COM388 Tutor-Marked Assignment 1January 2025 SUSS : Communication Campaign Planning, Singapore

It is strongly recommended that you make an early submission to check the originality report and, if necessary, make amendments to your document for resubmission. Note that the Turnitin report is usually generated immediately after the first submission, however, subsequent reports may take up to one day to generate. Do note that Turnitin will not accept any further submissions AFTER the cut-off time. There is a 12-hour grace period after the cut-off time, which is not an extended deadline but solely meant for solving any technical problems that you may encounter while attempting to make a submission before the cut-off time. Please email Canvas Support immediately (with relevant screenshots and your TMA attached) and follow up with Canvas Support first thing in the morning to ensure that the problem is resolved before the grace period is over.
One late submission is allowed only if no prior submissions were made before the cut-off time.
Do note that the Canvas system will automatically deduct penalty marks for every day that your assignment is late. With this automatic deduction, there will be no need to request for extensions from your tutor because your tutor does not have the mandate to over-ride the Canvas system settings. You will need to form your own judgement as to how many marks you are willing to forego for each extra day that you gain to work on your assignment.
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Backup your TMA at all times. Once you have uploaded your TMA (in Word document format only), retain the Turnitin digital receipt as evidence of a successful submission. View your submission to ensure that the entire document has been uploaded successfully.
Plagiarism and Collusion
The assignment is to be completed on your own. You may discuss the TMA with your coursemates; however, the assignment must be written independently. Do not share your notes, draft or final TMA with anyone before the marked TMAs are returned to you.
Avoid plagiarism by giving yourself sufficient time to research and understand the material so that you can write up your assignment in your own words. Quotations should be used sparingly.
Simply citing the source of ‘copied’ chunks of text does not excuse it from plagiarism. Do ensure that any paraphrasing is done appropriately, even if you use text from your own work that you have submitted as part of another assignment for the same or another course.
The University takes a very serious view of plagiarism (passing off someone else’s ideas as your own, or recycling of contents from your own earlier marked TMA from the same course or another course) and collusion (submitting an assignment which is the same or very similar to another student’s). Both are very serious academic offences. Please refer to the Student Handbook on the penalties of plagiarism or collusion. You are strongly advised to submit your TMA early, check the plagiarism report yourself, and if needed revise and resubmit your TMA before the submission deadline.

Format Requirements:
• A cover page to include course code, course title, assessment title, student name, and student PI number.
• Font Style: Times New Roman; Font Size: 12; Line Spacing: 1.5 lines.
• Include the page number on each page.
• In-text citation and referencing in APA style.
Self-Declaration form on Academic Integrity:
Include the self-declaration form in all your TMAs (after cover page). A penalty of 5 marks deduction will be imposed if this self-declaration form is incomplete, inaccurate, or missing from the final submission of your assignment. Appeals concerning the self-declaration form will not be entertained.
Answer the following question. (100 marks)

Question

Examine the Beyond The Label campaign, which is led by the National Council of Social Service, to widen community support for persons with mental health conditions.
The campaign aims to connect the public to mental health community services and resources and enable more individuals to easily access the support they require. Details can be found at https://www.ncss.gov.sg/our-initiatives/beyond-the-label.
Prepare a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis where you will identify the opportunities/threats as well as appraise the strengths/weaknesses of the campaign.
In your analysis, identify the target audiences and conduct formative research on the various communication issues in view of the target group.
(80 marks)
Pay attention to language, organisation and APA citation and referencing in your writing.
(20 marks)
The analysis report should contain no more than 1,000 words (excluding references). It will be graded in terms of content and quality of arguments, as well as the quality of scholarly writing, e.g. use of APA citation style, list of references etc. All sources utilised for the report must be cited and referenced.