Advertising media and branding

ACADEMIC PAPER

Description: • Individual task. • A Brand will be assigned to you. • You have to write a paper answering the questions stablished in this brief.

Questions: 1. Media Strategy: Identify the Brand’s media strategy differentiating between Paid, Own and Earned media. 2. Media Reach and Frequency: Explain how your Brand intends to optimize its Media Reach. 3. Media Coverage: Explain the geographic coverage used by your Brand. 4. Media Efficiency: Based on your research of the Brand, do you think they are achieving an efficient CPM/GRP outcome? 5. Reputation Management: Perform secondary research online to identify positive and negative reputation issues that your brand may have.

Formalities: • Wordcount: From 1000 to 1500 words. • Cover, Table of Contents, References and Appendix are excluded of the total wordcount. • Font: Arial 12,5 pts. • Text alignment: Justified. • The in-text References and the Bibliography have to be in Harvard’s citation style.

Assignment Launch: Week 10.

Submission: Week 13 – Via Moodle (Turnitin). Submission will be accepted all Week 13: From the 4th to the 10th of May at 23:59hrs (Barcelona’s time).

Weight: This task is a 45% of your total grade for this subject.

Outcomes: This task assesses the following learning outcomes: • Demonstrate an understanding of the complexities of strategic management. • Analyze and explain the concepts, principles and practice associated with strategy formulation and implementation.

BCO128 ADVERTISING, MEDIA AND BRANDING – Task brief & rubrics

Rubrics

Exceptional 90-100

Good 80-89

Fair 70-79

Marginal fail 60-69

Knowledge & Understanding

(20%)

Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.

Student understands the task and provides minimum theory and/or some use of vocabulary.

Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.

Application (30%)

Student applies fully relevant knowledge from the topics delivered in class.

Student applies mostly relevant knowledge from the topics delivered in class.

Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.

Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident.

Evaluation (30%)

Student evaluates the findings in excellent ways, drawing outstanding conclusions and proposing new paths of work.

Student evaluates the findings in a significant manned, drawing some conclusions and proposals.

Student creates a fair report but misses some elements learned in class. Misunderstandings may be evident.

Student creates an incomplete report plan with some important missing elements and/or some irrelevant details.

Communication (20%)

Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.

Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.