Microsoft Word - Macleay College Statement of Exemption.docx
Macleay College Exam Paper
Trimester 3 2022
Cover Sheet
IMC102: Integrated Marketing Communication
Exam Information
Unit Coordinator/Lecturer
Florence Dobbie
Contact Email
[email protected]
Exam Duration
120 minutes (2 Hours) plus 10 minutes reading time
Exam Format
Online
Number of Exam Sections
2
Number of Questions
5
Total Exam Marks
100
Total Unit Weighting
30%
Resources
Open book
Number of Pages
(Excluding Cover Sheet)
3
Approved By
Florence Dobbie & Lisa Campton
Date
19th December 2022
EXAM PAPER | IMC102 Integrated Marketing Communications T3 2022 | Updated by: Florence Dobbie on 21/11/2022
© Macleay College | CRICOS Provider Code 00899G | TEQSA PRV12031 | Institute of Higher Education
Submission Details
· This is a Take-home exam. Text books, dictionaries and notes are allowed in the exam.
· This is an individual exam. You must not speak to other students or look at others work.
· Create a new word document and on top of the first page type yourStudentID_FirstName_LastName_UnitName_T3 2022.
· You do not have to rewrite the question in your exam answers. Just write the number of the question.
· The typed answers must need to be submitted in Turnitin in Moodle within the 24 hours of
the given timeframe.
· Important note: please write any answers requiring analysis or opinion in your own words. Any direct match on Turnitin will result in zero marks for the question.
· Document format accepted: PDF or Word – do not use a Pages document
1
EXAM PAPER | IMC102 Integrated Marketing Communications T3 2022 | Updated by: Florence Dobbie on 21/11/2022
© Macleay College | CRICOS Provider Code 00899G | TEQSA PRV12031 | Institute of Higher Education
Exam Section
1
Exam Section Name
Case Study
Instructions to students
2 Kickstarter Projects are provided below.
Select one of them to answer all the questions of Section 1.
State on your paper which Kickstarter you have selected.
All questions from Section 1 will relate to the selected Kickstarter project, please ensure you are answering all questions.
· Kickstarter Project 1: Organic Cotton Clothing: https://www.kickstarter.com/projects/safynorganiccotton/100-organic-cotton-clothing
· Kicstarter Project 2: Moonrise Seaweed Co.: https://www.kickstarter.com/projects/seaweed/moonrise-seaweed-co
Scenario: You have been recruited by the entrepreneur behind the selected Kickstarter project to help the company sell their products on the Australian Market.
Number of questions
2
Total marks available
60
Question 1 (30 marks)
Your Task: Prior to creating an IMC plan, you have been asked by the Marketing Manager of the selected company to provide an overall situational analysis.
· Explain what you could be investigating
· Provide an example of insights that could be relevant to the Kickstarter project selected.
Expected word count: 250 words
Answer: In the Integrated Marketing Communication program the situational analysis focuses on the factors that influences the relevance development of a promotional strategy. Like the overall marketing situation analysis, the promotional program situation analysis requires and investigation of the internal as well as an external analysis the internal analysis focuses on assessing the relevant areas involving the product or the service offering and the company itself. While the capabilities of the firm and its ability to develop and implement a successful promotional program is deliberately investigated with a proper domain for...