Business School
School of Business Systems & Operations
| Unit Title: | Topical Marketing Practice | ||
| Unit Coordinator: | Unit Code: | MAR021-3 | |
| Assignment Title: | Assessment 2
Plan UK |
Assessment Weighting: | 50% |
| Submission date: | Friday 27th May 2016 | Anonymous Marking? | |
Task
You need to address the brief below – creating a creative campaign plan to address the requirements laid out in the brief.
Requirements:
In your team: You need to produce an industry standard presentation co-developed by you all which will be presented to industry professionals and tutors.
(Please refer to an example of a previous submission made by students, in response to a Werther’s Original (Sweets / Candy) brief – deposited in the Guided Learning section of your Breo site.
The format will be a PowerPoint slide (or Prezi / Apple etc.) presentation.
You will need content for a 30 minute presentation. ALL group members need to present, and be prepared to answer questions posed by the ‘clients’ for 10-15 minutes following your presentation.
Weighting – personal contribution (10%)
Individually: 1. An individual report on proposed improvements to the presentation, based on feedback given to you by the unit teaching team (this will of course, incorporate comments feedback from industry colleagues attending your presentation) Word Guide: 1000 words. Weighting – (30%)
- An individual reflection on the process up to and including the presentation. Word Guide: 500 words. Weighting – (10%)
Encourage support for Plan’s ‘Because I am a Girl’ campaign
Background
Plan is a global children’s charity. We work with the world’s poorest children so they can move themselves from a life of poverty to a future with opportunity.
Our 75 year history has shown us that worldwide, girls face overwhelming odds from the moment they are born.
Globally, one in three girls is denied an education by the daily realities of poverty, discrimination and violence. Every day, young girls are missing from school, forced into marriage and subjected to violence.
Not only is this unjust. It’s also a huge waste of potential. But together we have the power to prevent girls from being forgotten.
What is the Solution?
Supporting girls’ education is one of the single best investments we can make to help end poverty. With education and the right support, girls can choose their own future and be a force for change.
A girl who has completed her education is…
- Less likely to experience violence or marry and have children whilst she is still a child
- More likely to be literate, healthy and survive into adulthood, as are her children
- More likely to reinvest her income back into her family, community and country
- More likely to understand her rights and be a force for change
The power of this is astonishing. It saves lives. It transforms futures. It will unleash the incredible potential of girls and their communities. Winning the war on poverty starts with educating girls.
What is Plan doing to help girls?
Through our programmes on the ground Plan is helping to ensure girls in the developing world can get the education they have a right to. Plan works to change policies and attitudes by working with girls, communities, traditional leaders, governments, global institutions and the private sector to address the barriers that prevent girls from completing their education.
Plan’s ‘Because I am a Girl’ campaign will support four million girls to get the education, skills and support they need to move themselves from poverty to opportunity.
Following extensive campaigning by Plan’s ‘Because I am a Girl’ supporters across the world, the United Nations declared October 11th as the official ‘International Day of the Girl’ – an important focal point for action in support of girls everywhere.
But, we can’t afford to lose momentum now.
The Creative Challenge
Investing in girls’ education is the right, fair and smart thing to do and will help end poverty for generations to come. But we can’t do this alone. We need support from all around the globe to keep the pressure on world leaders to ensure that they use their influence to make this a reality.
Your brief is to deliver a creative resource that will inspire and motivate our target audience to support Plan’s ‘Because I am a Girl’ campaign.
The creative can take any form (for example print or online advertising, a video infographic, an experiential movement), but it must leave audiences with an understanding of:
- The challenges that girls living in poverty face and their incredible potential
- The power of educating girls – the solution
- The urge to take action and get involved by joining Plan’s ‘Because I am a Girl’ campaign
Women, men, boys and girls are all part of Plan’s ‘Because I am a Girl’ campaign. We are only ever going to challenge discrimination and build a better future if men and boys are part of this work to ensure improved policies, education, choices and opportunities are for all.
Target Audience
Plan UK’s primary audience is females aged 25-34 years old (the demographic classification of ABC1).
Meet Natasha…
Natasha is 28, works in marketing and lives with her boyfriend in London. She works long hours and has a hectic social life. She has an iPhone and loves it because it helps her to stay in touch on the go. She exercises regularly and tries to eat healthily. She is politically aware and tends to think of herself as being slightly left wing.
Natasha loves glossy magazines and she reads the Guardian or Observer at weekends. During the week she tends to rely on the Metro and the Evening Standard. She visits online news portals, like the BBC or Sky News, as well as entertainment, travel, music, food and health websites. Facebook and Twitter are used for keeping in touch with friends. She also enjoys shopping online.
Natasha regularly donates to charities, especially those involving social and human rights issues, and also those associated with children. She also donates to cancer charities and BBC Children in Need. Whilst she doesn’t view herself as a ‘campaigner’, she always signs petitions if she feels they relate to worthy causes.
Brand Essence
Brands sum up what they do in a simple philosophy. ‘We do what you would do’ is ours.
Our essence is based on our belief that people want to do good. We want to ask the question: ‘what would you do?’ – inviting people to stop and think what they would do to combat child poverty in the developing world.
We want to provoke people into recognising that they can make a difference. That any contribution, big or small, is valued. And then show how Plan makes that happen.
Brand Values
We have five values to guide you in everything you do:
- We’re passionate about achieving positive change with, and for, children.
- We show the value of everything we do.
- We believe everyone has a contribution to make.
- We trust in the power of people to find their own solutions.
- We’re dedicated to keeping it simple.
Don’t Forget
Make sure girls are at the heart of your communications. It’s often too easy to write about what we do rather than the end benefits.
Don’t portray girls as passive victims of poverty. Always focus on improvement, the future and how Plan is helping girls to help themselves.
Mandatories
Must include the Plan logo and ‘Because I am a Girl’ in the creative proposals.
_______________________________________________________________________________
Submission
We do not need paper copies submitted, just an e-copy, which needs to be submitted via the portfolio link on Breo.
Submission Date: Friday 27th May 2016
How to submit:
http://ltss.beds.ac.uk/breo_help/student_help/stu_007.html
If you are having problems logging in to BREO and/or Turnitin, then please contact:
Student Information Desk (S.I.D) either drop in or see them, for locations click here, or you can contact them on the following: 0300 300 0042 or email [email protected]
Reflection & Feedback
In addition to the designed feedback we will also feedback within the seminar sessions. At each seminar we will discuss the task, possible answer options and respond to questions from you. By attending each session you will be able to improve you initial answer thereby achieving a higher grade.
By either not attending or not preparing the weekly activity you are effectively choosing do dilute your grade at worst, or gambling at the best.
Guide to maximising your grade:
Please refer to the grading criteria below:
Excellent work: A grade band (72 % – 100%)
* An analysis which deals fully with the major elements from a marketing / advertising / public relations point of view
* Selection and amplification of ideas which accord with the analysis presented
* Work which shows very good grasp of the marketing topic
* Effective use of language and a developed critical evaluation
* An excellent and cohesive response
Above average work: B grade band (62-68%)
* An analysis which deals competently with most of the assignment’s tasks.
* A reasonable choice of ideas which in aggregate show your understanding of the major elements of the assignment
* Answers which are appropriate and show a good awareness of marketing concepts and principles which relate to the questions
* Good use of language and a developed critical evaluation
* A good cohesive response
Average work: C grade band (52-58%)
* An analysis, which deals with most areas in a manner which, is correct.
* A response which is in the main appropriate and shows a good awareness of marketing concepts and principles which relate to the questions
* Reasonable use of language and a developed critical evaluation
* A cohesive response
Below average work: D grade band (42-48%)
* A response which would be considered very poor in an academic context which does not allow the marker to identify task completion.
* An erroneous or substantially incomplete analysis from a marketing point of view
* Answers which show poor understanding of the concepts in question
Finally
There are several people you can refer / speak to. Your unit tutors’ have office hours, use this time to help yourself to prepare fully and ask questions regarding the task.
Academic librarians can also be a useful place to go; they can help you access materials to reference and support your preparations.
