Task Description: The report allows you to demonstrate critical thinking and persuasive
writing skills via the position taken on traditional media communication. Resources that
students should utilise include academic journal articles, industry reports, and the course
content (See iLearn for details). Students will submit a 1000-word report demonstrating your
knowledge on key IMC issues discussed throughout the semester.
Learning Outcomes Assessed
ULO1: Identify and define key terms, concepts, frameworks and models of marketing
communications.
ULO2: Employ critical thinking techniques to solve problems, both as an individual and in a
group.
Reflection Details
Is traditional marketing communication (e.g. television, radio, print, outdoor) still a relevant
way of communicating with customers?
This report targets the development of students’ understanding of integrated marketing
communications as it applies to real world issues. It focuses on enhancing critical thinking
skills, persuasive writing, and encourages students to understand the complex nature of
consumer expectations towards marketing communications.
The question is intentionally broad to allow students to focus on relevant communication issues
of interest to them, and medium examples provided in the questions are suggestions only.
Students must choose to argue one side of the argument (i.e. positive or negative), and provide
sound justification for their position. Please use paragraphs and avoid the use of bullet points.
Each report must be supported by both theory and industry insights. The theory should be based
on a minimum of 3 journal articles (from sources classified as peer reviewed journals), and,
should demonstrate a clear understanding and articulation of scholarly research on the topic.
The examples should not be drawn from personal experience, but, should be drawn from at
least 2 reputable industry reports (eg. McKinsey, Deloitte, IBISWorld etc). You use of brand
Dr. Kay Naumann S2 2021
examples should be secondary to your focus on theoretical analysis and critical discussion. See
rubric on iLearn (PDF) for grade level requirements.
Suggested Refection Structure (1000 words):
• Introduction: Establish the direction of the report
o Provide an overview of the report topic including any key definitions.
o State assumptions on target audience, industry, or product category you are
using to explore the relevance on traditional media.
o State the medium(s) you are exploring.
• Body: Provide a rational for your position using evidence from
o Academic journal articles (minimum 3)
o Industry reports (minimum 2)
o Additional sources used for metrics and other consumer insight.
• Conclusion: Summarise main findings of report.
o Highlight the impact of findings for the study of marketing communications.
Recent Comments