Task Description

For this task, assume that you have been hired as a marketing communication consultant for one of the theme parks in Australia. You have been given the responsibility to develop an integrated marketing communication (IMC) plan for the theme park. Assessment 1 is the first stage of preparing that plan. Assessment 2 is the second stage of the plan. Choose one of the theme parks from the list below:

1. Dreamworld, Gold Coast

2. Luna Park, Sydney & Melbourne

3. Big Banana, Coffs Harbour

4. Adventure World, Perth

Your tasks for assessment 1 are to:

1. Critically research the Australian theme park industry;

2. Evaluate the current brand strategy and positioning of the chosen theme park;

3. Discuss and justify the market segments that your proposed IMC campaign (to be developed in assessment 2) will target.

Assessments 1 and 2 are related and you will be required to complete the IMC plan for the same theme park in Assessment 2. You can use the example of an IMC plan given on pages 498-507 in the textbook as a guide. The preparation for this presentation involves extensive research and you will need to start working on this assessment as early as possible. The PowerPoint slides will need to be uploaded in Moodle under the "Assessment 1" submission link as a .ppt or .pptx file. A font size of at least 20 should be used for the body of the text. This is an individual assessment.

For students located at the local campuses: Students will present their work to the campus tutor and fellow students at a time specified by your tutor, usually in the tutorial of Week 5 (and Week 6 if necessary). You are required to prepare a 5-minute (maximum) PowerPoint presentation that includes a maximum of 10 slides (including title and reference slides). Your presentation should show an application of the concepts, theories, tools and models discussed in the unit. Your assessment will be marked both on the quality and content of the presentation. Your campus lecturer/tutor will mark your presentation which will be moderated by the Unit Co-ordinator.