Strategic Communications & Advertising Planning: Part 1 – Report – 90%

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Theory-Slider

This post is the first piece of work from the third year of my degree. This year, the tasks primarily focussed on applying theory in relation to a firm and its particular scenario. This assignment had two parts, an individual report and a group presentation.

My team and I decided upon Volkswagen (VW), as the task warranted a company that was in need of refocusing or refreshment. The report involved a situation analysis of VW, examining: the customer context, the business context, the internal context and the external context. It heavily concentrated on VW’s emissions scandal of 2015.

Using stakeholder analysis, PESTLE, SWOT and in-depth market and consumer analysis facilitated by Mintel, I was able to prioritise four key issues VW faced and identify SMART marketing communications objectives justly addressing the problems.

A difficulty I initially found with this task involved diluting down the vast amount of data I gathered. The report had a 10-page limit, meaning by no means could all the data be included. With performing numerous situation analyses in my other units, I became more experienced at this practice of narrowing down, while attaining the ‘bigger picture’. Being able to find data, analyse it in its entirety and then pick out the valuable bits of information in order to create an informed prioritised plan of action, is a skill I believe to have progressively developed during third year.

I received 90% for this assignment, a grade I’m extremely proud to receive and did not expect to ever achieve at university. Please use the email below to view a sample of the report.


Email: hudacummings@gmail.com

LinkedIn: Yehudah Cummings

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.

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

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings

Click to view my CV.