Identify and analyse marketing communication approaches through the application of communication models and relevant theory.

ASSESSMENT BRIEF
Subject Code and Title MKT103A – Integrated Marketing Communications
Assessment Assessment 1 – Influencer Reflection Analysis
Individual/Group Individual
Length 1000 words (+/- 10%)
Learning Outcomes a) Describe the principles of integrated marketing communications.
b) Identify and analyse marketing communication approaches through the application of communication
models and relevant theory.
c) Compare and contrast the effectiveness of media tools used to design integrated marketing
communication campaign plans.
Submission By 11:55pm AEST/AEDT Sunday of module 2.2 (week 4)
Weighting 20%
Total Marks 100 marks
Context
The world of marketing is changing. As marketers, we rely on a wide variety of Integrated Marketing
Communication (IMC) tools. These have progressed and expanded from what is now considered
traditional forms of marketing, to new ways and methods of creating communication. These new methods
are based on influencing our target audience through people/videos/blogs and not just ad campaigns. Of
course, how and why these forms of communication work will always depend on your target audience.
12/1/2019 [Solved] 52401 – ASSESSMENT BRIEFSubject Code and Title MKT103A
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This assessment is designed to introduce you to understanding influencer marketing which is targeting
audiences through people and their communication activities to their own followers. These people are
known as Influencers, Bloggers and Vloggers. They can be celebrities, sportspeople or people with no
formal qualification, but who have created a following based on what they post in social media. Marketers
are using these Influencers extensively and this assessment will expand your knowledge on the impact that
these Influencers have on brands.
MKT103A Assessment 1 Brief Page 1 of 5
Instructions
Starting in week 2, you are to find an Influencer and follow their activities, found primarily on social
media, for the next 3 weeks (week 2 inclusive). Their activities will be mainly posts on their social media
and/or blog posts on their own website (i.e. text, images or videos). At the end of week 4, you will create a
reflection paper based on your observation of their activities and supported by academic resources.
This assessment involves the following activities:
1. Choose an Influencer.
a. How will you find an Influencer? Just google the word “Influencer” and explore the links that attract
your attention in the search results. There are so many Influencers around the world. It is suggested that
you follow an Australian Influencer as understanding the brands/activities that they discuss will be easier.
You can also follow your favourite celebrity or sports star. If you have any challenges in finding an
Influencer, please discuss this with your learning facilitator.
2. Follow your Influencer from week 2 to week 4, documenting your observations on their activities
across their communication platforms (i.e. posts, images, video and screen shots in social media, blog,
vlog, etc.).
3. Conduct academic research on IMC and Influencers as a method of communication in marketing within
and outside the subject learning resources.
4. Write your Influencer Reflection Analysis following the below outline:
a. Introduce your Influencer, who they are, their communication platforms, their target audience and their
number of followers (approximately 125 words).
b. Reflect on your influencer’s activities per week, addressing the following questions:
i. What was the focus for their communication activities?
ii. In your opinion, how effectively do they communicate their message?
c. Use the sourced material from the observations you documented and the academic research you
conducted to support your ideas in point b above (approximately 250 words for each weekly analysis).
d. Write a conclusion (approximately 125 words).
e. Follow the APA 6th edition style of referencing to cite your academic resources and provide your
reference list. Please see the Academic Skills page on Blackboard for information on referencing in APA
6th ed.: https://laureate-au.blackboard.com/webapps/blackboard/content/listContent.jsp?courseid=
201631&contentid=24988491
Submission Instructions
Submit your Assessment 1: Influencer Reflection Analysis via the Assessment link in the main navigation
menu in MKT103 Integrated Marketing Communications. The learning facilitator
will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.
The learning rubric below is your guide to how your assessment task will be marked. Please be sure to
check this rubric very carefully before submission.
Learning Rubric: Assessment 1 Influencer Reflection Analysis
Assessment
Attributes Fail (Unacceptable)
0-49% Pass
(Functional)
12/1/2019 [Solved] 52401 – ASSESSMENT BRIEFSubject Code and Title MKT103A
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50-64% Credit
(Proficient)
65-74% Distinction
(Advanced)
75 -84% High Distinction
(Exceptional)
85-100%
Introduction of Influencer
20% Influencer has not been introduced, nor there is evidence of an attempt to identify their
communication platforms, target audience and number of followers. Influencer has been basically
introduced, and there is some evidence of an attempt to identify their communication platforms, target
audience and number of followers, although it may omit to identify one these key elements. Influencer has
been
satisfactorily introduced, and their communication platforms, target audience and number of followers
have been clearly identified. Influencer has been thoroughly introduced, and their communication
platforms, target audience and number of followers have been clearly and identified. Influencer has been
expertly introduced, and their communication platforms, target audience and number of followers have
been clearly and diligently identified.
Reflection and analysis of influencer’s communication activities
40% Text demonstrates a limited attempt to reflect on the influencer’s communication activities, with
no/limited attempt to use the sourced material from documented observations and academic research to
support ideas. Text demonstrates a basic attempt to reflect on the influencer’s communication activities,
with a basic attempt to use the sourced material from documented observations and academic research to
support ideas. Text demonstrates an adequate reflection on the influencer’s communication activities, with
a critical use of the sourced material from documented observations and academic research to support
ideas. Text demonstrates a thorough reflection on the influencer’s communication activities, with a critical
and in-depth use of the sourced material from documented observations and academic research to support
ideas. Text demonstrates an expert reflection on the influencer’s communication activities, with an indepth, critical and meticulous use of the sourced material from documented observations and academic
research to support ideas.
Conclusion 15% Text does not include a conclusion, or there is a limited attempt to conclude ideas with no
reference to key points in the analysis. Text shows evidence of a basic attempt to conclude ideas;
conclusion is a general recall of key points in the analysis. Text shows evidence of a satisfactory and
thorough conclusion of ideas, which includes a brief summary of key points in the analysis. Text shows
evidence of a satisfactory and thorough conclusion of ideas. Conclusion discusses and expands on the key
points of the analysis. Text shows evidence of a thorough and sophisticated conclusion of ideas.
Conclusion discusses key points of the analysis and expands beyond key findings.
MKT103A Assessment 1 Brief Page 4 of 5
Structure and flow of ideas
15% Text does not present sufficient information, ideas or evidence.
Text lacks logical/clear structure and flow of ideas, making it difficult to understand.
Line of reasoning is unclear and difficult to follow. Text presents information, ideas and evidence
sufficiently, however these require further logic and clarity.
Text has a sufficient structure, however flow of ideas are a challenge and can be difficult to understand.
Line of reasoning is passable, however, can sometimes be difficult to follow and requires clarity. Text
presents information, ideas and evidence clearly and logically.
Text has a good structure, with a good flow of ideas. Line of reasoning is of a good standard and easy to
follow. Text presents information and arguments in a logical and clear way, which is well supported by
evidence. Text has a very good structure, with a strong flow of ideas; opinions and ideas are expressed in a
clear and concise manner with obvious connection to topic.
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Line of reasoning is clear, logical and easy to follow. Text is expertly presented; descriptive, concise and
informative, exceptionally developed and well supported by evidence. Text has an excellent structure, with
a strong, clear flow of ideas; engages and sustains the audience’s interest in the topic and the reader can
immediately grasp the relevancy.
Line of reasoning is excellent; demonstrating a clear, logical flow of ideas and arguments that are easy to
follow.
Correct citation of key Does not include correct Attempts to include Includes in-text citations and Includes
in-text citations Includes in-text citations
resources references or in-text references or in-text references from suitable and references from and
references from
10% citations; does not use APA 6th style. citations, however these are sometimes insufficient sources;
uses APA 6th style, however may contain minor suitable sources; uses APA 6th style, containing minimal
suitable sources; uses APA 6th style, containing no
for research purposes, or incorrect; uses APA 6th style, however may contain some citation or referencing
errors. citation or referencing errors. and or no errors. errors.

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