Strategic Communication at Locarno Film Festival is an interactive multimedia case that focuses on the prestigious film festival and in particular the repositioning of the event’s image from the year 2006.
This repositioning is studied through video interviews examples of the activities implemented and interactive exercises.
We use this case study in courses related to corporate communication corporate identity corporate image branding advertising and corporate marketing. The final aim of the case study is to bring students to apply their knowledge on how to segment stakeholders and how to integrate communication for corporate communication branding and corporate marketing purposes.
Students learn that to build the Festival’s brand credibility in the industry during 2006 it was necessary to address multiple stakeholders’ expectations beyond those that are typically considered. Visual and multimedia material in the case study make this case unique as students also learn some practical basic steps to consider during the repositioning of a brand (e.g. How to build a corporate identity manual sponsoring structure content design etc.). In the case students have to face different exercises for segmenting stakeholders and prioritize the main issues of concern. As well as this the case shows the before and after of the image and the repositioning initiatives.
Este caso muestra la historia de IKEA y su estrategia de comunicación en España desde el inicio de sus actividades en este país en 1996 hasta el 2004. Adicionalmente se presentan ejemplos de sus diferentes campañas en el mundo.
El alumno puede ver ejemplos de distintas campañas de marketing y analizar cómo difieren en función de los objetivos perseguidos por IKEA en cada momento. Se presentan anuncios de televisión publicidad en la calle y muestras de los catálogos para realizar dicho análisis. Finalmente se pide al alumno que estudie cuatro campañas posibles para el futuro. Éstas serán discutidas en clase.
This case tells the story of IKEA and its communication strategy from its arrival in Spain in 1996 to the year 2004. The case details the history of the company and provides examples of different campaigns from around the world.
Students can study the different marketing campaigns with their desired objectives and the outcomes that the company wished to achieve in the different stages. TV commercials outdoor print and catalogue examples provide background for the analysis. As a conclusion students are asked to consider four alternate campaigns for the future and select the one they feel is most suitable.