Strategic Campaign Development – Assessment Brief
Learning outcomes
- Analyse industry sourced Paid, Owned and Earned global marketing communications strategies and tactics, with a focus on digital and emerging techniques
- Formulate critical review with effective synthesis and application of sophisticated marketing concepts
Remember
What is Critical Thinking?
- ‘Critically analyse the marketing environment and think creatively to generate strategic solutions’ (Curtin University)
- Apply logical; rational and reflective processes in complex decision making (Curtin University)
- ‘The ability to examine new information and competing ideas dispassionately, logically, and without emotional or personal preconceptions.’ (The Death of expertise, Tom Nichols)
Why is it important?
- Critical to higher-level learning
- Develops your ability to identify and evaluate important problems and creatively solve them
- Ethical and responsible reasoning and judgment
Part A – Global Brand Critique (Weekly Presentations, from TW6-12)
Groups will be randomly assigned presentation weeks by their tutor by the start of teaching week 5. The assigned presentation week will determine the learning module concepts to apply for the presentation (see Table 1).
The 10 minute presentation (plus 2 mins for Q&A) is to cover the following:
Introduction to brand / organisation and it’s S.T.P. – description of 1 primary target market, brief overview of 1 secondary segment, and discussion of the brand / organization’s positioning (including perceptual map) [2 mins
Category Entry Points and Customer (C.X.) Journey – discuss what category entry points (R.O.M.I.s) open the target market into a ‘decision making process’ for the brand / organization, and a typical ‘customer (CX) journey’ for the target market [2 mins]
Critique of 2 positive IGC tactics – tactics from the learning modules assigned in Table 1 [4 mins]
- Describe the execution of ICG tactics
- What value does it provide to the brand / organization
- How did the brand use complementary IGCs to maximize the value
Critique of 1 negative IGC tactic – tactic from the learning modules assigned in Table 1 [2 mins]
- Describe the ICG tactic
- What damage does it do to the brand / organization
- How could the brand use complementary IGCs to enhance the value of the tactic
Critique of 2 of the brand / organisation’s social media platforms relative to 1 competitor – 1 from Facebook, Instagram, or Twitter, AND 1 from any other social media platform [2 mins]
- The purpose of the social medias within the brand / organizations’ IGCs
- How the brand / organizations use their social media platforms to generate earned media
- Comparison of qualitative and quantitative EARNED media
- Overall judgement of which is the most effective, and why
