1 Assessment 3 Information Subject Code: MKT303 Subject Name: International Marketing Assessment Title: Group Assessment 3 – Group Marketing Communications Plan Weighting: Report - 15% (2000 words) Presentation – 15% due in Week 12 class Total for Assessment 3A & 3B: 30% Total Marks: Submission: 100 Due Date: PDF file due Week 13, Monday, 12 June 2017, 3.55 pm AEST via portal turnitin Assessment Description. Report and presentation slides Learning outcomes to demonstrate are LO 1, 3 & 4 found in the subject outline. You are to pretend to be the International Marketing Team of a large Australian or US multinational corporation. Form groups of approximately 4 students. Select 3 types of advertising mediums (eg. print media, digital, experiential marketing etc. but at least one of the mediums must be ‘film’) from adsoftheworld.com pertaining to the country to which you will soon make market entry. Pretending you have a product to launch in that country, search accordingly in the related category. Then analyse the 3 advertisements applying the theories provided on the next page. (You cannot use the ads that will be used as exercises in Weeks 8 and 9). Then do the following: 1. Discuss your analysis of the advertisements by linking to at least 3 selected theories (see next page). 2. Make recommendations for producing your own marketing communication piece through one selected advertising medium. (Or if you’re brave, attempt to create an actual advertisement to market your product/s through one selected advertising medium). Details: Go into adsoftheworld.com Press latest ads (or any of the other drop downs) Then choose the industry/category and press “all mediums” Then you are set to go…good luck! Don’t forget to press the “apply” green button otherwise it will not work.  You can choose any medium and industry category for this assignment  You can be as creative as possible when presenting your recommendations and advertisement  Please choose to make market entry into Japan, India, Philippines, Singapore, France, Germany, Vietnam or Brazil.  Each group will choose one of the abovementioned countries and groups must vary in their product categories if choosing the same country as another group. 2 Presentation:  Total 20 minutes with a 10-15 minute pitch and 5-10 min Q & A – Week 12.  The presenting group is to stimulate questions and discussion from the audience  Visual content of slides & multimedia content vital.  Suggested number of slides max.10-12 to be handed in at time of presentation, 1 or 2 per page double sided. Report:  Submit a 2000 word group report and your power point slides attached to the same document and upload this as one document PDF’d.  Minimum of 10 credible sources including websites, journal articles, books and supporting industry/professional references.  References from lecture and tutorial slides not considered credible references.  In your analysis discuss cultural differences that influence how advertisements need to be presented in the new market and other aspects related to the below theories that can be linked.  Please apply at least 3 of the following theories: 1. Hofstede’s intercultural communication theories 2. Market segmentation theories 3. Marketing mix theories 4. Marketing communications theories 5. Buyer behaviour theories 6. Value co-creation theories Assignment Submission The report files must be submitted by the due date as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload.  Uploaded files with a virus will not be considered as a legitimate submission and regular penalties will apply.  The Turnitin system will notify you if there is any issue within the submitted file.  In this case you must contact your lecturer via email immediately and provide a brief description of the issue and a screen shot of the Turnitin message.  You are also encouraged to submit your work well in advance of the time deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may arise. Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School policy. No.of days Penalty 1 - 9 days 5% per day for each calendar day late deducted from the allocated marks of the assignment. 10 - 14 days 50% deducted from the allocated marks of the assignment. After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted and the student will receive a mark of zero for the assignment(s). Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students. 3 Assessment Report Marking Rubrics Criteria HD (High Distinction) 85%-100% DN (Distinction) 75%-84% CR (Credit) 65%-74% P (Pass) 50%-64% NN (Fail) 0%-49% Score Out of 100 Introduction o Comprehensive statement of aims and scope. o Sufficiently detailed statement of aims and scope o Solid outline of aims and scope o Brief outline of aims or scope o Does not state aims or scope /10 Research and Analytical Skills o Critically analyses and interprets business specific information to an excellent level of understanding. o Analysis clearly identifies, defines and applies relevant theories and concepts. o Extensive research is evident; quality selection and range of scholarly sources employed. o Analyses and interprets business specific information to a high level of understanding. o Analysis convincingly identifies, defines and applies relevant theories and concepts. o High degree of research effort evident; quality selection and range of scholarly sources employed. o Analyses business specific information to a good working knowledge. o Good working knowledge of relevant theories and concepts. o Research is focused, drawn from an appropriate range of scholarly sources, however could be more extensive in nature. o Analyses business specific information to a limited degree. o Analysis identifies, defines and applies limited relevant theories and concepts. o Research effort limited however evident; both intext referencing and reference list employed. o Analysis lacks depth, and interpretation lacking or irrelevant. o Analysis does not identify, define or apply relevant theories and concepts. o Research is either absent or lacks focus due to unsuitable choice of sources. /60 Conclusion o Draws together the key findings of the analysis comprehensively and convincingly. o Excellent evaluations with succinct & highly developed recommendations. o Draws together the key findings of the analysis comprehensively. o Very good conclusions with a number of credible recommendations. o Draws together the key findings of the analysis in a well-written manner. o Good conclusions with several reasonable recommendations. o Draws together the findings of the analysis in an acceptable manner. o Acceptable conclusions with limited recommendations. o Does not draw together the key findings of the analysis. o No real conclusion apparent. /10 Report Structure and Presentation o Writing is consistently cohesive and of excellent academic and professional standard. o Grammar and spelling are flawless (or close enough) throughout the report. o Seamless flow between discussion points and sections. o Report is professionally presented to required formatting standards. o In-text referencing and reference list are correct. o Writing is cohesive and of high academic and professional standard. o Grammar and spelling are of excellent quality throughout the report. o Logical and rational flow between discussion points and sections. o Formatting is well presented with only minor errors. o In-text referencing and reference list are mostly correct. o Writing is easily readable but not always cohesive. o Grammar and spelling are very good. o Ideas/themes developed, but connections not always obvious. o Flow and readability have opportunity for improvement. o Format chosen is mostly appropriate. o In-text referencing and reference list are very good but there are some errors. o Writing is understandable but infrequently cohesive. o Grammar and spelling contain some errors. o Critical thinking shows limitations. o Format chosen is good enough but requires improvement. o In-text referencing and reference list are acceptable but errors are obvious throughout. o Writing mostly disjointed, demonstrating little or no structure. o Spelling and/or grammar impact on flow and readability. o No evidence of critical thinking. o Format chosen lacks structure and cohesion. o In-text referencing and/or referencing list missing and/or incorrect. /20 Comments: Assignment Mark/Grade: Total score /100 4 Assessment Marking Rubrics – Presentation Presentation and Slides Submission Criterion (20%) HD >85% D >75% CR > 65% Pass > 50% Fail < 50% Power point slides submission Submitted power point slides are of high professional quality and have logical flow & sequence (15 marks) o Grammar and spelling are flawless. o Seamless flow between discussion points and sections. o Grammar and spelling are of high quality. o Logical and rational flow between discussion points and sections. o Writing is easily readable but not always cohesive. o Grammar and spelling are good. Ideas/themes developed, but connections not always obvious. Flow & readability have opportunity for improvement.. o Writing is understandable but infrequently cohesive. o Grammar and spelling contain regular errors. o Format chosen is good enough but requires improvement. o Writing mostly disjointed, demonstrating little or no structure. o Spelling and/or grammar impact on flow and readability. o Format chosen lacks structure and cohesion. Introduction and background Presenters establish rapport with the audience and demonstrate confidence in the topic and stimulate class discussion (10 marks) o Group introduction is meticulously prepared, succinct and engaging. o High rapport with audience in the first few seconds. o Group introduction is well prepared and engaging. o Good rapport with audience in the first few minutes. o Group introduction is quite well prepared, succinct to some extent and engaging to some degree. o Some rapport with audience in the first few minutes. o Group introduction satisfactory with some degree of audience engagement. o Group introduction is not satisfactory, with limited audience engagement. Content & Knowledge of Topics The presentation demonstrates research and analysis of the questions via careful reading of the article and extra research (15 Marks) o Critically analyses and interprets business specific information. o Extensive research is evident; meticulous selection of credible and respected academic resources. o Analyses and interprets business specific information to a high level of understanding. o High degree of research effort evident; quality selection of sources. o Good working knowledge of relevant theories and concepts. o Research is focused, drawn from an appropriate range of sources, however could be more extensive in nature. o Analyses business specific information to a limited degree. o Research effort limited however evident. o Analysis lacks depth, and interpretation lacking or irrelevant. o Research is either absent or lacks focus due to unsuitable choice of sources. Application of Concepts and Perspectives The presentation presents a cohesive argument on decision making issues (20 Marks) o Analysis and convincingly identifies, defines and applies relevant theories and concepts. o Analysis clearly identifies, defines and applies relevant theories and concepts. o Analyses business specific information to a good working knowledge. o Analysis identifies, defines and applies limited relevant theories and concepts. o Analysis does not identify, define or apply relevant theories and concepts. Presentation The presentation demonstrates a well- rehearsed delivery (20 Marks) o Highly time managed and organized. Very wellrehearsed presentation. o Well time managed and organized. Wellrehearsed. o Quite well time managed and organized. Presentation is quite well rehearsed. o Not entirely well organized or time managed but overall satisfactory. o Disorganised and presentation not well performed overall. Stimulation of Class Discussion The presentation stimulated pertinent discussion and questions from the class (20 marks) o The presentation incited interesting questions and discussion from a large number of classmates o The presentation incited interesting questions and discussion from a substantial number of classmates o The presentation incited interesting questions and discussion from some classmates o The presentation incited interesting questions and discussion from a limited number of classmates o The presentation incited no questions and discussion from classmates Total: (100%)