Category: Marketing

You as the Client Briefing the Agency
A critical component of achieving a successful and impactful creative campaign is providing the agency with an exceptional creative brief. A well-written brief is the foundation for great advertising—it bridges the client’s goals with the agency’s creativity, ensuring alignment and focus. As the client, your role is to carefully think through and articulate the key information the agency needs to craft an award-winning campaign.
Remember, somebody from the client’s side always writes the creative brief, and for this project, that person is you. Your job is to set the stage for creativity, giving the agency just enough information and direction to inspire brilliance, without stifling their innovative freedom. Avoid overly prescriptive mandates, but ensure they understand the brand’s objectives, positioning, and audience well enough to create an ad that resonates and delivers results.

Part 1: Creative Brief
Objective: Write a professional two-page creative brief, assuming the role of a brand manager briefing an agency to produce the TV ad for the chosen, renowned advertising campaign.
Focus Areas:
Campaign Objective: Clearly articulate the goals of the campaign.
Brand Overview: Highlight the brand’s history, values, and key identity.
Target Audience: Define the audience and provide insights into their behaviors and needs.
Market Positioning: Explain how the brand differentiates itself from competitors.
Core Message: Specify the primary message the ad should communicate.
Creative Guidelines: Provide enough direction to inspire the agency, without overly restricting them.
Resources:
Use the Sample Creative Brief that is available under the Files tab on Canvas.
Watch my Video on the Creative Brief Process under the Panopto Videos tab on Canvas to understand how to craft a compelling brief.

Part 2: Agency Presentation
Objective: Expand on the creative brief by creating a professional PowerPoint presentation that serves as your pitch to the agency, guiding their creative process.
Focus Areas:
Transform the brief into a 15–20 slide presentation, adding visual and detailed insights.
Cover the following:
Brand overview, unique selling proposition (USP), and market positioning.
Detailed target audience analysis and their needs.
Campaign objectives and expected outcomes.
Inspirational examples or ideas for tone, style, or visuals (without being overly prescriptive).
End with a compelling call-to-action that motivates the agency to craft that outstanding TV ad.
Deliverable: A 15–20 slide PowerPoint presentation.
Submission Guidelines: Do not share a link to your documents. If I cannot open it, I cannot grade it.
Part 1: Submit the creative brief (.doc or .pdf only) via Canvas by the specified due date.
Part 2: Submit the PowerPoint presentation (.ppt or .pdf only) via Canvas by the specified due date.
https://framingham.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=92d863d0-8e55-44ba-bf02-b24c01111695

create a new product or service and provide how you would market your product or service. You will need to provide information on how your product or service is superior to your competitors. You can also take a current product or service and create something new from that product or service. Make sure there are competitors when you do your research or you may struggle to find information for what you need below.
Part 1) Define and explain each of the following tools/concepts below. Make sure each segment is fully explained.
Do not combine topics.
Everything below needs full explanations. A paragraph is made of 3-5 complete sentences. Make sure you have a least one well-written paragraph for each segment. Also, make sure you have enough content to meet the minimum page requirements for your content.
I want to read the definition of each term and also how the term applies to your product or service.
Here is the list provided. Create a heading for EACH item below. Explain EACH item below in full.
The strategic planning process
S.W.O.T – The SWOT has four (4) parts – explain each in full.
Market Segmenting
Target Marketing
Product Positioning
Offerings: Please explain each of these separately and in full.
product
price
service
Part 2) Use two or more of the concepts from Part 1 in your product assessment.
Part 3) Analyze the following in full. Make sure each is its own topic and that you create a new bold subheading for each segment:
Security issues
Privacy issues
Ethical issues
Legal issues
ALL of the above four need to be related to the digital information world and marketing concepts for your product/service.
The assignment needs to be in a Word document and in APA format.
You must cite at least 3 academic references. NOTE: Wiki sites are NOT allowed. (Anyone can edit a Wiki).
The page requirement is a minimum of 4 pages of written content in length. This part means your content of the paper must be at LEAST four (4) full pages of written content or more.
This page count of 4 pages does not include the cover (title) and reference pages. These pages are also required. So, if you write 4 pages of content and include your title and References pages, you will have at least 6 total pages.
If you use AI software such as ChatGPT, Microsoft Copilot, or Grammarly, make sure to properly cite and list the source. Review your updated Student Handbook on the use of AI software.

This dissertation aims to address the growing need for a reliable and adaptable measurement tool that can evaluate online reputation in a customer-centric manner. Online reputation has become a pivotal factor for organizations in the digital age, influencing consumer behavior, brand loyalty, and overall market success. However, existing measures of online reputation are often fragmented and limited in scope, failing to capture the multifaceted nature of online interactions and perceptions.
To bridge this gap, this dissertation proposes the development of a comprehensive online reputation scale that incorporates the diverse dimensions of online reputation as perceived by customers. This scale will not only serve as a valuable tool for academic research but also provide practical insights for businesses to manage and enhance their online reputation effectively.
This request is for the scale development, i. e. research part steps of 4, 5 and 6 steps (from dissertation presentation draft.ppt): Pilot Study, Large-Scale Survey and Cross-Contextual Validation + descriiption. 
Please critically review Scale development survey and correct accordingly.

The assessment is an individual report (4,000 words) where only part of that is written report
proper (2,000 – 2,500 words). The rest will be workflows and datasets that you have to
produce by using Orange Data Mining software. The link to all your workflows and
datasets must be included in your submission (via a link to your Microsoft OneDrive cloud
storage) and will be counted as equivalent of 1,500 – 2,000 words.
read the assessment outline for more instructions.
USE !Orange Data Mining software!

Writing a critical review of an article and then applying the findings/recommendations will allow you to think more strategically about how to relate to and understand the potential implications of academic research. By understanding the full scope of the potential implications of academic research, you will understand how to apply the included information and how this information can then be used in your own professional pursuits.
To successfully meet the requirements for this assignment, you are required to read, review, synthesize, and apply the outcomes of the Reiner and Natter article. Once you have read the article, you must summarize and analyze the why, what, and how of the article. You will then need to demonstrate an understanding of the article’s content by applying what you have learned to your own experience or organization.
When preparing this assignment, ensure that your paper is 1250 to 2100 words (5 to 7 pages) in length, double-spaced, with 1-inch margins. Your paper should include a cover page, page numbers, and for each section of required content, an appropriate heading. (If there are six components, include six section headings.) A separate reference page should be included with all references formatted following APA style. The cover page, appendices, and references do not count towards the final paper length

See attached for details
The Effect of Digital Transformation on the Retail Banking Industry’s Customer (see attached)

Writing a critical review of an article and then applying the findings/recommendations will allow you to think more strategically about how to relate to and understand the potential implications of academic research. By understanding the full scope of the potential implications of academic research, you will understand how to apply the included information and how this information can then be used in your own professional pursuits.
To successfully meet the requirements for this assignment, you are required to read, review, synthesize, and apply the outcomes of the Reiner and Natter article. Once you have read the article, you must summarize and analyze the why, what, and how of the article. You will then need to demonstrate an understanding of the article’s content by applying what you have learned to your own experience or organization.
When preparing this assignment, ensure that your paper is 1250 to 2100 words (5 to 7 pages) in length, double-spaced, with 1-inch margins. Your paper should include a cover page, page numbers, and for each section of required content, an appropriate heading. (If there are six components, include six section headings.) A separate reference page should be included with all references formatted following APA style. The cover page, appendices, and references do not count towards the final paper length

See attached for details
The Effect of Digital Transformation on the Retail Banking Industry’s Customer (see attached)

Imagine that you are a marketing analyst at a company, and the company’s leadership has tasked you with presenting a poster by conducting a market environment analysis of their products) or service(s) using the PESTEL (PESTLE) framework. The goal is to identify marketing challenges and provide marketing recommendations for their products) or service(s).The word count for the poster is a maximum of 1,000 words.
• References are excluded from this limit.
You are required to develop a poster (1000 words absolute maximum on the marketing challenges faced by an actual organisation.
• In order you find the Marketing Challenges, you are expected to conduct a PESTEL (PESTLE) analysis (i.e. we are interested in those challenges that come from a company’s macro-environment)
• The poster should include marketing recommendations that would enable the organisation to overcome the challenges you identified.
• Key Areas to Cover: A PESTEL (PESTLE) analysis, marketing challenges, and marketing recommendations, along with a reference list.You are expected to use theory and secondary sources of information to identify some of the main challenges for your chosen company.
• You take the role of marketing analyst that will suggest, based on your PESTEL (PESTLE) analysis, how the organisation can overcome challenges.
• Your audience is your seminar tutor who takes the role of the Managing Director of the organisation you have selected.Format:
• One A3-sized (landscape orientation) submission document consisting of a poster and a reference list.Referencing:
You are expected to include a bibliography on a separate page using the Harvard system of referencing.You are expected to use a wide range of in-text academic citations following the Harvard referencing system.
• Mintel reports, books, and academic journals will be very useful.
• You must include at least FIVE references from academic journals and industry reports.
• You should include a reference list on a separate page using the Harvard referencing system.You can choose any company you like for your poster BUT
2.If the company operates in a diverse range of industries (e.g. Apple is in the phone, computer industries etc), it is strongly recommended that you focus on one line of business (e.g. phone).
• This will allow you to provide a more coherent and well-balanced poster by narrowing down their research on political, economic, socio-cultural, technological, environmental and legal factors that impact the company.
3. When conducting a PESTEL (PESTLE) analysis, it is strongly advisable that you focus on one country (the UK) as it will be too difficult to provide a wider scope within the word limitThink creatively how to use the poster’s dimensions and graphs to your advantage and ensure your work is presented in a clear, concise and unique way
‘A picture is worth a thousand words’. Therefore, ask yourself: what are the most effective visual ways to present concepts and ideas without relying too heavily on large blocks of text? You can use photos, figures, diagrams. Remember to label graphics and make sure that your images support your text.Use short sentences and paragraphs to convey your message
Title
Body
Slide Number
• You can use PowerPoint or alternative programmes to layout your poster such as Adobe Illustrator
• It is imperative to set up the desired page size (A3)
before creating the Poster
• Maintain a good contrast between the background colour and text (e.g. Light colour background and dark text)In essence you need to conduct a PESTEL (PESTLE) analysis, identify key challenges based on your analysis and suggest ways to overcome them
– You are not required to conduct a competitor analysis or an internal analysis
– You are not required to discuss the 4Ps
– The more information you include that is not required, the more the chances that you will not provide the depth of analysis on what is actually required.Below are pictures of examples.8-9 references

Instructions will be uploaded later.
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