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Integrated Marketing Communications

MKTG204
Integrated Marketing Communications
Department of Marketing and Management
Faculty of Business and Economics

D1 Day; Offered in Session 2, North Ryde 2017

Assessment Task 2b:
Consumer insight report

Student ID

First name and last name

Tutor/Tutorial class: e.g. XXXX, Y a.m. Sunday

Your report should be written in 12-point Times New Roman, single space. Your report must not exceed 3.5 pages excluding the cover page and appendices. Your report should have logical flow of argument. Succinct. Well signposted. Tables, graphs and diagrams are appropriately used to present the evaluation of findings in an easy to read format. No missing, incorrect or inconsistent references.

1. Executive summary

Write half a page.

Excellent summary of findings and discussion. The key findings and discussion are simplified and concise. Sharp articulation on the important role of consumer insight research as a way to inform subsequent IMC planning stages/campaigns

Delete this guideline in your final copy.

2. Evaluation of the findings

Write two pages excluding figures and tables.

Complete analysis of findings. Interpretations of numerical results are completely accurate.

Delete this guideline in your final copy.

3. Recommendations and justifications

Write one page.

Excellent discussion of how results could help shape the development of the subsequent marketing communications campaign. Excellent support provided from research on academic and/or industry articles.

Delete this guideline in your final copy.

References

Appendix



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