Weighting (% of final grade): 15%
Learning Outcome(s) Assessed: CLO1, CLO2
Description of Assignment: Select a product or service and find a recent (2019) campaign that has promoted the product or service to consumers using a selection of techniques from across the IMC mix. Based on the information presented in the textbook and readings, prepare a short report analyzing the component IMC elements and effectiveness of the campaign and its likely outcomes.
One part of the analysis will focus on how this campaign has been developed to meet the needs of its target consumers in the year of the global virus pandemic.
The report should be approximately 1000 – 1500 words in length, and based on the provided Rubric. It provides an opportunity for you to demonstrate your understanding of the campaign planning process and your ability to evaluate campaign preparation and execution, as well as make appropriate recommendations for improvements. It also is an opportunity to demonstrate your insights into the world of Covod-19 marketing.
Grading Criteria (What constitutes a good assignment?): Good assignments are responsive to the brief and meet the criteria specified in the rubric. Good essays will demonstrate care in their preparation. Essays will consist of well-structured sentences and paragraphs that are free of grammar and spelling mistakes.