MKTG307 Advertising and Promotion Management Assessment Questions | UC

Aromatawai | Assessment

There will be three pieces of assessment in this course, see below:

Class Attendance/Reflection: Throughout the semester students are required to attend at least six lectures for a total of 10%. Attendance could be assessed at any point in the class. In addition, students are required to provide a Reflection on Learn for the materials presented in six lectures. After each lecture, the lecturer will add a question on Learn that relates to the class material. Students are asked to reflect Learn of no more than 250 words. This will be marked based on how well the reflection relates to the material discussed. This is marked as a pass/fail.

B) Client Group Project: In three parts, this assignment involves the development of an IMC Plan for a selected firm. You will be working in groups of (up to) five students, competing against other groups to “win” the client’s account. (Please see assessment outline for details). The first part is an Interim Report that outlines the market research you have conducted, the insights gained, and the creative strategy for the IMC plan. The second part is the completed plan. The third part includes a group presentation to the client.

C) Final Exam: The exam will include multiple choice, written and case analysis and will cover all material from the course. The exam is worth 35% of your final mark in this course.

The ‘45% rule’ applies to this course. That is, the student needs to reach 45% weighted average across invigilated assessments. 

Use of Al The use of Artificial Intelligence bot tools such as ChatGPT is not permitted in this course. Use of AI bot tools to assist with the generation of any part of your assessments in this course constitutes a breach of instructions and may result in an Academic Misconduct referral. If at all unsure regarding bot use, please ask your course teaching staff.

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Client Group Project – Integrated Marketing Communications (IMC) Plan (in three parts)

Project:

To develop an integrated marketing communication (IMC) plan for a local client that they might choose for their campaign.

Description:

Teams will compete against each other to win the advertising account for a selected client. This is similar to what an ad agency goes through when they wishes to win a new account. The project involves the elaboration of a full advertising and promotion campaign including marketing strategy, creative platform and rough-cut concepts in artwork or storyboard formats. Only the teams involved in the “pitch” will collectively assist in a 30-45 minute agency briefing with opportunities to question the client. After that, each team must work on their own to try to win the account with the best strategic solution and presentation (there is no limit regarding the latitude of creativity for this presentation, so expect tough competition).

The presentations to the client will take place during the last week of the semester, when the client will return to hear your group’s “pitch” and choose the winning group.

The final report should be submitted electronically via learn no later than Friday, 30 May 2025, by 5.00 pm. No extensions will be allowed, and paper submissions will not be accepted. The word limit for the final report is 5000-6000 words plus references, appendices, and mock-ups. Please make sure you spell check your document for syntax errors and re-read it yourself to catch semantic inconsistencies.

SetÝng up your group: You can choose your group for this assignment. The ideal combination is to have group members with particular skills that replicate an agency setÝng – one account executive (planning, strategy), one media planner (number cruncher), one creative executive (ideas, writing and visual skills), one production manager (cost estimates, actual execution of ads) and one coordinator (project management skills).

Objective:

This project is designed to encourage the application of course material and to develop an appreciation for the process that takes place when developing an integrated marketing communication plan. Students will need to apply theory to practical application with a strong emphasis on informed decision making, creativity and innovation. It is intended that students will gain an appreciation for the various sources of information available that can be used as part of the promotional planning process. MKTG307 2251 – Advertising & Promotion Management Assessment outline

Part 1: Interim Report (Contributes 15% of the mark in this course)

Consumer Insight/Research Document/Creative Strategy

It is an expectation for the Client Project that groups will conduct research with members of the relevant target audience to guide the development of this strategic plan. 
This interim report provides the results of that research and other strategic decisions. 
The research may take various forms, including but not limited to:

• Focus group(s)
• Online survey (Survey Monkey, Qualtrics)
• Written survey
• Participant observation

 You need to document in the report:

• Rationale for choosing the Target Audience
• Profile of Target Audience
• Research approach or methodology used and why
• What you have learned about this target audience and their behaviour from primary and secondary research
• tfey findings
• Strategic Decision you have made about the creative strategy for the IMC plan based on your findings

Part 2: Client Project – Final Written Report (Contributes 30% of the mark in this course)

General Instructions

This assessment should include the following sections:

• Executive Summary
• Introduction
• Situation Analysis
• IMC Objectives
• Budget
• Target Audience
• Communication & Creative Strategy
• IMC Mix (how you will use advertising, sales promotion, public relations, personal selling, direct marketing, digital marketing)
• Media Planning & Strategy
• Campaign Research and Evaluation
• Conclusion

(Refer to Waller, D. (2004). Mountain bike mania: the promotional plan. Sydney (NSW): McGraw-Hill OR Waller (2012). Developing Your Integrated Marketing Communication Plan, McGraw-Hill, Australia.

Specific Instructions:

• The length for this assessment is between 5000-6000 words (excluding the list of references, bibliography, exhibits and appendices).
• Please indicate the word count at the end of the report.
• Line spacing for the assessment is to be 134 lines.
• Use an appropriate font and standard margins.
• Submit the final report electronically as a group via Learn.
• Please do not email the assignment Word file to your instructor. 
• Submit the peer evaluation form individually via Learn.

Marking For the Written Report

Reports in marketing communications win and lose clients. Your report will be assessed from a client’s perspective, who will see it as an integrated document and an investment in their product’s future. Thus:

• All sections must be covered appropriately and thoroughly.
• An appropriate use of marketing communication concepts and terminology must be evident throughout the document.
• Suitable ideas, creativity, and a logical thought process are critical.
• The quality and depth of research and application must be of a high standard.
• The Writing Style must be professional, clear, concise and have a seamless flow.
• Poor Spelling and grammar will result in a lower grade.

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Part 3: Oral Presentation – “THE PITCH”

(Contributes 5% of the mark in this course)

Purpose

The purpose of the presentation is for you to demonstrate your communication skills and how well you impart, convince, and justify your written plan. The best plans in the world need to be “sold” to clients, and your job will be to “sell” your IMC promotional plan to your client and ultimately “win” the account.

Required: Presentation

• Book a presentation time on Learn (the booking link will be provided to you in week 9)
• Prepare a 10-15-minute presentation of your promotional plan professionally with appropriate audio-visual materials.
• Submit your slides via Learn by 10:00 am on the day of the presentation

Additional Notes

• Present the highlights of your report to the class; time allocated for each group’s presentation is 10-15 minutes. Please respect this.
• Be sure to monitor yourselves carefully so that you are not cut off before getŸng to the “highlights” of your material.
• It is strongly recommended that you plan, time and practice your presentations before class. You do not need to include all the items your research project covers.
• Groups will present their work to the course coordinator. Then the top groups will be selected to present to the Client.

Marking-Presentation

Marks will be allocated based on your performance and preparedness. The following criteria will be used.

• Clear speech and voice production
• Ability to make your point clearly, concisely and support it
• Non-verbal communication
• Expression and enthusiasm
• Professionalism
• Respect of time limitUse of marketing terminology
• Successfully highlighting relevant material
• Maintaining
• Effective use of audio/visual materials
• Effectively answering questions