Creative Consultancy Project

Please note

This document only provides information for the academic year selected and does not form part of the student contract

School:

Huddersfield Business School

Credit Rating:

Level (including FHEQ):

H (FHEQ Level 6)

Graded or Non Graded:

Graded

Version Valid From:

2023-09-01

Module Leader:

Sadia Haque

Version Number

2023.01

Learning Methods

Seminar

Guided Independent Study

Synopsis

This module focuses students on addressing a live marketing problem utilising specialist marketing knowledge to create and develop effective communications for an organisation. Students will develop and demonstrate creative thinking and visualisation including, content creation, branding, and new media in order to develop brand equity and deliver customer value. The content and application of this module are designed to enhance practical skills in the development of creative communication plans, within the context of an integrated marketing strategy. To support this, the module will explore current consumer trends, and contemporary and creative communications strategies and practices.

Learning Strategy

The learning experience on the module will focus on introducing theory in an interactive seminar setting, whereby students have a chance to discuss and evaluate theories in a forum with colleagues. Seminars will also present a series of case studies in order to demonstrate the application of theories to organisational … For more content click the Read More button below.

The learning experience on the module will focus on introducing theory in an interactive seminar setting, whereby students have a chance to discuss and evaluate theories in a forum with colleagues. Seminars will also present a series of case studies in order to demonstrate the application of theories to organisational practice. Students will be encouraged to develop a set of skills that will equip them to engage in independent work in the marketing, business, management field, in either a professional or an academic environment.

Outline Syllabus

Communications strategies and creative content to build competitive advantageThe influences of social and cultural change on strategy including ethical and regulative considerations.Assessment and analysis of the environment and relevant trends to create effective offersAnalysis of market needs to develop marketing offerings: market segmentation, positioning and promotional techniques to target the … For more content click the Read More button below.

Communications strategies and creative content to build competitive advantage
The influences of social and cultural change on strategy including ethical and regulative considerations.
Assessment and analysis of the environment and relevant trends to create effective offers
Analysis of market needs to develop marketing offerings: market segmentation, positioning and promotional techniques to target the right market
The role of communication in creating and holding brand image and positioning strategies.
Assessment and analysis of the different effects generated by different communication elements at a strategic level
Understanding and applying creative strategies to create brand and consumer equity
Storytelling and narrative in creating customer and brand value
Storytelling in developing brand experiences
Storytelling and narrative in building brand equity
Using storytelling effectively across a range of marketing communications tools
Using Aesthetic and visuals to deliver strategic messages
Using creative and flexible strategies to adapt the marketing communication to different environment and through different media
Building integrated and omnichannel campaigns
The evaluation of media and the implementation of media planning approaches.
The testing and evaluation of communication campaigns.
The budgeting of communication campaigns.

Learning Outcomes

On successful completion of this module students will

Demonstrate the application of relevant communication marketing theories in a contemporary and dynamic environment.

Critically evaluate the format, delivery, and presentation of an integrated marketing communications strategy, as part of broader strategic orientation.

Demonstrate the understanding of the impact of creative strategies on an organisation

Demonstrate the implementation of aesthetic and visuals tools to provide creative solutions and effective communication campaigns for real-time problems

Illustrate flexibility and the ability to develop a marketing communications strategy, providing innovative and creative solutions to future market forces and customer requirements

Demonstrate confidence and flexibility in identifying and defining complex problems and the application of appropriate knowledge, tools and methods to their solution

Demonstrate the ability to develop and select appropriate visual and creative content to generate effective campaigns and strategies

Formative Assessment

Assessment 1: Other

Summative Assessment

Assessment 1: Project Work

Description:Consultancy portfolio The portfolio may be online, offline or a combination of both, and may include examples of a range of marketing communications collateral designed to meet the aims of the consultancy brief. This may include but is not limited to: banners, pop ups, targeted streaming, games, product placement, story boards, mood boards, sonic and aural branding, narrative book, brand deck, websites, playlists, merchandise, TV and radio campaigns, use of sponsorship, celebrity branding, use of semiotics. Consideration of a competitor / sector / market analysis, costed budget, expected timeline, campaign plan and rollout and potential ROI may also be included.

Assessment Weight:100

Assessment Length:3000 Words (Word Count)

Module Learning Outcomes:MLO1, MLO2, MLO3, MLO4, MLO5, MLO6, MLO7

Individual or Group:Individual

Final Assessment Component:Yes

Marked Anonymously:No

Eligible for Tutor Reassessment:Yes

Assessment Criteria

The assessment criteria are as set out in the Huddersfield Business School Assessment Guidelines. The guidelines provide criteria for the assessment of both coursework’s and examinations.

Course and Module Catalogue