Macleay College Exam Paper
Trimester
3
2022
Cover Sheet
IMC102: Integrated Marketing Communication
Exam Information
Unit Coordinator
/Lecturer
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120 minutes (2 Hours) plus 10 minutes reading time
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Number of Pages
(
Excluding
Cover Sheet)
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Florence Dobbie & Lisa Campton
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EXAM PAPER |
IMC102 Integrated Marketing Communications
T3 2022 | Updated by:
Florence Dobbie
on
21/11/2022
©
Macleay College
|
CRICOS Provider Code 00899G | TEQSAPRV12031 | Institute of Higher Education
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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
your
StudentID_FirstName_LastName_
Unit
Name_T
3
202
2
.
•
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
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1
EXAM PAPER |
IMC102 Integrated Marketing Communications
T3 2022 | Updated by:
Florence Dobbie
on
21/11/2022
©
Macleay College
|
CRICOS Provider Code 00899G | TEQSAPRV12031 | Institute of Higher Education
|
|
|
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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.
Scenario:
You
have been recruited by the
entrepreneur behind the selected
Kickstarter
project to help the company sell their products on the
Australian Market
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Question
1
(30 marks)
Your Task:
Pr
ior to creating
a
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
Question
2
(
3
0 marks)
Your Task:
As the company is getting ready to launch on the Australian market, you have been asked to outline a strategic plan for the company.
•
Create a draft of the direction you would take and provide a brief summary for each section of the plan. You are not required to complete the whole plan.
Expected word count:
250 words
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All questions from
Section
2
will relate to the
below campaign
, please ensure you are answering all questions.
https://www.adnews.com.au/campaigns/mandc-saatchi-reveals-first-work-for-craft-beer-brand
Please ensure you watch and read the information on the above URL to assist answer the following questions. The answers are not on Google, or on the web page shared. So please do not copy and paste information found.
Scenario
: You are working with Boston Beers on their latest campaign.
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Question
3
(
15
marks)
Describe the promotional
mix
that you would consider critical in meeting your promotional objectives, and indicate why you have chosen them
in relation to the above campaign
.
Expected word count:
200 words
Question
4
(
15
marks)
Select 3 promotional tools you have selected in Question 3, and identify their limitations in relation to the above campaign. Briefly describe how you would measure success of the campaign.
Expected word count:
200 words
Question
5
(
10
marks)
I
dentify ethical and regulatory issues
to be considered when creating
a
IMC
plan for the company. List 3 and provide a brief summary for each.
Expected word count:
150 words
End of Paper
1
EXAM PAPER |
IMC102 Integrated Marketing Communications
T3 2022 | Updated by:
Florence Dobbie
on
21/11/2022
©
Macleay College
|
CRICOS Provider Code 00899G | TEQSAPRV12031 | Institute of Higher Education