Marketing Communication - Maria Jacobs Case Study - Management Assignment Help

Assignment Task:

The authentic final assessment task is worth a total of 50 marks. There are four compulsory questions related to the case. Students are required to answer all four questions in the order given.  Each question is worth 12.5 marks in total.

Question One (600-word limit)

• What are the key challenges facing Maria Jacobs and her team? What are the goals of the marketing communications campaign? 

Question Two (600-word limit)

• What market information is most relevant to make an argument for a brand repositioning? How does this repositioning differentiate the brand from the competition? In answering this question consider each competitor's current positioning.   

Question Three (600-word limit)

• What is the most important information that needs to go into the client brief so that the agency understands both the strategic direction of the brand and the goals of the brand management team? How could this important information enable the agency to brainstorm the creative idea?

Question Four (600-word limit)

• What are your recommendations about the media (traditional and new) and other IMC activities that should be used over the first six months of the Axe campaign? Note in your answer how this relates to the strengths and weaknesses of the different media elements and IMC activities. 

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