Assessment Task 3: Marketing Communication Authentic Assessment Case & Questions*
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.
Response Guidance
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;
Please ensure your answers to questions are correctly numbered.
- Assessment Rubric:
- Please see the Assessment Rubric below
- All questions are equally weighted in importance and your response will be graded according to the rubric in the assessment task that relates directly to Course Learning Outcomes 1, 2, 4 and 5.
- Marking Criteria: You will be allocated a holistic grade for the final assessment task using the standard RMIT grading and standards (detailed further below). The criteria for assessing the authentic case & questions will be an amalgamation of how well your work demonstrates an understanding of the outcomes identified above.
HD = High Distinction (80-100%)
Outstanding work featuring originality where necessary, excellent critical analysis, detailed application and comprehensive coverage of relevant issues. Question blends perfectly with others where applicable. Practical applications of theory are excellent. Strategical insights are excellent.
DI = Distinction (70-79%)
Superior work featuring originality, solid application, good critical analysis and well substantiated argument. Blends strongly with other questions where applicable. Practical applications of theory are very good. Strategic insights are very good.
CR = Credit (60-69%)
Above average work demonstrating an understanding of the concepts and their application. Good detail and fair coverage. Blends with other questions where applicable. Practical applications of theory are good. Strategic insights are good.
PA = Pass (50-59%)
Work at or just above minimum standard. Tends to be more descriptive than analytical. Arguments not strongly supported and not well connected to other questions (where applicable). Practical applications of theory are fair. Strategic insights are fair, although often lacking.
NN = Fail (0- 49%)
Work below minimum standard or failure to meet guidelines specified. Disorganised and with a lack of clarity in the arguments presented. Poor strategical choices and structure. Practical applications of theory are poor or lacking. Strategic insights not apparent.