You are asked to create your own Portfolio of Case Studies on ethics in the marketing and digital communications industry. Identify and research 3 different examples of brands and/or campaigns, as follows:
• 1 example of a marketing communications campaign that did not align with industry codes of practice and standards (for example, the ASA)
• 1 example of a marketing sector company, brand or campaign that promotes minority voices and representation (diversity and inclusivity)
• 1 example of a brand that is future proofing (meeting future challenges and audience expectations)
Develop those examples into 3 case studies for your Portfolio, on the theme of marketing ethics, by including:
1.
1. A narrative identifying your choice of company/brand/campaign, with links to content
2. An analysis of the context in which this brand/campaign is operating in (PESTLE)
3. A critique of the effectiveness of the campaign in meeting its ethical objectives (up to 750 words)
In summary
In total, for your Portfolio, you are submitting 3 Case Studies.
You may adopt a writing and layout style to suit your preferred method of expression – a report, an essay or a published blog.
The maximum word count guide for each Case Study is up to 1500 words for each (so 3 x 1500 = 4500 words in total). There is no miniumum word count.
However the entire portfolio must be submitted into Canvas as a single word document or PDF.
Remember to use the Harvard Reference system for formatting your references and in-text citations. How to reference can be found here
A quick link to the Falmouth University library subject guide is here: https://library.fxplus.ac.uk/advertising
You are encouraged to use a personal or professional blog to publish some or all of your Portfolio, as part of your professional branding.
Guidance
• Working on the Challenge Activities for weeks 1 through to 4 will give you lots of opportunities to discuss your choices and critiques for this assignment, and get feedback from your Tutors and your peers
• Look for examples that push the boundaries – examples might include looking at campaigns that speak to the Black Lives Matter movement, critiquing brand purpose statements, evaluating the use of personalised data and privacy, etc – digging through the marketing journalism press and social media will yield lots of examples for you to develop into a case study
• We will be reviewing your ability to build a detailed case study and rational argument for your critique – where are your conclusions coming from and can they be defended?
• Treat this as an exercise in building your own portfolio of examples, thoughts and ethical evaluations on the sectors that interest you
• The ideas and examples you work on for this assignment might well end up as material for future assignments – possibly your Major Project. Use this opportunity to become an expert in the examples you choose and the sector they occupy.
Assessment Criteria
This assignment will be assessed on the following module Learning Outcomes:
LO # Learning Outcome
Name Learning Outcome Description Assessment Criteria Category
5 Innovation Generate new concepts and communications ideas, embracing uncertainty and informed risk as drivers for change and audience reach. INNOVATION
7 Professional practice Demonstrate an understanding and awareness of the commercial landscape, regulations and ethics, working to professional standards. PRACTICE
8 Digital literacy Select, evaluate and adopt appropriate technologies for marketing and digital communications purposes
