Integrated Marketing Communications

Assignment 3 – IMC Plan GSBS6300 Integrated Marketing Communications

Criteria Omitted Fail
(< 50)
Pass
(50 – 64)
Credit
(65 – 74)
Distinction
(75 – 84)
High Distinction
(85 – 100)
Response to
Feedback
No response to
feedback for the IMC
Plan Part A is
provided.
A response to the
feedback for the IMC Plan
Part A is provided,
however, is incomplete or
inaccurate.
An adequate response to
the feedback for the IMC
Plan Part A is provided.
Limited explanation of
how the feedback has
been addressed.
A sound response to the
feedback for the IMC
Plan Part A is provided
with some explanation of
how the feedback has
been addressed.
A clear and competent
response to the feedback
for the IMC Plan Part A is
provided with detailed
explanation of how the
feedback has been
addressed.
An excellent response to
the feedback for the IMC
Plan Part A is provided
with detailed explanation
of how the feedback has
been addressed.
____ / 3
The Big Idea No identification or
explanation of the ‘Big
Idea’ for the IMC
campaign is provided.
An attempt is made at
explaining the ‘Big Idea’,
however, significant errors
are present and key
aspect/s missing.
An adequate
identification and
explanation of the ‘Big
Idea’ is provided. Limited
discussion and/ or some
errors present.
A sound identification
and explanation of the
‘Big Idea’ is provided.
Minor errors only.
A clear and competent
identification and
explanation of the ‘Big
Idea’ is provided. No
errors present.
An excellent identification
and explanation of the
‘Big Idea’ is provided. No
errors present.
____ / 2
Communications
Objectives
No communications
objectives specified
An attempt is made at
identifying communications
objectives, however,
significant errors present.
An adequate
identification of
communication
objectives is provided.
Objectives lack clarity
and/or contain errors.
A sound identification of
communication
objectives is provided. In
most instances,
objectives are clear,
specific and attainable.
A clear and competent
identification of
communications
objectives is provided.
Some attempt to link
objectives to the Facets
Model of Effects. In all
instances, objectives are
clear, specific and
attainable.
An excellent identification
of communications
objectives is provided. All
objectives link to the
Facets Model of Effects.
In all instances,
communication
objectives are clear,
specific and attainable.
____ / 2

Assignment 3 – IMC Plan GSBS6300 Integrated Marketing Communications

Target Audience No identification of
current target market
provided.
An attempt is made at
defining the current target
market, however,
significant errors are
present.
An adequate
identification of the
current target market is
provided. Limited
discussion and/ or some
errors present.
A sound identification
and discussion of the
current target market/s is
provided. Minor errors
only.
A clear and competent
identification and
discussion of the current
target market/s is
provided. No errors
present.
An excellent identification
and discussion of the
current target market/s is
provided. No errors
present.
____ / 2
Media Platforms No identification or
explanation of the
media platforms for
the IMC campaign is
provided.
An attempt is made to
identify and accurately
summarise the media
platforms chosen for the
target audience and
proposed campaign,
however, significant errors
present and/or no rationale
provided.
An adequate attempt is
made to identify and
accurately summarise
the media platforms
chosen for the target
audience and proposed
campaign. Limited use of
relevant secondary
materials to support
media platform strategy.
Primarily descriptive.
A sound attempt is made
to identify and accurately
summarise the media
platforms chosen for the
target audience and
proposed campaign.
Relevant, scholarly
secondary materials
used (such as text book).
Elements of description
with deeper (critical)
analysis in places.
A clear and competent
attempt is made to
identify and accurately
summarise the media
strategy developed for
the media platforms
chosen for the target
audience and proposed
campaign. Multiple,
relevant, scholarly
secondary materials
used to support
discussion (text book and
academic journals). Deep
analysis in most places.
An excellent attempt is
made to identify and
accurately summarise
the media strategy
developed for the media
platforms chosen for the
target audience and
proposed campaign.
Multiple, relevant,
scholarly secondary
materials used to support
discussion (text book and
academic journals). Deep
analysis provided in all
instances.
____ / 5
Platform Objectives No platform specified. objectives An attempt made at the
platform objectives
specified, however,
objectives are inadequate
and do not align with
proposed media platforms.
An adequate attempt is
made to present platform
objectives. Most
proposed media
platforms have objectives
identified.
Objectives lack clarity
and/or some objectives
are not linked to the
proposed media
platforms identified.
A sound attempt is made
to present relevant
platform objectives. All
proposed media
platforms have objectives
identified. In most
instances the objectives
are logical.
A clear and competent
attempt is made to
present relevant platform
objectives. All proposed
media platforms have
objectives identified. In
most instances the
objectives are logical and
some alignment is made
to the communication
objectives.
An excellent attempt is
made to present relevant
platform objectives. All
proposed media
platforms have objectives
identified. In all instances
the objectives are logical
and aligned to the
communication
objectives.
____ / 3

Assignment 3 – IMC Plan GSBS6300 Integrated Marketing Communications

Platform Synergy No discussion on
platform synergy
provided.
An attempt is made at
specifying the synergy
(alignment) between the
proposed media strategy in
terms of platforms and/or
objectives, however,
signification errors are
present.
An adequate attempt is
made to identify and
summarise the synergy
(alignment) between
some of the media
strategy elements.
A sound attempt is made
to identify and
summarise the synergy
(alignment) between
most of the media
strategy elements.
Discussion includes both
proposed platform and
objective synergy, but
mainly descriptive.
Relevant, scholarly
secondary sources used
(such as text book).
A clear and competent
attempt is made to
identify and summarise
the synergy (alignment)
between all of the media
strategy elements.
Discussion includes
analysis of both
proposed platform and
objective synergy.
Multiple, relevant,
scholarly secondary
sources used (text book
and academic journals).
An excellent attempt is
made to identify and
summarise the synergy
(alignment) between all
of the media strategy
elements. Discussion
includes deep analysis of
both proposed platform
and objective synergy.
Multiple, relevant,
scholarly secondary
sources used (text book
and academic journals).
____ / 4
Draft
Communications
Materials
No draft
communications
materials provided.
Some draft communication
materials are provided,
however, some are
missing and/or are
inappropriate for the
campaign.
Adequate draft
communication materials
provided for some media
platforms (relevant to the
campaign). Materials are
appropriate for the
chosen audience.
Improvement in layout
required. Limited link
between materials and
campaign’s proposed
strategy. Some media
platform draft
communications
materials may be
missing.
Sound draft
communication materials
provided for most media
platforms (relevant to the
campaign). Materials are
targeted towards the
chosen audience.
Improvement in layout
required. Clear link
between materials and
the campaign’s proposed
strategy. 1 media
platform draft
communications material
may be missing.
Demonstrates
competence in
developing draft
communication materials.
Draft communication
materials provided for all
media platforms relevant
to the campaign.
Materials are clearly
targeted towards the
chosen audience.
Relevant promotional
writing and visual
communications is
mostly suitable. Materials
clearly demonstrate the
campaign’s proposed
strategy.
Demonstrates excellence
in developing draft
communication materials.
Draft communication
materials provided for all
media platforms relevant
to the campaign.
Materials are clearly
targeted towards the
chosen audience.
Relevant promotional
writing and visual
communications suitably
chosen. Materials are
engaging and clearly
demonstrate the
campaign’s proposed
strategy.
____ / 7

Assignment 3 – IMC Plan GSBS6300 Integrated Marketing Communications

Message Strategy No specification of
message strategy of
the draft
communications
materials is provided.
Specification of message
strategy of the draft
communications materials
provided is inadequate. No
use of secondary
materials.
An adequate attempt
made to identify and
accurately summarise
the message strategy
developed for the
campaign (including
message type and
format). Limited use of
relevant secondary
materials to support the
communication strategy.
Primarily descriptive.
A sound attempt is made
to identify and accurately
summarise the message
strategy developed for
the campaign (including
message type and
format). Relevant,
scholarly secondary
materials used to support
discussion. Some
linkages made to the
proposed objectives.
Elements of description
with deeper (critical)
analysis in places.
A clear and competent
attempt is made to
identify and summarise
the message strategy
developed for the
campaign (including
message type and
format). Some attempt to
link the message strategy
to the Facets Model of
Effects. Multiple,
relevant, scholarly
secondary materials
used to support
discussion. Linkages
made to most of the
proposed objectives.
Deep analysis in most
places.
An excellent attempt is
made to identify and
summarise the message
strategy developed for
the campaign (including
message type and
format).
Skilfully linked the
message strategy to the
Facets Model of Effects.
Multiple, relevant,
scholarly secondary
materials used to support
discussion.
Linkages made to all of
the proposed objectives.
Deep analysis provided
in all instances.
____ / 5
Media Scheduling No media scheduling
provided.
An inadequate attempt
made to identify and
summarise the planned
media coverage or
schedule.
No rationale provided.
An adequate attempt
made to identify and
accurately summarise
the planned media
coverage and schedule.
Some improvement
needed in appearance of
media schedule.
Primarily descriptive.
A sound attempt is made
to identify and accurately
summarise the planned
media coverage and
schedule. Attempt made
in presentation of the
media schedule. Limited
use of relevant
secondary materials to
support the media
scheduling strategy.
A clear and competent
attempt is made to
identify and summarise
the planned media
coverage and schedule.
Media schedule is
presented in an
aesthetically pleasing
format. Multiple, relevant,
scholarly secondary
materials used to support
the media scheduling
strategy. Elements of
description with deeper
analysis in places.
An excellent attempt is
made to identify and
summarise the planned
media coverage and
schedule. Media
schedule is presented in
a clear aesthetically
pleasing format (e.g.
Gantt Chart). Multiple,
relevant, scholarly
secondary materials
used to support media
strategy. Deep analysis
provided in all instances.
____ / 5

Assignment 3 – IMC Plan GSBS6300 Integrated Marketing Communications

Budget No media budget provided. An inadequate media
budget is provided and/or
media budget specified is
unrealistic and/or beyond
the constraints imposed.
An adequate media
budget is provided.
Budget displays media
expenses with costing.
Evidence of unrealistic
expenses. Total media
spending is equal to or
less than constraints.
Limited explanation of
budget allocation
provided.
A sound media budget is
provided. Budget
displays media expenses
with costing informed by
secondary material in
most instances. Total
media spending is equal
to or less than
constraints. Some
explanation of budget
allocation provided.
A clear and competent
media budget is
provided. Budget
displays all media
expenses with costing
informed by secondary
material. Total media
spending is equal to or
less than constraints.
Contingency cost
considered. Adequate
explanation of budget
allocation provided.
An excellent media
budget is provided.
Budget clearly displays
all media expenses with
costing informed by
secondary material. Total
media spending is equal
to or less than
constraints. Costing
calculations clearly
displayed. Contingency
cost considered.
Excellent explanation of
budget allocation
provided.
____ / 4
Evaluation of
Effectiveness
No explanation of how
the campaign will be
evaluated is provided.
An inadequate attempt
made to identify and
summarise the evaluation
of campaign effectiveness
approach and/or the
approach specified is
unfeasible given the nature
of the organisation.
No rationale provided.
An adequate attempt
made to identify and
accurately summarise
the evaluation of
campaign effectiveness
approach. Some
evaluation elements of
proposed campaign may
be missing. Primarily
descriptive. Elements of
the approach may not be
feasible given the nature
of the organisation.
A sound attempt is made
to identify and accurately
summarise the
evaluation of campaign
effectiveness approach.
All relevant aspects are
explained. Approach is
feasible given the nature
of the organisation.
Limited use of relevant
secondary materials as
support.
A clear and competent
attempt is made to
identify and summarise
the evaluation of
campaign effectiveness
approach. All relevant
aspects are clearly
explained. Approach is
feasible given the nature
of the organisation.
Relevant, scholarly
secondary materials
used as support.
An excellent attempt is
made to identify and
summarise the
evaluation of campaign
effectiveness approach.
All relevant aspects are
thoroughly explained.
Approach is feasible
given the nature of the
organisation. Multiple,
relevant, scholarly
secondary materials
used as support.
____ / 4

Assignment 3 – IMC Plan GSBS6300 Integrated Marketing Communications
Word count adhered to? Yes No – Concluded marking at page _____
Final Mark: ______ /50

Logic, Argument and
Formatting
Discussion is not logical, descriptive with no overall
argument created. Less than 12 academic sources
used. Inadequate grasp and limited use of discipline
terminology. Title page, table of contents and/or
executive summary is missing. Formatting
inconsistencies throughout the assignment.
Discussion is mostly
logical, but is primarily
descriptive with limited
overall argument. At least
12 academic sources
used. Limited use of
discipline terminology
and/or minor
inaccuracies. Title page,
table of contents and
executive summary are
all included. Formatting is
mostly consistent.
Discussion is logical with
some evidence of critical
analysis evident. The
extent and use of
discipline terminology is
adequate. Title page,
table of contents and
executive summary are
all included. Minor
formatting errors only
Discussion is logical.
Secondary sources
critically integrated to
form an argument. Use of
discipline terminology is
extensive and largely
correct. Title page, table
of contents and executive
summary are all
included. No formatting
errors.
Discussion is logical.
Secondary sources are
synthesised and critically
integrated to form a
coherent argument.
Extensive use of
discipline terminology is
correct in all instances.
Excellent title page, table
of contents and executive
summary are included.
____ / 4