Internet Marketing Unit Code:

IMKT212 Type of Assessment:
Assessment 4 – Essay Writing (individual) Length/Duration:
2,000 words Unit Learning Outcomes addressed:
1.Understand the main concepts, principles of internetmarketing
2.Apply effective oral and written communication skillsappropriate to internet marketing
3.Discuss current knowledge of how consumers andorganisations use internet marketing
4.Create an effective internet marketing strategies andprograms
5.Assess and evaluate performance and opportunities ofinternet marketing programs
6.Evaluate how consumers and organisations use internetmarketing tools.
7.Assess the structure and function of the internet marketingtools individually or in groupsSubmission Date:
week 14 Assessment Task:
Essay Writing Total Mark:
100 marks Weighting:
Students are advised that any submissions past the due date without an approved extension or without approved extenuating circumstances incurs a 5% penalty per calendar day,
calculated from the total mark
E.g. a task marked out of 40 will incur a 2 mark penalty per calendar day.
More information, please refer to (Documents > Student Policies and Forms > POLICY – Assessment Policy & Procedures – Login Required)
Kent Institute Australia Pty. Ltd.
Assessment Brief ABN 49 003 577 302 CRICOS Code: 00161E RTO Code: 90458
Version 2: 01 February 2019 TEQSA Provider Number: PRV12051
ASSESSMENT DESCRIPTION: Individual Essay Writing – 2,000 words Task 4: Redesigning the internet marketing plan In Task 3 you developed a marketing plan for a small or medium sized TRAVEL company in Australia. For Task 4, write a essay on how you would redesign your online marketing plan for the current Covid 19 crisis. Emphasise the following issues:
•Your company’s new positioning & differentiation strategies
•Possible new target market
•Proposed new marketing mix.
Base your answers on relevant Internet Marketing theories from the textbooks and journals. You must give references for all the statements you give in your answer.
The final assessment for all students is due on the Friday of Week 14.
The assignment must be submitted online in Moodle. All materials must be submitted electronically in Microsoft Word format (other formats e.g., pdf or mac file may not be readable by markers). No paper based or hardcopy submission will be accepted.
Please note that this is an individual assessment and any similarity score greater than 20% will be treated as academic misconduct.
MARKING GUIDE (RUBRIC):Marking Criteria Lecturer Expectation Marks Comments
Make good use of sources to support idea of the essay
Students should research extensively on this topic
The essay is coherent and flows well
Information can come from journal articles, business magazines and textbooks
Topics and materials ae conveyed smoothly
The structure of the essay should have an introduction, body and conclusion
Language Presentation
Good standard of writing
Attention should be paid to punctuation, grammar and spelling.
Good attempt of
reference sources
Keep internet based
references to a
Assignments should usually incorporate a formal introduction, main points and conclusion, and will be fully referenced including a reference list.
The work must be fully referenced with in-text citations and a reference list at the end. We strongly recommend you to refer to the Academic Learning Skills materials available in the Moodle. For details please click the link and download the file “Harvard Referencing Workbook”. Appropriate academic writing and referencing are inevitable academic skills that you must develop and demonstrate.
We recommend a minimum of FIVE references, unless instructed differently by your lecturer. Unless specifically instructed otherwise by your lecturer, any paper with less than FIVE references may be failed. Work that includes sources that are not properly referenced according to the “Harvard Referencing Workbook” will be penalised.
Marks will be deducted for failure to adhere to the word count – as a general rule you may go over or under by 10% than the stated length.
High quality work must be fully referenced with in-text citations and a reference list at the end. We recommend you work with your Academic Learning Support (ALS) site ( available in Moodle to ensure that you reference correctly.
References are assessed for their quality. You should draw on quality academic sources, such as books, chapters from edited books, journals etc. Your textbook can be used as a reference, but not the lecturer notes. We want to see evidence that you are capable of conducting your own research. Also, in order to help markers determine students’ understanding of the work they cite, all in-text references (not just direct quotes) must include the specific page number/s if shown in the original. Before preparing your assignment or own contribution, please review this ‘YouTube’ video by clicking on the following link: Plagiarism: How to avoid it
You can search for peer-reviewed journal articles, which you can find in the online journal databases and which can be accessed from the library homepage. Wikipedia, online dictionaries and online encyclopaedias are acceptable as a starting point to gain knowledge about a topic, but should not be overused – these should constitute no more than 10% of your total list of references/sources. Additional information and literature can be used where these are produced by legitimate sources, such as government departments, research institutes such as the NHMRC, or international organisations such as the World Health Organisation (WHO). Legitimate organisations and government departments produce peer reviewed reports and articles and are therefore very useful and mostly very current. The content of the following link explains why it is not acceptable to use non-peer reviewed websites: Why can’t I just Google? (thanks to La Trobe University for this video).
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