Advertising Media Branding Project
mohamedabbas77
BCO128AMB-RESITAssignment1.docxBCO128 ADVERTISING, MEDIA AND BRANDING – Task brief & rubrics
ACADEMIC PAPER
Description:
· Individual task.
· This Brand / Market is assigned to you M
ERCEDES-BENZ in your country of origin or residence.
· You have to write a paper answering the questions stablished in this brief.
Questions:
1. Media Strategy: Identify the Brand’s overall media strategy differentiating between Paid, Owned and Earned media.
2. Media Mix and Media Reach: Which are the most used mediums? Are they appropriate in order to reach the key target audiences?
3. Media Efficiency: Based on your research of the Brand, do you think they are achieving an efficient outcome? Are they advertising enough?
4. Advertising Creativity: Briefly analyze the creativity of a recent advertising campaign of the assigned brand in your market.
5. Brand’s Reputation Management: Perform secondary research online to identify positive and negative reputation issues that your brand may have.
Formalities:
· Wordcount: From 1.500 to 2.000 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.
Submission: On Moodle, Sunday 24th of May by 23:59 CEST.
Weight: Resit – worth 100% of the overall grade – Please remember resits are capped at 70%
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.
Rubrics
|
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Exceptional 90-100 |
Good 80-89 |
Fair 70-79 |
Marginal fail 60-69 |
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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. |
