Task 1 : Students do research on a specific brand, identify the marketing goals and target audience of the brand.

Marketing Goals: Expand global presence, strengthen brand awareness, engage younger demographics, and emphasize sustainability.

Target Audience: Young, active, fashion-forward individuals who value both performance and style in their purchases, often aligning with Puma's values around self-expression and sustainability.

Task 2: Students develop appropriate marketing strategies and creative ideas based on the results of brand research.

Campaign Development: Develop campaigns that emphasize PUMA's commitment to blending high-performance athletic wear with cutting-edge design and cultural relevance.

Audience Connection: Create ideas for how PUMA could reach their target audience on platforms where they spend time (social media, sports events, collaborations with influencers and athletes, etc.).

Example: Students could suggest a digital campaign featuring young athletes, musicians, or influencers wearing PUMA gear to showcase how the brand meets both the athletic and style needs of its target audience.

Task 3: Students produce a visual concept and copy that reflects the brand's narrative.

Visual Concept: Imagery that fuses athletic and lifestyle themes, featuring diverse, energetic individuals in urban settings. The visuals should communicate strength, speed, and street-savvy style.

Copywriting: Craft taglines and messages that align with PUMA's bold and fast-paced identity. Examples might include short, impactful phrases like “Unleash Your Speed” or “Style Meets Performance.”