Critical Review Assignment Help:
You are to select a global brand to conduct a critical review of their global marketing communications. The global brand can be niche or mainstream, large or small, but must market products globally (multi-nationally).
You may wish to critique an artist, musician, film, or television show as a brand, but please speak to me first as this creates some challenges and requires plenty of good examples of paid, owned, and earned media to critique.
Only 1 student per semester can review a particular brand. If the brand markets several product categories, you MUST select on a particular product category that the brand offers (I.e. Nike Gymwear, Honda Lawnmowers, Sony TVs, etc.).
Take some time to select a brand that has some interesting and engaging GMC examples to critique, do not select a brand purely because it is popular or familiar.
The brand you are reviewing must be confirmed in writing (email) by the Unit Co-ordinator by the end of teaching week 3. This is the brand you will complete your second critical review (Assessment 3) on too, so take the time to ensure it has many great GMC examples available for you to critique.
It is essential that submissions demonstrate high-level critical thinking in a clear and succinct professional manner, applying discipline knowledge through the theoretical concepts studied in the learning modules (episodes, workshops, case-studies).
Designed to provide an overview of the current developments and management of global and multi-national marketing communications programs. The focus will be on how those firms plan, develop and implement marketing communication programs to support various sales and marketing initiatives both nationally, regionally and globally. We will investigate the various alternatives and challenges of marketing communications across borders, across cultures and across communication systems. All aspects of marketing communications.
Welcome to Global Marketing Communications.
In this unit, we examine how integrated marketing communications are developed and transmitted on a global scale. Marketing communication refers to more than just advertising; it includes everything from sales promotions and experiential marketing, through to social media communications, and we will evaluate a wide range of these IMC tools in this unit, with a particular focus on contemporary and emerging digital practice.
This unit views the variety of marketing communication tools through the "Paid, Owned, and Earned Media" paradigm, which is a contemporary way of categorizing these tools based upon their distinctions in media ownership and control.
Through completion of this unit, these tools will become very familiair, and students must be able to put into practice the development of objectives, strategies, and tactics that employ these tools whilst critiquing the existing practice of global brands.
Unit Learning Outcomes
All graduates of Curtin University achieve a set of nine Graduate Attributes during their course of study. These inform an employer that, through your studies, you have acquired discipline knowledge and a range of other skills and attributes which employers would value in a professional setting. Each unit in your course addresses the Graduate Attributes through a clearly identified set of learning outcomes. They form a vital part in the process referred to as assurance of learning. The learning outcomes notify you of what you are expected to know, understand or be able to do in order to be successful in this unit. Each assessment for this unit is carefully designed to test your knowledge of one or more of the unit learning outcomes. On successfully completing all of the assessments you will have achieved all of these learning outcomes.
Your course has been designed so that on graduating you will have achieved all of Curtin's Graduate Attributes through the assurance of learning processes in each unit.
The purpose of the weekly learning modules is to critique and apply the wide range of communication tools global brands utilize in contemporary practice.
Modules comprise both an online episode (1 hour) and a workshop (2 hours) component.
This unit employs a "flipped classroom" teaching and learning paradigm. Online episodes (lectures) introduce students to the various tools, consumer behaviour theories, and applied industry practice of global marketing through an active-learning paradigm. Workshops utilize collaborative-learning to apply the information disseminated in the online episodes and develop a deeper understanding of the practice of global marketing communications.
Online episodes are required to be viewed and participated in prior to attending workshops, whilst the set pre-workshop activities are expected to completed.
It is the student's responsibility to do the prescribed readings / viewings prior to attending workshops. This material will not be covered again during the workshop, rather it will be applied through collaborative-learning activities.
For more info on "the flipped classroom", see the following links: https://www.youtube.com/watch?v=2H4RkudFzlc or http://www.knewton.com/flipped-classroom-2/
Assessments for this unit focus on demonstrating knowledge construction and critical thinking through APPLICATION; purely providing definitions or examples will not be sufficient.
Detailed information on assessment tasks
1. PLEASE NOTE FOR ALL ASSESSMENTS:
If you are applying for an extension, please read the UNIT OUTLINE closely (particularly the "Late Assessment Policy" and "Assessment Extension" sections), follow this link and email to the Unit Coordinator. PLEASE NOTE: Time management is an integral skill demonstrated through Curtin's key graduate attributes of "Professional Skills". Evidently, assessment extensions will not be granted without sufficient notice and exceptional circumstance. Feeling ill the day an assessment is due or computer issues does not constitute this. If an extension is not granted, the usual late submission penalties will apply from the day the assessment is due.
Critical Review 1:
You are to select a global brand to conduct a critical review of their global marketing communications. The focus of this assignment is on critical review of industry examples through application of discipline knowledge. Take some time to select a brand that has some interesting and engaging GMC examples to critique, do not select a brand purely because it is popular or familiar. This is the brand you will complete your second critical review (Assessment 3) on too, so take the time to ensure it has many great GMC examples available for you to critique.
Only 1 student per class can review a particular brand. The brand you are reviewing must be confirmed in writing (email) by the Unit Co-ordinator by the end of teaching week 3.
2. Collaborative Presentation:
This assessment involves two brief presentations that are to be collaborated on as part of a randomly allocated group.
Each group must comprise of 5-6 members. Any group sizes outside of this range must be approved in writing by the Unit Coordinator.
It is the responsibility of STUDENTS to form groups and email the UC their finalised group information (including members names and student numbers, and their global brand) for approval by the END OF TEACHING WEEK 6.
The learning outcomes are dependant on group collaboration, thus every student will complete this assignment as a part of a group, there will be no exceptions. Presentation details are available in the assessment brief on Blackboard.
3. Critical Review 2:
You are to conduct a further critical review of the same global brand (and product category) that you reviewed in Critical Review 1.
This review involves further evaluation of their paid, owned, and earned media, as well as the development of a series of recommendations.
As success in this assessment is highly dependent on having good examples to critique and apply theory to, you should search hard for interesting and engaging GMC tactics (examples).
4. Final Test:
This test will comprise various short answer questions and case study analyses, with a focus on theoretical application of discipline knowledge and critical thinking.
2 hours will be provided to complete the test. More detail will be provided in Learning Module 12.