First step: Pick a local or international brand. The brand must be confirmed with the module leader.
Introduction: First, introduce the brand. Provide a little bit of brand history, what products do they sell? how long have they existed for? etc. 150-200 words.
Situation analysis: Second, discuss the current market of the brand. For example, an agency representative for the fitness brand (MOVE) will examine and write about its competitors: BeFit, HIT, and other fitness entities in Egypt. Where does the brand stand within the fitness market? Next, illustrate the problem. Why does the brand need an advertising campaign? What is the agency’s task? Market portion: 100-150 words. Problem portion: 120-160 words.
SWOT: Third, the following must be addressed: the strengths, weaknesses, opportunities, and threats the brand faces. 250-300 words. Use bullet points for this section only, please.
Brand Identity: Discuss the brand’s identity. What is the brand trying to do for its consumers? What kind of experiences does the brand want consumers to have? 50-100 words.
Research: Conduct secondary research to determine the competitive landscape. Illustrate detailed primary research steps. Do NOT conduct primary research. Instead, write: the ad. agency will conduct a focus group to determine XYZ. Do not conduct the focus group. Primary research: 100-150 words. Secondary research: 150-200 words.
Target Audience: Determine the target audience based on research. Demonstrate how and why the agency picked those target audiences. 100-200 words.
Apply a double-spaced 12-point font using Times New Roman. In the top left corner of the page, please add your name, ID number, date, and class title.
Students must follow the Harvard referencing style for in-text referencing and for a references page using at least two academic sources.
The references page should be its own separate page.
Attached is an example of each section and the grading rubric.