Report for practitioner perspectives

MKT4153 PRACTITIONERS PERSPECTIVES, 2022-2023, 15-203 ELENI KITRA MKT 4153 Practitioner Perspectives MIDDLESEX DUBAI Solution-based Consultancy Report And presentation Learning Material Learning materials • Essential • Recommended Moin, S. (2020) Brand Storytelling in the Digital Age: Theories, Practice and Application. 1st ed, Palgrave Macmillan Griffiths, C. and Costi, M (2019) The Creative Thinking Handbook. 1st ed. Kogan Page. Assessment MKT 4153 Group Assessment Formative assessment will include the presentation of work in progress for feedback prior to final submission during the residential trip and in class. Summative assessment will take the form of the following assessments 1. Non-assessed, compulsory group Pecha Kucha presentation: 0% 2. Group (no more than 3) brand consultancy report for a live organisation: 100%. Assessment Weighting Coursework: 100%, Summative assessment Pecha Kucha Presentation Group Consultancy report % 0% 100% 25003000 words Deadline Monday 25 & April 1, 2024 Wednesday 17 April, 11.30 pm Feedback During the Sessions 8 May 2024 Module code Module title Submission date, time Feedback type & date MKT 4153 Practitioner Perspectives Monday 25 & April 1, 2024 Generic feedback provided at end of all presentations during residential Word count Assignment type 0 Students will prepare a group Pecha Kucha presentation delivered at the end of the residential based upon one of the organisations from the residential programme. 20:20 Pecha Kucha presentation Assignment structure, format and details Assessed learning outcome (s) Assessment weighting % Learning outcomes: Knowledge On successful completion of this module, the student will be able to: 1. Understand the complexity of organisations and the importance of collaboration, partnerships and government policy impact on business strategy. 2. Analytically evaluate and assess the range of marketing challenges faced by organisations in different industry sectors including a critical analysis of an organisation’s brand message across a range of different communication platforms and its impact on a range of target audiences Skills On successful completion of this module, the student will be able to: 3. Collaborate and problem-solve in a range of group-based time constrained activities 4. Understand, synthesise and present information from a range of communication platforms and deliver innovative approaches to brand communication messages for a range of organisations. 0% Pechu Kucha Presentation Group presentation The presentation must follow the design rules of Pecha Kucha: • • • You will be allocated an organisation from the residential week Your presentation will only be 20 slides Each slide can only remain on screen for 20 seconds; therefore 6 mins 40 second presentation • Each member of the group must present • This is a non-assessed (no grade) but compulsory presentation. No shows for presentation will result in failed assessment • Presentation will take place Monday 27th February 6.30 -9.30pm • Content of PK to be confirmed, but it will require you to provide an overview of the organisation, its’ competitive environment as well as you identifying three key priorities for treatment through a story telling framework Further details and examples of Pecha Kucha presentations can be found here: https://www.pechakucha.com/ This is a great video on what makes a ‘great Pecha Kucha presentation https://www.pechakucha.com/presentations/what-makes-a-great-pechakucha-presentation Pechu Kucha– Marking Scheme Student: _________ Student: __________ Student: _________ 1. Presentation Skills 2. The Why, How and What of the organisation Brand overview Three priorities First Marker: _________ Second Marker: __________ Final Grade: _________ Module code Module title Submission date, time Feedback type & date MKT 4153 Practitioner Perspectives Wednesday 17 April, 11.30 pm Feedback on the Final Grade: The tutor for the residential programme will give feedback in the week starting May 8th 2023. Please note that, due to data protection regulations, we may not be able to send breakdown of grades by email. Word count Assignment type 2500 words (=+- 10%) Students will prepare a group brand consultancy report for a live organisation. Detailed information can be found in the assessment briefing document Your work should be 1.5 line-spaced, written using font size 12, Arial, and referenced appropriately throughout. Assignment structure, format and details Assessed learning outcome (s) Assessment weighting % Learning outcomes: Knowledge On successful completion of this module, the student will be able to: 1. Understand the complexity of organisations and the importance of collaboration, partnerships and government policy impact on business strategy. 2. Analytically evaluate and assess the range of marketing challenges faced by organisations in different industry sectors including a critical analysis of an organisation’s brand message across a range of different communication platforms and its impact on a range of target audiences Skills On successful completion of this module, the student will be able to: 3. Collaborate and problem-solve in a range of group-based time constrained activities 4. Understand, synthesise and present information from a range of communication platforms and deliver innovative approaches to brand communication messages for a range of organisations. 100% MKT 4153 Residential Assessment 1 (100%) Organisation:___________________ Student: _______________Student: _________________ Student: _________________ Section A: The Why, How What and brand identity of organisation (mark out of 20) Section B: Analysis and justification of three key priorities, issues or problems for future success (mark out of 20) Section C: Brand Story telling: An Application (mark out of 60) First Marker: _____ Second Marker: ______ Agreed Mark out of 100 _______Final Grade 100%: _________ Section A (500 words) 1. The Why, How, and What of the organisation Using organisation stated vision and mission as well as content from presentation and other sources 2. A brand overview of the organisation using the brand identity prism Keep this bit simple and focused THE BRAND IDENTITY PRISM • Parts of the Brand Identity Prism • Physique • Personality • Culture • Relationship • Reflection • Self Image The Brand Identity Prism is a concept developed in 1986 by Jean-Noel Kapferer, a professor of marketing strategy, in order to visualize how a brand is expressed through specific facets. Kapferer honed in on six vital characteristics of brand identity and decided that the best way to represent how they interact as parts of a whole was by putting them in a prism form. A brand has very specific characteristics that identify it beyond its logo and other visual design materials. According to Kapferer, the brands that manage to perfectly harmonize and express these characteristics are the ones that succeed in building a strong and distinctive brand identity. The prism’s purpose is for brands to recognize the parts of their identity and make them work together to tell the brand’s story. Section B (1000 words) Identify and justify three key priorities, issues or problems the organisation needs to consider for future success. You need to tell the reader, why these are the priorities you have identified with a succinct explanation/overview. Below are some examples from each organisation (Hull residential) A. The Deep: Getting their conservation message through to audiences B. Escape rooms: Reaching new audiences C. Hull Maritime: Changing perceptions D. Beverley Minster: Volunteer management E. Clay Pigeon: Audience demographics F. Hull City: Expanding audiences Section C – Recommendations through storytelling (1500 words) Linking a range of Brand story telling frameworks, with justification, to achieve ONE of the key priorities If you feel the organisation already tells stories re the priority you have identified, provide a critique of these and suggest ways in which these could be reimagined and retold What type of stories? • Provide a detailed outline for the Three stories you believe the organisation could tell and what they would look like across a number of platforms (appendices). (Sufficient detail so that an actual story could be crafted from your suggestion) • Remember stories can be told in many ways, you decide what is the best form: video, blog, article or some other way Which communication platforms? Examples: • Heritage on webpages • Contemporary and visionary on Instagram • UGC (folklore) on Tik Tok and Instagram • Visionary on Linkedin • Youth stories on Snapchat BRABD STORYTELLING FRAMEWORK Using a narrative to connect your brand to customers, with a focus on linking what you stand for to the values you share with your customers Brand story telling strategy framework Aime, I (2021), The dynamic construction of brand storytelling, Journal of Strategic Marketing Brand Heritage and history Brand personality/tone Brand core values/DNA Content Format Multichannel Message Graphic design Visual design Semantic design Objectives assigned to each channel Website CRM Off line advertising UGC Stores Social media Story Norms • Stories constructed chronologically: beginning, middle and end • They have identifiable elements: • Characters • Setting • Plot • Theme • Conflict • Resolution Love Story Journey of self discovery • These will fit a predetermined structure depending on the type of story being told Story Norms • ST is a way to convey meaningful ideas • It can be a clear aid to memory • Means of making sense of the world • Make and strengthen emotional connections • Way of recognising and identifying with brands of any type • ST and Marketing fit well together as people seek out symbols and narratives to form identity • ST can foster feelings of trust and create enhanced customer experiences Narrative Arc • Narrative arc, also called a “story arc,” a “dramatic arc,” or just an “arc,” is a literary term for the path a story follows. • It provides a backbone by providing a clear beginning, middle, and end of the story. • In a traditional sense, narrative arc implies motivation, action, challenges confronted, and transformation • Provides a framework within which multiple brand stories can co-exist • The use of a narrative arc offers a broader context and direction for the collection of a brand’s stories and provides a framework through which anecdotes that make a brand unique may be connected and guided • A brand’s stories ebb and flow over time and are affected, both positively and negatively, by social and economic factors beyond the brand’s control • Telling a robust brand story complete with fallibilities, successes, grand visions, and hurdles overcome makes the brand more authentic Nike’s narrative arc is driven by the story of human potential pushed to its limits. OR Stand out from the crowd Brand differentiation Competition for resources ‘Be best in class’ Story Purpose Strong brand crucial for building differentiation Brands win by being ‘better’ not different Story Construct The Who = Storyteller, character The How = Story Classification The What = Story Content How well the story is told = We also need to consider story telling capacity Needs to be relate to the Audience and enable self brand connection Storyteller = The Who = Character Person from organisation Celebrity Builds trustworthiness Awareness Real people Create empathy Humanise the brand Creates a three dimensional aspect to story Central component of The story structure Fictional creation They are people like me Build relationships Audience need to care about the character Build a bridge between the cause and the Audience in an authentic and motivating way How do you convey , warmth, friendliness, engaging, generous? The How = Classification Creative writing and production story types • Romantic • Epic • Myth • Fable • Legend • Fantasy • Science fiction Plot Analysis Brand and Organisation • Rags to riches • Rebirth • The question • Overcoming the monster • Tragedy • Comedy • Voyage • Return • Fairy tales • Legend • Comedy • Parable • Heroic • Tragedy These are classifications of structure rather than analysis of plots Typology* rather than story arc These story **archetypes present a familiar frame to the reader To allow processing of content and connections stored in memory The What = Story Content Themes and Elements Attributes Corporate Stories Functional or Emotional Positive or Negative Achievements Organisational: Abilities Competences Accomplishments • • • • Benefits Internal for employees External beneficiaries Emotions Things that have been Overcome to build empathy Stories rich in content serve as sense making frameworks for stakeholders Important to have a series of touchpoints to the lives of audiences More touchpoints = Greater resonance Story content reveals key messages being communicated Stories can cover all themes or focus on specific messages Content tells us whether they are showing typical behaviour or differentiation In essence how is the brand trying to frame themselves Some things to think about 1. What is the central theme of this story? 2. What are the benefits to the stakeholders and what needs does it cover? Story Concepts 3. How can this story be executed? 4. What are the business reasons for telling this story? A checklist for each of your stories Story Structure Description Story Topics Who and what is the story about? Start by looking at the organisation’s brand mission, and seek evidence as to why these brand product and services exist Story Mission What do you hope to accomplish by telling this story? The brand story has purpose. Explain the ultimate purpose of your brand story (eg market share, recognition, rebranding etc Brand Attributes Make sure you stay ‘on brand’; keep aligned to the brand’s identity Key Audiences Who is this story for? You may have more than one audience Feelings What feelings are you hoping to evoke from your audience with this story? How do you want your audience to think and feel? How can you make it believable? Key points in your story to support your story message Tone and manner The manner in which your story will be conveyed Platform for story content Which platforms are most appropriate for reaching your key audiences? Story Objectives Quite simply what is the story telling approach you have chosen attempting to achieve? What impact will the story telling have upon intended target audiences? Identify what the single most important thing the story is trying to say Are there emotional and rational reasons to believe and take action? Target Audience who are we talking to? • This is exactly what it says, who is the target audience for this brand and through this communication? • I do not want to see sweeping statements like ‘old’ people or ‘young’ people. • I do not want to see broad categories of age: 18-30; 50+, these are meaningless unless they are attached to discussion on audience personas. • I want you to ‘create’ the person that you think is the target audience. Appropriate platforms for story content • Where will these stories appear? • Why is this a good space for the story content in relation to target audiences and overall story objective Middlesex University Storytelling – example 1. The Why, How What and brand identity of organisation (mark out of 20) Why: importance of education for employment and self fulfilment; you are the purpose! How: Creative and hands on teaching styles; Applied assessment; residential What: Programmes designed to reach students looking for variety and challenge Brand identity: (P) Heritage logo; (Per) The serious academic and multifaceted student; (Rel) trust and support; (C) lifelong learning; learning styles and international outlook; (SI)I can do this, I am capable; (Ref)Skilled and ready 2. Analysis and justification of three key priorities for future success (mark out of 30) 1. Increase numbers of actual applicants from USA East Coast 2. Build and effectively utilise alumni 3. Improve and enhance engagement of PG students 3. Brand Story telling: An Application (mark out of 50) See next slide First Marker: _____ Second Marker: ______ Agreed Mark out of 100 _______Final Grade 100%: _________ MBT Department Priority One Priority Two Engage and interact with past students Messages Priority Three Improve student engagement on MSc BMC Increase student applications for MSc BMC from US Identify key aspects which drive applications for this market Length of PG study Appeal of Dubai Opportunity for exposure to practitioners SM Platfoms SM Platfoms What stories will appeal and engage SM Platfoms and create a behavioural impact? SM Platfoms Here is how I would attempt the Residential consultancy report MKT 4153 Residential Assessment 1 (100%) Organisation:___________________ Student: _______________ Student: _________________ 1. The Why, How What and brand identity of organisation (mark out of 20) 2. Analysis and justification of three key priorities, issues or problems for future success (mark out of 30) 3. Brand Story telling: An Application (mark out of 50) First Marker: _____ Second Marker: ______ Agreed Mark out of 100 _______Final Grade 100%: _________ MKT 4153 Residential Assessment 1 (100%) Organisation:___________________ Student: _______________ Student: _________________ 1. The Why, How What and brand identity of organisation (mark out of 20) This is the straightforward section of the report. I would write it in a way that if the organisation were going to read my report, would they recognise what I was saying, and would it make sense to them. In some ways I think it is easier to start from understanding WHAT the organisation does, and this is relatively straightforward. They are an escape room, they are a Aquarium, shooting centre etc. Where you are offering a service, such as Hull Culture, they are a multitude of services which deliver the WHAT together. HOW again is a simple understanding of how the organisation delivers its product or service. The WHY is the place I am aiming to really explain, and this is content I will find from their websites or other published material which gives me the rationale for their existence. I will also go back over their presentation for clues to their WHY. Doing the Identity prism this again should be straightforward, where I will use information from their presentation or from their own communication (websites etc) where they might explicitly or by implication tell me what their brand values are. Again, the organisation reading my report should be able to look at this and say our loud, yes this is who we are, or interestingly, this is what you have interpreted who we are from their published material. Any references I use in this section, might relate specifically to the brand identity prism. I will only briefly introduce the concept of brand (bit NOT go on at length about it). I will also include a diagram here of the prism to illustrate what I am saying. MKT 4153 Residential Assessment 1 (100%) Organisation:___________________ Student: _______________ Student: _________________ 2. Analysis and justification of three key priorities, issues or problems for future success (mark out of 30) I would identify more than three priorities in the first instance, so that I have a wider range to eventually choose from. I have realised that the three priorities I choose are not necessarily stand alone priorities. In that they all link together in some way, because they are obviously all about the same organisation. Again, I will ask myself the question, when the organisation look at my report, they will recognise these priorities as ones facing their organisation, and not something that I have just plucked out of thin air. I will then, once having chosen my priorities, provide a justification as to why I am focusing on these. So for example one of priorities might be the increase my usage of social media communication to reach new audiences (you can see already that I might have two priorities here; social media communication AND new audiences). I will then provide a rationale for increasing SM usage. At this point I might introduce data/research I have done by looking at for example how Instagram increases greater awareness and action as part of the justification. So this section carries on this manner. Priority One: Social media Communication Justification Priority Two: Recruit new volunteers Justification Priority Three: Change consumer perceptions of the organisation Justification (I will make a note that this section is worth 30 marks so it makes sense to assume that each priority and justification will receive a mark out of 10). It is also at this section, where I will remember if I am bringing in any theory, models, data to help my justification, that I will reference any sources or reports that I have used. MKT 4153 Residential Assessment 1 (100%) Organisation:___________________ Student: _______________ Student: _________________ 3. Brand Story telling: An Application (mark out of 50) Story 1 – New volunteers – ‘We Need You’ I will then choose ONE of the priorities that I want to focus on. So I will choose priority two Recruit New Volunteers. I might very briefly explain why I am focusing on this one, and also highlight how it might also help the other priorities. I will then look at slide 6 (below) which provides a guideline for the story content and will complete this outline for each story and put each story outline in the appendices, knowing that it does not count as part of the word count. However, I will know that the person marking the assessment will look at these outlines and they will contribute to the final grade for this section. In section C I will then talk about each story and what I am hoping to achieve by telling these stories in the manner I have chosen. I will tell the marker how this story will achieve the outcomes for that priority, why I have chosen this style, manner, tone, platform and the audiences I wish to reach. This will in essence be the recommendations. Again, I will imagine the organisation reading my report and thinking, yes this is a good idea, we can do this, it makes sense for us. Story 2 – A day in the life of a volunteer at organisation x Story 3 – Volunteer and new develop new skills Appendix 1,2 and 3 Something to think about as you devise your stories Story Structure Description Story Topics Who and what is the story about? Start by looking at the organisation’s brand mission, and seek evidence as to why these brand product and services exist Story Mission What do you hope to accomplish by telling this story? The brand story has purpose. Explain the ultimate purpose of your brand story (eg market share, recognition, rebranding etc Brand Attributes Make sure you stay ‘on brand’; keep aligned to the brand’s identity Key Audiences Who is this story for? You may have more than one audience Feelings What feelings are you hoping to evoke from your audience with this story? How do you want your audience to think and feel? How can you make it believable? Key points in your story to support your story message Tone and manner The manner in which your story will be conveyed Platform for story content Which platforms are most appropriate for reaching your key audiences?

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