Assessment 3 InformationSubject Code: Subject Name: Assessment Title:Assessment Type: Length: Weighting:Total Marks: Submission: Due Date:Your taskMKT201Integrated Marketing CommunicationsIntegrated Marketing Communications Campaign PitchIndividual Video Presentation8 minutes in duration (-/+ 10 % allowable range) 40%100 Online Week 13 Individually, you are required to record a video presentation with supporting slide deck by creating an integrated marketing communications campaign for the business or not-for-profit organisation that you were assigned in the first and second assessment.Assessment DescriptionThe purpose of this individual assessment is to provide students with an opportunity to demonstrate their ability to identify and explain the fundamentals of IMC and its role in the overall marketing strategy by analysing a wide range of IMC problems and apply IMC concepts and principles to formulate solutions.Assessment InstructionsPitching is an essential skill required for marketing and advertising agencies to secure new clients or to convince clients to embrace their ideas. In addition, internal marketing teams often need to pitch their ideas to management and other stakeholders to gain support for new strategies and directions.Begin this assessment by considering the campaign you want to undertake? What will this campaign achieve, and why is it important?In a pitch, you are trying to convince the audience to adopt your approach. A pitch is a professional presentation, so your voice should be clear with visual aids that complement your discussion. Do not read directly from your slides. Instead, the visual elements should reinforce the key points you are communicating.In creating this campaign, you must adhere to the following structure:• Introductiono Introduce yourself and why you are pitching for this project.o Provide a brief overview of the business or not-for-profit organisation.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
• Proposed campaigno What campaign do you propose for the business or organisation, and why? o How will you measure and evaluate the success of the campaign?o What options are available if it does not work?• Key messageso What key messages do you propose for this campaign?o How is this different from current positioning?o Why should the business or organisation adopt this message?• Integrated Marketing Communications Mix (minimum of three IMC tools with at least one slide per tool)o What tools are you proposing in the IMC mix and why?o What budget and timeframe is required for each tool?o What objectives have you set for each tool?o How will you measure and evaluate the outcomes of each tool?• Portfolioo Include at least one example of a campaign tool that will be used in your campaign.Your portfolio can be either a mock-up of the proposed campaign tool (using graphic or video tools) or include representative diagrams or images with supporting text to describe the sound, text and messaging for the brand.• Conclusiono Reinforce how the objectives of each IMC tool will achieve the campaign outcomesyou have identified.• In-text citations and References (in Kaplan Harvard Referencing Style)• Appendix (provide links, screenshots or photos of the tools you researched for this campaignor concepts you explored for the portfolio - failure to include this section may result in questions over the academic integrity of your report)Remember, you need to include a portfolio in your presentation, which shows what the proposed integrated marketing communications tools should look like as part of your campaign.You are required to have 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 in-text citations and a reference list at the end of your presentation slides.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 SubmissionStudents are encouraged to submit their work well in advance of the deadline to avoid any possible technical difficulties. For those students who have limited experience in video making techniques, it is recommended to read video FAQs document that is available to you under the assessments tab in MyKBS.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 Penalty1* - 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/.Time Limits for Video AssessmentsSubmissions that exceed the time 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 3 Marking Rubric – Integrated Marketing Communications Campaign Pitch 40% MarkingCriteria (__/100) F (Fail) 0-49% P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100% Proposed Campaign __/15 marksYour proposed campaign is not realistic or relevant to the business or organisationYour proposed campaign is realistic and relevant to the business or organisation but lacks sufficient depthYour proposed campaign is realistic and relevant to the business or organisation with a suitable justification Your proposed campaign is realistic and relevant to the business or organisation with a suitable justification and metrics to evaluate outcomesYour proposed campaign is realistic and relevant to the business or organisation with a suitable justification and metrics to evaluate outcomes, as well as consideration of alternative options. Key messaging __/15 marks Your proposed messaging is not relevant to the business or organisation and/or inconsistent with the positioning and campaign. Your proposed messaging is relevant but lacks suitable depth or justification Your proposed messaging is relevant with suitable depth or justification Your proposed messaging is relevant with suitable depth and justification and compared to existing messaging. Your proposed messaging is relevant with detailed depth and justification, compared to existing messaging with strong links to positioning and campaign Integrated Marketing Communications Mix__/30 marksYou included less than three IMC tools and/or tools you used were not relevant and/or did have sufficient detailsYou included at least three IMC tools, and while details were relevant, they lacked sufficient depth.You included at least three IMC tools with relevant details supported by a realistic budget and timeframes. You included at least three IMC tools with relevant details, supported by a realistic budget and timeframes, as well as key metrics.You included at least three IMC tools with relevant details, supported by a realistic budget and timeframes, as well as key metrics consistent with the campaign. Portfolio __/10 marks You did not include a portfolio item and/or it was not relevant to the campaign Your portfolio included at least one portfolio item, but concepts were unclear. Your portfolio included at least one item and is consistent with key concepts and campaign linkages. Your portfolio included at least one item, which was consistent with the campaign, reinforced key concepts and well designed/described. Your portfolio included at least one item, which was consistent with the campaign, reinforced key concepts and excellently designed/described. Presentation Audio and Visuals__/20 marksYour presentation was inaudible and/or lacked visual slides.Your presentation was audible with slides but lacked a professional image, contained spelling/grammar mistakes and/or presenter read directly from slides.Your presentation was audible with slides with only minor spelling or grammar mistakes. Your visual and audio elements were engaging throughout the video. Your presentation was audible with slides that had no spelling or grammar mistakes. Your visual and audio elements were well designed and engaging throughout the video.Your presentation was audible with slides that had no spelling or grammar mistakes. Your visual and audio elements were excellently designed, reinforced key points and engaging throughout the video. 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.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.