AMB299 Marketing Communication
Assessment 1
Task overview
| Assessment name | Transformation of marketing communication strategy | |
| Task description | Analyse a draft marketing communication strategy and use creative skills to transform it into an effective marketing communication campaign and tactic. Your lectures and tutorials are designed around this assessment task.
This is an authentic assessment because it was designed with industry professionals and reflects real world marketing communication practice that directly translate to work experience and internship opportunities. |
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| Due Date | Refer to Blackboard site. | |
| Length | 2,000 words | |
| Weighting | 50% | |
| Individual or Group | Individual | |
| Learning outcomes measured | 1.1: Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
2.1: Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice 2.2: Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts. |
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Task Instructions
| What you need to do | Step one: Analyse the campaign against good practice principles
After reading through the draft marketing communication strategy, assume the role of a judge and analyse it using good practice marketing communication principles. Specifically, you need to (a) score each section of the strategy and (b) justify your score for each section by referencing material from between five to 10 academic and industry sources. Reference using APA. This step will highlight areas within and between planning components for you to transform the strategy so that it achieves organisational goals.
Step two: Transform the campaign to improve its effectiveness at a whole-of-campaign level
Based on the gaps identified in step one, this next step requires you to transform the campaign to improve the outcome for the client. And by transform, we mean really make it zing. Your transformation should comprise the following elements of the campaign:
a. Stakeholders/publics/audiences b. Objectives c. Strategy including creative idea, key messages, and channel strategy.
Although all of the above sections of the draft campaign can be improved, some sections may provide better opportunity to demonstrate value for the client. For example, the draft campaign objectives may consider the right kind of outcomes but not be presented following the SMART system. In addition, remember, that whatever you change in one part of the campaign must cascade to the others. For example, if you change your target markets, then this change needs to be reflected in the objectives and strategy sections, too.
Step three: Write selected tactic(s)
Based on your transformation of the campaign, you must produce the content/written text of a marketing communication tactic as noted in the campaign. This section should reflect either the existing or modified message strategy of the campaign.
Not all tactics are created equally so we are looking for sufficient and strategic content. Examples of tactics comprise individual tactics or combinations of tactics. Some examples are: · Starting media release or website news copy (approximately 150 words) · Social media calendar (at least four posts with image recommendations) · Advertisement + at least two social media posts · Other – please check with your tutor.
Guidelines about what to include for several tactics are provided next.
Starting media release or website news copy
If you choose to submit a starting media release or website copy, please include the following:
Media vehicle: [online news, radio, television, magazine, website news] Headline Lead First paragraph Paraphrase of quote First quote End paragraph.
Social media calendar
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Submission Information
| What you need to submit | You need to submit a report and completed marketing communication tactic in Word or PDF format.
Submit your assessment via the online submission link on Blackboard Assignment located in Assessment / Transformation of marketing communication strategy.
Please note: On submission, you are declaring that, unless otherwise acknowledged, this submission is wholly yours and/or the group’s work and it has not been used and already submitted. I/We understand that this work may be submitted for plagiarism check and consent to this taking place.
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| Moderation | All staff who are assessing your work meet to discuss and compare their judgements before marks or grades are finalised. Refer to MOPP C/5.1.7. | |
Academic Integrity
As a student of the QUT academic community, you are asked to uphold the principles of academic integrity during your course of study. QUT sets expectations and responsibilities of students specifically stating that students “adopt an ethical approach to academic work and assessment in accordance with this policy and the Student Code of Conduct (E/2.1)”. Students need to be aware that academic integrity refers to text and non-text sources, i.e. “copying or adapting non-text based material created by others, such as diagrams, designs, musical score, audio-visual materials, art work, plans, code or photographs without appropriate acknowledgement” (MOPP C/5.3.6 Academic Integrity). It also includes self-plagiarism, this “involves the re-use by a student of their own work without appropriate acknowledgement of the source. Students should seek express consent from the unit coordinator prior to re-using their own work in an assessment submission” (MOPP C/5.3.6 Academic Integrity).
Students are expected to demonstrate their own understanding and thinking using ideas provided by ‘others’ to support and inform their work, always acknowledging the source. While we encourage peer learning, it is not appropriate to share assignments with other students unless your assessment piece has been stated as being a group assignment. If you do share your assignment with another student, and they copy all or part of your assignment for their submission, this is considered collusion and you may be reported for academic misconduct. If you are unsure and need more information http://www.mopp.qut.edu.au/C/C_05_03.jsp#C_05_03.03.mdoc. |
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AMB299 | Marketing Communication | Assessment One | Rubric
| Criteria | High Distinction | Distinction | Credit | Pass | Fail | |
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| Planning knowledge:
Knows each planning element 5% |
Shows accurate and comprehensive knowledge of all marketing communication planning elements. | Shows accurate knowledge of all but one marketing communication planning element. | Shows accurate knowledge of most marketing communication planning elements with some minor problems. | Shows some inaccurate understanding of marketing communication planning elements. | Shows inaccurate knowledge of all marketing communication planning elements. | |
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| Analyse campaign: What works, what doesn’t work and why
15% |
Comprehensively evaluates what works/not at planning element and overall campaign level. Selects and applies relevant evidence from unit and external material to form strongly convincing argument with correct referencing. | Evaluates what works/not at planning element and overall campaign level but explanation can lack quality arguments. Selects and applies mostly relevant evidence from unit and external material to form convincing argument with correct referencing. | Evaluates some of what works/not at planning element and overall campaign level but does not convincingly explain why. Uses broad or definitional sources from unit and external material with a sometimes-convincing argument and correct referencing. | Evaluates some of what works/not but bases this mostly on planning element level of campaign and/or starting insights. Uses broad or definitional sources from unit material to attempt to form an argument with correct referencing. | Identifies with serious limitations what works/not with inappropriate scores, minimal justification and scarce use of reference material and semblance of an argument with referencing errors. | |
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| Transform campaign:
Adding value to existing ideas 20%
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Elevates campaign to achieve its intended outcomes by transforming existing material and showcasing creative and value-adding marketing communication practice. | Elevates most elements and campaign overall by changing existing material to display some creativity though some minor gaps around value-adding role of marketing communication. | Improves effectiveness of some elements and campaign overall by changing existing material. Changes can lack creativity or value-adding role of marketing communication and/or have gaps. | Makes basic adjustments at element or campaign level but changes lack demonstration of creativity, value-adding role of marketing communication and contain avoidable gaps. | Changes fail to improve element or overall campaign effectiveness. Ideas lack creativity and limit practical application. | |
| Write tactic(s)
Translate strategy into tactic 10%
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Tactic uses a strong and appropriate angle/hook to gain audience attention. It brings to life the strategy and key messages to achieve the client need. The structure and content are flawless. | Tactic uses a strong and appropriate angle/hook to gain audience attention. It reflects the strategy and key messages but comprises minor gaps in structure and content. | Tactic identifies an angle/hook but one that does not strongly gain audience attention. It reflects the strategy and key messages but comprises some issues in structure and content. | Tactic identifies an angle/hook but one that does not sufficiently gain audience attention. It mostly reflects the strategy and key messages but comprises avoidable issues in structure and content. | Tactic fails to identify an angle/hook, limiting audience attention. It fails to reflect the strategy or key messages and comprises errors in structure and content. | |