Marketing Communications Final Assessment TASK Mini-report Questions

2020 MARK940: Marketing Communications

Final Assessment TASK

Mini-report Questions

 

 

MARK940 Marketing Communications

Sydney Business School

 

 

 

 

Final Assessment Task

Trimester 2 2020

 

   
Weighting 50%
   
   
Directions to students 4 mini-report questions are to be answered.

 

2 compulsory mini-report questions from PART A,

and,

2 mini-report questions of your choice from PART B

 

Part A is compulsory

 

Each question is worth 10 marks.

 

This exam is worth 50% of your total grade for the subject.

 

 

Please note that you are required to receive 50% on this exam to pass the subject. A Technical Fail (TF) grade will be awarded to students who receive less than 50% in this exam.

 

 

 

 

 

 

 

 

 

 

SPECIFIC TASK: You are to complete 4 (four) mini-report questions from 6 options

 

Part A: Compulsory Questions

Students to answer both Q1 and Q2

 

Q1. You are the newly appointed Marketing Manager for Hyundai Australia and you have been appointed to the digital team. Your boss, who is a much older and technologically challenged marketing manager, wants you to review the effectiveness of digital versus traditionally advertising or in the new terminology inbound versus outbound marketing. Show that you have an understanding of the key issues when deciding which mix of old versus new advertising methods to use by:

 

  1. Providing key definitions and concepts
  2. Identifying examples of how similar companies are using both approaches in their promotions
  3. Providing your own opinion of whether or not you think digital is superior to traditional marketing in this industry (Part 3 is worth 50% of the answer)

 

 

Q2. You are applying for a graduate marketing role through a recruitment company and part of the graduate screening process requires them to determine whether or not you are familiar with the advanced segmentation techniques available to companies in this digital age and how these techniques can affect the consumer journey down the marketing funnel.

 

Show that you have an understanding of the topic area by:

 

  1. Outlining they key concepts
  2. Identifying examples of how companies are using such advanced segmentation techniques
  3. Providing your own opinion of the effectiveness of these advanced segmentation approaches compared to the traditional market segmentation approach. (Part 3 is worth 50% of the answer)

 

Part B: Students to answer 2 question of their choice

 

Q3. You are applying for a graduate marketing role through a recruitment company for an unspecified client. Part of the graduate screening process requires them to determine whether or not you understand the relationship between traditional integrated marketing communications, the rise of digital marketing and current media consumption behaviours of key Australian generations.

 

Show that you have an understanding of the topic area by:

 

  1. Providing key definitions and concepts
  2. Drawing the key models relevant for the topic
  3. Identifying real examples of how companies are using IMC to reach different generational groups.
  4. In particular, they want your opinion on whether or not traditional integrated marketing IMC is on the decline and no longer as relevant for marketers with the rise of digital marketing. (Part 4 is worth 50% of the answer)

 

 

Q4: You have been asked to show your understanding of the agency/client relationship as part of a job interview for Universal McCann Australia (UM).

 

Show your understanding by specifically,

  1. Briefly describing the client/agency relationship
  2. Outlining best practice in these relationships
  3. Explaining what you think are the key success factors in these relationships.
  4. Providing your own opinion on the degree to which a good quality brief matters in terms of a successful relationship between the client and agency. (Part 4 is worth 50% of the answer)

 

Q.5:  You are applying for a graduate marketing role through a recruitment company for a major sporting good and clothing company. Part of the graduate screening process requires them to determine whether or not you understand how using influencers can help their marketing efforts.

 

Show that you have an understanding of the topic area by:

 

  1. Providing key definitions and concepts
  2. Drawing the key models relevant for the topic
  3. Identifying real examples of how companies are using IMC to reach different generational groups.
  4. In particular, they want your opinion on whether or not traditional integrated marketing IMC is on the decline and no longer as relevant for marketers with the rise of digital marketing. (Part 4 is worth 50% of the answer)

 

Q6. You are applying for a graduate marketing role through a recruitment company for an unspecified client. Part of the graduate screening process requires them to determine your viewpoint on the ethical issues relating to marketing communications.

 

Specifically you are to:

 

  1. Outline the key concepts
  2. Identify examples of companies perceived to be behaving ethically or unethically in relation to their digital marketing activities.
  3. Provide your own opinion of the ethical issues regarding the use of marketing communications in reaching customers and its implications for marketers in the future. (Part 3 is worth 50% of the answer)