BMGT2000 Integrated Marketing Communications Assignment 2 Brief - UOW

GRADE

Criterion 1: Marketing communication plan

Criterion 2: Organisation/brand’s marketing communication strategy and content

Criterion 3: Marketing communication plan knowledge and understanding

Criterion 4: Evidence of independent study and relevant academic sources

Criterion 5: Communication

A

Exceptional completion of the following aspects of the marketing communication plan assessment criteria:

· The environment is accurately clarified and described and delivers all the relevant information necessary for a full understanding.

· Exceptional understanding of marketing communication strategy (STP) concepts.

Exceptional appraisal of the following:

· Marketing communication messages

· Media channels and platforms

· Proposed creative marketing communications executions.

Exceptional breadth and depth of knowledge (i.e. key terminology is used throughout and in the right context) together with very strong clear independent critically evaluative understanding.

Goes well beyond what is taught in reading/researching to inform learning.

Excellent communication/ presentation skills appropriate to audience, and demonstrating clarity and judgement in conveying understanding and meaning through accurate written English/spelling, punctuation and grammar.

B

Strong completion of the following aspects of the marketing communication plan assessment criteria:

· The environment is described and clarified, and omissions do not seriously impede understanding.

· Thorough understanding of marketing communication strategy (STP) concepts.

Strong appraisal of the following:

· Marketing communication messages

· Media channels and platforms

· Proposed creative marketing communications executions.

Knowledge demonstrates thorough depth and breadth of learning (i.e. key terminology is mostly used) together with independent critically evaluative understanding.

Evidence of insight in selection and use of material to go beyond what is taught.

Very good communication/presentation skills, appropriate to audience to convey meaning, demonstrating strong competence, clarity and judgement, using accurate written English/spelling, punctuation and grammar.

C

Good completion of the following aspects of the marketing communication plan assessment criteria:

· Organisational context is stated but some aspects are undefined, boundaries undetermined, and/or backgrounds unknown.

· Good understanding of marketing communication strategy (STP) concepts.

Good appraisal of the following:

· Marketing communication messages

· Media channels and platforms

· Proposed creative marketing communications executions.

Knowledge demonstrates good depth and breadth of learning (i.e. key terminology is used in places) together with emerging independent critically evaluative understanding.

Good breadth of understanding of taught content and set reading/references.

Communication/ presentation of information/evidence to convey understanding and meaning demonstrates competence, accuracy in written English/spelling, punctuation and grammar, and clarity.

D

Adequate completion of the following aspects of the marketing communication plan assessment criteria:

· Organisational context is stated, but without clarification and/or description.

· Sufficient understanding of marketing communication strategy (STP).

Adequate appraisal of the following:

· Marketing communication messages

· Media channels and platforms

· Proposed creative marketing communications executions.

Knowledge sufficient to demonstrate sound learning with some standard critically evaluative understanding.

Relies on adequate selection of set materials/standard readings and references.

Competent accurate communication/ presentation of information/ evidence to convey understanding, possibly with some minor weaknesses, including written English/spelling, punctuation and grammar.

E-F

Weak response to the assessment criteria for the task.

Weak response to main assessment criteria for the task.

Weak or insufficient knowledge and understanding to demonstrate effective learning.

Limited evidence of use of set materials/relevant academic sources and references.

Communication is inaccurate, incomplete or otherwise problematic in conveying understanding. Very poor communication indicating incoherence and/or seriously incomplete understanding.

Inaccuracy in English/Spelling, punctuation and grammar which impedes understanding of content.

G

Very poor response to the assessment criteria for the task.

Very poor response to main assessment criteria for the task.

Very poor knowledge and understanding indicating ineffective learning.

Very little evidence of set materials/relevant academic sources and references.

Very poor communication indicating incoherence and/or seriously incomplete understanding.

Many inaccuracies in English/spelling, punctuation and grammar which impedes understanding of content.

H / NS

Seriously inadequate or insufficient response or non-submission.

Seriously inadequate or insufficient response or non-submission.

Seriously inadequate or insufficient response or non-submission.

Seriously inadequate or insufficient response or non-submission.

Seriously inadequate or insufficient response or non-submission.