unit 2 Heineken

pt 1

Learning Outcomes

By the end of this module the student should be able to:

1. Critically analyse and evaluate the approaches, principles, management and contribution of marketing communications and creative design to businesses.

2. To develop creative communicative and design led solutions for a specified marketing problem.

Client Brief: Celebrating The Joy of True Togetherness

The Heineken Company seeks an integrated digital marketing communications campaign to reinforce its brand association with The Joy of True Togetherness. Your task is to develop and pitch a campaign tied to one of Heinekens existing products and existing sustainability and responsibility initiatives: https://www.theheinekencompany.com/sustainability-and-responsibility/social

You can read more about Heineken here: Who we are | The HEINEKEN Company

What you must do:

Market and Consumer Analysis

Use one analytical tool (e.g. SWOT, PESTLE, Porters Five Forces) to assess the environment and justify your chosen target audience/segment.

Identify key trends in digital behaviour, inclusion, togetherness, and social connection.

Communications Plan

State clear campaign objectives (e.g. awareness, engagement, social well-being, brand perception).

Set out your big idea/creative concept and a campaign tagline.

Explain which digital marketing tools will be used (e.g. social media campaigns, video content, interactive platforms, AI personalisation, chat-bots, social listening).

Provide ethical and values alignment, including responsible use of AI, privacy, inclusivity, and togetherness.

Implementation Plan

Schedule the campaign: timing, messaging flow, channels, audience interactions.

Explain how success will be measured (KPIs, metrics, feedback, sentiment, social value).

Digital Artifact

Create and submit ONE digital artefact: either a social post/OOH display ad, an audio ad, or a video ad.

The artefact should reflect your creative idea and campaign theme of togetherness, and be appropriate in tone, style, and audience appeal.

Pitch Presentation

Your team (including students from all three institutions) will deliver a live 10-minute pitch (10 %) via Zoom or MS Teams.

You are encouraged to use PPT slides to present and explain your artifact.

Presentations will be recorded and will be shared with Heineken; winners/runners-up will be announced at an on-campus award ceremony with Kirkwood at Abertay University in May.

Values and Responsible AI Use

As this is an international collaborative project, you are permitted to use AI tools for this unit of assessment. However, you should first critically consider your use of AI, check all outputs for accuracy, and you must clearly state where and how you have used AI in an Appendix.

In addition to your slides and digital artefact, you should submit a peer assessment form that includes:

Details of group meetings (attendance/minutes/task allocation)

A confidential assessment of each peers contribution to the unit of assessment.

pt2

Learning Outcomes

By the end of this module the student should be able to:

1. Critically analyse and evaluate the approaches, principles, management and contribution of marketing communications and creative design to businesses.

2. To develop creative communicative and design led solutions for a specified marketing problem.

Instructions

Develop a creative package for one of the following clients:

The school that you are part of at Abertay University

The programme/course you are studying at Abertay University

Abertay University as a whole

Abertay SA/Abertay Sports

Your creative package should comprise of ONE artefact (this can be either a storyboard for a 30-second video advert OR a poster) that differentiates, reinforces, informs and/or persuades your clients target customers to engage more productively with your client. Along with the creative package, you should also submit a 1000-word (+/- 10%) explanation and justification of your creative strategy, drawing on reliable sources. You should provide a clear explanation of why the message appeal utilised would be effective for your target audience.

This coursework is individual you will need to develop the creative package and explanation individually.

Your storyboard and 1000-word submission should be uploaded on MyLearningSpace. Submission date TBC.

AI Use

You are permitted to use AI tools in the development of the creative package. However, you should critically consider your use of AI, check all outputs for accuracy, and clearly state where and how you have used AI in an Appendix.

Per the Universitys Code of Student Discipline, you must not use AI tools to generate your 1000-word report.