I have a PPT presentation to do and the details are below


Learning Outcomes

On successful completion of this module you should:

Demonstrate a critical understanding of marketing communications theory and principles and their application in the contemporary media landscape

Critically evaluate communication issues in a strategic context

Demonstrate an understanding of effective targeting, positioning, message and media strategies within the contemporary media landscape.

Use written and visual formats to communicate ideas and information clearly, logically, persuasively and effectively.




Introduction to the assessment
You will be presenting a marketing communications initiative/proposal for a brand, requiring you to submit a 10-15-minute recorded individual presentation to the assessment team.  Your task is to present a marketing communications proposal for Duolingo. You need to consider a viable target and appropriate positioning for the brand, a messaging strategy and a coherent communications strategy. 
You should use appropriate tools and principles from the module to justify your choices along with sound research and sources. If this is your second attempt, you should briefly explain in the course of the presentation how you have applied the feedback received to improve your submission.

The Brand
Duolingo is the world’s number one language learning app – used by hundreds of millions of learners around the world. Their mission is to make language learning accessible to everyone for free, no matter who they are. 
Despite the many, very serious, benefits of language learning (from boosting brain power to reducing global economic inequality), Duolingo was founded on the idea that learning a language should also be fun. And over the years they’ve done this by gamifying the experience. 
But no matter how fun it is, learning a language is a commitment. And the hardest part about learning is staying motivated. In most cases life events get in the way, routines change, and some slowly fall out of the habit of doing their daily language lesson. Even with all the features designed to keep learners motivated- such as daily streaks, gamified XP, leaderboard rankings, learning with friends, motivational push notifications, even reminders from Duo and snackable bite sized lessons, many learners stop and lose out on the benefits of learning a language. 
Keeping learners learning is great for them, as it helps them continue to progress with their goals, and also helps Duolingo keep in touch with their customer base. Duolingo takes their learning styles and uses AI to deliver a better learning experience. Plus, a continual learner is a happy learner which makes them more likely to tell their friends too. 
Assessment tasks
This section contains a summary of the tasks you need to complete for the presentation.  NB: You may consider the brand in its entirety or you may choose to focus on a particular language within the Duolingo portfolio.
1.Define the optimal target market
Drawing on appropriate sources of information, research and define and describe what you consider to be the optimal target market for this brand, making effective use of segmentation bases and research. The exact target audience is up to you, anyone around the world who is interested in learning a language. Consider the nuances behind why people learn a language when addressing your audience
– for example many people learn English for improving their economic status, but may use other languages as a way to improve their leisure time, or even just as a hobby in itself. 
Whoever the core target audience is that you identify, you must consider where they spend their time and where might be the best place to garner their attention.
2. Outline your marketing communication objectives
Simply and succinctly describe the marketing communication objectives for your campaign 
3.Define and describe your positioning and brand strategy
Describe your positioning with reference to the desired target audience. Using one of the brand tools, define the critical elements of the brand. In this section you should also consider the following: tone of voice, competition, desired consumer response. 
4.Describe and justify your messaging strategy 
You should describe a single, unifying message platform, which will drive all of your communications across the channels. Justify the approach you have taken in respect of the message to your consumers; why should this message approach resonate with them? 
5.Explain and justify your communication strategy
Describe the channels and media you have selected to deploy your communications. Use the POE categorisations and justify your choices in respect of your target and their likely habits of media consumption. 
6. Methods of evaluation
Briefly describe some of the ways in which you might evaluate the ongoing effects of your campaign. 
7.Brief conclusion/summary/appropriate references


Marking Criteria 
The following criteria will be used in evaluating this assessment: 

Table 1: Marking criteria
Presentation skills (approx. 15% weighting)
Overall quality of verbal communication (pace, clarity, enthusiasm, ability to engage and excite audience);
Presentation structure;
Use of visual aids to support pitch;
Evidence of preparation, initiative and effort;
Professionalism (pace, delivery, content, ability to respond to brief set);

Content  (approx. 85% weighting)
Extent and quality of research;
Demonstration of an ability to analyse and utilise research; 
Application of appropriate frameworks and concepts from the module;
Ability to draw on preceding analyses to inform recommendations – target, strategy, message platform, media
Evidence of original, creative and strategic thinking;
Evidence of ethical awareness and evaluation; 
Quality of visual aids used in the presentation  (e.g. info-graphics);
Commercial feasibility and likely effectiveness of campaign

The following generic assessment criteria will also be used to determine your marks.
1st (70%+)
The communication pitch will be clearly distinctive and be characterised by all of the following:
The key elements have been comprehensively and clearly addressed;
Knowledge and learning from the module are clearly demonstrated throughout the pitch;
Recommendations are feasible, ethical and very likely to be effective in practice;
Demonstrates a high level of original strategic and creative thinking;
Key sections are linked and form an impressively coherent presentation
Clear acknowledgement of all relevant sources;
Excellent presentation skills which engage the audience;
Highly professional solutions/recommendations.

2:1 (60-69%)
A good communication pitch, characterised by much of the following:
The key elements are largely well addressed;
Knowledge and learning from the module are demonstrated throughout much of the pitch;
Points made are analytical, accurate and substantiated throughout much of the presentation;
Recommendations are feasible and ethical, some of which may be effective in practice;
Demonstrates some original, strategic and creative thinking;
Key sections are linked and form a reasonably coherent presentation;
Clear acknowledgement of all relevant sources;
Good, engaging presentation skills;
Professional-standard solutions/recommendations.

2:2 (50-59%)
A competent pitch with no areas outstanding and characterised by much of the following:
Addresses the key elements set out in the brief, however, coverage may be patchy, with over-emphasis on certain sections to the detriment of the other elements;
Knowledge and learning is demonstrated, but may be patchy and/or applied incorrectly in places; 
Points made are more descriptive than analytical, but are mostly accurate, well informed and justified, although such substantiation may not be applied universally;
Recommendations are reasonable, but some may not work well in practice and may not demonstrate ethical awareness;
Demonstrates some strategic and creative thinking, but may not be particularly original;
Some of the sections are linked to create a degree of coherence;
Clear acknowledgement of relevant sources;
Presentation skills are competent;
Reasonably well-considered solutions/recommendations.

Pass (40-49%)
A weak submission, characterised by much of the following:
Addresses the key elements set out in the brief to a basic level. Coverage may be patchy, with a lack of attention to several components and some omissions;
Evidence of knowledge and learning is limited, and may be confused and poorly applied in places;
Points made are descriptive and have some errors, with little or no analysis or critical content, and are likely to be weak in terms of justification;
Recommendations are weak and many may not work well in practice. They could present ethical problems, or certainly reveal a lack of ethical awareness;
Limited evidence of strategic and creative thinking, may be lacking in originality;
Sections are somewhat linked but overall coherence is limited;
Incomplete and/or imprecise citation of references used;
Presentation skills are weak;
Solutions/recommendations are weak overall. 

Fail (less than 40%)
The following characteristics constitute a fail:
Inability to address the key elements set out in the brief, some sections may be missed out entirely;
Knowledge and learning from the module is likely to be absent from the presentation, or at best, confused and poorly applied;
Points made are largely unjustified and unsubstantiated, assertions are superficial;
Recommendations are sparse and/or poorly thought-through and unlikely to work well in practice.  They could present ethical problems, or certainly reveal a lack of ethical awareness;
Little or no evidence of strategic and creative thinking;
Coverage of wider reading is sparse or non-existent;
Absence of, incomplete or imprecise citation of references used;
Presentation skills are poor;
Overall solutions/recommendations are poor or absent.


Required Reading 

Fill, C. and Turnbull, S.  (2019), Fill, C. and Turnbull, S.  (2019), Marketing Communications: Touchpoints, sharing & Disruption (8th Edition), Pearson 
(Note that there are earlier editions of this text by Fill that you could use instead but page numbers will differ)

ADDITIONALLY 

Hackley, C and Hackley R (2015) Advertising & Promotion (3rd Edition), Sage

Further Reading 

Advertising & Society Review
Corporate Communications: An International Journal
European Journal of Communication
International Journal of Advertising
International Public Relations Review
Journal of Advertising 
Journal of Advertising Research
Journal of Broadcasting & Electronic Media
Journal of Communication Management
Journal of Marketing Communications
Media, Culture and Society
Public Relations Review
Visual Communication


Indicative reading list

Blakeman, R. (2013), Non-traditional Media in Marketing and Advertising, Sage
Bull, A. (2013), Brand Journalism, Routledge Taylor & Francis.
Chandler, D. (2014) Semiotics for beginners. [online] available from http://visual-memory.co.uk/daniel/Documents/S4B/sem02.html
Copley, P. (2014) Marketing Communications Management, Butterworth-Heineman
Clow, K. and Baack, D. (2010), Integrated Advertising, Promotions and Marketing Communications Management, Prentice Hall.
Dahlen, M., Lange, F. and Smith, T. (2010), Marketing Communications: A Brand Narrative Approach, Wiley
De Mooij, M. (2014), Global Marketing and Advertising, 4th  edition, Sage.
De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2013) Marketing Communications – a European perspective, 5th edition, Pearson/ Prentice Hall (e-book available)
Fill, C., Hughes, G. and De Francesco, S. (2013), Advertising, Creativity and Media, Pearson. 
Hackley, C. (2010), Advertising and Promotion: an integrated marketing communications approach, Sage.
Percy, L. (2014), Strategic Integrated Marketing Communication: Theory and Practice, 2nd edition, Butterworth Heinemann (e-book available).
Percy, L., & Elliott, R. (2012) Strategic Advertising Management, 4th edition, Oxford University Press
Perloff, R. (2014), The Dynamics of Persuasion: Communication and Attitudes in the 21st Century, (5th edition), Routledge
Pickton, D., & Broderick, A. (2005) Integrated Marketing Communications, Prentice Hall 
Rice, R. and Atkin, C. (eds.) (2013), Public Communication Campaigns, 4th edition, Sage
Scott, D. (2013), The new rules of marketing and PR: How to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly, 4th edition, Wiley. (e-book available).
Shimp, T. and Andrews, J. (2014), Advertising Promotion and Other Aspects of Integrated Marketing Communications, International Edition 9e, Cengage Learning.

Selected Journal Readings 

Berthon, P., Pitt, L., Chakrabarti, R., Berthon J.-P. Simon, M. (2011) Brand worlds: from articulation to integration, Journal of Advertising Research (Supplement), 51, (March), 182–188.
Bitoun.C.(2006) Semiotics, as a tool to understand and take action, The Marketing Review, 2006, 6, 111-121
Borghini, S., Visconti, L., Anderson,L. and Sherry,J. (2010),  Symbiotic Postures of Commercial Advertising and Street Art: Rhetoric for Creativity,  Journal of Advertising, vol. 39, no. 3. pp. 113–126.
Campbell, C., Pitt, L.F., Parent, M. and Berthon, P.R. (2011) Understanding consumer conversations around ads in a web 2.0 world, Journal of Advertising, 40(1), (Spring),87–102.
Cheng, J.S.-S., Blankson, C., Wang, E., S.-T. and Chen, L.S.-L. (2009) Consumer attitudes and interactive digital advertising, International Journal of Advertising, 28(3), 501–525
Cheong, Y., De Gregorio, F. and Kim, K. (2011) The power of reach and frequency in the age of digital advertising: offline and online media demand different metrics, Journal of Advertising Research, (December), 403–415.
Colliander, J. and Dahlén, M. (2011) Following the fashionable friend: the power of social media, Journal of Advertising Research, 51(1), 313–320
De Gregorio, F. and Sung, Y. (2009) Giving a shout to Seagram’s gin: extent of and attitudes towards brands in popular songs, Journal of Brand Management, 17(3), 218–235
Dowling, G. and Moran, K. (2012) Corporate reputations: built in or bolted on? California Management Review, 54(2), (Winter), 25–42.
El-Murad, J. and West, D. (2004) The definition and measurement of creativity: what do we know? Journal of Advertising Research, 44(2), (June), 188–201.
Godfrey, A., Seiders, K. and Voss, G.B. (2011) Enough is enough! The fine line in executing multichannel relational communication, Journal of Marketing, 75, (July) 94–109
Hamilton, K. and Hewer, P. (2010) Tribal mattering spaces: Social-networking sites, celebrity affiliations, and tribal innovations, Journal of Marketing Management, 26(3–4),(March), 271–289.
Heath, R. (2009) Emotional engagement: how television builds big Brands at low attention, Journal of Advertising Research, (March), 62–73.
Heath, R.G., Nairn, A.C. and Bottomley, P.A. (2009) How effective is creativity? Emotive content in TV advertising does not increase attention, Journal of Advertising Research, 49(4), (December), 450–463.
Jewell, R.D. (2007) Establishing effective repositioning communications in a competitive marketplace, Journal of Marketing Communications, 13(4), 231–241
Kozinets, R.V., de Valck, K., Wojnicki, A.C., and Wilner, S.J.S. (2010) Networked narratives: understanding word-of-mouth marketing in online communities, Journal of Marketing, 74, (March), 71–89.
Lee, T., Sung, Y. and Choi, S.M. (2011) Young adults’ responses to product placement in movies and television shows: a comparative study of the United States and South Korea, International Journal of Advertising, 30(3), 479–507.
Pieczka, M. (2011) Public relations as dialogic expertise? Journal of Communication Management, 15(2), 108–124.
Stilley, K.M. Inman, J.J. and Wakefield, K.L. (2010) Spending on the fly: mental budgets, promotions, and spending behaviour, Journal of Marketing, (May), 74(3), 34–47. 

Teixeira, T., Wedel, M. and Pieters, R. (2012) Emotion Induced Engagement in Internet Video Advertisements. Journal of Marketing Research. 49. Pp. 144-159.

Treutler, T., Levine, B. and Marci, C.D. (2010) Biometrics and Multi-platform messaging: the medium matters, Journal of Advertising Research, 50(3), (September), 243–249
Woodside, F. and Summers, J. (2011) Sponsorship leveraged packaging: an exploratory study in FMCG, Journal of Marketing Communications, 17(2), (April), 87–105.


The Module Syllabus

Session 1	a) Introduction
b) The Marketing mix 4Ps 7Ps

c) The marketing Communications mix, planning frameworks
	Workshop: Assessment	Thoughts 
Session  2

	STP
Segmentation & targeting. 	Workshop: Marketing strategy – applying the 4ps – Ten Acre crisps	Marketing mix
Session  3	Objectives & Positioning
a) Features
b) Benefits

Perceptual Maps
	Workshop: Segmentation & targeting  - market development Oakwood food
	STP
Session  4	a) Comms theory
b) Composite approach
	Features & Benefits 	Comms theories
Session  5	Semiotics, creativity & narrative
	Workshop:  Analysing Communications 	Semiotics
Session  7	Brands & Branding
	Workshop: Narrative & storytelling	Brand Positioning 

Session  8	IMC & CIM Tools
Advertising 
Media forms & types
	Workshop: Brand Tools 
	CIM tools

Session  9	IMC Tools
PR & Sponsorship
Direct marketing
Sales Promo, Personal Selling, Brand Placement	Workshop: Assessment recap	DMA Code
Session  10	Social Media & Platforms
WOM/virality
	Workshop: Kahoot	Virality
Session  11	a) Digital
b) Mobile
c)New technology & old	 Workshop: Stepps & IMPACT	New Technologies
Fundamentals of Marketing Communications. Schedule: 23/24


Below is a detailed structure (including suggestions on tables and/or charts to use on any applicable slide(s)) to get this done in 15 slides

 Slide 1: Title Slide
- Title: Marketing Communications Proposal for Duolingo
- Subtitle: Targeting, Positioning, and Communication Strategies
- Your Name
- Date

 Slide 2: Introduction
- Overview: Brief introduction to the brand Duolingo and the purpose of the presentation.
- Agenda: Outline the main sections of your presentation.

 Slide 3: Understanding Duolingo
- Brand Overview: Quick facts about Duolingo’s mission, features, and market position.
- Visuals: Infographic or visual timeline of Duolingo’s growth.

 Slide 4: Optimal Target Market
- Segmentation Bases: Demographics, psychographics, and behavioral factors.
- Target Market Definition: Detailed description of the optimal target market.
- Visuals: Pie chart showing segmentation bases.

 Slide 5: Research Insights
- Insights: Key findings from your research on why people learn languages.
- Data Sources: Mention relevant sources and studies.
- Visuals: Bar chart comparing motivations for language learning.

 Slide 6: Marketing Communication Objectives
- Objectives: Clear and concise communication objectives for the campaign.


 Slide 7: Positioning and Brand Strategy
- Positioning Statement: Define the brand’s positioning.
- Brand Strategy Elements: Tone of voice, competition, desired consumer response.
- Visuals: Perceptual map positioning Duolingo against competitors.

 Slide 8: Brand Tools
- Brand Tools: Use a specific brand tool to define critical elements of the brand (e.g., Brand Prism).
- Visuals: Diagram of the chosen brand tool.

 Slide 9: Messaging Strategy
- Unifying Message Platform: Define the core message.
- Justification: Explain why this message will resonate with the target audience.

 Slide 10: Communication Strategy Overview
- Channels and Media: Describe selected channels and media using POE (Paid, Owned, Earned) categorization.
- Visuals: Table categorizing media into POE.

 Slide 11: Paid Media Strategy
- Paid Media: Detail the paid media strategy, including advertising and sponsorships.

 Slide 12: Owned Media Strategy
- Owned Media: Detail the owned media strategy, including website, blog, and social media.
- Visuals: Screenshots of Duolingo’s digital assets.

 Slide 13: Earned Media Strategy
- Earned Media: Detail the earned media strategy, including PR and influencer partnerships.

 Slide 14: Methods of Evaluation
- Evaluation Methods: Describe ways to evaluate the campaign’s effectiveness (e.g., KPIs, metrics).
- Visuals: Table of evaluation methods and their metrics.

 Slide 15: Conclusion and Summary
- Summary: Recap the key points of the presentation.
- Closing Statement: Final thoughts and call to action.
- References: List of all references used.

 Additional Tips
- Visual Consistency: Ensure all slides have a consistent visual theme.
- Engagement: Use engaging visuals, such as images, icons, and diagrams, to keep the audience interested.
- Clarity: Keep text concise and to the point, using bullet points and short sentences.


I have written the following as contents of slides 1 to 5:

 Slide 1: Title Slide
- Title: Marketing Communications Proposal for Duolingo
- Subtitle: Targeting, Positioning, and Communication Strategies
- Your Name
- Date

 Slide 2: Introduction
- Overview: 
  - Duolingo is the world's leading language learning app, known for its mission to make language learning accessible to everyone for free. It combines fun with learning through gamification. However, maintaining user motivation is a challenge.
  - Purpose of the Presentation: To propose a marketing communications strategy for Duolingo, focusing on optimal targeting, positioning, messaging, and communication strategies.
- Agenda:
  - Understanding Duolingo
  - Defining the Optimal Target Market
  - Research Insights
  - Marketing Communication Objectives
  - Positioning and Brand Strategy
  - Messaging Strategy
  - Communication Strategy Overview
  - Paid Media Strategy
  - Owned Media Strategy
  - Earned Media Strategy
  - Methods of Evaluation
  - Conclusion and Summary

 Slide 3: Understanding Duolingo
- Brand Overview:
  - Mission: Duolingo aims to make language learning accessible to everyone, for free, regardless of their background.
  - Features: The app offers daily streaks, gamified XP, leaderboard rankings, learning with friends, motivational push notifications, and bite-sized lessons to keep learners engaged.
  - Market Position: Duolingo is the number one language learning app globally, with hundreds of millions of users.
- Visuals:
  - Infographic or Timeline: Display a visual timeline of Duolingo's growth, highlighting key milestones such as user milestones, major updates, and feature introductions.
  - Key Statistics: 
    - Over 500 million users worldwide.
    - Available in 39 languages.
    - High engagement with daily streaks and gamified learning (Duolingo, 2023).

 Slide 4: Optimal Target Market
- Segmentation Bases:
  - Demographics: Age (18-34), education level (college students and young professionals), income level (middle to high income), geography (urban areas globally).
  - Psychographics: Interests (self-improvement, cultural exploration), values (lifelong learning, personal growth), lifestyles (tech-savvy, busy schedules).
  - Behavioral Factors: Learning motivations (career advancement, travel, personal interest), learning frequency (daily users, sporadic users).
- Target Market Definition:
  - Primary Audience: Young adults (18-34) who are tech-savvy and motivated by personal and professional growth. They seek convenient and engaging ways to learn new skills.
  - Secondary Audience: Professionals in their 30s and 40s looking to enhance their career prospects by learning a new language.
- Visuals:
  - Pie Chart: Display the distribution of segmentation bases for the target market.

 Slide 5: Research Insights
- Insights:
  - Motivations for Learning Languages:
    - Career Advancement: Many users learn English or other widely spoken languages to improve job prospects and economic status.
    - Cultural Engagement: Users learn languages like Spanish, French, and Japanese for travel, cultural interest, and personal fulfillment.
    - Cognitive Benefits: Language learning is known to boost brain power and delay cognitive decline (De Mooij, 2014; Fill & Turnbull, 2019).
- Data Sources:
  - Duolingo Research: Data from Duolingo’s user engagement studies and feedback.
  - Academic Studies: Insights from recent studies on language learning motivations and benefits (Journal of Marketing Communications, 2023).
  - Industry Reports: Reports on global language learning trends and digital education (International Journal of Advertising, 2023).
- Visuals:
  - Bar Chart: Compare different motivations for language learning, highlighting career advancement, cultural engagement, and cognitive benefits.


Now, continuing from here, as comprehensively detailed as possible, like a professor in the field, as detailedly, precisely and accurately as possible, generate all the contents i need to put in slides 6 to 10. Ensure to use appropriate in-text citations (preferably, from the list i gave you above) throughout. You can also use the most recent articles and relevant web pages you know for this  (2023-2024 if possible).