The YouTube Brand Strategy Project PDF document provides an overview of a brand strategy project assignment for students. Includes instructor information and student specific instructions and grading rubric. Can be modified as an individual assignment. Purpose of the assignment is to create a YouTube video content review for a company by evaluating multiple company videos and evaluating them on content, brand message and brand exposure
Type of Material:
Assignment
Recommended Uses:
This could be used as an in-class exercise, if there is sufficient time. It could also assigned individually, with in-class discussion, post completion.
Technical Requirements:
Browser and internet connection.
Identify Major Learning Goals:
Analyze branding strategies used by major brands on social media.
Apply branding strategies to branding applications.
To study a company’s original content on YouTube and compare it with non-company videos.
Target Student Population:
College Upper Division marketing students in branding or strategic marketing courses
Prerequisite Knowledge or Skills:
Basic principles of marketing and marketing strategy.
Content Quality
Rating:
Strengths:
Clear and concise instructions for a group or individual assignment asking the learner to demonstrate understanding of original content creation and effectiveness as it relates to marketing brand strategy.
It is self-contained.
Process and application is clearly provided.
Concerns:
Instructions only. No supplemental information like an example.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
The subject / brands will be relevant to students. The use of social media is an important component of students' learning and application skills.
Can be used to assess students’ critical thinking of real time information related to brand strategy. Is very clear in expectations and outlined requirements.
Concerns:
Student handout has excellent instructions but unclear direction on what to do with information collected other than the creation of an oral presentation. Could be used to assess written skills as well.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
The instructions are simple and align with the stated title of the assignment. Would allow students to critically analyze content on YouTube and present findings.
The site provides a clear strategy for implementation, and the handout is very clear. Providing the grade-level performance of the assignment expectations is nice for students.
Concerns:
No usability issues, simplistic design makes it simply a handout.
Creative Commons:
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