Describe the differences between traditional and contemporary marketing b. Explain the various contemporary marketing strategies and how they may be used in the industry you work in

ASSESSMENT BRIEF___________________________________________________
Version: Term 2 2020 [11/05/2020] Page 1 of 3
Subject Title Marketing
Subject Code MKT101A
Assessment Title Assessment 1: Reflective Journal
Graduate Capabilities 1. Professional Expertise
3. Technology and Information Literacy
7. Independent Self-Management
Learning Outcome/s (found in the
Subject Outline)
a. Describe the differences between traditional and contemporary
marketing
b. Explain the various contemporary marketing strategies and how
they may be used in the industry you work in
Assessment type (group or
individual)
Individual
Weighting % 25%
Word count 650 words +/- 10%

Submission type Turnitin ☒
Format / Layout of Assessment Journal:
ICMS Student Declaration
Introduction
Reflective Journal Entries (2)
Reference List




Assessment instructions All of us are consumers and therefore are subject to all forms of
marketing practices of organisation. We learn best by observation,
analysis and understanding of “marketing in action”.
For this assessment, students are to compile 2 Reflective Journal
entries on 2 different marketing initiatives that have been seen or
have been experienced since commencing this course.
Students are to use different organisations and different marketing
initiatives, but the initiatives should fall within topics so far covered in
MKT101A (Refer to the Course Outline for list of weekly topics up to
and including Week 6).
ASSESSMENT BRIEF___________________________________________________
Version: Term 2 2020 [11/05/2020] Page 2 of 3
This assessment requires students to focus on the key learning
outcomes from their MKT101A studies and how they apply to real
marketing initiatives.
1. The starting point for each Reflective Journal Entry will be a
description of the marketing initiative (using visuals were possible)
– the who, what when, where, and how – see below as to how
students might source these
2. Then students are to reflect on the 2 advantages and 2
disadvantages of the marketing initiative (ie what worked and what
did not)
3. Students are to then link the initiative to the respective/appropriate
contemporary marketing issue, being sure to explain why it
considered to the the case
4. Finally, students are to provide 2 key insights that they acquired
through studying this contemporary marketing issue
There is no set “look” to a Reflective Journal. Essentially the structure
and form will be what works best for each student but is considered to
be more report like than essay formatted. Hence, students should
avoid lengthy chucky paragraphs of narrative in favour of the use of
sub-headings, tables, and bullet points. This formatting is encouraged
as it will reduce the wordiness and increase the “readability” of the
work.
As Marketing is a very visual discipline, it expected that there will
be extensive visuals and images from the marketing initiative
used to support and provide evidence for claims made.
The Reflective Journal must show evidence of a strong investigation
where all facts, claims and statements are well supported by evidence
from either industry/marketing practice and/or relevant marketing
theoretical principles.
Students are to cite a minimum of 4 references (for a pass)– these
should be sourced from academic text, journal articles, trade
publications, industry research documents and referenced according
to the ICMS style guide (Including a correctly constructed Reference
List and accompanying in-report citations).
Readings for the assessment Please use the learning resources suggested in the subject outline,
learnings in class, internet blogs/social media and personal
observation/experience.
Students can source the required marketing initiatives from
articles published by the following:
 Marketing Magazine: https://www.marketingmag.com.au/
 Campaign Brief: https://campaignbrief.com/
 Roy Morgan Research: https://www.roymorgan.com/
 Inside FMCG: https://insidefmcg.com.au/
 News.com: https://www.news.com.au/
 IMS Marketing: https://www.imsmarketing.ie/news/
 Mumbrella : https://mumbrella.com.au/
Grading Criteria / Rubric See following
ASSESSMENT BRIEF___________________________________________________
Version: Term 2 2020 [11/05/2020] Page 3 of 3
MKT101A Assessment 1 Journal – Marking Rubric
Criteria
HD
(85-100)
D
(75-84)
CR
(65-74)
PASS
(50-64)
FAIL
(0-49)
Communication
and
presentation
(20%)
Can communicate in a
high quality, engaging
and effective manner,
Extremely well-crafted
document layout
superior standard of
academic writing
Superior use of visuals
and images to support
narrative
Can communicate in
a superior manner.
High standard of
academic writing, no
errors evident. High
standard in document
layout
Excellent use of
visuals and images to
support narrative
Can communicate
effectively- good
standard of academic
writing and wellcrafted document
layout
Good use of visuals
and images to
support narrative
Some communication
is effective. Acceptable
standard of academic
writing, some errors in
writing and layout of
document
Adequate use of
visuals and images to
support narrative
Unstructured and
unfocused both in
written word and
document layout
visuals and images not
provided to support
narrative
Attention to
purpose
(40%)
Has addressed the
purpose of the
assignment
comprehensively and
imaginatively.
Has addressed the
purpose of the
assignment coherently
and with some attempt
to demonstrate
imagination.
Has addressed the
main purpose of the
assignment.
Some of the work is
focused on the aims
and themes of the
assignment.
Fails to address the
task set.
Originality,
creativity and
critical thinking
(20%)
Uses imagination to go
beyond boundaries and
explores a variety of
creative and critical
thinking perspectives
applied to original
ideas
Uses some imagination
to present original ideas
and applies creative
and/or critical thinking
techniques with skills.
A limited range of
creative and/or
critical thinking
techniques applied to
limited elements of
originality
Originality is marginal
to the basic idea.
Shows little
imagination. Aware of
some creative
and/or critical thinking
techniques and uses
them with limited
success.
No real attempt at
originality.
Does not exercise
creative or critical
thinking skills.
Links to course
readings and
additional
research (20%)
Research of
outstanding quality,
clear links to a
wide range of
theoretical ideas and
strategic issues.
Cites and uses more
than 7 independent and
credible references
Excellent research into
the issues with clear
links to class and
related readings.
Cites and clearly uses
6 independent and
credible references
Good additional
independent
research
Evident and some
documented links to
the course material.
Cites and clearly uses
5 independent and
credible references
Limited additional
research and
documented links to
any course readings.
Cites and clearly uses
4 independent and
credible references
Incomplete research
and without links to
any course readings.
Cites less than 4
independent and
credible references
and not all are used in
the document

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