MARKETING

• Length: 1500 words (+/-10%)

• Marks out of: 50

• Weighting: 20% of the course (MKT2001)

• Date due: 08 August 2017

• This assignment should be submitted individually. It is not a team assignment.

Assessment objectives:

Upon successful completion of this assignment, you should be able to:

• Identify the key issues in a marketing communications related case study.

• Demonstrate the ability to identify and employ alternative communication initiatives.

Demonstrate an understanding of a communications brief.

Demonstrate the ability to respond to a communications brief.

Case Study: Putting the Environment on the Radar for Hardware Customers

A copy of this marketing communications related case study is on Study Desk. Please analyse the case and answer the following case study questions:

Question 1:

Problem identification: Identify what you would term the key issues/ problems in this case study.

Question 2:

What other communication initiatives would you recommend if the retail staff or the in-store brochure initiatives were to be replaced by other initiatives? Give justification for your recommendations.

Question 3:

If you were the creative director at Cat Communications, what would your response be to the creative questions posed by the hardware chain’s management in the creative brief?