COURSE: Bachelor of Business/Bachelor of Accoun1ng/Bachelor of Informa1on Technology
Unit Code: IMCO211
Unit Title: Integrated Marke1ng Communica1on
Type of Assessment: Assessment 4 – Case Study and Self Reflec1ve Summary
Length/DuraDon: Case Study – 1500 words
Self Reflec1ve Summary – 1000 words
Unit Learning Outcomes addressed: 1) Understand the conceptual framework of integrated marke1ng communica1ons;
2) Analyse the integrated marke1ng communica1on processes;
3) Evaluate the integrated marke1ng communica1on process;
4) Demonstrate the understanding of the elements of crea1ve and media strategies in integrated marke1ng communica1on;
5) Assess the media channels used in integrated marke1ng communica1ons.
Submission Date: 11.59 pm on Sunday of Week 14 (Sunday 18 October 2020)
Assessment Task: Individual wriVen assignment consis1ng of a case study with related ques1ons and a self reflec1ve summary about the unit content.
Total Mark: Case Study – 25 marks
Self Reflec1ve Summary – 15 marks
WeighDng: 40%
Students are advised that submission of an Assessment Task past the due date without a formally signed approved Assignment Extension Form (Kent Website MyKent Student Link FORM – Assignment Extension
Applica7on Form – Student Login Required) or previously approved applicaDon for other extenuaDng circumstances impacDng course of study, incurs a 5% penalty per calendar day, calculated by deduc1on from the total mark.
For example. An Assessment Task marked out of 40 will incur a 2 mark penalty for each calendar day.
More informa1on, please refer to (Kent Website MyKent Student Link POLICY – Assessment Policy & Procedures – Student Login Required)
Your final assessment will comprise of an individual wriVen assignment of 2,500 words (+-10%) words in two parts:
• An individual cri1cal thinking case study (1500 words) in which you are given a cri1cal thinking case study and you need analyse it with relevant Integrated Marke1ng Communica1on theory learned this trimester to iden1fy solu1ons to the problems in the scenario.
• A self-reflec1ve summary (1000 words) which addresses what you have learned about the Integrated Marketing Communica1on (weeks 2-11 only), applying the theory to your own experience.
Students will be provided with the scenario in week 10.
The final assessment for all students is due at 11.59 pm on Sunday of Week 14 (18 October 2020). The assignment must be submiVed online in Moodle. All material must be submiVed electronically in Microsof Word format (other formats e.g., pdf or mac files may not be readable by markers). No paper based or hardcopy submission will be accepted.
Please note that this is an individual assessment and any similar score greater than 20% will be treated as academic misconduct.
No referencing of sources is required for either part of this final assessment.
Both of your long and essay type answers would be marked on the basis of the following marking guideline. It is very important to present theore1cal frameworks and explaining them with real life examples to score good marks in the exam.
Marking Criteria Marks
WriVen answers are excellent and of the very highest quality 85-100 (high dis1nc1on level)
WriVen answers are very good and of very high quality 75-84.9 (dis1nc1on level)
WriVen answers are accurate and complete 65-74.9 (credit level)
WriVen answers are not comprehensive or completely stated 50-64.9 (pass level)
Very poor wriVen answers and par1al or incomplete answers 0 -49.9 (fail level)
Content for Assessment Task papers should incorporate a formal introduc1on, main points and conclusion. Appropriate academic wri1ng and referencing are inevitable academic skills that you must develop and demonstrate in work being presented for assessment. The content of high quality work presented by a student must be fully referenced within-text cita1ons and a Reference List at the end. Kent strongly recommends you refer to the Academic Learning Support Workshop materials available on the Kent Learning Management System (Moodle). For details please click the link hVp:// and download the file 1tled “Harvard Referencing Workbook”. This Moodle Site is the loca1on for Workbooks and informa1on that are presented to Kent Students in the ALS Workshops conducted at the beginning of each Trimester.
Kent recommends a minimum of FIVE (5) references in work being presented for assessment. Unless otherwise specifically instructed by your Lecturer or as detailed in the Unit Outline for the specific Assessment Task, any paper with less than five (5) references may be deemed not mee1ng a sa1sfactory standard and possibly be failed.
Content in Assessment tasks that includes sources that are not properly referenced according to the “Harvard Referencing Workbook” will be penalised.
Marks will be deducted for failure to adhere to the word count if this is specifically stated for the Assessment Task in the Unit Outline. As a general rule there is an allowable discre1onary variance to the word count in that it is generally accepted that a student may go over or under by 10% than the stated length.
References are assessed for their quality. Students should draw on quality academic sources, such as books, chapters from edited books, journals etc. The textbook for the Unit of study can be used as a reference, but not the Lecturer Notes. The Assessor will want to see evidence that a student is capable of conduc1ng their own research. Also, in order to help Assessors determine a student’s understanding of the work they cite, all in-text references (not just direct quotes) must include the specific page number(s) if shown in the original. Before preparing your Assessment Task or own contribu1on, please review this ‘YouTube’ video (Avoiding Plagiarism through Referencing) by clicking on the following link: link: hVp:// view.php?id=3606
A search for peer-reviewed journal ar1cles may also assist students. These type of journal ar1cles can be located in the online journal databases and can be accessed from the Kent Library homepage. Wikipedia, online dic1onaries and online encyclopaedias are acceptable as a star1ng point to gain knowledge about a topic, but should not be over-used – these should cons1tute no more than 10% of your total list of references/sources. Addi1onal informa1on and literature can be used where these are produced by legi1mate sources, such as government departments, research ins1tutes such as the Na1onal Health and Medical Research Council (NHMRC), or interna1onal organisa1ons such as the World Health Organisa1on (WHO). Legi1mate organisa1ons and government departments produce peer reviewed reports and ar1cles and are therefore very useful and mostly very current. The content of the following link explains why it is not acceptable to use non-peer reviewed websites (Why can’t I just Google?): hVps:// (thank you to La Trobe University for access to this video).

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