Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This 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 2 Information Subject Code: MKT201 Subject Name: Integrated Marketing Communications Assessment Title: Brand and Communications Audit Assessment Type: Length: Individual Written Report 1500 words (-/+ 10 % allowable range) Weighting: 30% Total Marks: Submission: 100 Online Due Date: Week 10 Your task Individually, you are required to conduct an audit of the business or not-for-profit organisation that you were assigned in the first assessment by analysing its integrated marketing communications mix and relevant competitors and writing a 1500 words report to present your findings. Assessment Description The purpose of this individual assessment is to give students an opportunity to demonstrate their ability to identify and review approaches to IMC and critically evaluate current IMC programmes. Most importantly, it will also provide the basis for assessment three. Assessment Instructions An Audit is an essential technique used to understand how aligned a brand and its communications are with the views of its target markets and personas. By evaluating the relevancy and consistency of brand positioning and the integrated marketing communications mix based on the personas that you created in assignment one, you are required to prepare an audit of the business or not-for-profit organisation that you were assigned to in the first assessment. The key findings of your audit must be presented in the form of a 1500 word professions report that is written with the use of appropriate business language and from a third-person perspective. In writing this report, please address the following areas by using designated headings: • Introduction o Include a brief overview of the business or not-for-profit organisation and the brand you will be investigating through the audit. o Briefly mention the purpose of the report and what it will contain. • Positioning o Identify at least four competitors to the brand and include a brand positioning map with that visually demonstrates the position of this brand and its competition. o Include an explanation of the axis you used for the brand positioning map and the reasoning why you have positioned the businesses or organisations in this way. Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This 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. • Integrated Marketing Communications Mix o Identify each element of the integrated marketing communications used by the brand. Mention which forms of the integrated marketing communications mix you will be analysing (at least three). o Include sub-headings for the tools that you will be auditing. Discuss how the brand uses this element of the mix, the messaging, imagery, tone and style that is used and consider how you would evaluate its effectiveness. o Discuss whether each of the elements is consistent and suitable for the positioning you have identified. Justify your reasoning and point of view. • Recommendations o Include at least two key recommendations on what refinements the brand should make based on the findings of your audit. Bullet points with supporting explanation are suitable for the recommendations. • Conclusion o Summarise the key sections of your report and key findings. • In-text citations and References (in Kaplan Harvard Referencing Style) • Appendix (you must include photos or screenshots with links of the competitor and organisation IMC elements you analysed – failure to include this section may result in questions over the academic integrity of your report) You are required to use at least 8 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 report. Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This 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 Submission This file must be submitted as a ‘Word’ document 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 penalties Penalties 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 5% per day for each calendar day late deducted from the total marks available 10 - 14 days 50% deducted from the total marks available. After 14 days 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). Note 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 penalty For more information, please read the full policy via https://www.kbs.edu.au/about-us/school-policies Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This 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. Important Study Information Academic Integrity Policy KBS 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/. Word Limits for Written Assessments Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded. Study Assistance Students 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 1969 This 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. MKT201 Assessment 2 Marking Rubric – Brand and Communications Audit 30% Marking Criteria (__/100) F (Fail) 0-49% P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100% Brand Positioning __/20 marks Your audit lacks depth and/or a lack of suitable axis and/or incorrect positioning of brands with an invalid explanation. You have provided a somewhat suitable axis and positioning of brands with a basic level of explanation. You have provided mostly suitable axis and positioning of brands with informed analysis. You have provided a suitable axis and positioning of brands with an informed analysis that justifies these perceptions. You have provided a suitable axis and positioning of brands with a comprehensive analysis that justifies these perceptions. Integrated Marketing Communications Mix __/30 marks Your audit lacks depth and/or lack of suitable identification of the IMC mix and/or invalid discussion on these elements. You have identified some of the IMC mix and accompanied your analysis with a somewhat detailed discussion of its elements, although further justification of formed perceptions is needed. You have identified most of the IMC mix and accompanied your analysis with a mostly detailed discussion of its elements, although further justification of formed perceptions is needed. You have identified all of the IMC mix and accompanied your analysis with a detailed discussion of its elements, and viable justification of formed perceptions. You have identified all of the IMC mix and accompanied your analysis with a comprehensive discussion of its elements, and viable justification of formed perceptions. Recommendations __/20 marks Your audit lacks suitable recommendations and/or recommendations are not relevant to IMC or branding and/or are unrealistic based on the business or not-for-profit organisation. You have provided somewhat suitable recommendations with limited discussion, further reinforcement of the key findings is needed. You have provided mostly suitable recommendations with an informed discussion by reinforcing the key findings of the report. You have provided suitable recommendations with an informed discussion by reinforcing the key findings of the report. You have provided suitable recommendations with a comprehensive discussion by reinforcing the key findings of the report. Spelling and Grammar __/10 marks Spelling and/or grammar is consistently incorrect. It impacts on the flow and readability of your report. Though there are some errors in grammar and spelling, these do not detract from the readability and flow of your report. Mostly correct grammar and spelling but any errors do not impact on the readability and flow of your report. Errors in grammar and spelling are rare, which enhances the readability and flow of your report. Perfect grammar and spelling throughout, which enhances the readability and flow of your report. Format __/10 marks The format chosen for your report is inappropriate and/or lacks thought and consideration for the intended audience. The format chosen for your report is appropriate, but further attention to detail would improve its presentation. The format chosen for your report is appropriate, but minor changes would enhance its presentation. Your report c is professionally presented and has been submitted in the appropriate format. Your report is professionally presented and exceeds expectations for what is suitable for a business environment. 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.