IMB101FC Introduction to Marketing & Branding

ASSESSMENT 2 BRIEF
Subject Code and TitleIMB101FC Introduction to Marketing & Branding
AssessmentIndividual brand profile
Individual/GroupIndividual
Length700 words (+/- 10%) and imagery
Learning OutcomesThe Subject Learning Outcomes demonstrated by successful completion of the assessment task include: Discuss marketing concepts and their relevance to travel and tourism organisation.Analyse customer needs and outline their implications to organisational marketing and branding objectives.Develop your individual brand as part of your professional career plan considering ethical and sustainable industry practices.
SubmissionDue by 11:55pm AEST Sunday of Week 12
Weighting30%
Total Marks100 marks

Task Summary

In this assessment, you will apply your creativity, knowledge and personal insight to create a unique visual representation of your individual (personal) brand that can be used within the travel and tourism industry. In addition, you will provide a written explanation of the components that represent elements of your career goals, including sustainable and ethical industry practices that will enable you to succeed in your chosen profession.

Context

Effective and targeted branding is essential for the success of an organisation and the same principles can be applied to achieve the same success in our personal branding. The benefits of consciously creating a well-presented personal brand in your career are invaluable. A well-presented personal brand should tell others about who we are, what is important to us and why we do what we do. Working in the travel and tourism industry, a well-presented personal brand will help you connect with potential employers who align with your personal and professional values and career aspirations. Your brand will also help you develop stronger customer relationships to build a stronger professional network, which leads to exceeding business objectives and personal goals.

Task Instructions

There are two (2) sections to Assessment 2: Individual brand profile

  1. Section 1 will require you to create a detailed visual representation of  your individual (personal) brand.
  2. Section 2 requires you to submit a detailed 700 word (+/- 10%) written explanation addressing key elements of the imagery.

To successfully complete Assessment 2, both sections must be completed. Your final submission must include:

Section 1 – The visual representation of your individual (personal) brand

This can be created in your choice of format, such as Instagram, an online vision board, short animation, infographic, video, Facebook, Pinterest, a webpage, etc. This visual representation must be created using technologies commonly used within the travel and tourism industry which can be discussed with your learning facilitator.

Consider the following when creating your visual representation:

  • Your interests, values and beliefs
    • Your strengths, experience and attributes
    • Your career goals, direction and strategic plan
    • Organisations, brands and future potential employers you aspire to work with. For downloadable infographic templates, go to: Freepik

Section 2 – Justification of your use of imagery

Write a 700 word (+/- 10%) summary justifying how the visual representation from Section 1 represents your personal brand and how these would be relevant to the employers and customers you aspire to work with. Your summary must include:

  • A full explanation of your individual (personal) brand imagery and how it relates to your professional career aspirations and addresses ethical and sustainable industry practices
    • Identification of key elements within your individual (personal) brand
    • Identification and explanation of the technology chosen to create your individual (personal) brand
    • Your expected professional outcomes
    • At least two references to relevant resources you have engaged with in the subject so far.

Referencing

You must recognise all sources of information, including images that you include in your work.

It is essential that you use appropriate APA style for citing and referencing research or images used. All referencing must be in accordance with the university’s APA Referencing and Academic Writing

Guide. For more information on referencing, go to https://library.torrens.edu.au/academicskills/apa/tool

Your final submission must demonstrate a thorough and well explained understanding of your individual (personal) brand.

Submission Instructions

Submit your completed Assessment 2: Individual Brand Profile via the Assessment link in the main navigation menu in IMB101FC Introduction to Marketing and Branding. Your assessment will be formally graded via the Grade Centre by your learning facilitator and feedback will be provided through My Grades.

Academic Integrity Declaration

I declare that, except where I have referenced, the work I am submitting for this Assessment task is my own work. I have read and am aware of the Torrens University Australia Academic Integrity Policy and Procedure viewable online at http://www.torrens.edu.au/policies-and-forms

I am aware that I need to keep a copy of all submitted material and their drafts, and I will do so accordingly.

Assessment Rubric

Assessment AttributesFail (Unacceptable) 0-49%Pass (Functional) 50-64%Credit (Proficient) 65-74%Distinction (Advanced) 75 -84%High Distinction (Exceptional) 85-100%
Knowledge and understanding of an Individual (personal) brand profile and its application to professional career aspirations.   50%Limited to no knowledge and understanding of the purpose of an individual (personal) brand and its application to career aspirations.   Key components of the assignment are not addressed.Some knowledge and understanding of the purpose of an individual (personal) brand and its application to career aspirations.   Resembles a recall or summary of key components.   Information, arguments and evidence are presented in a way that is not always clear and logical.Sound knowledge and understanding of the purpose of an individual (personal) brand and its application to professional career aspirations.   Personal opinion and information substantiated by evidence from the research/course materials.   Demonstrates a capacity to explain and apply relevant concepts.   Information, arguments and evidence are well presented. A mostly clear flow of ideas and arguments.Highly developed knowledge and understanding of the purpose of an individual (personal) brand and its application to professional career aspirations.   Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.   Well demonstrated capacity to explain and apply relevant concepts.Sophisticated, advanced knowledge and understanding of the purpose of an individual (personal) brand and its application to professional career aspirations.   Systematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.
Visual representation of individual (personal) brand is relevant, contextual and presented using appropriate technology   40%Demonstrates no awareness of context and/or purpose of the visual representation of an individual (personal) brand.   Representation lacks relevant visual information pertaining to own values, goals, career and industry aspirations.   Use of technology is very limited and/or unaligned to the industry.Demonstrates some awareness of context and/or purpose of the visual representation of an individual (personal) brand.   Representation visually addresses some but not all relevant information pertaining to own values, goals, career and industry aspirations.   Use of technology is satisfactory and somewhat aligned to the industry.Demonstrates consistent awareness of context and/or purpose of the visual representation of an individual (personal) brand.   Representation visually addresses almost all relevant information pertaining to own values, goals, career and industry aspirations.   Good use of technology which is aligned to the industry.Demonstrates an advanced and integrated understanding of context and/or purpose of the visual representation of an individual (personal) brand.   Representation is visually engaging and addresses all relevant information pertaining to own values, goals, career and industry aspirations.   Creative use of technology which is aligned to the industry.Consistently demonstrates an advanced and critical understanding of the context and/or purpose of the visual representation of an individual (personal) brand.   Representation is sophisticated, visually engaging and addresses all relevant information pertaining to own values, goals, career and industry aspirations   Exceptional use of technology which is aligned to the industry.
Correct citation of key resources and evidence   10%Demonstrates inconsistent use of credible and relevant resources to support and develop ideas.   APA referencing is omitted or inadequately addressed.Demonstrates use of credible and relevant resources to support and develop ideas, but these are not always explicit or well developed.   APA referencing is basic, with frequent or repeated errors.Demonstrates use of good quality, credible and relevant resources to support and develop ideas.   APA referencing is adequate, with occasional errors.Demonstrates use of high quality, credible and relevant resources to support and develop ideas and statements. Shows evidence of wide scope within the resources provided for sourcing evidence.   Applies APA referencing techniques with no errors.Demonstrates extensive use of high quality, credible and relevant resources to support and develop ideas and statements. Shows evidence of wide scope beyond the resources provided for sourcing evidence.   Applies APA referencing techniques with no errors.
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