Operations Management homework help

Puma is a world-leading sportswear brand. Their history goes back to the 1950s when Rudolf Dassler together with 14 employees decided to open a new factory and to start producing football boots. Since then, the brand has grown dramatically. Although there have been some difficult moments, today Puma is among the leaders in its market. In particular, their shoes are popular again thanks also to important collaborations – Puma x Mr Doodle, Puma x Von Dutch, Puma x Helly Hansen, Puma x Sonic, to mention a few. Yet, being able to have an attractive product on the market is not sufficient anymore if a brand wants to stay relevant to its customers (Ahrholdt et al., 2019).

You will develop a communication campaign for Puma that is aiming to promote a brand social/environmental/cultural initiative to strengthen the relationship with the consumers (Iglesias et al., 2020).

Ahrholdt, D. C., Gudergan, S. P., & Ringle, C. M. (2019). Enhancing loyalty: When improving consumer satisfaction and delight matters. Journal of business research, 94, 18-27.

Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2020). Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty. Journal of Business Ethics, 163(1), 151-166.

This project aims to let you demonstrate your ability to plan and present a strategic communications campaign integrating ‘above the line’ communications techniques. The plan is on behalf of Puma for a social/environmental/cultural initiative and is focussed on the UK market.

You have to provide a compelling document to present your campaign for Puma. The word count should be a max of 2,500 words, supported where appropriate with visuals, photography and graphics. Your campaign needs to be integrated with an overall message. Your message needs to be specific and it can be only one between socially oriented, environmentally oriented, or culturally oriented.

Your document needs to contain at least the following elements:

· A clear aim of the campaign with an appropriate, unique, and compelling message (a clear concept and rationale that justifies your campaign);

· Consumer profile;

· A set of SMART objectives;

· A strategic approach comprehensive of a timeline for your campaign;

· At least 3 “above the line” techniques (you can use all the “above” technique if it is coherent for your project). The choice of the techniques needs a clear rationale and has to be justified (use communication theories – at least apply the AIDA tool).

· A clear plan to monitor and assess your campaign after the launch.

You should use layout skills to present a fully branded and professionally-finished report, and include photography, images and any supporting visual materials.

The module has an extensive reading list set on Brightspace. Moreover, further readings and additional material will be provided during the entire Term to facilitate your work.

· Cite all information used in your work which is clearly from a source. Try to ensure that all sources in your reference list are seen as citations in your work, and all names cited in the work appear in your reference list.

· Reference and cite your work in accordance with the APA 7th system – the University’s chosen referencing style.  For specific advice, you can talk to your Business librarians or go to the library help desk, or you can access library guidance via the following link:

· APA 7th referencing

· The University has regulations relating to academic misconduct, including plagiarism. The Learning Innovation and Development Centre can advise and help you with how to avoid ‘poor scholarship’ and potential academic misconduct

· Do not exceed the word limit / time / other limit.

· The Assessment Criteria are shown the end of this document.  Your tutor will discuss how your work will be assessed/marked and will explain how the assessment criteria apply to this piece of work. These criteria have been designed for your level of study.

· These criteria will be used to mark your work and will be used to support the electronic feedback you receive on your marked assignment. Before submission, check that you have tried to meet the requirements of the higher-grade bands to the best of your ability. Please note that the marking process involves academic judgement and interpretation within the marking criteria.

This section is for information only.

The assessment task outlined above has been designed to address specific validated learning outcomes for this module. It is useful to keep in mind that these are the things you need to show in this piece of work.

On completion of this module, students will need to demonstrate:

1. Demonstrate a critical understanding of the scope and role of integrated marketing communications within overall strategic planning.

2. Explain and understand the major tools that can be employed and how marketing communications campaigns should be researched, timed and evaluated.

3. Apply communications theories and techniques best suited to various marketing situations.

4. Analyse and set goals for marketing communications campaigns.

5. Plan integrated marketing communications campaigns, selecting and justifying the most appropriate tools and approaches.

Please note these learning outcomes are not additional questions.

(Outstanding+)

(Excellent +)

beyond the module, and disciplinary areas to provide excellent critical insights. Shows a level of comfort with contingency and ambiguity.

No major errors or misunderstandings or gaps.

No major errors or misunderstandings or gaps.

Lacks depth of integrating ideas.

Few errors and/or gaps in coverage and relevance.

No integration of ideas.

Some errors and/or gaps in coverage and relevance

Little critical understanding of relevant well-established area(s) of knowledge with a many of errors, misunderstandings, and omissions

Cognitive / Intellectual skills

A range of means of framing cognitive and intellectual skills are provided to reflect the variety of assessment tasks across the School. Module leaders should consider the following criteria and select the one(s) that best reflect the assessment tasks. Assessment task briefs should be designed with sufficient information to provide students with a clear understanding of the core intellectual skills expected within the bounds of the module– corresponding with the appropriate level of study

Module leaders should be clear about the nature of information / data to be analysed, as well as the ‘tools’ of analysis expected. Analytical tools can be based on logic (comparison, connection, categorisation, evaluation, justification) and/or numerical (e.g. statistics, financial) or other.

Extended insights.

Alternative approaches might be considered.

Thoughtful and developed insights/ creativity.

Some good insights /creativity

No logical errors.

Some but limited insights/creativity.

Few logical errors

No insights / creativity

Logical errors evident.

*Normally APA 7th or OSCOLA

Referencing fully competent and accurate

Referencing fully competent and accurate

All points fully substantiated.

No unsubstantiated points.

Referencing fully competent and accurate

Most points are substantiated and no major unsubstantiated points

Referencing largely competent and accurate. Some minor errors in citations or references.

Some points are unsubstantiated.

Referenced appropriately

Referencing largely competent and accurate but may include errors

Significant number of points are unsubstantiated.

Some effort to reference, but frequent errors and omissions

Very few points are substantiated using evidence / sources.

Significant errors and omissions in referencing

Significant errors and omissions in citation and application of referencing

Very little attempt to cite or reference

No citations

(criteria relevant for essay-style work)

May contain repetition or irrelevant material which obscures the key messages.