DESN2348 Fashion Promotion and Creative Communication Strategy 2

Java Python Assignment 2:

DESN2348 Fashion Promotion and Creative Communication Strategy

Brief & Submission Guidelines

1.Assignment 2 Brief

Course Title	Fashion Marketing BA
Module Title	Fashion Promotion and Creative Communication					Module Code		DESN2348
Module Credit	30		Assessment Number		2	% weight		50% of overall module mark
Learning outcomes (to be assessed): In the brief you are provided with a specific aim for the brand campaign and are required to develop an innovative and integrated communications campaign for the brand to achieve the given aim.
LOs assessed with this assessment: 1. Critically appraise contemporary practice in brand promotion across a range of communications channels and platforms. 2. Critically evaluate contemporary brand practice within the theoretical contexts of branding and marketing. 3. Conduct secondary and primary, market and consumer research and use findings to inform. the production of a strategic plan for brand communications.

Assessment Aim:

This project is intended to develop a professional promotional campaign applied to fashion businesses.

Assessment Requirements:

you will need to establish a set of marketing, communication and creative objectives that will help you frame. your communication strategy. You will then develop an integrated communications campaign which will convey one single overall message to consumers.

Assessment Task:

All the choices you will make in designing your campaign need to be theoretically justified by your research. You are expected to use theoretical frameworks to guide and develop a strong, research informed narrative for your submission. You will include a summary of costs for the campaign. All promotional tools and tactics (communications mix) used in your campaign will enable you to fulfil the given marketing aim and your objectives. You will produce a branded, compelling, and professional document which will provide the reader with a clear understanding of your idea based on good storytelling and a fluid written style.

Assessment breakdown:

2. The Suggested Structure of the Submission:

Section 1: Situation Analysis

1) Sector Overview (environment analysis)

2) Brand Overview

3) Competitor Analysis

4) Consumer Research

5) Summary of the Brand Issues

Section 2: Marketing & Communications Plan

1) Campaign Aim

2) Marketing Objectives

3) Target Audiences

4) Positioning Strategy (rationale)

5) Communication Objectives

6) Communications Mix (justification for promotional material)

7) Cost summary

Section 3: Creative Plan

1) Creative Objectives

2) Creative Strategy

3) Creative Materials

Section 4: Promotional Material (see submission guideline 2)

Reference List

3. Outline of expected content (based on suggested structure) with indicative wordcount per section

(this is the suggested content example, it can be varied based on your own analysis)

Section 1: Situation Analysis (approx. 1000 words)

In this section you need to introduce the context of your chosen brand, and how does your chosen brand is the meso-level actor that connects consumers and the macro fashion industry and society (think about PESTEL, culture dimension model that helps to analyse macro level), review the practical content on week 4 about context. In this section you should showcase your understanding of the selected promotional task in depth and breadth, with reference to theories, frameworks as the underpinning support, you should provide a brief understanding of the micro, meso and macro contexts.

i. Sector Overview: the sector in which the chosen brand competes, Micro Meso and Macro environment issues, current trends and developments. (approx 200-300words)

ii. Brand Overview: a brief history of your brand choice, briefly discuss your chosen fashion brand data (i.e., culture, identity, growth, products, target markets), but emphasise its current marketing mix (strengths, weaknesses, and other factors important for an understanding of the brand’s performance and place among its competitors). (approx 200 words)

iii. Competitive Review: Who are your brand’s competitors and who are your chosen brand’s main competitors? What messages do they convey / tools do they use in their communications and promotional mix vs your brand? How is your brand currently positioned against competitors? (approx. 200 words)

iv. Consumer Research: Consider the various methods of segmenting a market including consumer culture, demographics, psychographics, product benefits, usage patterns, buying behaviour and decision-making to establish current and potential consumers.(approx. 300 word)

v. Summary of the Brand Issues: Summarise the brand issues from the discussion above. Show the problems that you want to help the brand to solve. (approx. 100 words)

Section 2: Marketing & Communications Plan (app 1000-1200 words) (what you intend to do, for what consumer & why).

Based on your discussion about the ‘context’ in last section, you need to base on your tailored context to justify what you intend to do in response to the target that Hervia offered you.

vi. Campaign Aim: what is your chosen campaign and how will your campaign address the task, you can consider adopting DRIP framework or others from outside of lecture(which is encouraged) to help you justify. (50-100 words)

vii. Marketing Objectives: you should break your aim down into 3-4 objectives to better help you address the aim, and showcase your understanding of the existing problems about your chosen brand. (100 words)

viii. Target Audiences: Who is the targeted audience of your campaign? This part is about consumer research, who are the target consumers of your brand?(200 words), it is better to not solely based on demographic analysis, but consumer culture perspective (use consumer culture theory etc).

ix. Positioning Strategy (rationale): to justify why/how your campaign is important by using theories and frameworks to back up the reasons. (100-200 words)

iv. Communication Objectives: each communication objective should respond to your marketing objectives. (100 words)

v. Communications Mix (justification for promotional material): what are the communication channels/platform/media you deployed, and why and how come they are important and align with your chosen brand identity? (200 words)

vi. Cost summary: Go review the content and find the financial report from your chosen brand, advertisement cost pla DESN2348 Fashion Promotion and Creative Communication Strategy Assignment 2 n, or company financial report as the reference of your cost summary. (100-200 words)

Section 3: Creative Plan (app 800-900 words) (how you will do it)

In this section, you will decide which objectives respond to which communication objectives, to which and how many promotional tools will enable you to fulfil the creative objectives, the campaign aim and deliver the campaign message.

i. Creative Objectives: you have justified your communication objectives in last section, now you need to showcase and justify how are you going to execute them into practice (e.g., to create an event, to collaborate with an influencer or celebrity etc).

ii. Creative Strategy: critically justify your strategy with theories and frameworks (e.g., how are you going to create an event, if its influencer marketing plan, what specific influencer you are doing to collaborate; which celebrity/influencer you will collaborate).

iii. Creative Materials: what do you need to help you execute the creative strategy? the references from other campaign, to justify your creative plan.

Section 4: Promotional Material (what it will be, how it will work and how it will look )

The section is to visualize all of the promotional materials, how are to going to project your campaign? Remember to consider AIDA, design thinking, consumer journey, consumer culture etc -  will your promotional tool create awareness, interest, desire or action. Look also at the lecture content for Semester 2 which focused upon promotional tools. Let this content guide your decisions

All visual elements of your communications mix / mock-ups of your promotional materials must be accompanied by a very brief summary of the activity to ensure clear contextualisation for the reader. Please, use copyright free images (i.e., use Unsplash), or manipulate images that are not yours to avoid copyright infringement.

4. Assignment Deadline and Feedback

Your submission deadline is:

Thursday 9th May 2024, no later than 14.00 (UK time)

Late submission is penalised by the deduction of 5% for each 24-hour period following the deadline (5 marks deducted for every day delay).

As you develop your work, you must keep back-up copies on the One Drive central file storage space provided for you by the University – in case something happens to your computer.

You must also keep a copy of Turnitin receipts, which should be emailed to you once you have submitted via Minerva. The Turnitin receipt can often take some time to arrive.

Check back on the appropriate Minerva work submission area if you are unsure that your work has uploaded properly. For anything regarding extensions and mitigating circumstances, please visit the Student Information Hub.

Assignment feedback Formative feedback:

Week 19: Individual tutorials – Formative Feedback

Week 22: Group tutorials with Hervia team - Developing & producing promotional materials

Week 24: Drop-ins: Preparing for submission of Assignment 2

Appendix 1: Primary Data Collection

Human Research Ethics

Those of you who are planning to collect primary data via methods such as in-person interviews, questionnaires or focus groups will have to think about ethical considerations such as consent forms and anonymity. However, for those of you whose research is primarily based on secondary sources then the process of Informed Consent will not be necessary.

Please refer also to the advice given in the Dissertation module’s Minerva space

Any form. of research that involves the researcher (the student) interacting with another person or group of people may have ethical issues that should be considered during the design of the project.

At their simplest these issues may be:

· Politeness: are questions in an interview or survey written in such a way as not to give offence?

· Confidentiality: do you have a duty for participants in your research to remain anonymous? This may be for personal reasons or matters of commercial confidentiality.

· Obscene and offensive material: could material (of any media) used in the research be considered offensive to any group of people?

· Awareness & Consent: are the participants in your research aware of the purpose of the research and have given their consent to being included in your study?

In brief, the Verbal Informed Consent Protocol refers to research:

· Where written informed consent is not possible for instance in telephone interviews

· Where informal data collection methods are to be used, as happens in neighbourhood and community studies, for instance

· Where participants in the research are illiterate or semi-literate

· Where asking participants to review and sign forms that have an air of officialdom about them might be considered risky by the participant

· Where cultural issues are raised by signing a document as is the case in some Middle Eastern Societies.

The Informed Consent Protocol is more explicit in its requirements, for example researchers should take the steps necessary to ensure that all participants in the research:

· Understand the process in which they are to be engaged, including why their participation is necessary

· Understand the purpose of the research and how and to whom its research findings will be reported

In the Dissertation module’s Minerva space, you will find a model Information Sheet (to be given to the participant in advance of consent) and a model Participant Consent Form. Students are asked to use these templates to guide independent data collection for the Strategic Plan. All parties must sign the consent form. and receive their own copy, this would include:

· Participant

· Name of Person Taking Consent (Student Researcher)

Appendix 2: Frequently asked questions (FAQ)

If I want to carry out some primary research using questionnaires, where can I find the link to the university's survey platform. that they want us to use.

The University of Leeds online survey link is below https://it.leeds.ac.uk/it/Android?id=kb_article&sysparm_article=KB0011251

How do I reference images in the body of the text?

We advise you to include figure numbers for each image. You do not need to include the title of each figure, but you should include the figure reference number beside each image. The text in your submission should use the University referencing system. Images should be referenced by numbering each item and adding a figure reference list at the end. This applies also to moodboard if using images that are not yours.

The Word Count (4,500 words) includes everything in the main body of the text (including citations and quotes). Do not cram text into tables as they should be concise. Headings, tables, diagrams, reference lists are not included in the word count.

Can I create all my content on InDesign or Canva and then upload it on PebblePad as an image?

No, you are not allowed to do so as text in the Portfolio needs to be easy to browse and read. Also, text need to be accessible by TurnItIn for plagiarism purposes.

How do I submit the reflective log mentioned in Learning Outcome 4? And do I need to use a specific framework for my reflections?

Every time you are required to include reflections in a Page of your portfolio, you are basically including your reflective log. You won’t need to submit a separate document. It is all included in the Research Log.

You are not required to use a specific framework for reflections, but you are welcome to use one if you wish. You can also create your own framework or combine multiple frameworks.

If you are unsure on how to write personal reflections, here you can find some useful resources. Remember that you are always required to provide critical reflections.

Are all Pages marked the same?

Each page (tab) of your portfolio is assessing two or more Learning Outcomes. The Assessment Brief at the beginning of this document clearly indicate which LOs is assessed for each page. To make sure you are working in the right direction, marking criteria with clear explanations are provided in the next page.

Who is going to mark my work?

All your portfolios will be doubled marked, meaning two different member of staff are assigned to mark one portfolio. The assessment team is listed in the assessment brief at the beginning of this document.

Before the assessment team proceed with assigned projects, a benchmarking exercise is performed. The team individually assess a small sample of submission and then meet to discuss marking and agree on a mark for each of the individual projects included in the sample. These marks are then kept as a reference point to mark all other submissions. If one of the assessor while marking consider that the initial benchmark needs reconsideration, the team meets again and rediscuss grades.

When will I receive my grade?

Feedback and marks will be return 15 working days after deadline, or after date of submission if extension is granted