This document contains details of readings, creative brief and the marking criteria for each component of the assessment. This document also contains details of peer assessments. Please read carefully. This document outlines this unit’s three assessment tasks: 1. Assessed Coursework (40%) 2. Individual Assignment (20%) 3. Pitch Project (40%) The figure below diagrammatically summarises the various components of these tasks. There is no examination in this course.   1. Assessed Coursework (40%) Starting from week 3, you are required to read and do a weekly assessment in tutorials consisting of multiple choice questions. These questions are based on the chapters outlined in the unit guide. In total, you have to attempt 5 quizzes (in weeks 3, 5, 8, 10 and 13). Each test is worth 8%. 2. Individual Assignment (20%) This section is made up of 2 related parts: 2A and 2B Assessment Task 2A: Consumer insight research data collection Weight: 5% Due date: Week 5 Sunday, midnight. Background: In recent years, the growth of Australian foodie consumers have signalled new opportunities. Witness the popularity of food programs like MasterChef (channel 10) and My Kitchen Rules (channel 7). These are some of most watched programs. In the light of this growth, Alain Ducasse, the iconic fine dining French restaurant chain (http://www.alain-ducasse.com/en/restaurants) plans to expand into Australia. They are now in London, Tokyo, New York, Las Vegas, Monte Carlo, and Doha. As part of their strategy, they want to understand the fine dining scene in Sydney. The individual project will involve some aspects of food advertising. The primary objective of this assessment task is to develop students’ understanding of the important role of consumer insight research as a way to inform subsequent IMC planning stages/campaigns. Consumer insight data collection (5%) Students in each tutorial class will be given an online survey link used to collect the data. • Note that the survey link is unique for each class and should not be distributed to other students. The survey link must be obtained from the tutor. • The online surveys aim to help students: o Understand the effects of different photographic depictions of food ads o Devise tactics on how companies can leverage such information to develop better campaign executions • Each student will recruit at least 10 participants (at least 5 must be non-students) aged between 18-60 years old living in Sydney (not currently enrolled in MKTG204 at Macquarie University) to participate. It is recommended that students invite more than 10 participate to account for drop outs. Students will not be penalised for recruiting more than 10 participants. • These must be 10 different participants. At least 5 must be non-students. Students must not invite the same person to participate in the survey again that person has already participated via an invitation from other MKTG204 students. • To screen out these people, simply ask: “Have you been asked to participate in an online survey by a MKTG204 student this semester?” If the answer is “Yes”, then find another person. This is very important otherwise the quality of the findings will be compromised which will in turn provide poor directions for the Pitch Project later. • The recruited participants must use a desktop or laptop computer only to complete the online survey. Tablet, iPad and mobile phones are not acceptable. This is because pictorial elements in the survey will be difficult to see and slider scales impossible to answer. Data will be collated and analysed. Students will then be required to interpret these findings for a subsequent report writing task. Submission: Data collection must be completed by Sunday of Week 5, 11.59pm. Each student must follow up with their invited participants to ensure that they actually complete the survey by the due date. Note that students who do not recruit at least 10 participants, aged 18 to 60 living in Sydney (who also completed the survey) will lose marks. Each student will be given an Assignment ID number for this task. This Assignment ID will need to be given to the recruited participants. The recruited participants will enter the Assignment ID number at the end of online survey. This is a mechanism to check if at least 10 participants (5 or more are non-students) aged 18 to 60 years old living in Sydney are recruited and also completed the survey by the due date. Extension: Please refer to the online Unit Guide (https://units.mq.edu.au/) for information on extensions. Penalties: Please refer to the online Unit Guide (https://units.mq.edu.au/) for information on penalties. Marking criteria for Assessment Task A The marking rubric for the consumer insight research data collection is given in Table 1 below. Table 1: Marking rubric for the consumer insight research data collection Component Unsatisfactory Satisfactory Data collection Less than 10 participants aged 18 to 60 years old living in Sydney were recruited and completed the assigned online survey. At least 10 participants (half are non-students) aged 18 to 60 years old living in Sydney were recruited and completed the assigned online survey. Marking scheme on 5-point scale: 0 marks: Unsatisfactory 5 marks: Satisfactory Assessment Task 2B: Consumer insights written report Weight: 15% Due date: Week 9 Sunday, 11.59pm. • Data collected from all the students will be combined and the results will be provided on iLearn. • Evaluate the effects of different photographic depictions of food ads. • Discuss how these results could help shape the development of your pitch project campaign • Support your discussion with academic and/or industry articles as well as any relevant IMC theories/concepts from the textbook. Note: Students are expected to read and cite at least four articles in their written report. This is the minimum number of references required, in addition to the prescribed textbook. A table of contents of the consumer insight research written report and weights contributing to each section are provided in the table below. Table 2: Table of contents of the consumer insight written report and weights Section Page limit Marks Structure and presentation of report and referencing N/A 1 Executive Summary Half a page 2 Evaluation of findings Maximum 2 pages excluding figures and tables 4 Recommendations 1 page 3 TOTAL 3.5 pages maximum excluding references and appendix 10 Submission: Each student must Turnitin and submit a complete digital copy (PDF or Word) of the written report via iLearn by the Week 9, Sunday, 11.59pm. Please refer to iLearn (https://ilearn.mq.edu.au/login/MQ/) for more information. Extension: Please refer to the online Unit Guide (https://units.mq.edu.au/) for information on extensions. Penalties: Please refer to the online Unit Guide (https://units.mq.edu.au/) for information on penalties. Marking criteria for Assessment Task 2B The marking rubric for the consumer insight research written report is provided in Table 3 below. Table 3: Marking rubric for the consumer insight research written report Report section Zero/Fail Fail Pass Credit Distinction Structure, presentation and referencing Not attempted/entirely or significantly plagiarised from other sources. A sea of grey. Poor grammar and spelling. Overly long. Many missing, incorrect or inconsistent references. Logical flow of argument. Tables are reasonably used to present the evaluation of findings in an easy to read format. Minimal missing, incorrect or inconsistent references. Logical flow of argument. Succinct. Tables are appropriately used to present the evaluation of findings in an easy to read format. No missing, incorrect or inconsistent references. Logical flow of argument. Succinct. Well signposted. Tables are appropriately used to present the evaluation of findings in an easy to read format. No missing, incorrect or inconsistent references. Executive summary Not attempted/entirely or significantly plagiarised from other sources. None or incomplete summary of findings and discussion. The important role of consumer insight research as a way to inform subsequent IMC planning stages/campaigns is not clearly stated. Reasonably complete summary of findings and discussion. Reasonable articulation on the important role of consumer insight research as a way to inform subsequent IMC planning stages/campaigns. Good summary of findings and discussion that is well prioritised. Sharp articulation on the important role of consumer insight research as a way to inform subsequent IMC planning stages/campaigns. Excellent summary of findings and discussion that is very well prioritised. The key findings and discussion are simplified and concise. Sharp articulation on the important role of consumer insight research as a way to inform subsequent IMC planning stages/campaigns. Evaluation of the findings Not attempted/entirely or significantly plagiarised from other sources. None or incomplete or vague evaluation of findings. Interpretations of numerical results are absent or completely wrong or inappropriate. Reasonably complete evaluation of findings. Interpretations of numerical results are only slightly inaccurate or inappropriate. Good evaluation of findings that is well prioritised. Interpretations of numerical results are completely accurate or inappropriate. Complete evaluation of findings that is very well prioritised. Interpretations of numerical results are completely accurate or inappropriate. Recommendations Not attempted/entirely or significantly plagiarised from other sources. Poorly articulated or vague. Discussion lacks relevance to development of subsequent marketing communications campaign. Discussion is not supported by academic and/or industry articles. Reasonable discussion of how these results could help shape the subsequent marketing communications campaign. Some support provided by theory. Good discussion of how results could help shape the development of the subsequent marketing communications campaign. Good support provided from academic and/or industry articles. Excellent discussion of how results could help shape the development of the subsequent marketing communications campaign. Excellent support provided from research on academic and/or industry articles. Marking scheme on 10-point scale: 0 - 3: Mostly Unsatisfactory on criteria 4 - 6: Satisfactory to Good on most criteria 7 - 8: Mostly Good on criteria 9 - 10: Excellent on all criteria Table 4: Creative Brief for Pitch Project Product An upmarket fine dining French restaurant Background In recent years, the growth of Australian foodie consumers have signalled new opportunities. Witness the popularity of food programs like MasterChef (channel 10) and My Kitchen Rules (channel 7). These are some of most watched programs. In the light of this growth, Alain Ducasse, the iconic fine dining French restaurant chain (http://www.alain-ducasse.com/en/restaurants) plans to expand into Australia. They are now in London, Tokyo, New York, Las Vegas, Monte Carlo, and Doha. The Alain Ducasse Group is now calling ad agencies to pitch (sell) a communications campaign to them (you are from one agency competing against many other agencies). They would like to see how you are going to help them achieve their objectives using a new brand name. They will use these ideas to test run a campaign. Communications objectives To raise: • Brand awareness from 0 – 30% within three months • ‘On-message’ awareness from 0 to 30% within three months • Brand attitude from 0 to 20% within three months Target audiences The primary target audience are foodies aged between 18-60 years old. The secondary target audience will be business executives out to impress. Geographical area Sydney region (to test the market and strategies before launching a national campaign). Key message theme or benefit A French experience to envy! Supporting None Budget $500,000 Deliverables Develop: a new brand name, logo, a creative concept and slogan suitable for TV, posters and the Internet. (The Alain Ducasse brand name cannot be mentioned. This is a precaution in case the new restaurant fails). A minimum of: 1 x campaign web site (can be finished or work in progress), I x TV ad, 3 x print ads, 1 x marketing-orientated PR campaign using social media and 1 x media plan for an integrated campaign. All deliverables must exhibit variation of the same theme. Note: You don’t have to design any product strategies, pricing strategies, and distribution strategies as these will be the responsibility of the client. \ Assessment Task 3: Pitch Project Weight: 40% Due date: Sunday of Week 10, 11.59 pm (for soft copy). The Pitch Project is based on the creative brief in Table 4 above. Students are expected to work on their Pitch Project on an ongoing basis from Week 2. Guidelines on how students can manage the pitch project are available on iLearn. Students do not need to design the product nor worry about its packaging communication strategies. These are not listed as deliverables. The Pitch Project has three components: 3a. Pitch presentation (15%) 3b. Pitch group report (20%) 3c. Peer assessment (5%) 3a. Pitch presentation The objective of the pitch presentation is to give students a sense of realism of what an advertising pitch entails. It also helps students to apply what they learnt in the course and exercise their “creative muscle”. Every student has to present which is worth 15%. Due date: Weeks 11 in tutorial class (for hard copy) Weight: 15% [individual presentation performance]. Submission: Please refer to the online Unit Guide (https://units.mq.edu.au/) for information on submission. Extension: Please refer to the online Unit Guide (https://units.mq.edu.au/) for information on extension. Penalties: Please refer to the online Unit Guide (https://units.mq.edu.au/) for information on penalties.   Assessment Task 3a Weight: 15% Due date: Time of presentation The criteria for the individual presentation is show in the table below. It is based on the idea of professional presentation. Zero/Fail Fail Pass Credit Distinction Professional presentation - oral Not attempted/ significantly copied from other sources. Delivery demonstrates inadequate preparation with unclear voice, poor eye contact, inappropriate word choice/use of terminology, poor time management, poor audience engagement and/or given in inappropriate attire. Delivery generally demonstrates effective preparation with mostly clear voice, significant eye contact, generally appropriate word choice/use of terminology, reasonable time management, some engagement of audience and given in generally appropriate attire. Delivery mostly demonstrates effective preparation with mostly clear voice, significant eye contact, mostly appropriate word choice/use of terminology, reasonable time management, reasonable audience engagement and given in appropriate attire. Delivery demonstrates effective preparation with clear voice, excellent eye contact, appropriate word choice/use of terminology, good time management, good audience engagement and given in appropriate attire. 3b. Pitch report Weight: 20% Due date: Soft copy by end of week 10, Sunday 11.59pm; hard copy in week 11 tutorial class The objective of the pitch write up is to help students integrate their critical thinking and writing skills. Submission: Each group must Turnitin and submit a complete digital copy (PDF or Word) of the pitch project via iLearn by end of week 10, Sunday 11.59pm. Please refer to iLearn (https://ilearn.mq.edu.au/login/MQ/) for more information. Submission: Please refer to the online Unit Guide (https://units.mq.edu.au/) for information on submission. Extension: Please refer to the online Unit Guide (https://units.mq.edu.au/) for information on extension. Penalties: Please refer to the online Unit Guide (https://units.mq.edu.au/) for information on penalties. Structure of the report and template: Table 7 shows the contents of the pitch report and weights contributing to each section. Students must use the template available on iLearn (https://ilearn.mq.edu.au/login/MQ/) to write their report. Table 8 shows the marking criteria. Table 7: Structure and assessment weights of pitch report Sections Marks (%) Structure and presentation of report 5 Introduction & background (0.5 page) 5 Campaign objectives (0.5page) 5 Consumer insight (1.5 page) 10 Positioning, Creative Idea and Integration (3 pages) 30 Creative Execution (1 page) 15 Media strategy & plan (2.5 page) 25 Conclusion (0.5page) 5 Total 100 Marking criteria for Assessment Task 3b The marking rubric for the pitch project write-up is provided in Table 8 below. Table 8: Marking rubric for the pitch report Sections Zero/Fail Fail Pass Credit Distinction Structure and Presentation [5%] Not attempted/entirely or significantly plagiarised from other sources. A sea of grey. Poor grammar and spelling. Overly long. Logical flow of argument. Logical flow of argument. Succinct. Logical flow of argument. Succinct. Well signposted. Introduction and Background [5%] Not attempted/entirely or significantly plagiarised from other sources. None. Vague without clear relationship to the problem. Brief history of the organisation and product category. Brief explanation of the implications of the problem. Good exposition of the history of the organisation and product category. The introduction clearly communicates the business case. Evidence that the team has clearly understood the issues. Excellent exposition of the history of the organisation and product category. The introduction succinctly communicates the business case sharply, including many related issues. Evidence that the team has prioritised these issues. Consumer Insights [10%] (also consult chapter 2) Not attempted/entirely or significantly plagiarised from other sources. Not clear or no research carried out. Some marketing research but did not sharply articulate how the research could be useful. Good marketing research yielding some consumer insights, and reasonably good competitive analyses. Evidence of these is sharply articulated. Excellent marketing research and competitive analyses. Evidence that research yields in-depth consumer insights. Evidence that the team then use these insights to come up with one key insight and then logically and convincingly suggest a positioning for the brand and the creative idea. . Campaign Objectives [5%] Not attempted/entirely or significantly plagiarised from other sources. None. Vague comments. Objectives clearly spelt out. Objectives clearly spelt out with a good articulation of the assumptions and rationale for this. Objectives clearly spelt out with a sharp and precise articulation of the assumptions and rationale for adopting these objectives. Evidence or research suggestions to show how these objectives can be measured. Positioning, Creative Idea and Integration [30%] (also consult chapters 1, 3, 6) Not attempted/entirely or significantly plagiarised from other sources. Poorly articulated. Vague exposition. Reasonable justification why this particular brand name, slogan and creative concept were created. Good justification why this particular brand name, slogan and creative concept were created. The justification shows some logic that these creative elements are (i) consistent with the desired positioning, (ii) easy to encode and (iii) can create contagion with the selected media. Excellent justification why this particular brand name, logo, slogan and creative concept were created. The justification shows some logic that these creative elements are (i) consistent with the desired positioning, (ii) easy to encode (iii) can create contagion with the selected media and (iv) reinforce each other. Clear, succinct and convincing argument. Creative Execution [15%] (also consult chapter 7) Not attempted/entirely or significantly plagiarised from other sources. Poorly worded. Vague comments. Reasonable justification why such an execution is adopted. Good justification why such an execution is adopted. Some evidence that this execution will be effective. Solid justification why such an execution is adopted supported by past empirical studies or examples. Evidence that this execution would be effective for this target audience and product category, supported by empirical studies or examples. Principles must be succinctly articulated. Media Strategy & Plan [25%] (also consult chapter 4) Not attempted/entirely or significantly plagiarised from other sources. None or complete absence of evidence or logic. The media plan is within budget. It shows why these media and/or vehicle were logically selected to achieve the objectives. The media plan shows that the proposed (reach x frequency) combination can achieve the desired campaign objective supported by strong theory (or empirical evidence) The media plan is within budget. It clearly shows why these media and/or vehicle were selected. The selection was supported by good logic. The media plan shows that the proposed (reach x frequency) combination can achieve the desired campaign objective supported by strong theory (or empirical evidence) The assumptions or reasoning behind this plan must be clearly articulated, including the PR campaign with social media. The media plan is within budget. It clearly shows why these media and/or vehicle were selected. The selection was supported by good logic. The media plan shows that the proposed (reach x frequency) combination can achieve the desired campaign objective supported by strong theory (or empirical evidence). The assumptions or reasoning behind this plan must be clearly articulated, including the PR campaign with social media. Provide strong argument how the various media options/channels support each other or provide cross-media synergy. Evidence that some budget is allocated to objective, quantitative research in the evaluation of the campaign, and how this can be done. Clear exposition of why this is important and how to do it properly. Conclusion [5%] Not attempted/entirely or significantly plagiarised from other sources. None, or confused. Poor or incomplete summary. No clear links between the communication solutions and the objectives. Reasonable complete summary of communication solution, linking the communication solutions with the objectives. Good summary of the communication solution. The links between the communications solutions and objectives are clear highlighting how they come together. Excellent summary of the communication solution clearly articulating how all the elements above are well integrated or linked to each other. Clear and complete summary.   3c. Peer assessment (5%) All group members are required to fill in a peer assessment, based on 10 behavioural categories. a. The peer assessment is based on the total pitch project (due after the group’s presentation). Again, this will be given individually and confidentially to the tutor in one large envelope. Marks for the pitch project will be awarded based on the average ratings given to an individual by his/her peers. b. Instructions on how to fill in the forms based on 10 behavioural categories can be found on the unit website (see below). *Please note: At the time of preparing this Assessment Tasks and Marking Criteria document, teaching staff are working on integrating this peer assessment into iLearn. Students may be directed to complete their peer assessment online via iLearn. Announcement/confirmation will be provided in the tutorial classes. Peer assessment for the pitch project write up 1. Complete a score from A to J for all members of the group including yourself. 2. In the column marked Total add up all the scores and write the sum of A to J 3. Divide the TOTAL column by 5 to get an average score on a scale of 1 to 10. 4. DO NOT HAND IN YOUR PEER ASSESSMENT SHEET UNLESS YOU HAVE COMPLETED ALL OF THE ABOVE The purpose of providing this form is to get you to consider the input of individuals in the group into the group assignment A. Quantity of Work Rating 0 - Did nothing - uninvolved 1 - Does enough to get by 2 - Occasionally exceeds standards- needs improvement 3- Satisfactory. Does more than what is required 4 - Very industrious. High Quality. Consistent 5. Always exceeds productivity standards. Outstanding B. Quality of Work Rating 0 - Careless. Makes frequent mistakes. Assignment suffers. 1 - Mistakes frequent enough to question results. 2 - Work is basically correct. 3 - Accurate when and where it really counts. Satisfactory. 4 - Almost always accurate in all areas of contribution 5 - Outstanding. Perfect quality. No mistakes. C. Communication Skills Rating 0 - Blunt, discourteous, does not listen, antagonistic, distant, aloof. 1 - Sometimes tactless. Approachable and friendly once known by others. 2 - Agreeable and pleasant. Warm, friendly , sociable, listens. 3 - Always very polite and willing to help. Very sociable and outgoing. Listens and understands. 4 - Courteous and very pleasant. Excellent at establishing good will. 5 - Inspiring to others. Artful listener. Really understanding. D. Initiative Rating 0 - Displays no self starting characteristics. Acts without purpose. 1 - Puts forth little effort. Requires prodding - sets no speed records. 2 - Puts in minimal effort to get task completed. 3- Strives hard. Desire to achieve. 4 - High desire to achieve. Always puts in a solid days work. 5 - Sets high goals. Self starter with high motivation. Constantly goes beyond call of duty. E. Efficiency Rating 0 - Work is invariably late. 1 - Work occasionally completed on schedule. 2 - Work usually complete on schedule. Some contribution to minor problem solving. 3 - Work always complete on schedule. 4 - Work complete. Consistent in defining and resolving major problems. 5 - Work invariably done ahead of schedule. Imaginative. Can be counted on to make major contributions. F. Personal Relations Rating 0 - A very disruptive influence 1 - Is source of some friction 2 - Causes no problems 3 - Satisfactory, harmonious 4 - Is a positive factor 5 - Respected by others. Presence adds to environmental stability G. Group Meeting Attendance Rating 0 - Never attended any meetings. Showed no interest. 1 - Occasionally attended. Would commit and then not show. 2 - Sometimes uncooperative in planning schedule. Hard to get in touch with. Would usually attend. 3 - Would attend. Usually late 4 - Could be counted on to attend. 5 - Never missed a meeting. Always on time H. Attitude and Enthusiasm Rating 0 - Poor disposition, uninvolved, indifferent 1 - Unenthusiastic, blase 2 - Half hearted 3 - Positive demeanour 4 - Positive attitude and spirited. 5 - Exuberant and eager. Positive influence. Inspiring to others. Team builder. I. Effort Rating 0 - Puts forth no effort. Expects others to carry the load. 1 - Puts forth some effort. 2 - Displays enough effort to get by. 3 - Solid contributions 4 - Strives very hard. Energetic. 5 - Self starter. Consistently goes beyond call of duty. J. Dependability Rating 0 - Uninvolved. Unreliable 1 - Unsteady, but tries somewhat. 2 - Occasionally would come through. Inconsistent. 3 - Needs some improvement. Suitable. 4 - Very trustworthy. Could be counted on to take responsibility. 5. Always responsible. Kept the group together and in the right direction. Steady influence Source: S. Winger-Haunty (1990). University of Wisconsin-Stout (Modified by Pheroza Daruwalla and Ian Knowd, 1994)   Peer Assessment Form Use the instruction sheet to score yourself and the other members of your group in each of the 10 categories, A - J. Add the total score and then average the total by dividing by 5, with a score out of ten as the final result. Please note: At the time of preparing this Assessment Tasks and Marking Criteria document, teaching staff are working on integrating this peer assessment into iLearn. Students may be directed to complete their peer assessment online via iLearn. Announcement/confirmation will be provided in the tutorial classes. Team Members A B C D E F G H I J TOTAL Average (Total/5) Group dynamics and peer assessment for Pitch Project Group Dynamics Students will be placed into groups of 5 (o 6). It is suggested that team members adopt different roles to reduce conflict. There should be: 1. a creative person (predominantly in-charge of coming up with ideas), 2. an art director (predominantly in-charge of creating the mock-up) 3. an accounts person (predominantly in-charge of research), 4. a media person (predominantly in-charge of media planning), 5. a CEO/strategy planner (predominantly in-charge of developing a strategy) The CEO/strategy planner should have the final say. All team members are expected to pull their weight. The CEO/strategy must keep a detailed diary of all the meetings (e.g., when and where) including the allocation and accomplishment of tasks by individual members. The CEO/strategy planner will show the tutor each week this diary, starting from Week 3. Each group member must keep a detailed “mindscribe” notebook of their evolving ideas. This will be sighted each week by the tutor to ensure that work is progressing well. They are also required to sign a team contract and conduct peer evaluations of each other.   Team Contract