Wednesday, April 4, 2012
Thursday, March 22, 2012
How Can You Improve This Ad?
Answer the question: How can you improve the IQAir advertisement?
First, explain why the ad works or doesn't work. Then explain how you can improve it.
Use Comments to provide your answer. This is a graded assignment. You will be graded for your perceptions about the ad, and your justification for whether it works or does not work (please explain your reason/s). You also will be graded for creativity (how good are your ideas about how to improve the ad).
Students who comment early have an advantage over those who comment late because you cannot borrow another student's ideas. Your ideas for improving the ad must be original.
One answer is required per student no later than Sunday 25 March at 5 p.m. in Kuwait.
Seeking Sponsors for Best of Kuwait
Some of you have asked if you can seek a sponsor that would help defray the costs of promoting Best of Kuwait. The answer is yes, but we need to carefully coordinate those efforts. Sponsorships will need to be approved in advance.
First, I want to reiterate that you are not expected to actually implement your marketing plan for Best of Kuwait. Your grade is based on the quality of your plan as described in the assignment on the blog.
However, I am hopefully that you will implement parts of your plan to help us generate a huge audience (200+ people) on 22 May at GUST. You can implement the parts of your plan that do not require payment of money.
First, I want to reiterate that you are not expected to actually implement your marketing plan for Best of Kuwait. Your grade is based on the quality of your plan as described in the assignment on the blog.
However, I am hopefully that you will implement parts of your plan to help us generate a huge audience (200+ people) on 22 May at GUST. You can implement the parts of your plan that do not require payment of money.
Sponsorships
If you can arrange free promotion or marketing of the event in exchange for sponsorship, please discuss the opportunity with me. For example, if Al Watan Daily said it would provide six free ads in the newspaper in exchange for sponsorship, I would say yes. Sponsors may provide us with a PowerPoint slide and we will show the slide once or twice during the event. Also, as emcee of the event, I will do a brief "commercial" to promote the sponsor. We must limit the number of sponsors, and the value the sponsor provides must be substantial, otherwise we will not accept a sponsorship.
Best of Kuwait Set for May 22 at GUST
Best of Kuwait Fact Sheet
DATE:
Tuesday 22 May 2012
LOCATION:
Gulf University for Science & Technology Conference Center W6-200
TIME:
6 p.m.
WHO'S INVITED:
The Event
GUST MBA students enrolled in Managerial Communications will reveal the best businesses in Kuwait in the following industries:
- Diet Centers
- Nail Spas
- Universities
- Kuwaiti Restaurants
- Hotels
- German Auto Companies
- Hospitals
- Airlines
- Arabic Newspapers
Saturday, March 17, 2012
Your Midterm Assessment: Promote Best of Kuwait
Follow these requirements:
1. There’s no budget, so all promotions must be without costs.
2. Your promotion campaign must use, when possible, the Best of Kuwait logo (above).
3. Your promotion campaign must use one digital medium, such as Twitter, Facebook, Pininterest, Linkedin, email, etc. If you select Twitter, you must include at least three tweets specifically for Best of Kuwait; if you use Facebook, design a Best of Kuwait Facebook page; if you use email, write an email message to promote Best of Kuwait; if you use Pininterest, create one item . . . ask for clarifications about other media of your choice.
4. Your promotion campaign must include one of these:
a. Print advertisement. Size of the ad: ¼ of a newspaper page. The ad must be useful in both newspapers and magazines. Must include headline, body message/text, at least 2 visuals, and the ad must be trackable. Explain in your report how you would get this ad into newspapers/magazines free of cost, or . . .
b. Flyer. One page. Must include headline, subheads, promotional message, 2 visuals, and must be trackable. Explain where you would distribute the flyer and how.
5. Promotion Ideas. At least five ways to promote Best of Kuwait at no cost.
6. Promotion Calendar. Create a calendar and show (dates) when you would implement the campaign; explain how if necessary.
7. You will work in a team of 2 and you may select your partner. Do so immediately and report names/ID numbers to me via email.
8. Deadline for your written report is noon (in Kuwait) on Saturday 14 April. Name your Word document: MA_FirstNameofOnePartner.doc or docx. Include in that document all required elements.
9. Be prepared to present in class on Monday 16 April using a PowerPoint document. You will be called randomly; be prepared to present when called. The audience will expect to see your ads or promotions. You will have 8 to 10 minutes. Only one partner needs to present, but both partners can participate in the presentation (one, for example, can advance the slides). This is a midterm requirement and you must be present in class. You will also learn from seeing the other presentations.
10. Here’s how you will be evaluated:
a. Creativity. How good are your ideas (MBAs will help me judge).
b. Professionalism. Quality of your visuals and content.
c. Implementation. Can your ideas be implemented at no cost?
d. Credibility. How convincing was your presentation?
Your Midterm Assessment accounts for 30% of your grade – treat it very seriously, please.
Questions? Ask me!
Your Final Assessment: Marketing Plan for Service Hero
Your final assessment accounts for 40% of your grade – treat it very seriously, please.
You recently witnessed a presentation by Faten Abu-Ghazaleh, CEO of Service Hero. She introduced you to the company, explained its mission, and also told you the challenges the company faces as it prepares to solicit votes at the end of 2012. Additional information about Service Hero can be found on YouTube.
Team Assignment
You and your team members have been assigned the task of developing a promotional plan for Service Hero. Please follow the guidelines and instructions below, and on the Challenge Sheet. You are learning about the requirements for your final assessment at this early stage of the semester because you will need many weeks to complete the task. You and your team must work together to effectively accomplish the task, and present your recommendations to the class.
Requirements
Here are the guidelines and instructions:
1. Meet your teammates and exchange contact information. Once your team is appointed, select a Team Leader. Each team will include three students. The Team Leader’s job is to organize the team’s efforts, but not to do the majority of the team’s work. Team Leaders can earn extra points for taking on the added responsibility of organizing the team’s efforts, but the points will be awarded only if all team members agree that the Team Leader was effective. Each team member will complete a team assessment form at the end of the project.
2. As a team, review all of the information presented to you by Faten Abu-Ghazaleh. In addition, do some research to learn even more about Service Hero. The more you know about the company the better prepared you will be to solve the challenges the company is facing.
3. Review and understand the challenges. Make certain that all team members understand the challenges. See the Challenge Sheet for more information.
4. Brainstorm your ideas. How can the challenges be resolved to the satisfaction of your client, Service Hero? (Assume that Service Hero hired your team to solve the challenges).
5. Develop a Team Action Plan. List all of the work items (projects) that the team needs to complete to create a final report. Action Plans must include:
a. Names and ID numbers for all team members.
b. Name/ID number of Team Leader.
c. Date the plan was created/submitted to me.
d. The work projects that must be completed; stated in active voice beginning with a verb. For example: Watch Service Hero video on YouTube; Gather advertising data from Facebook . . . Number each work project. Include a Completion Date for each work project. Identify the person/s responsible to complete the work project. . . . The Action Plan will likely require 2-3 pages of content.
6. Get to work and complete the Action Plan. Team Leader makes certain that team members are handling their responsibilities; Team Leader will periodically (once or more a week) get the team together to give updates of the work in progress and to resolve any new issues. You will be required to discuss the completed Action Plan with me on a date to be announced in the future.
7. The team will prepare a written document in Word that addresses the items on the Challenge Sheet. Assume the client will read this document (most likely that will be the case) so it must include the critical points that the client needs to understand to solve the challenges. Name the file: FA_(TeamLeader’sFirstName).doc or docx. Document must be emailed to me no later than noon (in Kuwait) on Sunday 20 May.
8. The team will prepare a PowerPoint document to present its recommendations for the client. Assume that you will present your recommendations to the client (that may not be the actual case). So the PPT needs to reflect what you want the client to know and do. Name the PPT file: FA_(TeamLeader’sFirstName).ppt. File must be emailed to me no later than noon (in Kuwait) on Sunday 20 May.
9. The team will prepare a 20-minute classroom presentation; all team members will take part in presenting the team’s recommendations. Do not exceed the 20 minutes. Presentations will occur in random sequence on 22 May and 24 May. Be prepared to present when your team is called!
10. Your team will be evaluated in a number of ways:
a. How well did you understand the challenges?
b. How well did you develop recommendations to solve the challenges?
c. How well did you prepare the Word document?
d. How well did you present your findings to the class?
Questions? Ask me, please!
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