Omnichannel Marketing Curtin University Omnichannel Marketing A2: Omnichannel Campaigns and measurement
Assessment 2 Information Subject Code: Subject Name: Assessment Title: Assessment Type: Length: Weighting: Total Marks: Submission: Due Date: MKT204 Omnichannel Marketing Omnichannel Campaigns and measurement Individual video recording 8 minutes 30% 100 Online Week 9 . Your task Individually, you are required to record a 8-minute video in which you are evaluating the chosen brand’s omnichannel marketing campaign and measure its effectiveness. Assessment Description In this individual assessment, students will be given an opportunity to identify and evaluate the factors in an Omnichannel marketing campaign by reflecting on and communicating their capacity to explore and understand the omnichannel marketing framework and measures. Assessment Instructions For the purpose of this assessment, consider that you are working for the same brand as you did in Assessment 1. Complete the following steps. • Step 1: Outline the omnichannel campaign framework of the Brand discussed in Workshop 7. • Step 2: Determine all of the touch points during the customer journey with your brand. • Step 3: Reveal the underlying gaps in the customer experience of the brand that you can suggest for improvement. • Step 4: Identity what metrics you would use to measure the effectiveness of the omnichannel campaign for the brand and provide your rationales for it. COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information In preparing for this assessment, you must note the following aspects: • • • • The video recording should not exceed 10 minutes. Video presentation instructions: • A PowerPoint or any other visual tool such as Prezi is required. • Necessary to see your face clearly – video recordings without a clear view of your face will not be marked. • This is a presentation, not an assessment of how well you can read, so avoid reading from a text. Study the attached assessment rubric carefully. Watch the assignment briefing webinar conducted by the Subject Coordinator. Use of Generative Artificial Intelligence The assessment tasks in this subject require you to demonstrate your learning, and while the use of generative artificial intelligence is not prohibited at Kaplan Business School, it is important to understand that information generated by GenAI tools, such as ChatGPT, Copilot, and DALL-E, may be unreliable, inaccurate, and incorrect. Therefore, you must ensure you use these tools cautiously and only as an aiding tool to help you find relevant sources of information or form an understanding of a concept or theory. In doing so, you must acknowledge GenAI use via appropriate in-text citation and referencing. Use of GenAI tools that extend beyond this will be considered a breach of academic conduct, as per KBS’s Academic Integrity and Conduct Policy. Assignment Submission Students are encouraged to submit their work well before the deadline to avoid technical difficulties. For those students who have limited experience in video-making techniques, it is recommended to read a video FAQs document available to you under the assessments tab in MyKBS. Late Submission of Assignments Penalties will be imposed on late assignment submissions in accordance with Table 1 unless approval in advance has been granted. For more information, please read the full policy by visiting the following site: https://www.kbs.edu.au/admissions/forms-and-policies COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information Academic Integrity Policy KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy. • • • • What are academic integrity and misconduct? What are the penalties for academic misconduct? What are the late penalties? How can I appeal my grade? The answers to these questions can be accessed at https://www.kbs.edu.au/about-us/school-policies. Length Limits for Assessments Penalties may be applied for assessment submissions that exceed prescribed limits. Study Assistance Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Further details can be accessed at https://elearning.kbs.edu.au/course/view.php?id=1481. COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information MKT204 Assessment 2 Marking Rubric – Individual Video Presentation 30% Marking Criteria (__/100) Omnichannel Campaign Framework F (Fail) P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100% 0-34% 35-49% You have not fully applied a limited omnichannel campaign framework. Your application of the omnichannel campaign framework is developing. You have adequately provided factors under the omnichannel campaign framework. You have provided a clearly articulated omnichannel campaign framework. You have provided a clear omnichannel campaign framework along with sufficient detail. You have provided a clearly articulated omnichannel campaign framework with a professional level of detail. You have identified incoherent customer touchpoints of the brand that demonstrate inadequate or no understanding of omnichannel marketing You listed somewhat relevant suggestions to the gap analysis demonstrating a limited ability to apply content. You have identified incoherent customer touchpoints of the brand that demonstrate a developing understanding of omnichannel marketing. You have described somewhat relevant suggestions to the gap analysis, demonstrating a developing ability to apply content. You have demonstrated a developing understanding of metrics that the brand uses to measure the effectiveness of its campaign. Your submission is supported by a suitable selection of scholarly literature demonstrating a developing knowledge of theories covered in the assessment. You have identified and discussed somewhat relevant customer touchpoints of the brand that demonstrate a limited understanding of omnichannel marketing. You have described somewhat viable suggestions for the gap analysis, demonstrating an ability to apply content. You have identified and discussed mostly relevant customer touchpoints of the brand that demonstrate an adequate understanding of omnichannel marketing. You have provided viable suggestions for the gap analysis, demonstrating a sufficient ability to apply content. You have identified and discussed relevant customer touchpoints of the brand that demonstrate a sufficient understanding of omnichannel marketing. You have identified and discussed well-thought-out customer touchpoints of the brand that demonstrate an expert understanding of omnichannel marketing. You have provided viable suggestions for the gap analysis, demonstrating a comprehensive ability to apply content. You have provided viable suggestions for the gap analysis, demonstrating an expert ability to apply content. You have demonstrated a basic understanding of metrics that the brand uses to measure the effectiveness of its campaign. You have demonstrated a sufficient understanding of the metrics that the brand uses to measure the effectiveness of its campaign. You have demonstrated a comprehensive understanding of metrics that the brand uses to measure the effectiveness of its campaign. You have demonstrated an expert understanding of metrics that the brand uses to measure the effectiveness of its campaign. Your submission is supported by a suitable selection of scholarly literature that demonstrates an adequate knowledge of the theories covered in the assessment. Your submission is supported by a suitable selection of scholarly literature demonstrating sufficient knowledge of theories covered in the assessment. Your submission is supported by a suitable selection of scholarly literature demonstrating sufficient knowledge of consumer theories covered in the assessment. Your submission is supported by an extensive selection of scholarly literature demonstrating an expert knowledge of theories covered in the assessment. You prepared and used generic PowerPoint slides that adequately aid the recording and delivery of your video. You prepared and used detailed PowerPoint slides that adequately aid the recording and delivery of your video. You prepared and used detailed PowerPoint slides that sufficiently aid the recording and delivery of your video. You prepared and used detailed PowerPoint slides that comprehensively aid the recording and delivery of your video. You prepared and used excellent PowerPoint slides that enhanced the quality of the recording and delivery of your video. __/20 marks Customer’s Touchpoints __/20 marks Gap Analysis and Suggestions __/20 marks Metrics __/20 marks Research __/10 Visual aids and video delivery __/10 marks You have demonstrated a limited understanding of metrics that the brand uses to measure the effectiveness of its campaign. Your submission is supported by a suitable selection of scholarly literature demonstrating a developing understanding of the theories covered in the assessment. You prepared and used generic PowerPoint slides that aid the recording and delivery of your video in a limited way. Feedback and Grades will be released via MyKBS COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
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