Assessment Task 3: Marketing Communication Authentic Assessment Case Instructions*
The Task:
This task is completed individually. Students are asked to answer all questions.
When preparing for the task you should pay particular attention to not just remembering theory (for example, from the textbook, from classes or that you have read elsewhere), but also considering how this can be applied to create specific communication strategies appropriate to selected products. A solid basis for your demonstration of understanding in this course will require that you:
- Exemplify how integrated marketing communication can be used as a process for developing brand equity,
The role of marketing communications (and its specific elements) in marketing strategies, and
- How current strategies and techniques used in marketing communications can be applied.
All of this must be considered in the context of ethical and appropriate behaviours.
Your answers will need to exhibit clarity and depth of understanding of key principles as well as practical applications where required. It is imperative that you read the questions carefully and answer specifically what is asked. Please structure your written answers so they specifically and clearly address the questions.
Assessment declaration: When you submit work electronically, you agree to the Assessment declaration.
This final task will assess all of the learning outcomes of the subject, including:
1. Outline the theory of integrated marketing communication as a process of developing brand equity, using applicable models and planning tools.
- 2. Differentiate the various components of the marketing communications mix and evaluate their role in contributing to synergistic marketing activities.
4. Design ethical and responsible communication strategies appropriate to selected products and scenarios, utilising feedback where possible for action improvement.
5. Evaluate media channels to formulate contextually appropriate marketing strategies and communication pathways.
Practice Scenario, Some Indicative Practice Questions and Response Guidance
A practice scenario and questions is provided as a guide for revision under the Assignment Resources Module. Your textbook/lecture note revision needs to be based on all chapters listed in the course outline.
Key models explained in the textbook or lectures are important building blocks to apply your knowledge.
When answering questions on this assessment, make sure you read the question carefully to ensure you relate your answers back to the question being asked and to the case study specifically as required.
Authentic Case Study Techniques and Suggestions for Students:
Read the questions very carefully and plan your approach appropriately;
- Answer the question, don't just regurgitate the textbook;
- It is important to understand the key concepts explained in the textbook and through the lectures;
- It is also very important to be able to APPLY the key concepts;
- Highlight key points, give examples, discuss the advantages and disadvantages and solve the disadvantages where applicable;
Write in point form if preferred;
Demonstrate understanding, not just memory;
Write clearly;
When revising please reread the textbook, your annotated lecture notes and videos and support material (including lecture and tutorial materials) on Canvas;
Use end of chapter questions to test your knowledge of each topic; and
Consider your assignment (including the creative brief) and what lessons and approaches these taught you in terms of integrated marketing communication.