Week Lead by
Hours Content Portfolio
1 CR 2X2 hrs each week Introduction to the module - Formations of Group IMC introduction and promotional mix Small Group Activity : Identify different formats/ categories in small groups and pick one and develop a poster (different format/ categories are TV advert, print advert, radio ad, guerrilla campaign, viral campaign, online ads etc). The poster should include: outline advantages and disadvantages and give an example that reflects these. Students can go to the library or stay in class to produce the poster, A3 paper sheets will be provided All posters need to be handed to the lecturer and will be put up for further analysis. One person per group needs to explain the poster.
Poster will be assessed by students based on four criteria: Presentation
Clarity of message
Advantages and disadvantages
Development and Insight Each member in group forward their assessment of the poster and group consensus reached within each group to grade each poster on a scale of 1 to 5, where 1= poor and 5 = = excellent. Posters receive Best Poster Category Award & Best Poster Award
Poster (take a picture with your phone and submit it to Surreylearn under Posters)
2 CR 2X2 hrs each week Brand & Perspectives on Branding and Strategy 'Brand' Terminology & Brand equity. Brand Communication Strategies - Case Study (max 5 pages, save as PDF). Case study includes slide that shows sources of connectivity. Students should use the information provided on Surreylearn to develop a Case Study
Case Study on Brand Communication strategy Presentation:
1. Connecting the consumer to the brand - Students should find a brand that follows the sources of connectivity, explain how the brand uses these sources and maybe link it to the promotional mix and marketing activities as examples. 2. Brand naming strategy - identify the brand name type Brand name process - developing a brand name. 3. Imagine you are asked to develop a new brand name - follow the brand process steps to develop a new brand name (develop a small presentation that shows this process and introduces the new brand name, max. 5 PPT slides, Prezi). Debrief and 5 presentations.
Brand naming process
3 CR 2X2 hrs each week
Creative Strategy & Media Planning Objectives, Creative Strategy and Tactics. - choose a Print advert and analyse it, follow the steps discussed and relate to previous workshops, write a 750 word document in report format and submit to Surreylearn, 5 groups will present their analysis. Strategies in Media Planning - lecture and small group activities
Print advert analysis (750 words)
4 CR 2X2 hrs each week
Market Research & Evaluation Market Research (Why-What is it- How does it operate). The Market Research Process and types of methods. Small group activity on new flavours development and testing for a food product of their choosing. Groups need to develop a flow chart with the research process/steps they would...