-policies COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.Assessment Information
Important Study Information Academic Integrity PolicyKBS 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.What is academic integrity and misconduct? What are the penalties for academic misconduct? What are the late penalties?How can I appeal my grade?Click here for answers to these questions:http://www.kbs.edu.au/current-students/student-policies/.Page Limits for Written AssessmentsSubmissions that exceed the page limit will cease to be marked from the point at which that limit is exceeded.Study AssistanceStudents may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.Assessment Information
MKT201 Assessment 1 Marking Rubric – Customer Personas Profile 30%MarkingCriteria (__/100) F (Fail) 0-49% P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100% Research, analysis and explanation__/30 marks You provided a lack of relevant and/or accurate research. You did not provide suitable linkages, analysis and explanations into market segments and target markets.You provided limited and/or partially accurate research with a basic level of linkages, analysis and explanations into market segments and target markets.You provided mostly relevant and accurate research with an adequate level of linkages, analysis and explanations into market segments and target markets.You provided relevant and accurate research with an insightful level of analysis and explanations into market segments and target markets. You provided diverse, relevant and accurate research with an insightful level of analysis and explanations into market segments and target markets.Design of personas __/20 marks You provided a lack of suitable persona design and/or you had irrelevant connections to the target markets. You provided a basic persona design with somewhat relevant connections to the target markets. You provided a detailed persona with mostly relevant connections to the target markets. You provided a comprehensive and accurate persona with relevant connections to the target markets You provided an excellent and comprehensive persona design with strong and accurate connections to the target markets Spelling and Grammar__/10 marks Spelling and/or grammar is consistently incorrect. It impacts on the flow and readability of your analysis. Though there are some errors in grammar and spelling, these do not detract from the readability and flow of your analysis. Mostly correct grammar and spelling but any errors do not impact on the readability and flow of your analysis.Errors in grammar and spelling are rare, which enhances the readability and flow of your analysis. Perfect grammar and spelling throughout, which enhances the readability and flow of your analysis. In-text Citations and Referencing__/10 marks Neither in-text referencing and reference list adhere to Kaplan Harvard Referencing Style. In-text referencing or the resultant reference list adheres to Kaplan Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with some errors.Both, in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with only occasional minor errors. Both, in-text referencing and the resultant reference list adhere strictly to Kaplan Harvard Referencing Style, with no errors. In-class Activity __/15 marks You did not discuss personas, or your discussion was poorly delivered with no logical sequence or relevant information.Your discussion was adequately delivered but was not cohesive or did not provide relevant information.Your discussion was adequately delivered in a logical format with cohesive and relevant information.Your discussion was delivered well with an engaging presence supported by cohesive and relevant information. You delivered an excellent discussion with no reliance on notes and strong engagement supported by cohesive and relevant information. Q&A Session __/15 marks You did not answer questions relevantly and/or you did not participate in further discussion. You provided a limited attempt to answer questions and/or participation in further discussion. You answered the questions adequately and participated in further discussion. You answered questions well with active participation in further discussion. You delivered comprehensive responses to questions and strong involvement in further discussion. Feedback and Grades will be released via MyKBS.COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.