The authentic final assessment task is worth a total of 50 marks. There are four compulsory questions related to the case. Students are required to answer all four questions in the order given. Each question is worth 12.5 marks in total.
marketing
Description
Questions
The authentic final assessment task is worth a total of 50 marks.
There are four compulsory questions related to the case.
Students are required to answer all four questions in the order given.
Each question is worth 12.5 marks in total.
Question One (600-word limit)
·
What
are the key challenges facing Maria Jacobs and her team? What are the goals of
the marketing communications campaign?
(12.5 marks)
Question Two (600-word limit)
·
What
market information is most relevant to make an argument for a brand
repositioning? How does this repositioning differentiate the brand from the
competition? In answering this question consider each competitor's current
positioning.
(12.5 marks)
Question Three (600-word limit)
·
What
is the most important information that needs to go into the client brief so
that the agency understands both the strategic direction of the brand and the
goals of the brand management team? How could this important information enable
the agency to brainstorm the creative idea?
(12.5 marks)
Question Four (600-word limit)
·
What
are your recommendations about the media (traditional and new) and other IMC
activities that should be used over the first six months of the Axe campaign?
Note in your answer how this relates to the strengths and weaknesses of the
different media elements and IMC activities.
