Select a company/organization based on your personal or professional interests.
Researchaspects of their history, competitors, evolution of branding, significant previous campaigns /agency work, and any other relevant aspects. This info can be gathered online and viainterviews / email exchanges with current and former employees of these companies.Next, keep a journal of when and what marketing communication tools you are exposed to fromthem (and for comparison, their competition) during the time frame of our course.Track with a photo, screenshot, or video link of each tool that you see along with the date. Beginby spotting what you can in the wild, then after that brief period start actively engaging with thebrand on its site, in search, its email lists, on social media, etc. Be thorough and exhaustive intrying to expose yourself to all of the brand’s touchpoints.You will then provide your assessment of their communications strategy and how the items youtracked in the journal support (or don’t support) their strategy.
This assignment is 1500 words maximum; other pages of your journal with indexed evidentiarymaterials are as needed beyond that.This project will be evaluated on (score 0 to 5 for each aspect):
1. Quality of writing (grammar, syntax, clarity, etc; proofread to be mistake-free)
2. Thoroughness of brand research
3. Thoroughness of journal aspects (documentation of current ads, interactions with currentmarketing, etc.)
4. Applies concepts, terms, and theories from course readings, discussion, and guest speakers
5. Quality of analysis of brand strategy
6. Quality of recommendations for improvements
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