Posted: January 28th, 2022

Assessment Brief Advertising & Digital Media Faculty

Assessment Brief
Advertising & Digital Media Faculty
MOBILE COMMUNICATIONS MCO305
Level 300
Assessment Brief
MOBILE COMMUNICATIONS
Assessment 2
Mobile First Campaign Case Study
Class Presentation and Written Report
Due: Week 8
Weighting: 30%
Learning Outcomes:
a. compare primary types of mobile communications and how they are implemented on different platforms;
b. review how mobile communications agencies function and the effectiveness of their business models.
c. analyse mobile campaign analytics and the effectiveness of a mobile communications campaign.
Description:
Research two recent marketing campaigns that featured a mobile first strategy or component. It could be on TikTok, Facebook, Instagram, Google or any other mobile platform.
Give a detailed explanation of the function of each campaign, why they suited a mobile first approach and evaluate the effectiveness of both campaigns.
Details:
1,500 word report and minimum 20 slide presentation.
Upload report and presentation to Moodle as PDF files for marking.
Marking Criteria & Rubrics:
Reference images can be included. All images and sources must be referenced using Harvard Referencing. Include in-text referencing and a reference list as per the Macleay College FAQ and Tips On Harvard Referencing (found in the Unit Details Folder of your course stream on Moodle).
Criterion 1: Depth of research, analysis and comparison – 40%
Fail: • Incomplete research, analysis and comparison
• General comparisons, implementation analysis and description on separate platforms incomplete and lacking logical organisation.
Pass: • Adequate but basic research, analysis and comparison
• Shows limited evidence and incomplete description of general comparisons, implementation analysis and description on separate platforms while lacking logical organisation.
Credit: • Competent research, analysis and comparison
• Some evidence of general comparisons, implementation analysis and description on separate platforms presented in a logical manner.
Distinction: • Compressive and detailed evidence of research, analysis and comparison
• General comparisons, implementation analysis and description on separate platforms presented in a logical, concise and succinct manner with small exception.
• All sources referenced correctly.
High Distinction • Outstanding and insightful research, analysis and comparison
• General comparisons, implementation analysis and description on separate platforms presented in a logical, concise and succinct manner
• Extensive use of research data to support critical evaluation.
ASSESSMENT BRIEF I MOBILE COMMUNICATIONS
File: 305_MobileCommunications_Assessment1 1
Author: Gemenis Date: 18/10/2021 Status: Final
Assessment Brief
• All sources referenced correctly
Criterion 2: Accuracy of description of campaign function and effectiveness – 30%
Fail: • Incomplete review of campaign function and effectiveness
• Lacks understanding and clarity of campaign function and effectiveness
Pass: • Adequate but basic review of campaign function and effectiveness
• Understanding and clarity of campaign function and effectiveness is incomplete in places
Credit: • Competent and sound review of campaign function and effectiveness
• Understanding and clarity of campaign function and effectiveness is complete but limited in depth
Distinction: • Comprehensive and detailed review of campaign function and effectiveness
• Understanding and clarity of campaign function and effectiveness is concise and in depth
High Distinction • Outstanding review of campaign function and effectiveness
• Understanding and clarity of campaign function and effectiveness is extensive, concise and succinct with in depth analysis
Criterion 3: Quality of presentation – 30%
Fail: • Incomplete presentation and written report, referencing and layout.
• Writing lacks focus and contains serious errors.
• Files not converted to PDF for submission.
Pass: • Adequate but basic presentation and written report, referencing and layout.
• Writing is unclear in places. There are several grammatical or spelling errors.
Credit: • Competent presentation and written report, referencing and layout
• Writing is generally clear. There are minimal grammatical or spelling errors.
Distinction: • Comprehensive and detailed presentation and written report, referencing and layout.
• Writing is concise and clear. There are minimal grammatical or spelling errors
High Distinction • Outstanding and insightful presentation and written report, referencing and layout.
• Writing is concise, clear and accomplished. There are no grammatical or spelling errors.
ASSESSMENT BRIEF I MOBILE COMMUNICATIONS
File: 305_MobileCommunications_Assessment1 2
Author: Gemenis Date: 18/10/2021 Status: Final
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Learning Objectives: a. compare key types of mobile communications and how they are implemented on various platforms; b. examine how mobile communications agencies operate and the efficacy of their business models.
c. assess the effectiveness of a mobile communications campaign based on campaign analytics.
Examine two recent marketing efforts that incorporated a mobile-first approach or component. TikTok, Facebook, Instagram, Google, or any other mobile platform could be used.
Give a full description of each campaign’s purpose, why it was appropriate to use a mobile-first approach, and how effective each campaign was.
Details: A 1,500-word report and a 20-slide presentation are required.
Upload the report and presentation as PDF files to Moodle for marking.
Rubrics and grading criteria:
Images from the internet might be used as references. Harvard Referencing must be used to reference all images and sources. According to the Macleay College FAQ and Tips On Harvard Citing, provide in-text referencing and a reference list (found in the Unit Details Folder of your course stream on Moodle).
Criterion 1: Research, analysis, and comparison depth – 40%
• Lack of thorough investigation, analysis, and comparison
• General comparisons, implementation analysis, and description on other platforms are insufficient and disorganized.
• Adequate but fundamental research, analysis, and comparison
• Lacks logical organization and shows limited evidence and a poor description of general comparisons, implementation analysis, and description on distinct platforms.
• Appropriate study, analysis, and comparison
• Evidence of general comparisons, implementation analyses, and platform descriptions provided in a logical order.
• Research, analysis, and comparative evidence that is comprehensive and detailed
• With a few exceptions, general comparisons, implementation analysis, and description on different platforms were provided in a logical, simple, and brief manner; all sources were accurately referenced.