ASSESSMENT TASK: CASE STUDY ANALYSIS
PURPOSE
The purpose of this Case Study is to introduce to participants at the higher level education program the techniques and methodologies to analyse a marketing case.
It allows participants to build up the analytical disciplines required for analysing simple to complex simulated marketing problems and be confident to apply them in their decision making to the problems.
ASSESSMENT DELIVEARBLES
Submit a written case analysis report that addresses the following key points from the brief provided above:
- Identifies organisational products or services
- Describes the contents of advertising briefs
- Overview of key provisions of relevant legislation, codes of practice and national standards affecting business operations
- Definition of the problem(s)
- Enumeration of decision factors
- Consideration of relevant information
- Identifying the best alternatives
- Explains principles of effective advertising for different markets
- Develops a plan for implementing the chosen alternative
- Evaluates the decision and the decision process
CASE ANALYSIS
- Approaching the Case and Formulating the Analysis
- Communicating the Analysis
ASSESSMENT REQUIREMENTS
- Develop an advertising campaign which meets the advertiser s purpose and objectives as specified in the advertising brief, including:
- specified timelines for task completion
- resource requirements
- budgetary allocations
- justifications
- Manage production of at least two advertisements, including: electronic and print
- Plan production schedules in association with others
- Select appropriate suppliers
- Evaluate final advertisements
- Develop an advertising campaign implementation strategy
- Negotiate with media representatives to get price and positions for an advertising campaign
- Evaluate media performance against contractual obligations for an advertising campaign
- Develop and implement an evaluation strategy for an advertising campaign, ensuring the campaign: defines standards and measurements; adheres to legal and ethical standards; adheres to budget requirements
- Analyse evaluation data to develop and document recommendations for improvement in future campaigns
ASSESSMENT DELIVERABLES
Submit a written case analysis report that addresses the following key points from the case study brief provided above:
- Introduction and Executive Summary
- Develop an advertising campaign brief
- Purpose and objectives for the advertising campaign
- Determine your target audience
- Prepare the advertising campaign budget
- Develop an advertising campaign schedule
- Complete the tables
- a) Campaign execution
- b) Timeline of implementation
- c) Contingency plan for campaign
- Describe in detail the production process of the campaign
- Evaluate and select suppliers
- Evaluate Advertising Production
- Legal and Ethical Requirements
- Discuss the following to demonstrate knowledge
- Conduct a Meeting and Presentation
- References
- Appendix(s)
- Overall presentation is professional including spell and grammar checked judicious use of headings, font size, layout etc.
- Communicate and collaborate with others in your class, as determined by your trainer, about your plan and any important aspects that you should review. Ensure you understand everybody’s points of view in the group allocated to you. Evaluate the views and see where improvements can be made, and adjust accordingly.
- All sources are referenced consistently and comprehensively using the recommended APA referencing system as prescribed in the Learner Guide