Summative Assessment 2 – Vlog (video blog) Presentation, Group assessment, 15 minutes video piece to be uploaded onto YouTube (40% TMM)
Acting as a Marketing Communications Research Advisory and Trends Forecasting firm, students will be required to produce a piece of business video journalism that highlights and investigates a campaign of your choice. As a team, students will draw from the collective content and insight that they have accumulated from their individual reports if they wish.
The students’ role is not to give a historical overview of the company or product/service – but instead to focus on the promotional activities. Key areas to cover:
What type(s) of Marketing Communication are you covering? For example: Television/Print/Billboard/Radio/Online Advertisement, PR, Sponsorship, Endorsement, etc
How have you judged the campaign’s effectiveness?
Who are the desired target audience(s) of the campaign that you have chosen and what relationship do they have with the branded product/service? You will be expected to define and focus on two consumer segments. There needs to be a clear definition of several unique attributes for each consumer segment. Beyond this, also offer an appreciation of mapping how they think, feel and do – and whether the promotional activities are eliciting expected traits or creating new ones.
What are the key facts and pieces of information communicated in the campaign?
What is the strategic approach? Consider for example the use of design, semiotics, colors, typography, humor, music, product placement, celebrity endorsement etc.
Where do they communicate these elements? What are the integrated marketing channels, and where are the touch-points and moments of truth? What are the respective strengths and weaknesses of each of these?
Why do you feel that these audiences have been worth targeting?
How is this campaign effective? You should investigate concepts of how promotions shape and drive, amongst others: awareness, liking, conviction, preference, and purchase; involvement; cognition; emotion; rationality; impulse; habit; loyalty; nature of transactions (recency, frequency and monetary value).
How is this campaign different to their previous activities or those of competitors?
Why is a marketing communications-led approach the best way to achieve marketing and wider business objectives, beyond others?
Technical details and guidance
You should form groups of approximately 5 members
Video recording will be undertaken outside of class time, and you are free to record anywhere
All of you should appear in the video
It is expected that recording will be done using smart phones, although you can use other equipment
You should underpin your analysis and discussions with literature, secondary data and news stories
You are encouraged to use charts and diagrams
You can vox pop interview colleagues, professionals, or members of the public
You can include images and video footage of examples, but be careful of copyright infringements
This means that you have plenty of time and can make as many attempts as you want to make it perfect. You have the freedom to film a static camera conventional style presentation; or if you prefer, something closer to a news-style piece, where you can edit together footage filmed at various locations, incorporating interviews with other people, and graphics.
You should submit a Word/PDF document through the Blackboard module portal, containing:
Module title, code, and tutor’s name
A video title that matches that of your YouTube video
A link to your video that is live at the time of submission and remains live. You can choose to make this video public or unlisted. Unlisted means that the video is undiscoverable unless you have the full link details – so you will have privacy. However, we encourage you to make it public, as this is fantastic piece of content to help market yourself and increase your employability potential. Please do not make the video private, as viewers can only view it through email address permission, and this will mean that module assessment moderators and external examiners will not be able to access it
The names of all group members
A 150-200-word Executive Summary
Full reference list, adhering to Harvard protocol
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