Winchester School of Art
Assessment Brief – Academic Year 2023/24
Module Code
ARTD6162 Assessment Type Reflective Report
Module Title
Strategic Advertising Management & Marketing Weighting 100%
Module Leader Nik Mahon Module Leader Email
[email protected]
Launch Date
15th October 2023 Word Count 3,000 words excluding appendices
Submission Date by 11.59pm (UK Time) 12th December 2023 Feedback to Students Date
Method of Submission
Blackboard
Assessment Brief Details:
This assignment will be undertaken with reference to your experience on the marketing simulation programme called ‘MARKSTRAT’. This simulation programme is designed to help you further your understanding of advertising management within the context of strategic marketing and how it relates to the various contexts of marketing and positioning.
In a series of lectures leading up to the one-week immersive engagement with the simulation programme, you will be introduced to commercial principles and marketing strategies and encouraged to think about the impact of advertising, branding and strategic decisions. You will take part in group simulation exercises as part of the ‘MARKSTRAT’ programme where you will compete in teams to maximise your company’s share price index. You will work in teams to understand the various forms of research available to you as part of the programme and devise a strategy for developing a successful brand in a competitive market. This will be supported by lectures on the material you will cover and the use of MARKSTRAT itself. You will analyse the research studies and market data and use this to develop considered strategies and decisions with respect to production, planning, design, sales, advertising, distribution and budget allocation. You will develop an understanding of brand contribution and the impact of marketing decisions on an organisation. This module will give you an insight into the role of an advertising or brand manager, and the impact that certain m
arketing decisions can have on the success of a product.
Assignment brief:
This will be an Individual reflective report, which clearly explains the aims and objectives set, the strategies employed, the results achieved, the monitoring carried out and corrective actions taken by your group in the Markstrat simulation programme. Each member of the team should analyse ONE particular product in your portfolio in more detail and discuss how the Marketing, Design and Branding of the product led to its success or failure. You should take an overview and highlight some of the key turning points taking a Strategic marketing perspective. In your discussions you should use the relevant theory to explain your strategies. As a guideline you should attempt to cover as many of the major headings in Markstrat as possible in your discussions (e.g. R&D, positioning, market research, product portfolio, lifecycles, contribution levels, consumer behaviour etc.). You can use diagrams to illustrate your arguments. The Appendix can be used to incorporate any raw data or diagrams from the simulation that you feel will help your arguments. This assignment interweaves advertising, branding and marketing theory and practice.
Reading list
1.MARKSTRAT Participant Handbook by Larreche and Gatignon-You will be supplied with a pdf copy
2.Ranchhod and Gurau (2007), Marketing Strategies: A Contemporary Approach FT Pearson
3.Hooley, G., Piercy, N., Nicolaud, B., and Rudd, J. (2017) Marketing strategy and Competitive Positioning. Pearson Education
4.Cooper, G.C. (2017) Winning at New Products: Creating Value Through Innovation
Structure of Illustrated Report
Structure your report as follows:
Title page
This should include the name of your Company and the product you are focusing on for the purpose of the assignment. Include also, your wordcount.
Contents Page
Showing sections, subsections and page numbers. Also lists of any figures, tables or charts that appear in the main body of the text or appendices.