Assessment Information Subject Code: MKT201 Subject Name: Integrated Marketing Communications Assessment Title: Individual Report Length: Weighting: Total Marks: 1000 words (+/- 10% allowable range) 30% 30 Submission: Due Date: via Turnitin Week 6 . Assessment Description . The purpose of this individual report assessment is to develop your ability to identify and analyse the fundamentals of Integrated Marketing Communications (IMC), and their

Assessment Information 
Subject Code: MKT201 
Subject Name: Integrated Marketing Communications 
Assessment Title: Individual Report 
Length: 
Weighting: 
Total Marks: 1000 words (+/- 10% allowable range) 
30% 
30 
Submission: Due Date: via Turnitin 
Week 6 
. 
Assessment Description 
. 
The purpose of this individual report assessment is to develop your ability to identify and analyse the fundamentals of Integrated Marketing Communications (IMC), and their importance in relation to brand enhancement. This will enable you to apply relevant IMC theories and concepts to a real business scenario, whereby brand equity and IMC are integral parts of business survival. 
In this report you are required to analyse IMC mix of a chosen product/brand. It is advisable to liaise with your lecturer to ensure you have chosen the correct product/brand. You will be continuing with the same brand/product in your remaining assessments. To prepare this assessment, you will be required to identify, research and apply theories studied in week 1 to week 5. 
Assessment Requirements 
In your analysis, you will need to address the following points: 
– Use seven tools of persuasion to analyse your product/brand’s status. 
– Evaluate your product/brand’s current advertising components. 
– Identify the current marketing communication mix used by your chosen product/brand. You must use examples to support your answer. Use appendix for that. 
– Identify current segments of the product/brand using Roy Morgan’s Value Segment. 
Your Analysis MUST follow a professional report structure: 
Title Page 
Table of Contents 
Identification and Analysis 
• Segmentation 
• Persuasion Analysis 
• Analysis of Current advertisement 
• Current IMC Practices 
Reference List (You must use Harvard Referencing Style) 
Appendices 
NB: Title page, Table of Contents, Reference List & Appendices do not count towards the word limit of your analysis.
In preparing your analysis, you will need to reference at least 8 sources of information. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material. You are required to research at least one article from each week’s topic, its alignment with respective theory and what part of your report you have used it as your appendix. The format for this will be available under week-1 
Please note that Wikipedia is not to be used. 
Assignment Submission 
Students must submit their individual report via Turnitin. 
This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is any issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screen shot of the Turnitin error message. 
You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may occur. 
Late assignment submission penalties 
Number of days Penalty 
1* – 9 days 5% per day for each calendar day late deducted from the total marks available 
10 – 14 days 50% deducted from the total marks available. 
After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted and the student will receive a mark of zero for the assignment(s). 
Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students 
*Assignments submitted at any stage within the first 24 hours after deadline will be considered as one day late and therefore subject to the associated penalty 
For more information please read the full policy via https://www.kbs.edu.au/wp-content/uploads/2019/07/KBS_Assessment-Policy_June2019_Final.pdf 
Important Study Information 
Academic Integrity Policy 
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy. 
For details on academic integrity policies and penalties, the reassessment process, and the appeals process, please refer to http://www.kbs.edu.au/current-students/student-policies/. 
Word Limits for Written Assessments 
Submissions that exceed the word count by more than 10% will cease to be marked from the point at which that limit is exceeded. 
Study Assistance 
Students may seek study assistance from their local Academic Success Centre representative or refer to the study help on the MyKBS Academic Success Centre page. You can find this by clicking on the top page toolbar: 
My Services Academic Success Centre StudySupport Resources 
MKT201 T1 2018 Assessment Marking Rubric – Individual Report 30% 
Criteria NN (Fail) 0 -49 P (Pass) 50 -64 CR (Credit) 65 – 74 DN (Distinction) 75 – 84 HD (High Distinction) 85 -100 
Critical Analysis 30% Your analysis lacks depth, and your interpretation is not relevant. You briefly analyse some of the issues and your interpretation is not always relevant. You sufficiently analyse most of the issues and your 
interpretation is well structured. You thoroughly analyse and interpret the issues articulately. 
You critically analyse and interpret the issues articulately and convincingly. 
Application 
25% Your analysis identifies and applies minimal or none of the relevant IMC theories and concepts. Your analysis identifies and applies some relevant IMC theories and concepts. Your analysis sufficiently identifies and applies relevant IMC theories and Concepts. Your analysis significantly identifies and applies relevant IMC theories and concepts. Your analysis comprehensively identifies and applies relevant IMC theories and concepts. 
Research 
25% 
Your research lacks focus 
because of an unsuitable choice of sources. You have selected basic sources. Your research is focused, drawn from a reasonable selection of sources. Your research is focused, complemented by a quality selection and range of sources. Your research is extensive and focused, complemented by a quality selection and large range of sources. 
Report Format 
20% 
Spelling and/or grammar is consistently incorrect, 
impacting on the flow and 
readability of your analysis 
Ideas/themes have not been developed. 
The format chosen for your report lacks thought and 
consideration for the intended audience. 
In-text referencing and/or reference list is mostly 
incorrect or non-existent. 
Even though grammar and spelling are an issue, they do 
not detract very much from the readability of your analysis. 
Ideas/themes have been developed, but your 
composition lacks connections and integration. 
The format chosen for your report is appropriate, but major 
improvements would enhance its presentation 
An earnest attempt at intext referencing is obvious but there 
are major errors Mostly correct grammar and spelling are very good but with occasional errors. 
Ideas/themes have been developed, but connections are not always obvious. 
The format chosen for your report is appropriate, but some improvements would 
enhance its presentation. 
Mostly correct in-text referencing and reference list with minor 
errors throughout and the occasional major error. Errors in grammar and spelling are rare. 
There is a logical connection between your statements, adding 
to the readability and credibility of your analysis. 
Your report is professionally presented and has been 
submitted in the appropriate format. 
In-text referencing and the resultant reference list are correct, with only the occasional minor error. 
Correct grammar and spelling throughout the analysis with no obvious errors. 
There is an obvious and logical connection between your 
statements, enhancing the 
structure, synthesis, credibility, and readability of your analysis. 
Your report is professionally presented and exceeds 
expectations in what is evidently suitable for a high grade commercial environment. 
In-text referencing and the resultant reference list are correct, with no errors. 
Feedback and Grades will be released via Turnitin