This module strives to be a simulation of the pitching process which is the means by which new business is won in the advertising and communications industry. An invited advertising agency will, in association with the academic staff of the School of Marketing, select a suitable marketing communication problem which can be addressed by two groups of students over a semester. The class group is divided into two “agencies” and each competes to win the account. Groups will be selected by the project lecturer, however the students will elect their own Managing Director and Creative Director for each team. Each “agency” will present their marketing communications campaign to the selected advertising agency, their peers and academic staff at the conclusion of the semester. Students undertaking this project have completed two years of a marketing degree programme. This project offers the student the opportunity to test marketing theoretical frameworks practice. It provides valuable experience of consultancy and report preparation and presentation as a prelude to the case based programmes in fourth year and entry into the world of work on graduation
- Exploring the business, brand and competitive context
- Agency Dynamics
- Team Dynamics/conflict resolution
- Research and research tools
- Strategic planning
- Expressing insights
- Communications and media planning
- Developing the creative brief
- Creative Strategies and platforms
- Measurement, evaluation and effectiveness
- Pitching for an account
- Client Presentations
The learning strategy employed for this project is that of self directed learning aided by the facilitation of an academic supervisor and agency executives available to support the groups as required. In addition to seminars and workshops, previous participants who have themselves completed the module are invited to guide and advise students
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |