Assessment 1 (Identify and Evaluate Social Marketing Campaigns)
For assessment 1
(1A & 1B) you will identify a sample of 2 social marketing campaigns developed on
the same social problem and compare the campaigns' effectiveness.
The social problem must address one of the goals listed in the United Nations’ Sustainability
Development Goals (SDGs) Agenda.
Do Not use ‘Plastic Pollution’ case as it is the class discussion
case but you can pick on any other case that align with the SDGs agenda.
Assignment 1B
Evaluate Social Marketing Campaigns
Instructions
Based on the TWO social marketing campaigns that you submitted in your assignment 1A, now in
this assignment 1B evaluate the effectiveness of the campaigns. For this assignment select TWO key
attributes (from 10 evaluation questions – see Week 3) that you want to use for the comparison.
This 20% assessment is equivalent to 700 words.
Kindly use the following outlines as your report structure:
Title page
Introduction
Brief background about the two campaigns (50 words)
Body of Analysis : Key attributes for evaluation
➢ Evaluation of attribute 1 (300 words)
• Explanation and evidence that support your arguments.
➢ Evaluation of attribute 2 (300 words)
• Explanation and evidence that support your arguments.
Note [not required to provide any recommendations]
Conclusion of Evaluation (50 words)
• Consider - Did the campaigns achieved the objectives as intended?
Reference List
Refer to ‘Assessment Task 1B’ – rubric
Submission Guidelines
You should submit using the LMS submission link for this assignment. Remember
that, the report should:
a) Provide title of the assignment (state the social problem), student full name and student number,
subject code and title, and name of the tutor.
b) Write approximately 700 words (+/- 10%).
c)Table of content, references and appendices not included in the word limit.
d) Do not provide executive summary
e) Use Calibri 12 point font, 1.5 line spacing
f) Reference carefully using the APA 7 referencing system. Students may use any source of
references.
g) Include an in-text citation when you refer to, summarize, paraphrase, or quote from
another source.
h) Start a new paragraph when a new or different point/topic/issue is to be discussed.
i)Avoid writing lengthy sentences and large paragraphs.
j) Demonstrate ability to present a well written and well-structured report.
Recommended reading resources:
Check Week 3 ‘Week in Review’ for reading resources.
Text similarity:
You can submit your draft twice to check the Turnitin score but this has to be done 24 hours
prior to the deadline. Please keep the Turnitin text similarity score at a minimum
(recommend below 15%). Assignments with poor referencing, or 25% similarity score or
higher may be penalized and referred to Academic Integrity team.
Extensions:
Teaching staff will not be able to grant extensions to students. Students can seek extensions
using the Special Consideration link. Link information available on the subject learning guide.
MKT3SEM Rubric - Assessment Task 1B [Social Marketing Campaign Evaluation] 20%
*an overall rating out of 100 will be assigned.
Criteria Scale
High Distinction Distinction Credit Pass Fail
1. Introduction of
Campaign
(10 marks)
Campaigns
introduced
innovatively,
clearly and in an
interesting way.
Campaigns
introduced
clearly and in
an interesting
way.
Campaigns
introduced
reasonably
and purpose
of intro was
made.
Campaigns
introduced
briefly and
purpose of intro
was moderately
made.
Poor campaign
introduction and
purpose of intro
was not made.
2. Evaluation of
Attribute 1- Main
Body and Content
(30 marks)
Concisely and
clearly
articulated the
important
elements of the
evaluation
attribute.
Provided a
good main
body and
relevant
content for
evaluation
attribute but
minor areas
not clearly
articulated.
Minor
changes/
improvement s required on
the main
body and
content of
the
evaluation
attribute.
Did not cover
key elements of
an effective
evaluation
needed in the
evaluation
attribute main
body and the
content.
Did not consider
most of the
important
elements
needed in the
evaluation
attribute main
body and the
content.
3. Evaluation of
Attribute 2- Main
Body and Content
(30 marks)
Concisely and
clearly
articulated the
important
elements of the
evaluation
attribute.
Provided a
good main
body and
relevant
content for
evaluation
attribute but
minor areas
not clearly
articulated.
Minor
changes/
improvement s required on
the main
body and
content of
the
evaluation
attribute.
Did not cover
key elements of
an effective
evaluation
needed in the
evaluation
attribute main
body and the
content.
Did not consider
most of the
important
elements
needed in the
evaluation
attribute main
body and the
content.
4. Fulfilment of
overall task
(Presentation
Creativity)
(10 marks)
Sophisticated
evaluation
concepts
communicated
through
advanced use of
technique.
Exceeds the
basic task
requirements.
Material
presented is
strongly linked
to evaluation
task;
comprehensio n of evaluation
task is high.
Material
presented is
reasonably
linked to
evaluation
task;
comprehensi on of
evaluation
task is high.
Broadly
completed but
some evaluation
parts are
superficially
treated,
misunderstood,
or nearly
overlooked.
Does not meet
the basic
evaluation task
requirements
and most if not
all parts are
superficially
treated,
misunderstood,
or overlooked.
5. Conclusion of
Evaluation
(10 marks)
Assignment was
concluded
innovatively,
clearly and in an
interesting way.
Assignment
was concluded
clearly and in
an interesting
way.
Purpose of
conclusion
was
reasonably
made
Purpose of
conclusion was
moderately
made.
Poor. Purpose of
conclusion was
not made.
6. Acknowledging
resources (In-text
citation &
referencing)
(APA style)
(10 marks)
Excellent
reference list
which contains
a wide range of
sources.
Citation
presented
correctly.
Good
reference list
which contains
an adequate
range of
sources. Odd
error in
citation style
Reasonable
reference list
but needed
more sources.
Some
referencing
errors.
Reference list is
limited and
needs wider
range of sources.
Several citation
errors.
Lack or no
evidence of
referencing.
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