Marketing Communications Theory and Practice

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picture1For this unit, an open-book exam comprised 50% of the overall unit grade. An approach I welcomed, as the eradication of guesswork allowed for a much more focused learning experience.

The first question involved a semiotic analysis of a poster by Whiskas cat food (image above.)

I was to consider all elements in order to extract and interpret what messages the advertisers were trying to convey to their audience.

Charles Sanders Peirce’s theory of semiotics provided the framework by which I could highlight the key symbolism, while justifying these points in relation to Whiskas’ brand, product and market development.

The open-book nature enabled myself to essentially write up the piece prior to the exam. Click on the image above or follow this link to view a sample from my answer. I received a first in this exam.

From a creative perspective, I greatly enjoyed the subject of semiotics. As Alastair Crompton impressed upon me in his book ‘The Craft of Copywriting’, the question why? is of paramount importance in marketing.

I believe the level of analysis applied in this task, along with arduous attention to detail have granted me invaluable skills toward my professional development.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

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Digital Media and Marketing Platforms: “The Digital Agency Project”

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captureThe first assignment in this unit involved an interactive venture which gave me my first taste of what it would be like working at a marketing agency.

This assignment was a group task which made the project all the more engaging. Each team member was to choose their own specifically-defined role in the agency. If you’ve explored the rest of my blog you wont be surprised that I wasted no time in choosing the role of creative director for myself. The group decided upon the name Zenith Advertising for our agency.

The team was to produce two appraisals relating to the wide variety of services available on an array of digital platforms.

My partner and I focused upon mobile marketing strategies, highlighting opportunities (and some pitfalls) with technologies such as near field communication, proximity marketing using wireless, app development and QR codes. (Click on the image above to be taken to the blog post.)

Along with the more formal appraisals, the team utilised the blog in a typical fashion by showcasing external creations, commenting on current events and posting other pieces of research.

Overall, working in a flexible collaborative manner enabled a much more enjoyable creative approach to something which at first glance sounded quite dry – writing an appraisal. The freedom to brainstorm, design and create a blog website while researching the unit’s topics offered a dynamic and multi-faceted learning experience.

You can view the group’s work at https://zenithadz.wordpress.com/


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.

The Responsible Marketer – Ethics & Professional Development: A Reflective Essay

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BusinessEthics003In the Responsible Marketer unit of my university degree, I gained my first experience of ethics from a business perspective.

My first task was to compose a reflective essay, this involved considerable self-analysis and discovery. I delved into my own personal ethical values, relating them to figurehead philosophers such as Immanuel Kant and the archaic Aristotle.

In addition, twice a year, for an entire week my university hosts a variety of interactive workshops designed to broaden one’s skills and attributes in a scheme it calls professional development week. This week was the secondary focus of my essay.

Reflecting on what you have already learnt, what you are good at and what you still need to learn in order to become well-rounded professional was a humbling but greatly beneficial experience.

I especially enjoyed writing in an essay format, in contrast to the more regimented report structure, it was a welcome freedom to produce a more personal creation.

Finally, this assignment marks my first time applying reflective thinking as an academic practice. As I have repeated this style of analysis and writing in subsequent tasks, I have become to increasingly realise how valuable the process is for mindfulness, introspection and overall growth as a human being. Ultimately, this appreciation influenced the start of my blog.

I received a first in this assignment.

Click on the link to view an excerpt from my essay: Ethics & Professional Development


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

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Principles of Marketing: An Evaluation of Adidas

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front cover editMy first assignment for the unit entitled Principles of Marketing involved analysing and evaluating a product, service or organisation. I was granted the freedom to choose my preferred brand. I decided upon Adidas as the brand I was going to analyse.

My choice was influenced by my passion towards football. Consideration regarding how much relevant data and information was available to me from various external sources was also a significant factor when choosing my brand.

There was two key elements to my report. The first involved using consumer behaviour theory, in order to describe how Adidas attracts and retains consumers. Additionally, I conducted an extensive analysis of Adidas’ marketing mix, using theory to delve into the usual suspects of product, price, place and promotion.

My report was backed up with evidence structured using Harvard’s reference system.

I received 80% for this piece of work, a grade I was extremely proud to achieve during my first year at university.

I have attached a sample from the report, click on the link to view: Principles of Marketing – Adidas



Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

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