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 Ace my homework – Write my essay – Harvard Referencing. Get custom essay samples and course-specific study resources via course hero homework for you service – Include in-text referencing and a reference list as per the Macleay College FAQ and Tips On Ace my homework – Write my essay – 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
—
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. Ace my homework – Write my essay – Harvard Referencing must be used to reference all images and sources. According to the Macleay College FAQ and Tips On Ace my homework – Write my essay – 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.

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