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Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
Assessment 2 Information
Subject Code:
MKT201
Subject Name:
Integrated Marketing Communications
Assessment Title:
Brand and Communications Audit
Assessment Type:
Length:
Written Report
1500 words (-/+ 10 % allowable range)
Weighting:
30%
Total Marks:
Submission:
100
Online
Due Date:
Week 10
Your task
Individually, you are required to conduct an audit of the business that you chose in the first assessment
by analysing its integrated marketing communications mix and relevant competitors.
Assessment Description
In this individual assignment, you will be given an opportunity to evaluate the relevancy and
consistency of brand positioning and the integrated marketing communications mix based on the
personas that you created in assignment one. An Audit is an essential technique used to understand
how aligned a brand and its communications are with the views of its target markets and personas.
Importantly, it will also provide the basis for assignment three.
Assessment Instructions
You are required to prepare an audit of the chosen business or not-for-profit organisation that you
chose in assessment one by writing a 1500-word professional report that needs to be written in a
business tone from a third-person perspective.
In writing this report, please address the following areas by using designated headings:
• Introduction
o Include a brief overview of the business and the brand you will be investigating through
the Audit.
o Briefly mention the purpose of the report and what it will contain.
• Positioning
o Identify at least four competitors to your chosen brand and include a brand positioning
map with your chosen brand and these competitors.
o Include an explanation of the axis you used for the brand positioning map and the
reasoning why you have positioned the businesses or organisations in this way.
• Integrated Marketing Communications Mix
o Identify each element of the integrated marketing communications used by your
chosen brand. Mention which forms of the integrated marketing communications mix
you will be analysing.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
o Include sub-headings for the tools that you will be auditing. Discuss how the brand
uses this element of the mix, the messaging, imagery, tone and style that is used and
consider how you would evaluate its effectiveness.
o Discuss whether each of the elements is consistent and suitable for the positioning you
have identified. Justify your reasoning and point of view.
• Recommendations
o Include at least two key recommendations on what refinements the brand should make
based on the findings of your Audit. Bullet points with supporting explanation are
suitable for the recommendations.
• Conclusion
o Summarise the key sections of your report and key findings.
• References (in Kaplan Harvard Referencing Style)
• Appendix (you must include photos or screenshots with links of the competitor and
organisation IMC elements you analysed – failure to include this section may result in
questions over the academic integrity of your report)
You are required to use at least 5 sources of information and reference these in accordance
with Kaplan Harvard Referencing Style. These may include websites, government publications,
industry reports, census data, journal articles, and newspaper articles. These references should be
presented as a reference list at the end of your report.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
Assignment Submission
This file must be submitted as a ‘Word’ 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 an issue with the submitted file. In this case, you must
contact your workshop facilitator via email and provide a brief description of the issue and a screenshot
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 any other technical difficulties that may occur.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School
“late assignment submission penalties” policy.
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 the deadline will be considered to
be one day late and therefore subject to the associated penalty
For more information, please read the full policy via https://www.kbs.edu.au/about-us/school-policies
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
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.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties?
How can I appeal my grade?
Click here for answers to these questions:
http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word limit 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 Learning Advisor or refer to the
resources on the MyKBS Academic Success Centre page. Click here for this information.
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further
reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86
098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
MKT201 Assessment 2 Marking Rubric – Brand and Communications Audit 30%
Marking
Criteria
F (Fail)
0-49%
P (Pass)
50-64%
C (Credit)
65-74%
D (Distinction)
75-84%
HD (High Distinction)
85-100%
Brand Positioning
__/20 marks
Your Audit lacks depth and/or a
lack of suitable axis and/or
incorrect positioning of brands
with an invalid explanation.
You have provided a somewhat
suitable axis and positioning of
brands with a basic level of
explanation.
You have provided mostly
suitable axis and positioning of
brands with informed analysis.
You have provided a suitable
axis and positioning of brands
with an informed analysis that
justifies these perceptions.
You have provided a suitable axis
and positioning of brands with a
comprehensive analysis that justifies
these perceptions.
Integrated
Marketing
Communications
Mix
__/30 marks
Your Audit lacks depth and/or
lack of suitable identification of
the IMC mix and/or invalid
discussion on these elements.
You have identified some of the
IMC mix and accompanied your
analysis with a somewhat detailed
discussion of its elements, although
further justification of formed
perceptions is needed.
You have identified most of the
IMC mix and accompanied your
analysis with a mostly detailed
discussion of its elements,
although further justification of
formed perceptions is needed.
You have identified all of the
IMC mix and accompanied your
analysis with a discussion of its
elements, and viable
justification of formed
perceptions.
You have identified all of the IMC
mix and accompanied your analysis
with a comprehensive discussion of
its elements, and viable justification
of formed perceptions.
Recommendations
__/20 marks
Your Audit lacks suitable
recommendations and/or
recommendations are not
relevant to IMC or branding
and/or are unrealistic based on
the chosen business or not-for
profit organisation.
You have provided somewhat
suitable recommendations with
limited discussion, further
reinforcement of the key findings is
needed.
You have provided mostly
suitable recommendations with an
informed discussion by reinforcing
the key findings of the report.
You have provided suitable
recommendations with an
informed discussion by
reinforcing the key findings of
the report.
You have provided suitable
recommendations with a
comprehensive discussion by
reinforcing the key findings of the
report.
Spelling and
Grammar
__/10 marks
Your spelling and/or grammar is
consistently incorrect, or report
is not formatted correctly.
You used mostly correct grammar,
spelling and report format used
throughout, with consistent minor
and/or major errors.
You used mostly correct
grammar, spelling and format
used throughout, with an
occasional minor and/or major
error(s).
You used correct grammar,
spelling and format throughout
the analysis, with the
occasional minor error.
You used correct grammar, spelling
and format throughout the analysis
with no errors.
Format
__/10 marks
The format chosen for your
Audit lacks thought and
consideration for the intended
audience.
The format chosen for your Audit is
satisfactory, but major
improvements would enhance its
effectiveness.
The format chosen for your Audit
is appropriate, but quite a few
improvements would be needed
for a professional audience.
Your Audit is professionally
presented and has been
submitted in a format that, with
some tweaks, could be suitable
for a professional audience.
Your Audit is professionally
presented and has been submitted in
an entirely appropriate format.
In-text Citations
and Referencing
__/10 marks
Total Marks
__/100
In-text referencing and/or
reference list is mostly incorrect
or non-existent.
In-text referencing and the resultant
reference list adheres to Kaplan
Harvard Referencing Style, with
major errors.
In-text referencing and the
resultant reference list adheres to
Kaplan Harvard Referencing
Style, with minor errors
throughout and the occasional
major error.
In-text referencing and the
resultant reference list adheres
to Kaplan Harvard Referencing
Style, with only the occasional
minor error.
In-text referencing and the resultant
reference list adheres to Kaplan
Harvard Referencing Style, with no
errors.
Feedback and Grades will be released via Turnitin.

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