Part 7: Group Project—Advertising Planning
Instructor Brief for Advertising Planning Group Project
Summary and Purpose
This group project involves students imagining they are part of a business startup sponsored by
a fraternity at their university. The fraternity plans to sell grab-and-go lunch foods to students
and staff. The student team must make an advertising campaign that reaches their target
audience and achieves a selected strategy.
The purpose of this exercise is to understand how an organization plans advertising strategy. In
this exercise, students will need to work as a team to make four key strategic decisions and
create a sample ad based on these decisions.
Skills
In this group project, students will have the opportunity to practice skills important to all marketers,
including:
• Strategic thinking: formulating strategies to achieve an organization’s vision while
accounting for its strengths, weaknesses, opportunities, and threats
• Facilitation: using communication skills to evoke group member participation, lead the
group to consensus, and accomplish group tasks
Format
Divide the class into teams of 4–7 students each. Students will read a briefing document that describes
the situation and prescribes nine specific steps to take as a team. These steps require a number of
