I will send in my previous assignment as well. For the intro for this assignment please add briefly which topic you have chosen and an over view of the report.For the Facebook AD it should draw one or both of the consequences presented in Assignment 1. Briefly mention the consequence (the fact that they were identified through interviews with members of the target audience)
Microsoft Word - Assignment 2 - Guide.docx MMK266 – T2, 2018 Assignment 2 Guide 1 MMK266 Consumer Behaviour Assignment 2 Guide Messaging Strategy Trimester 2, 2018 DUE DATE AND TIME Friday 14 September (Week 9) at 4.00pm Melbourne time via the Assignment Dropbox on Cloud Deakin. PERCENTAGE OF FINAL GRADE 40% (marks breakdown: written communication plan = 30%; video pitch = 10%) HURDLE DETAILS Not applicable to this assignment. Note: if you do not submit Assignment 1, alternative material will be provided to you so that you can still complete Assignment 2. ASSIGNMENT MODE Individual; written LENGTH 1,500 words (max.) + 2 min video (max.) Learning outcome details Unit Learning Outcomes Graduate Learning Outcomes ULO1, ULO2, ULO3 GLO1, GLO3, GLO4, GLO5 Unit learning outcomes (ULOs) ULO1 Describe and analyse how individuals act, think, and feel across diverse consumer contexts ULO2 Critically analyse and synthesize information from academic journals, industry publications, market research, and other material ULO3 Devise and develop consumer marketing strategies based on this analysis Refer to the marking rubric for details of how to evidence the ULOs in your assessment submission. Please also refer to the Unit Guide for details of Graduate Learning Outcomes. OVERVIEW In Assignment 2, you will need to: Write a communication plan that draws on your Assignment 1 findings. Develop a video that pitches your communication plan to the Luv‐a‐duck marketing team. Further information about these requirements are presented below. WRITTEN COMMUNICATION PLAN Your written communication plan will need to contain three components: Positioning strategy Evaluation of potential messaging techniques Development of a mock Facebook ad Positioning strategy Positioning refers to how a product is perceived by consumers. In Assignment 1, you found how consumers perceived the product offering associated with your Luv‐a‐duck assignment topic by identifying the consequences associated with that offering. In Assignment 2, you will use one/both of MMK266 – T2, 2018 Assignment 2 Guide 2 these consequences to determine which of the following positioning strategies to develop your mock Facebook ad around: Positioning against the competition Positioning on a specific benefit Finding an ‘unowned’ position For whichever positioning strategy you select, be sure to: Clearly explain how that strategy applies to the product offering associated with the Luv‐a‐ duck assignment topic you selected Link that strategy to the consequence(s) you identified in Assignment 1 For example, if you select ‘positioning on a specific benefit’, clearly articulate the specific benefit (or benefits) you are looking to position your Luv‐a‐duck product offering on, and make sure that these benefits are linked to your Assignment 1 findings. Evaluation of potential messaging techniques After selecting your positioning strategy, you will need to conduct a brief review of the literature to determine which messaging techniques would be most appropriate to help you execute that strategy. To that end, select four (4) messaging techniques from the following list: ‐ Expectation violation (Week 3) ‐ Descriptive terms (Week 3) ‐ Stereotypes (Week 3) ‐ Stimulus generalisation (Week 4) ‐ Learning via modelling (Week 4) ‐ Central route of persuasion (Week 4) ‐ Utilitarian function of attitude (Week 5) ‐ Value‐expressive function of attitude (Week 5) ‐ Comparative advertising (Week 5) ‐ Cognitive dissonance (Week 5) ‐ Expert/celebrity endorsements (Week 6) ‐ Positive message framing (Week 6) ‐ Two‐sided messages (Week 6) ‐ Humour appeals (Week 6) IF YOU SELECT A MESSAGE TECHNIQUE THAT DOES NOT APPEAR ON THIS LIST, CONTENT RELATING TO THAT TECHNIQUE WILL NOT BE MARKED! For each technique that you select, conduct a brief review of the academic, peer‐reviewed literature to: Define and explain that technique Identify the pros and cons associated with using that technique Using this literature review, you will then: Evaluate the relative usefulness of the four (4) messaging techniques in achieving your recommended positioning strategy Select two (2) of these techniques to incorporate into your mock Facebook ad; be sure to justify why you ultimately selected these techniques Please use at least ten (10) peer‐reviewed academic journal articles when reviewing and justifying your messaging techniques. FAILURE TO INCLUDE AT LEAST TEN (10) PEER‐REVIEWED JOURNAL ARTICLES WILL INCUR AN AUTOMATIC 20% PENALTY! Peer‐reviewed journal articles appear in journal articles; they do not include books, book chapters, textbooks, reports, or lecture notes. For more information about what a peer‐reviewed journal article is, please contact one of our friendly librarians (contact details available at http://www.deakin.edu.au/library/about/contact‐your‐librarian). Development of a mock Facebook ad MMK266 – T2, 2018 Assignment 2 Guide 3 After selecting your final two (2) messaging techniques, you will then: Develop your mock Facebook ad; please place this ad in your Appendix Clearly articulate how your mock Facebook ad: o Incorporates the two (2) messaging techniques o Sets out to achieve your recommended positioning strategy A few notes about your mock Facebook ad: UNDER NO CIRCUMSTANCES SHOULD YOU LAUNCH YOUR AD ON FACEBOOK OR PLACE IT ONLINE! You will not be marked on how ‘pretty’ your mock Facebook ad is. You will, however, be marked on the creativity of the ideas featured in your mock ad. For some further guidance on developing creative advertisements, please refer to the Assignment 2 supporting materials. Your mock Facebook ad should use the Facebook Image Ad format (see example below). To learn more about this format, please visit: https://www.facebook.com/business/ads‐ guide/image You can use an image editor of your choice (e.g., MS Paint, Photoshop, Illustrator) to construct your mock Facebook ad. MMK266 – T2, 2018 Assignment 2 Guide 4 VIDEO PITCH Marketers are known throughout the business world for their ability to pitch and present their ideas to internal and external stakeholders. Pitching requires not only that you inform stakeholders of what your idea involves; it also means persuading them that your idea is the best thing since sliced bread (or at least, the best of all available options!) Think of it as ‘marketing’ your idea. And that is the purpose of the video pitch; now that you have developed a communication plans, you must persuade the Luv‐a‐duck marketing team that your plan (rather than all the other plans they are likely to be presented with) is the best one. To do this, you will need to prepare a two (2) minute video that describes the nature of the problem, briefly summarises the key relevant findings emerging from your research, and articulates (and justifies) your communication plan. It’s a lot of information to include in a two minute video, but that’s the point; in industry, you will often only have a very brief window in which to do your pitch. It therefore comes down to being mindful not only of what you present but also how you present it. Finally, try to be engaging in your pitch presentation. If your presentation isn’t engaging, what signal do you think that sends about the communication plan you are trying to pitch? Requirements Pitching is synonymous with presenting, and presenting involves more than just the words you use or the slides you present; it also involves the body language you use. You therefore MUST film yourself delivering pitch. You are, however, welcome to use slides or props when filming your pitch or to add text overlays or images when you edit your video, providing that you remain visible for the majority of your video. FAILURE TO NOT PERSONALLY APPEAR IN THE VIDEO WILL INCUR AN AUTOMATIC 20% PENALTY! Technical issues You MUST upload a video file to Deakin Air and, once this video is uploaded, submit it to the assignment Dropbox. Most smartphones and digital cameras capture high quality video, as do webcams, so you will likely have a number of options available to you for recording footage. Many operating systems also come with free video editing software (e.g., Movie Maker in Windows, iMovie for Mac), while Deakin also provides a free video capture and editing package called Capture Space that is available for both PCs and Macs. You are also welcome to use any other video editing software package. ASSIGNMENT 2 SUBMISSION CHECKLIST Assignment requirement Checklist Written communication plan Selection of – and justification for – your recommended positioning strategy □ Yes □ No Literature review on four (4) messaging techniques selected from the list provided □ Yes □ No Evaluation of the relative usefulness of these four (4) messaging techniques in achieving your recommended positioning strategy □ Yes □ No Selection of – and justification for – the two (2) messaging techniques that will be incorporated into the mock Facebook ad □ Yes □ No Clear description of how the two (2) messaging techniques have been incorporated into the mock Facebook ad □ Yes □ No Clear description of how the mock Facebook ad sets out to achieve the recommended positioning strategy □ Yes □ No MMK266 – T2, 2018 Assignment 2 Guide 5 Minimum of ten (10) peer‐reviewed academic journal articles referenced □ Yes □ No Harvard style of referencing used to format your references □ Yes □ No Mock Facebook ad provided in an Appendix □ Yes □ No Word count is 1,500 words or less □ Yes □ No Word count placed on the front page of your assignment; Title Page, Appendices, Reference List, Tables, and Figures (if present) don’t count towards the word count □ Yes □ No Assignment submitted as a Word document □ Yes □ No Video pitch Pitch does not exceed 2 minutes in length □ Yes □ No You personally appear in the majority of the video □ Yes □ No Pitch uploaded to CloudDeakin in video format □ Yes □ No If you have selected ‘No’ for any of these items, your assignment is not yet ready to submit. MMK266 – T2, 2018 Assignment 2 Guide 6 General assignment information WRITTEN COMMUNICATION PLAN Writing and formatting This assignment could potentially be read by the Luv‐a‐duck marketing team, so they must look professional. General writing issues such as poor spelling, grammar, English expression, formatting, and the like will attract penalties ranging from 10% to 100% of the available marks, depending on severity. This assignment should be formatted as follows: Word document only, A4 size One (1) single file 12 point serif font (e.g., Times New Roman, Garamond, Cambria) Fully justified paragraphs, 1.5 or double spaced Normal margins (2.54 cm left, right, top and bottom) Word count If your boss tells you to write a 1 page report, you better not send him or her a 1½ page report. The same applies here. Assignments that go over the 1,500 word limit will be penalised in fairness to other students, as follows: Word count Penalty ≤1,500 words N/A 1,501 – 1,550 words 5% 1,551 – 1,300 words 10% ≥1,301 words 20% Please include the Word count on the Title Page. Misrepresenting the number of words in your assignment is a form of academic misconduct. Note that the following, if present, do not count towards your word count: Title Page, Appendices, Reference List, Tables, and Figures. Submission Each assignment document should be lodged into the relevant Assignment Dropbox. If multiple assignment copies are lodged, we will mark the one that was submitted most recently. To submit your assignment documents, please work through the following steps: 1. Draft your assignment. 2. Save your written assignment file on your computer as: surname_student ID_MMK266 (for example: Jones_123456789_MMK266.docx and it MUST be a single (1) Word document. Other formats (e.g., PDF) will not be accepted. 3. Go to the Assessment tab in the MMK266 Cloud Deakin site. 4. Click on the “Check Your Draft – Turnitin” link. Lodge your draft assignment to check the originality report. Please allow up to 48 hours to get the Report back. If necessary, modify your assignment to make sure it contains no plagiarised material. Submitting on Turnitin does not submit your assignment. It merely allows you to check it for plagiarism. See “Notes on Plagiarism” below. You cannot re‐use any parts of a previous assignment used in MMK266 or any other unit unless you have the unit leader’s permission. 5. Once you have made any needed corrections to your assignment, go to the Assessment tab in the MMK266 Cloud Deakin site. 6. Click on the Assignments link. Please note the terms and conditions. Click on the “Add a File” button. Find the file on your computer and upload it. You do not need a coversheet. You do not need an Executive Summary. MMK266 – T2, 2018 Assignment 2 Guide 7 Please note the following: DO NOT submit a Turnitin report. DO NOT submit a Deakin University Assignment Coversheet DO NOT submit a hardcopy of your assignment. DO NOT contact the organisation or its personnel in relation to this assignment VIDEO PITCH Limit on time duration Any content that exceeds the 2 minute time limit will not be marked, so make sure that your video does not exceed 2 minutes! Submission To upload your video to the Assignment Submission Dropbox, please work through the following steps: 1. Prepare your video, preferably in .mp4 format. Using the tools menu in the MMK266 site, upload your video to Deakin Air (https://video.deakin.edu.au/). For instructions on how to upload your video to Deakin Air, please see: https://video.deakin.edu.au/media/t/0_94ysd8qh 2. Go to the Assignment area, then upload your video. For instructions on how to do this, please see: https://video.deakin.edu.au/media/t/0_iqp57nv5/36712562 3. Press SUBMIT. If this still does not allow you to submit your assignment then you may be experiencing an IT issue. If this is the case, you are best to urgently contact the Deakin University Student IT Help Desk, through http://www.deakin.edu.au/about‐ deakin/administrative‐divisions/esolutions/it‐help 4. Please note that by clicking the SUBMIT button in the online assignment Dropbox, you are declaring that the work submitted is entirely your own, except where material quoted or paraphrased is acknowledged in the text. Note: it is recommended that you submit the video early in case you encounter technical difficulties or slow upload times. Videos submitted after the due date will incur a late penalty. LATE SUBMISSIONS AND EXTENSIONS Assignments submitted after the due date will attract a late penalty of 5% per calendar day for up to five (5) days. Assignments submitted more than five calendar days after the due date will receive 0%. Extensions can be granted for documented serious illness or for compassionate reasons under extenuating circumstances. Extensions can only be approved by the Unit Chair, Dr Josh Newton (
[email protected]). Extensions will only be considered if a written request with supporting documentation is submitted and negotiated with the Unit Chair at least 72 hours BEFORE the due date/time of submission. The unit chair can ask to see how much work has been completed before granting an extension. For further information about Special Consideration, visit http://www.deakin.edu.au/students/assessments/special‐consideration Please note: servers and computers crash, networks become slow and unreliable, and sometimes people press the wrong button and lose all their work. Have a contingency plan so you can submit well ahead of time. Otherwise you run the risk of your assignment not being submitted on time because of one of these last minute glitches. You must keep a backup copy of every assignment you submit until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced, you will need to submit your backup copy. Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism. MMK266 – T2, 2018 Assignment 2 Guide 8 When you submit an assignment through your Cloud Unit Site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assignment in the Submissions view of the Assignment dropbox folder after upload, and check for, and keep, the email receipt for the submission. ACADEMIC INTEGRITY, PLAGIARISM AND COLLUSION Plagiarism and collusion constitute extremely serious breaches of academic integrity. They are forms of cheating, and severe penalties are associated with them, including cancellation of marks for a specific assignment, a specific unit, or even exclusion from the course. If you are ever in doubt about how to properly use and cite a source of information, consult your lecturer or the Study Support website http://www.deakin.edu.au/students/study‐support/referencing Plagiarism occurs when a student passes off as the student’s own work, or copies without acknowledgement as to its authorship, the work of any other person or resubmits their own work from a previous assessment task. Collusion occurs when a student obtains the agreement of another person for a fraudulent purpose, with the intent of obtaining an advantage in submitting an assignment or other work. Work submitted may be reproduced and/or communicated by the university for the purpose of assuring academic integrity of submissions. Further information can be found at: http://www.deakin.edu.au/students/study‐support/referencing/academic‐integrity Deakin students are not permitted to recycle their assessment work, or parts of assessment work, without the approval of the unit chair of their current unit. This includes work submitted for assessment at another academic institution. If students wish to reuse or extend parts of previously submitted work, then they should discuss this with the unit chair prior to the submission date. Depending on the nature of the task, the unit chair may permit or decline the request. [Assignment heading]Comment by Joshua Newton: The highlighted content in square brackets should be replaced with your own contentComment by Joshua Newton: You can change the design of your report by going to the ‘Design’ tab in Word and selecting one of the pre-loaded themes [Student name] [Student ID number ] Word count: [xxxx] words Assignment 2 MMK266 Consumer Behaviour T2, 2018 Introduction [Provide a brief introduction outlining the purpose of this report. As part of this introduction, don’t forget to mention the specific assignment topic you have selected.] Positioning strategy [Describe your proposed positioning strategy. Further information about this component of the assignment can be found in the Assignment 2 guide.] Evaluation of potential messaging techniques [Summarise and evaluate the relative effectiveness of the four (4) messaging techniques you have selected from the list provided. Further information about this component of the assignment can be found in the Assignment 2 guide.] Development of a mock Facebook ad [Outline how your mock Facebook ad incorporates the two (2) messaging techniques you selected on the basis of your evaluation. Further information about this component of the assignment can be found in the Assignment 2 guide.] References [Make sure that you reference ten (10) academic peer-reviewed journal articles and that each reference has been formatted use the Harvard referencing style] Appendices [Include a copy of your Facebook ad. More information about this can be found in the Assignment 2 guide.] 4 | Page Microsoft Word - Assignment 2 - Rubric.docx MMK266 Consumer Behaviour T2 2017 ‐‐‐ Assignment 2 Rubric: Written communication plan (30%) CRITERIA NOT ATTEMPTED (0‐29%) NEEDS IMPROVEMENT (30‐49%) SATISFACTORY (50‐59%) GOOD (60‐69%) VERY GOOD (70‐79%) EXEMPLARY (80‐100%) Use of interview findings to justify the positioning strategy ULO3, GLO5 10% Assignments at this level provided no or minimal use of the interview findings to justify the selected positioning strategy. Assignments at this level needed improvement at using the interview findings to justify the selected positioning strategy. Assignments at this level were satisfactory at using the interview findings to justify the selected positioning strategy. Assignments at this level were good at using the interview findings to justify the selected positioning strategy. Assignments at this level were very good at using the interview findings to justify the selected positioning strategy. Assignments at this level were exemplary at using the interview findings to justify the selected positioning strategy. Conceptual understanding of relevant messaging literature ULO2 GLO1, GLO3, GLO4 60% Assignments at this level provided no or minimal conceptual understanding of relevant messaging literature. Assignments at this level needed improvement in the conceptual understanding of relevant messaging literature. Assignments at this level were satisfactory in the conceptual understanding of relevant messaging literature. Assignments at this level were good in the conceptual understanding of relevant messaging literature. Assignments at this level were very good in the conceptual understanding of relevant messaging literature. Assignments at this level were exemplary in the conceptual understanding of relevant messaging literature. Application of messaging literature to the message strategy ULO1, ULO2, ULO3 GLO1, GLO3, GLO4, GLO5 15% Assignments at this level provided no or minimal application of the messaging literature to the messaging strategy. Assignments at this level needed improvement in the application of the messaging literature to the messaging strategy. Assignments at this level were satisfactory in the application of the messaging literature to the messaging strategy. Assignments at this level were good in the application of the messaging literature to the messaging strategy. Assignments at this level were very good in the application of the messaging literature to the messaging strategy. Assignments at this level were exemplary in the application of the messaging literature to the messaging strategy. Creative ad ULO3, GLO5 15% Assignments at this level provided no or minimal creativity in the ad being proposed. Assignments at this level needed improvement in the creativity of the ad being proposed. Assignments at this level were satisfactory in the creativity of the ad being proposed. Assignments at this level were good in the creativity of the ad being proposed. Assignments at this level were very good in the creativity of the ad being proposed. Assignments at this level were exemplary in the creativity of the ad being proposed. Assignment 2 Rubric: Video pitch (10%) CRITERIA NOT ATTEMPTED (0‐29%) NEEDS IMPROVEMENT (30‐49%) SATISFACTORY (50‐59%) GOOD (60‐69%) VERY GOOD (70‐79%) EXEMPLARY (80‐100%) Informing 20% ULO2; GLO4 Assignments at this level provided no or minimal effort in informing the viewer of the underlying issue. Assignments at this level needed improvement in informing the viewer of the underlying issue. Assignments at this level were satisfactory in informing the viewer of the underlying issue. Assignments at this level were good in informing the viewer of the underlying issue. Assignments at this level were very good in informing the viewer of the underlying issue. Assignments at this level were exemplary in informing the viewer of the underlying issue. Educating 40% ULO1, ULO2, ULO3; GLO1, GLO3, GLO4, GLO5 Assignments at this level provided no or minimal effort educating the viewer about the solution being presented. Assignments at this level needed improvement in educating the viewer about the solution being presented. Assignments at this level were satisfactory in educating the viewer about the solution being presented. Assignments at this level were good in educating the viewer about the solution being presented. Assignments at this level were very good in educating the viewer about the solution being presented. Assignments at this level were exemplary in educating the viewer about the solution being presented. Creativity/ entertainment 20% ULO3; GLO3, GLO5 Assignments at this level provided no or minimal effort presenting the pitch in a creative or entertaining way. Assignments at this level needed improvement in presenting the pitch in a creative or entertaining way. Assignments at this level were satisfactory in presenting the pitch in a creative or entertaining way. Assignments at this level were good in presenting the pitch in a creative or entertaining way. Assignments at this level were very good in presenting the pitch in a creative or entertaining way. Assignments at this level were exemplary in presenting the pitch in a creative or entertaining way. Professional demeanour 20% ULO3; GLO3 Assignments at this level provided no or minimal effort in being delivered using a professional demeanour. Assignments at this level needed improvement in being delivered using a professional demeanour. Assignments at this level were satisfactory in being delivered using a professional demeanour. Assignments at this level were good in being delivered using a professional demeanour. Assignments at this level were very good in being delivered using a professional demeanour. Assignments at this level were exemplary in being delivered using a professional demeanour.