GROUP PROJECT (40%)
A group assignment is part of the course requirement for this module. The project serves as a means to familiarize students with data and information mining beyond the confines of the text and also to assess the students' ability to apply the knowledge and skills learnt. In addition, students will also have the opportunity to work as a team, network and improve their interpersonal skills.
AIMS
This project aims to:
1. Provide students the opportunity to pragmatically apply concepts learnt
2. Develop students’ research, analytical, critical thinking and interpersonal skills
3. Relate and reinforce concepts learnt
GUIDELINES
1. Students are to work in groups (between four to six people).
2. Each group shall conduct research and analysis, interpret and recommend the promotion mix for a new fast-moving consumer good (FMCG).
3. The group will consolidate their theory and findings and prepare a presentation for the selected FMCG.
4. Readings: Students are expected to read ahead of the session plan the required textbook relevant chapters.
5. The poster/presentation may include the following:
· Project title
· Introduction
· Theoretical / principles used
· Description of the promotion mix
· Recommendation and conclusion
6. Students are to submit their Group Project on the session as informed by the lecturer. Any late submission will be awarded zero mark.
Proposed Structure of Slides:
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No
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Items
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Checklist
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1
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Cover Page:
Project Title
Module Name | Code
Group Members | Student Number
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2
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Company Background:
Vision
Mission
Brand Character (refer to image below)
Brand Distinctiveness (refer to image below)
Brand Credibility (refer to image below)
Brand Category (refer to image below)
Brand Benefits (refer to image below)
Brand positioning (Perceptual Mapping)
Product/ services
Target Audience (Demographic)
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3
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Company Analysis:
SWOT
PESTLE
Competitors (At least 3 companies) - (Brief background & their USP)
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4
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Proposed Campaign:
Marketing Objectives (Increase sales profit/ Brand Awareness/ To inform/ To persuade)
Timeline
Chosen Advertising Strategies (from Lecture 3, type of appeals & executions)
Chosen IMC Channel (Promotional Media: TV/ Radio/ Social Media/ APPs/ ATL, BTL, TTL)
Pro & Cons of chosen IMC Channel
Evaluating the proposed IMC Plan
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Sample explanation of terms used: