Paper Grading Guide



Integrated Marketing Concepts and Application Paper Grading Guide

MKT/544 Version 2

Integrated Marketing Communications

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Individual Assignment: Integrated Marketing Concepts and Application Paper

Purpose of Assignment

The Integrated Marketing Concepts and Applications paper will required students to describe the various components of integrated marketing communications. It will test their understanding of the concepts in clear, specific, and concise terms. Students must demonstrate how these components will help promote the brand image of the product, company, and its value proposition. The second part of the paper focuses on examples of two companies that have successfully used most if not all these components in their IMC plans (for example their digital marketing strategy or their advertising campaign).

Grading Guide

|Content |Met |Partially Met |Not Met |Comments: |

|The student selects two companies that have successfully | | | | |

|integrated some or most of these components into their IMC | | | | |

|Plan. | | | | |

|The student determines if the campaign helped the company build| | | | |

|or reinforce a brand image. | | | | |

|The student describes the company’s value principle and how it | | | | |

|ties into the branding message. | | | | |

|The paper is 1,050 words in length. | | | | |

| | |Total Available |Total Earned | |

| | | | | |

| | |70 |#/70 | |

|Writing Guidelines |Met |Partially Met |Not Met |Comments: |

|Intellectual property is recognized with in-text citations and | | | | |

|a reference page. | | | | |

|Paragraph and sentence transitions are present, logical, and | | | | |

|maintain the flow throughout the paper. | | | | |

|Sentences are complete, clear, and concise. | | | | |

|Rules of grammar and usage are followed including spelling and | | | | |

|punctuation. | | | | |

| | |Total Available |Total Earned | |

|  | |30 |#/30 | |

|Assignment Total |

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