REPORT (3000 words) – INDIVIDUAL
This is an individual report and the following template will provide you a useful structure. Work in a group (4-6) with a designated job role (Account, media, research, creative etc) and but the assessment is an individual report. Use the section 7. Reflection to discuss what lessons you learnt from this process. Indicate that you have worked in a group or in pairs at the start of the report as similar content could result in higher similarity index of Turnitin report.
Executive Summary – NOT REQUIRED
1. Project Overview
(500 words) Team name:
Campaign title:
Campaign background:
– An introduction and overview of your campaign proposal
– The approach you have taken to reach your strategy
– The expected outcome in terms of response
2. Secondary research and analysis
(500 words) – Secondary research
– Situation analysis: who are the competitors, what are the opportunities and trends
3. Strategy (500 words) – Campaign objectives
– Proposed strategy and tactics
– Campaign evaluation: how your campaign’s impact/effectiveness will be evaluated
4. Media (500 words)
– Media strategy and plan
– Media schedule
– Media budget
5. Creative (500 words)
Rationale and description of your creative recommendation:
Campaign idea/theme/style/ and examples of how the idea would be articulated
Tone of Voice
.
7. Reflection (500 words) Your role in the group:
What lessons have you learnt from this process (of working with HAT brief)?
Feel free to use theoretical materials on Moodle (Gibbs’ reflective cycle, Tuckman’s 5 stages of group development, or Belbin’s theory) to help your critical reflection. Main aim is to critically reflect on your experience and the tutor feedback from the formative assessment or any other discussions in the tutorial.
8. References
(Not included in the word count)
Minimum number of references: 5
• Academic literature (e.g., textbooks, peer-reviewed journal articles)
• Industry reports (e.g., MINTEL, others available online from credible third-party companies)
• Trade press, consumer press, credible news (search through the marketing and advertising industry magazines for news reports and analysis) (e.g., Campaign, Marketing Week, Drum)
• For all of the above, WARC [available on Greenwich e-database] has extremely useful resources
*Word count per section is only indicative and does not always have to be met. You can add a section if needed.
Marking Criteria Marks
Content, knowledge and understanding 30
Range and relevance of research informed evidence 25
Cognitive/intellectual skills 30
Communication, organisation and presentation
Graduate employability and application skills 10
Referencing, sourcing, acknowledging and coverage 5
Last Completed Projects
| topic title | academic level | Writer | delivered |
|---|