UNIT OVERVIEW: This unit engages students with both a theoretical and practical understanding of the key source of creative ideas in advertising and media - Research and Insight. The learning and assessments will introduce students to methods and strategies for conducting research with an aim to generating innovative observations and insights that can feed opportunities and ideas. The unit will be a combination of face-to-face lectures, tutorials and independent activities and investigation into the behaviour of contemporary audiences and their worlds, and finding their motivation towards future engagement with innovative products and services.
Assignment Work:
The major assignment for this unit required extensive primary and secondary research into a product category, and a specific brand, in the Australian market. For this assignment, my group chose the bottled water market, and the Evian brand. The concept of this process was to use research do develop consumer insight, and conceptualise a campaign that will ultimately help your chosen brand increase its success within the Australian market.
As part of this process we had to develop a production budget, gantt chart, product perceptual map and an infographic.
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