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MKF 5926 Case study 1: Message Strategies (INDIVIDUAL)
Task type: Verbal presentation via video submission (mp4. file only)
Video length: Up to 5 minutes. Any content beyond the 5-minute mark will not be assessed.
Value: 15% of the final mark
Due: Friday 12 September 2025, by 11:55 PM. Submission via Moodle only. No email submission
Penalties for late submission: A cumulative five (5)% penalty every 0-24 hours will be applied to the final mark of late
submissions.
Objective
Your task is to find a real-world case in which at least two distinct message strategies (as defined in the lectures and in
Ashley & Tuten, 2014) are used. The aim is to demonstrate your understanding and analytical ability by applying course
concepts to a real example in a clear, accurate, and insightful manner.
Important
This is not a passive summary. Simply describing what others have done will result in a lower evaluation. Instead, your
analysis should demonstrate active engagement with the material by clearly identifying, interpreting, and critically
analysing the message strategies used.
Steps to follow to prepare your presentation
Step 1: Deeply Understand the Strategies
Before selecting a case, make sure you fully understand the message strategies covered in lectures and Ashley & Tuten
(2014). Know how they function, how they differ, and how they may complement or interact with each other.
Step 2: Choose a Strong Case
Find an example that clearly involves at least two of the message strategies from the course materials. Choose one that
gives you enough depth and clarity to showcase your understanding. Avoid vague or overly complex examples that hinder
your ability to apply concepts accurately (ex: campaigns with unclear messaging or too many overlapping elements)
Step 3: Prepare Your Analyses
Develop a clear and well-organised presentation (PowerPoint/PDF + script). Your materials must show:
• A brief introduction of your example
• A breakdown of each message strategy identified
• How you apply concepts from lecture/readings to your analysis
• How you interpret the strategies’ roles and effects in the case
• Use of the correct terminology and definitions from the course
This step requires you to apply your knowledge of the strategies directly to the case in a way that is accurate, well- reasoned, and insightful.
Step 4: Integrate and Conclude – Bring your discussion to a higher level
Wrap up your case study by explaining how the identified strategies worked together.
Your materials must address questions such as:
• Did they reinforce each other?
• Were there tensions or contrasts?
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Reflect on how the integration (or lack thereof) shaped the overall messaging impact.
Be explicit in discussing the outcome of this integration: Did it enhance or dilute the overall effectiveness of the
communication?
Notes
1. Stick to course content only: You must only use message strategies covered in lecture and Ashley & Tuten
(2014), and refer to them by correct terminology as introduced in class and readings. Any strategy that is
relabelled, reworded, or drawn from outside these sources will not be assessed.
2. Time limit: If your video presentation exceeds 5 minutes, any content beyond the 5-minute mark will not be
assessed.
3. UPDATES ADDED ON 3 SEP 2025
1) There are no limitations on the type of product or service advertisement that you can choose as your example.
2) You can pick any ad format, such as print or video.
3) In case you pick an advertisement in video format, you should include the playback of the video in your
presentation. The teaching team will NOT open any links to external sources. This applies not only to videos
but also to any other format. Any inserted links will not be opened. You have to present everything during your
presentation.
Steps to follow to record your presentation using Zoom
Important notes
• You may use a different software (e.g., PowerPoint Recording), but Zoom is considered the easiest.
• Your video should show both the slides and your face. If your face is not visible, you will receive an N (fail).
• Time limit! Keep your video under 5 minutes. Content beyond the 5-minute mark will not be assessed.
What you’ll need:
• A computer with a webcam and microphone
• Your slide deck (PowerPoint or PDF)
• Zoom installed (the free version is fine)
Step-by-Step Instructions:
1. Open Zoom and start a Meeting
• Launch the Zoom app and click "New Meeting"
• Make sure your webcam is turned on (your face should be visible)
2. Start recording
• Click "Record" (you may need to click "More" (…) to find this option)
• Begin with your face in full screen and introduce yourself briefly
3. Share your slides
• Click the green "Share Screen" button
• Choose your PowerPoint window (or PDF if you're using that)
• Click "Share"
• Begin presenting your slides while speaking
• Your face will appear in a small window in the corner of the screen
➢ Tip: Move your webcam window so it doesn’t block key content on your slides.
4. Stop recording when finished
• Click "Stop Recording" when you are finished
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• Then click "End Meeting"
5. Find your video file
• Zoom will automatically save your video as an .mp4 file.
• Look for a folder called "Zoom" in your Documents folder
How to Submit: Upload your .mp4 file directly to Moodle. Submissions via cloud drives or YouTube links will not be
accepted. No email submission is allowed.
Need to Try Again?
You can re-record your presentation as many times as you like. Just delete the previous file and repeat the steps.
****Case study 1 (INDIVIDUAL) marking rubric continues below.
Case study 1 marking rubric
Task component %
worth
Criteria for an HD paper Note
Application of
Message
Strategies
15% Accurately and insightfully applies at least
two message strategies. Terminology is
precise and consistent. Demonstrates strong
conceptual clarity, distinguishes between
strategies effectively, and applies them in a
contextually appropriate way that strongly
supports the analysis.
Automatic N: You will get an N in this
component if you identify only one
message strategy.
Reminder: You must only use message
strategies covered in lecture and Ashley
& Tuten (2014), and refer to them by
correct terminology as introduced in
class and readings. Any strategy that is
relabelled, reworded, or drawn from
outside these sources will not be
assessed.
Analysis and
Interpretation
30% Provides critical, original, and insightful
interpretation of how each strategy functions
in the case. Goes beyond description, offering
clear reasoning about mechanisms and
implications. Demonstrates depth of thought,
recognising subtleties, tensions, or unexpected
patterns.
Automatic N: You will get an N in this
component if you identify only one
message strategy.
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Task component %
worth
Criteria for an HD paper Note
Integration of
Strategies
40% Offers a thoughtful and comprehensive
integration of how the identified strategies
reinforce or contrast with one another.
Provides a clear, reflective conclusion that
explicitly evaluates the overall effect of
integration (e.g., whether effectiveness was
enhanced or diluted). Analysis is coherent,
insightful, and well-supported.
Automatic N: You will get an N in this
component if you identify only one
message strategy.
Presentation and
Delivery
15% Delivery is clear, engaging, and professional
throughout. Voice and body language convey
confidence. Pacing is smooth and controlled
with no unnecessary pauses or rushing.
Visuals are polished, concise, easy to follow,
and consistently reinforce the analysis.
Presentation is highly cohesive.
Automatic N: You will get an N in this
component if you identify only one
message strategy.
Automatic Zero: You will get a zero
in this component if your face is not
visible for the entire presentation.
Total 100%
If you have any questions, feel free email me at [email protected]
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