Assignment 3: Final Project (Individual)
Length: about 3,000 words (excluding references and tables/graphs/screenshots/scribbles)
This final project is designed to encourage you to consider current research and practices in the field
of advertising and integrated marketing communications. Your project topic needs to be approved
by the lecturer/course coordinator. It provides you with the opportunity to relate ideas and
concepts of advertising to the profession/industry you would like to work in after you have finished
your studies. Think about this assignment as a piece of work you would like to include into your
portfolio for job applications. You can either write an academic essay or use other media and means
for communicating your chosen topic (photo-essays, blogs etc.).
On the following pages you will see some detailed rubrics that are used to grade your work.
They are broken into the following categories:
Topic selection: Your paper/project identifies a very interesting, focused, and complex topic
that addresses potentially significant yet previously less-exploredaspects ofthe issue.
Literature review and related relevant research: You demonstrate sufficient research into your
chosen topic, using relevant and current academic journal articles and/or relevant industry sources/
publications.
Findings and discussion: You present your findings in a comprehensive and meaningful way. Your
arguments are constructed in a logical and coherent manner. You critically discuss your findings,
referring to findings in the literature. You demonstrate analytically how your own findings support,
challenge or contradict what you found in the literature. You present clear and logical conclusions
and outline the limitations of your study/project.
Document Presentation: Your document is logically structured and the transitions from one section
to the other flow nicely. It uses concise, fluent sentences, correct grammar, spelling, punctuation
and formatting. All sources are referenced correctly and consistently, preferably in APA-style. The
report is submitted in time and adheres to the word limit. Also, you demonstrate care and creativity
in terms of design/layout.
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