Strategic Communications & Advertising Planning: Part 2 – Poster Pitch – 78%

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Following on from the situation analysis undertaken in Part 1, my team and I were then tasked to brainstorm a campaign in order to attain one of the suggested marketing communication objectives. We showcased our ideas in a 10-minute pitch, facilitated by an A0 poster, designed collaboratively using Adobe Photoshop.

We focussed on the Golf GTE, hybrid/electric car and utilised the car-purchasing-journey, adapted from Mintel, as a framework for our pull/profile strategy. SEO and a TV ad were strategically applied for the ‘initial search’ stage. We dreamt up a promotional event, VW Volt, intended to engage with the public and inform of VW’s commitment to sustainability. To aid potential customers’ ‘choice evaluation’ a partnership with Zipcar was tactically proposed, allowing the public to test-drive VW cars, encourage purchasing and ultimately, achieve return-on-investment. We divulged a budget and schedule for the campaign by way of a Gantt chart.

It was empowering to have the freedom to innovate my own extensive campaign on this assignment. Working as group of five, bouncing ideas off each other, while using the car-purchasing-journey as a guideline, made producing this comprehensive campaign seamless, fun, and creatively satisfying. The tricky part was keeping our presentation down to just 10 minutes long. However, practice helped achieved this and my previous experience with pitching helped the delivery to be confident and precise.

My team and I received 78% for the second part of this assignment, giving myself an overall average unit grade of 84%.


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

Twitter: Yehudah Cummings

Facebook: Yehudah Cummings