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You will prepare a 10-page portfolio pitch and brief to your advertising agency. Students are to use choose their own firm and apply theoretical knowledge of models and concepts to the 7 Ps and apply them to your chosen service firm. Refer to weekly contents in order to choose and find the models and theories.
Students are to:
1. Offer the firm description, target market and service positioning
2. Use service theories to analyze your current position for each of the 7 Ps
3. Offer a specific marketing strategy, objective and action
4. Brief the Ad agency on what they are trying to achieve for your firm and make recommendations for an integrated services marketing and branding plan to the agency
5. Be creative, use tables, figures, mock-ups
6. Each page will refer to one of the 7 Ps and include the analysis, the objectives and the recommended actions
7. The portfolio will also include the 1-page brief to the agency and the 1-page Integrated service marketing plan
8. Finally, you are to include a 1-page self-reflection on the service marketing elements and practices that has been learnt.
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