Pearson is the world’s leading learning company with more than 24,000 employees in nearly 70 countries with a mission to help people make progress in their lives through learning.

The Pearson brand in South Africa is seen as a reliable deliverer of traditional products and is not seen to be particularly innovative.

Pearson would like to make the shift from being seen as a traditional “textbook” supplier to a company that is leading education with their blended and digital learning solutions, across one’s learning journey, from primary school to adult education.

The Brief:

The 3rd year marketing students at the Cape Peninsula University of Technology are tasked to develop a strategic marketing plan that conveys that Pearson is at the heart of an ecosystem that helps people to learn, which in turn, leads them to a better job and a better life.

Brief Deliverables:

Create a strategic marketing plan that will:

  • Build a unified Pearson brand to take to market
  • Shift people’s perceptions from a traditional publisher to a provider of educational digital solutions/key player in the EdTech space

Elements to include in the marketing plan (but are not limited to):

  • Personas for each key target audience
  • Competitor analysis of top 5 competitors in the EdTEch space in South Africa
  • Campaign strategy
  • Digital plan
Q

Who is BWYA?

A

Black Wolf Youth Agency is an Education Solutions hub which supports learning journeys for Education Institutions and corporations across South Africa. Our solutions are focussed on youth training and development within the marketing discipline. We offer various programmes to assist students with the skills that employers are looking for.

Q

How old is BWYA?

A

Black Wolf Youth Agency is a division of Black Wolf Agency and was officially founded in 2019, but has been operating informally for over four years, facilitating training, mentorship and placements of university students and graduates.

Q

What is the Brand Marketing Challenge?

A

This challenge was established to substitute the traditional three-month internship. The Brand Marketing Challenge allows students to investigate and respond to an authentic industry challenge that a business may currently be facing, and provide strategies in order to take advantage of potential opportunities businesses may be missing.

Q

What is the duration of the Brand Marketing Challenge?

A

One to three months depending on the length of the brief.

Q

Which university students are allowed involvement in the Brand Marketing Challenge?

A

CPUT 3rd year marketing students at the moment. (This will change in the near future)

Q

Which industry partners have joined up with BWYA?

A

TEDxYouth
Pearson Institute
PRIMI
Reebok

Q

Who should be contacted for further inquiries on the BWYA’s Brand Marketing Challenge?

A

Marcelino - Marcelino@blackwolfagency.co.za
Debbie - Debbie@blackwolfagency.co.za
Nakita - Nakita@blackwolfagency.co.za

Q

Is the Brand Marketing Challenge an individual or a group effort?

A

It is a group effort as students will be working in a team context in the industry. The Marketing Brand Challenge is designed to give that same feeling and setting.

Q

Do we need to pay to be involved in the Brand Marketing Challenge?

A

No, the Brand Marketing Challenge is free for registered marketing students.

Q

Does the Marketing Brand Challenge get recognized on my CV?

A

The Marketing Brand Challenge is not an accredited project, yet it falls under the Corporative learning(in-service/experience) umbrella. Therefore it can be mentioned in the student’s CV as a form of experiential learning.

Q

Where do I get further information to understand the brief?

A

Please see partners' individual landing pages.

Q

What do I need to register for the Brand Marketing Challenge?

A

Register on the BWYA portal and include your student number and personal contact details.

Q

How do we submit the concept we come up with for the project?

A

All requirements for submission are highlighted in the brief under the respective partners landing pages.

Q

Is Black Wolf Youth Agency on social media?

A
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Q

Where do I get the resources to answer the brief?

A

Each industry partner has a separate landing page where all the necessary resources are uploaded on the BWYA website.

Q

Why would I want to be part of the Brand Marketing Challenge?

A

Experience real-life industry projects, get a feel for what it’s like to work in the industry after your studies. Network and meet people in the industry.