Assessment 2 – Individual Case Analysis (40%)
Format and word count: 2,000-word essay in a single word or pdf document, +/-10% margin. Please use 12 font Times New Roman and apply single line space in the document.
Submission: Submit via Turnitin. Submission link is available on iLearn. Only one submission is permitted (repeated submissions are not allowed).
ULOs assessed: ULO1, ULO3
Instruction:
In this case analysis, please choose a successful marketing communication campaign involving multiple channels from the last two years. If a campaign was created more than two years ago but was still actively running in the past two years, it is also acceptable. The campaigns can be from other countries but must be in English.
In this case analysis,
1) describe thoroughly the campaign using the terms and notions you learned in integrated
marketing communications.
2) perform a critical analysis of the campaign while applying the integrated marketing
theories or framework and highlight the factors that contribute to the success of the
campaign.
3) provide recommendations on how to further improve the campaign.
The case analysis needs to be written in a professional manner. The structure of the case analysis can follow the sections in the marking rubric (see below) and it is recommended to use the first three rubric items as the sub-headings in the document. The word limit is 2000 words (+/- 10% margin), excluding tables, figures, appendices and references. It is recommended to insert images and links to describe the campaign creatives in the main texts or in appendix. Please add a caption to each image, the caption counts toward the total word count.
The in-text references are required, both APA and Harvard style are acceptable. The in-text references count toward the total word count. There are no minimum requirements for the number of academic and non-academic sources that you need to reference. Any references to the lecture slides need to cite the textbook. If you wish to cite more academic references, each week’s mandatory and optional readings are a good source to start and expand the search for more relevant academic journal papers. Any information obtained from external sources should be properly referenced. Failure to do so will cause mark deduction in the essay quality and a potential case of breaching the academic integrity policy.
