7MARK023W Designing Value - University of Westminster

Learning Outcome 1: Critically evaluate consumer and commercial environments/ecosystems in order to identify value creating opportunities.
Learning Outcome 2: Create integrated, multi-platform communications plans to achieve enhanced customer journeys that deliver on marketing objectives.
Learning Outcome 3: Critically apply and relate critical analysis to design and creative thinking for brands

Coursework description
The assessment consists of an individual video pitch that normally follows up on the formative learning experience in your team project. However you will be given a different product/service for your new pitch.

You need to approach this assessment as if you were pitching a communications plan to convince a potential client or investor on how well your digital communication strategy would meet the objectives that you have set. It is important that you develop your ideas independently.

NOTE: You will not be able to base your Video Pitch on the group assessment topic that you did for CW1. You will need to develop a communication pitch utilising digital channels for the following scenario:

Product: Cadbury is planning to launch a new campaign for Valentines 2023 and wants to celebrate ‘singles' (e.g. this is what they did in India in 2022 ) with a new and fun campaign for the UK market. You need to develop an idea to re-develop and re-package any of the Cadbury single chocolate bars. You can make alterations to an existing bar, or create a new one. If sustainability is something you'd also like to address you can incorporate this into your new value proposition. Any ‘concept' that you develop should incorporate an acknowledgement of a ‘problem' you are solving for your target market, the idea's features (e.g. if you have a special competition then it will have features) as well as rational and emotional benefits that you can draw on for the design of your communications campaign

Target Market: The campaign you are designing is for the UK market. You should define who your target market should be (male and/or female) and make sure that you provide more segmentation detail beyond socio-demographics. You need to think carefully about what problem is being ‘solved' for your target customers. A good understanding here will help you to develop a good tag line and content idea that would appeal to this target market.

This assessment requires creativity in your ideas and in how you present your pitch.

The video pitch needs to be a maximum of 10 minutes and it must be done using your own voice. The presentation will value both the ideas and how they are presented. The pitch needs to include an indication of the key value that the product or service is delivering, who the product/service is designed for, a clear indication of the objectives that your campaign seeks to meet, carefully developed recommendations that will meet the objectives and that will reach and resonate with your target market. The pitch needs to address throughout, ‘why' your ideas will work for your target and your objectives.

Attachment:- Designing Value.rar