You demonstrate a research strategy using an appropriate mix of information sources with relevance to the product/service and context. The primary research instrument is carefully designed and the results presented. You provide adequate Creative Case Study of the company, product/service and target market. Understanding of situation is clearly better than the basic level. You offer insight into the situation. You demonstrate a research strategy using limited information sources with some relevance to the product/service and context. The primary research instrument is used with results partially presented. You provide limited Creative Case Study and unimportant information of the company, product/service and target market. You draw broad conclusions about the situation only.

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The results of these deliberations should flow into the Creative Case Study proposal you are required to submit by the end of week 6, using the proposal form provided. The form provides the space to add a Creative Case Study description and Creative Case Study-specific items.

Your tutor will then assess the suitability of your chosen Creative Case Study to meet the requirements of the unit. In the individual consultation session in weeks 8 and 9, you will receive their feedback on the Creative Case Study proposal, and will have an opportunity to address any problems your tutor identifies, where this is necessary.

Your final mark for the Creative Case Study proposal will reflect both the quality of the proposal itself, and the quality of this feedback session. If you fail to attend this session, your Creative Case Study proposal will not receive a mark.

Business Type: Small Company

There are various types of company that can be formed in different jurisdictions, but the most common forms of company are: There are several and they are:

* a company limited by shares. The most common form of company used for business ventures.
* a company limited by guarantee. Commonly used where companies are formed for non-commercial purposes, such as clubs or charities. The members guarantee the payment of certain (usually nominal) amounts if the company goes into insolvent liquidation, but otherwise they have no economic rights in relation to the company .

THE CREATIVE IDEA The idea was Ming Mong. The spoof competitive sport of picture messaging in which players would attempt to outwit and put down their opponents by way of 'cheap shot' picture and text messages. The Creative Case Study was executed through the line and ranged from a TV Creative Case Study right down to merchandising and the creation of an actual event. The brand platform 'Made For Messaging' sat above the whole Creative Case Study. The TV commercial took the form of a mock chess like competition in which the old master was beaten by the young upstart Rupert Bowman. In a macabre and unforgiving show messaging the smug old master was a reduced to a washed up has been. (see Figure 5) Part of the overall Creative Case Study was to promote MMS handsets. Rupert Bowman, as the new Ming Mong World Champion endorsed the new Nokia 3200. (see Figure 6) These executions celebrated 'classic' moments in Ming Mong history. (see Figures 7 and 8) This Creative Case Study also included an element which encouraged participation in this sport. We devised 'Refill' stations where players could stock up on appropriate images by taking photos of the images for later use. We also sent a 'Mischief manual' to the customer base to ensure they had good images at their disposal for their own games of Ming Mong. (see Figures 9, 10 and 11) The Ming Mong idea was further extended into a real event, player's merchandising, in store, packaging and a website