Can you please make sure there is a positioning map as it is required for the assignment. Also can you make sure there is 13 or more references, thank you.
Microsoft Word - MMK295 T3 2019 - Assessment Brief.docx MMK295 T3 2019 Assessment Brief THE SCENARIO The scenario for this assignment is that Hampton Travel & Cruise has come to you for consultation on integrated marketing communications. Hampton Travel & Cruise would like to increase their number of consumers. This means growing their database of potential consumers and increasing penetration in their target segments. Hampton has identified two potential target segments in which they can potentially grow their database. These are 1) an ageing client base, who are reducing their travel time; and 2) a demographic of 25-55 year-olds who typically prefer to book online. Your job is to help them accomplish their goals. What this means is developing a viable (to implement) marketing and communications plan to help capture a strong and strategic segment of consumers. It will require considering those segments and profiling who you believe will be a profitable target consumer, justifying that decision, and constructing a plan to communicate effectively with that segment. PRIMARY OBJECTIVES In Assignment 1 Part A, you will: • Critically assess Hampton Travel & Cruise’s current communication messages • Identify and profile a profitable segment for Hampton Travel & Cruise • Examine how effectively Hampton Travel & Cruise’s communicate message currently targets these consumers, and which target(s) they succeed at targeting with these existing communications In Assignment 1 Part B, you will: • Summarize Part A, including any critical issues with the current communication strategy • Profile Hampton Travel & Cruise’s current modes of communicating their message to consumers – i.e., which IMC elements are they using, and how effective is this? • Provide recommendations for a marketing communications program to assist Hampton Travel & Cruise in achieving its goals • Provide insight into how Hampton Travel & Cruise should improve its digital channels MMK295 T3 2019 Assessment Brief YOUR STRATEGY The goal of this project (parts A & B combined) is to develop an integrated marketing communications plan. In doing so, you will need to: 1) Understand the target market’s psychographic needs, wants, values in relation to the industry 2) Evaluate the communication message from the company in relation to this target market 3) Describe and analyse Hampton Travel & Cruise’s current traditional marketing communication mix, evaluate the effectiveness of their primary methods, and make recommendations where applicable. 4) Describe and analyse Hampton Travel & Cruise’s current digital marketing communication mix, evaluate the effectiveness of their digital marketing, and make recommendations where applicable. Your recommended strategy can include paid media (e.g., social media advertising, display ads etc) and owned media (e.g., Hampton Travel & Cruise’s websites, email lists etc.). However, consideration for paid activity should include relevant metrics. The recommendations should be feasible for this company to implement. For each of your recommendations, you should provide an example of the tactics to be used, which channels will be utilised, and why you have selected these channels. For each recommendation, you should include the metrics that you will use to measure success and/or discussion of the necessary spending required, with justification for large spends. HERE ARE SOME QUESTIONS YOU MAY CONSIDER AS YOU DEVELOP YOUR STRATEGY: • What is Hampton Travel & Cruise’s value proposition for their target consumers? • How can Hampton Travel & Cruise achieve maximum cut-through to desired audience? • How should Hampton Travel & Cruise go about raising brand awareness? • What area/geographical considerations should there be? • Which channels should Hampton Travel & Cruise use to acquire customers and why? • What are the strategies Hampton Travel & Cruise can implement to attract customers, via social media, or otherwise? • How are Hampton Travel & Cruise’s competitors using media and how does that compare or contrast to your recommended strategy? • How should Hampton Travel & Cruise grow social media community engagement? • How can Hampton Travel & Cruise foster social ‘word of mouth’? • How does Hampton Travel & Cruise measure success? MMK295 T3 2019 Assessment Brief SOME POTENTIAL STARTING POINTS • https://www.ibisworld.com.au/industry-trends/market-research-reports/administrative- support-services/travel-agency-tour-arrangement-services.html • http://www.afta.com.au/travel-trends • https://www.statista.com/markets/420/travel-tourism-hospitality/ • https://www.statista.com/topics/1859/travel-agencies/ • https://www.business.gov.au/planning/templates-and-tools/industry-factsheets/tourism- industry-fact-sheet FINAL NOTES In order to do well on these assignments, any arguments you make about any topic (i.e., type of communication, how effective it is for the target market, the effectiveness of different IMC tools, why your strategy is best, etc) need to be justified. This means providing a reason or explanation for why your point is correct, or most logical, or best suited for the company or strategy. Justification may occur by referencing industry sources, but should also come from referencing academic/scholarly sources. Refer to your Unit Guide for some recommended academic journals in which to begin searching for information to support your claims. Microsoft Word - MMK293 T3 Assessment 1 - Assignment 1A with template.docx Deakin'sBachelorofCommerceandMBAareinternationallyEPASaccredited. DeakinBusinessSchoolisaccreditedbyAACSB. MMK295–IntegratedMarketingCommunicationsintheDigitalAge T3,2019 SummativeAssessmentTask1(Individual)–PartA DUEDATEANDTIME: Week6,11/12/2019,5:00PMAEST PERCENTAGEOFFINALGRADE: 15% HURDLEDETAILS: N/A LearningOutcomeDetails UnitLearningOutcome(ULO) GraduateLearningOutcome(GLO) ULO1:Applyfundamentalintegratedmarketingcommunication theoriesandframeworkstodifferentcontexts. GLO1:Discipline-specificknowledgeand capabilities ULO2:CriticallyanalyseandreflectonhowentitiesutiliseIMC theoriesandframeworkstodevelopandachievebetteroutcomes. GLO4:Criticalthinking AssessmentFeedback: Studentswhosubmittheirworkbytheduedatewillreceivetheirmarksandfeedbackon CloudDeakinwithin15workingdays. Description/Requirements ThegoalofAssessment1–PartAistoassessthecompany’s(HamptonTravel&Cruise)current communicationstrategiesinreferencetothetwosegmentsoutlinedinyourassessmentbrief.In doingso,youwillneedto: 1. Analyzethebrand’scurrentcommunicationstrategies 2. Explorethebrand’spositioninganddifferentiation 3. Understandthesegments’psychographicneeds,wants,values 4. Evaluatetheefficacyoftheseelementswithrespecttooneanother Page2of4 Section Characteristics Word limit1 Marks Contentspage One-pagelistingreportsections N/A N/A Positioning& Differentiation Howisthebrandpositioned?Whatistheirvalue proposition?Howisthissimilarordifferentfromtheir competitors? Focusonthekeybenefitsanddemonstratetheir positioningutilizingapositioning(perceptual)map. Makereferencetotheindustryandkeycompetitors. ~200 20 Communication Message Whatarethecompany’sspecificcommunication messages?Howdotheycommunicate? Introducethedifferentcommunicationstrategiesthat exist.Then,identifyandanalysethecompany’s communicationstrategywithreferenceto communicationtheoriesprovidedinclass. Justifyyourarguments. ~200 20 Segmentation andTargeting Brieflyprofilethetwodifferentsegmentsidentifiedin yourassessmentbrief. Youmayusejotnotesand/oratable,butitwillcount towardthetotalwordlimit. ~200 20 Evaluation Isthecurrentpositioningandmessagingeffective?For whichtarget(s)? Givenyourresearchabouttheindustry,thebrand position,thecommunicationmessage,andthetarget market–makeacriticalevaluationofhoweffectivethe currentcommunicationmessagesofthecompanyare, withreferencetoatleastoneofthesegmentsandto thevaluepropositionofthebrand. Supportandjustifyyourarguments. ~400 30 Communication andReferences Workmustbewell-written,withnoerrorsinspelling, punctuation,andgrammar.Anintroductorysentence andconcludingsentenceareexpected. Evidencemustbeusedtojustifyarguments. Documentsrequireembeddedcitationsandareference listutilizingHarvardReferencingStyle.Othersupport, marketingstimuli,etc.mustbeincludedinanappendix andproperlyreferencedin-text. n/a 10 1000 words 100 marks Page3of4 Notes: • Wordlimitsforeachsectionaremeantonlyasaguide.Onlythetotalwordlimit(1000words) willbeevaluated. • StudentsmustcorrectlyusetheHarvardstyleofreferencing. SubmissionInstructions Stepstocompleteandsubmitassignment 1. Assignmenttitlepage–Ensurethatnameandstudentnumberislisted. 2. SubmissionintoCloudDeakindropbox: i. Doesitexceedthe1000wordlimit? ii. Isitaworddoc?(don’tusePDF) iii. DidyouuseHarvardreferencingstyle? iv. Have I uploaded themost recent file? If you do twouploads only themost recentuploadwillbesaved.Itwillreplacethepreviousupload 3. Assignment return - Themarked assignment will be returnedwithin 15 working days of submissiondate. Youmustkeepabackupcopyofeveryassignmentyousubmit,untilthemarkedassignmenthas beenreturnedtoyou.Intheunlikelyeventthatoneofyourassignmentsismisplaced,youwillneed tosubmityourbackupcopy. Anyworkyousubmitmaybecheckedbyelectronicorothermeansforthepurposesofdetecting collusionand/orplagiarism. WhenyouarerequiredtosubmitanassignmentthroughyourCloudDeakinunitsite,youwillreceive anemailtoyourDeakinemailaddressconfirmingthatithasbeensubmitted.Youshouldcheckthat you can see your assignment in the Submissions view of the Assignment dropbox folder after upload,andcheckfor,andkeep,theemailreceiptforthesubmission. Notes • Penalties for late submission: The followingmarkingpenaltieswill apply if yousubmitan assessmenttaskaftertheduedatewithoutanapprovedextension:5%willbedeductedfrom availablemarksforeachdayuptofivedays,andworkthatissubmittedmorethanfivedays aftertheduedatewillnotbemarked.Youwillreceive0%forthetask.'Day'meansworking dayforpapersubmissionsandcalendardayforelectronicsubmissions.TheUnitChairmay Page4of4 refusetoacceptalatesubmissionwhereitisunreasonableorimpracticabletoassessthetask aftertheduedate. • Exceedingwordlength:Foranyassignmentexceedingtheoverallassignmentlength,10% oftheavailablemarkswillbedeductedforevery10%ofthatwordlimit,toa50%maximum penaltyonallstudents.Thewordcountdoesnotincludeyoursubmissiondetails,tableof contentspage,referencelist,andappendices.Itdoesincludeanytables,figures,and figure/tableheadings. • Extensions:ExtensionscanonlybeapprovedbytheUnitChair(DrVirginia Weber).Extensionscanbegrantedfordocumentedseriousillness(notjustonthedaythe assignmentisdue!)orforcompassionatereasonsunderextenuatingcircumstances.The unitchaircanasktoseehowmuchworkhasbeencompletedbeforegrantinganextension. WorkorholidayreasonsareNOTgroundsforanextension–youareexpectedtomanage theseissuesaspartofyourstudies.Extensionsmayonlybegrantedbeforetheduedate andwillnotbegrantedontheduedate,atwhichpointstudentsmustapplyforSpecial Consideration. • Formore information about academicmisconduct, special consideration, extensions, and assessment feedback, please refer to the documentYour rights and responsibilities as a student inthisUnit in the first foldernext totheUnitGuideof theResourcesarea in the CloudDeakinunitsite. • Buildingevidenceofyourexperiences,skillsandknowledge(Portfolio)-Buildingaportfolio thatevidencesyourskills,knowledgeandexperiencewillprovideyouwithavaluabletoolto helpyouprepareforinterviewsandtoshowcasetopotentialemployers.Thereareanumber of toolsthatyoucanusetobuildaportfolio. Youareprovidedwithcloudspacethrough OneDrive,orthroughthePortfoliotoolintheCloudUnitSite,butyoucanuseanystorage repositorysystemthatyoulike.RememberthataPortfolioisYOURtool.Youshouldbeable tostoreyourassessmentwork, reflections,achievementsandartefacts inYOURPortfolio. Onceyouhavecompletedthisassessmentpiece,addittoyourpersonalPortfoliotouseand showcaseyourlearninglater,whenapplyingforjobs,orfurtherstudies.Curateyourworkby addingmeaningfultagstoyourartefactsthatdescribewhattheartefactrepresents. Assessment 1A MMK295 Trimester 3 2019 Evalution of Communication and positioning Strategies Student Name: Student Number: Table of Contents 1.1.Communication Message.3 1.2.Positioning & Differentiation.3 1.3.Segmentation and Targeting.3 1.4.Evaluation.3 Reference List.4 1.1. Communication Message.[Delete this box before submission] Your Assessment must be formatted as follows: · Word document format only, A4 size (NO PDF) · 12 point, Times New Roman font · Fully justified paragraphs, 1.5 or double spaced · Normal margins (2.54 cm left, right, top and bottom) · Word limit is 1000 words, including any words you put in tables, and including subtitles for any tables or figures. 1.2. Positioning & Differentiation. 1.3. Segmentation and Targeting. 1.4. Evaluation. Reference List.[Delete this box before submission] Your report must be formatted using the Harvard Referencing Guidelines. Refer: http://www.deakin.edu.au/students/studying/study-support/referencing/harvard Microsoft Word - MMK295 T3 2019 1A Rubric.docx Criteria N N P C D HD Positioning & differentiation, GLO1 and GLO4, (20 marks). 4 points Negligible information / not attempted. Information presented is blatantly inaccurate or false. (0.0 - 4.9) 6.5 points Very few or no details of current brand position and differentiation. Little or discussion of the key benefits and differences compared to competitors. Little to no evidence is provided in support of justification. (5.0-9.9 marks) 11 points Current brand position and differentiation discussed adequately, but in a superficial manner. Evidence and justification of the key benefits and differences compared to competitors is satisfactory, but is not completely logical and coherent. (10-11.9 marks) 13 points Good discussion of current brand positioning and differentiation. Some evidence and justification of the key benefits and differences compared to competitors. Arguments are logical and coherent. (12-13.9 marks) 15 points Very good discussion of current brand position and differentiation. Strong evidence and justification of the key benefits and differences compared to competitors. Arguments are logical and coherent. (14-15.9 marks) 20 points Unusually sophisticated, comprehensive and insightful discussion of current brand positioning and differentiation. Very strong evidence and justification of the key benefits and differences compared to competitors. Arguments are logical and coherent. (16-20 marks) Communication message, GLO1 and GLO4, (20 marks). 5 points Negligible information / not attempted. Information presented is blatantly inaccurate or false. (0.0 - 4.9) 6.5 points Inappropriate or very little explanation of the communication messages and which one the company is using. Little to no justification. (5.0-9.9 marks) 11 points Basic explanation of the communication messages and which