Three-part Assignment (15%) PART 1: Glossary PART 2: Process Map PART 3: A Critique WHY WE CREATED THIS ASSIGNMENT FOR YOU Learn the language of strategic marketing professionals (glossary) Learn to...

three parts individual assignment


Three-part Assignment (15%) PART 1: Glossary PART 2: Process Map PART 3: A Critique WHY WE CREATED THIS ASSIGNMENT FOR YOU Learn the language of strategic marketing professionals (glossary) Learn to manage knowledge – a critical skill in strategic planning: Organize marketing workflows (process maps) Document lessons learned (case studies) 1 Project Overview In teams, create a: Comprehensive Glossary of Terms used in the Strategic Marketing Profession Detailed Process Map of the Strategic Marketing Process Critique an example from a Strategic Marketing Communications field (a campaign, a commercial, etc.), highlighting its pros and cons, and key takeaways 2 PART 1: Glossary List of key terms used in Strategic Marketing Communications Alphabetical Table format: three columns No minimum – maximum word limit Word – Term:Meaning – Definition:Context: The selected wordA brief definition that means something to youThe class in which the term is used (Singular or multiple) 3 PART 2: Process Map A visual representation of the Strategic Marketing Process from inception to completion Progressive, but not linear Requires directional arrows Intended for your benefit – so design it in such a way that it is meaningful to you Test the flow  optimize (point of max output with min input) 4 …cont’d (Process Map) Why? Expectations Redundancy Efficiency Ramana, P.V., (n.d.). Six Sigma Study Guide. https://sixsigmastudyguide.com/process-mapping/ Expectations: Tend to be unrealistic without the knowledge of the process (time and resources involved) Can be clarified across teams (role definitions, job dependencies, etc.) – as the image shows, there are multiple teams involved in the mapped process. This information would not be known across the organization unless mapped and shared in a central knowledge sharing database. Redundancy: Unnecessary repetition in workflow results in confusion, waste of resources (time/effort/money) i.e. operational inefficiency Must be minimized/eliminated to create streamlined workflows Efficiency: - Creates nimble/flexible organizations e.g. a streamlined workflow can be adapted quickly and be more competitive to changing environment - Improves bottomline by reducing resource waste Article re: expectations: https://www.nytimes.com/2014/06/30/your-money/a-little-bit-of-realism-can-result-in-a-lot-more-happiness.html 5 PART 3: Critique Select an example from the SMC field – a commercial or a campaign Research its pros and cons (remember APA@Conestoga style referencing) State three key takeaways from your own perspective (i.e. what did you learn from this analysis?) 6 …cont’d (Critique) 7 Describe the situation: - The brand/service you chose - The ad/campaign you chose - The reason you think the ad was developed List the pros and cons: - What worked in the ad e.g. social media buzz, sales, etc. (with sources) - What didn’t work e.g. controversies, decline in sales, etc. (with sources) List three key takeaways - What are the three things you have learned from this analysis that you will or will not do when you start working as an SMC professional? Submitting Group submission (with team + member names + student IDs on the cover page) – same groups as for Cris’s class and for the final project One file to be submitted for all three parts: Glossary, Process Map, Critique ASSIGNMENT DUE DATE: Check eCon About next assignment For the final project, you will work in the same group for PLAN8010 and your advertising course You will submit the same file to both these courses