Brand management report

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Assessment Title: Brand Management Report

Module Leader: Dr Michael Heller

Submission Deadline: 12:00 noon on 20/04/2020

Feedback by : 20/05/20120 (20 working days from the deadline)

Contribution to overall module assessment: 70%

Indicative student time working on assessment: 60 Hours

Word or Page Limit (if applicable): 2500 Words

Assessment Type (individual or group): Individual Report Main Objective of the assessment

• To demonstrate an understanding of branding and brand management • To show an understanding of the material that was taught in the module and in the indicative reading and literature • To demonstrate an ability to understand and apply brand theory and brand models • To show both creativity and systematic understanding and planning in relation to a brand repositioning campaign • To write a professional report that repositions a brand which is able to synthesise contemporary brand management practice and theory

Description of the Assessment In an individual report of 2,500 words (Times New Roman/Calibri 12 font, using 1.5 line spacing), based on the analysis undertaken by your group in Coursework 1, prepare a brand plan (in report form) for the next two years, aimed at overcoming the current difficulties and improving upon the brand’s market position. The report should be written as if it were to be presented to the Board. It must therefore be convincing, comprehensive, practical and sustainable. It should fully utilise teaching given in class and contain relevant theory, models and literature found in both core text books. At least three models taught in class should be utilised. The report should also contain academic reading (articles and books). In addition to the two core text books used in class, it should contain references to at least five other academic sources. The report should open with a brief overview of the problems which the brand faces, which were given in the presentation. It should then contain a section which proposes changes to the brand (the repositioning strategy). Benefits, identity, use, user,

MG3601 Brand Management Report Coursework for 2019/20

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l packaging, communication, price and other elements of the marketing mix should be covered. Following this there should be a section which deals with the implementation of the plan. Finally, there should be a brief auditing plan to ensure that the brand maintains its recovery. Marking Scheme, Submission Instructions and Grading Scheme Please enter here the marking scheme relevant for the coursework and provide an illustration of each assessment criterion achieved at each of the grade descriptor for UG/PG levels. UG grades and grade point bands [Senate Regulation 2 (2009 starters onwards)] are: A++ (17), A+ (16), A (15), A- (14), B+ (13), B (12), B- (11), C+ (10), C (9), C- (8), D+ (7), D (6), D- (5), E+ (4), E (3), E- (2), F (1) Submission Instructions Coursework must be submitted electronically via the University’s Blackboard Learn system. The required file format for this report is Times New Roman/Calibri 12 font, using 1.5 line spacing. Your student ID number must be used as the file name (e.g. 0123456.docx). You must ensure that you upload your file in the correct format and use the College’s electronic coursework coversheet. Please note that submissions of ‘.Pages’ documents will not be accepted – they should be converted to approved format. The electronic coursework coversheet must be completed and included at the beginning of all coursework submissions prior to submitting on Blackboard Learn. Electronic coversheets are available on Blackboard Learn within the Taught Programmes Office folder. An example under development (for MG5547 Marketing Communications) 5 marking criteria all equally weighted

Criteria Grade descriptors A.

B.

C.

D.

E.

F.

1. Understanding of the topic and reviewing relevant literature (30% weighting)

The report provided a sophisticated, critical and thorough discussion of the relevant literature, with key references being applied throughout. Research is rigorous and there is an excellent application of academic literature.

The report provided a well-developed, critical and comprehensive understanding of the relevant literature and was well referenced. There was a clear demonstration of reading and application of brand literature. Five

The report demonstrated some understanding of the relevant literature. Not all five academic references are relevant. There is some evidence of reading and some application of the literature to the report. Both textbooks books

Whilst reading and literature is evident, it is partial and insufficient in areas. The report does not use five relevant academic sources. The literature is not consistently applied in the report and is found lacking in several key

There is a lack of reading and literature in the report. The five stipulated academic sources have not been used. There is an overall failure to fully apply the literature to the report. Both textbooks are not competently used and

The report shows little evidence of any relevant academic reading. It does not have or use five academic sources. The literature is not applied to the report or understood. There is a failure to apply the textbooks to the report. The literature is basically not used in the

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l More than five academic sources were used and thoroughly applied and both core text books were used consistently throughout the report. The report skillfully applies the literature to support its argument and repositioning plan.

relevant academic sources are used and applied in the report. Both textbooks are applied throughout the report. Literature is mostly applied to reinforce arguments and analysis in the report and to support the repositioning plan.

are used but not thoroughly. The literature is used to support some arguments and analysis in the report and to support the repositioning plan

areas. Both textbooks are only sporadically used and could be applied much more thoroughly. Whilst the literature is used to support arguments, analysis and the repositioning plan this is overall insufficient.

material from them is not fully understood. There is a basic failure to apply the literature to support arguments, analysis and the repositioning plan.

report and the repositioning plan is not understood in the context of brand management.

2 A balanced in- depth analysis (30% weighting)

An excellent analysis and discussion of branding and brand theory. The report shows an outstanding understanding of key concepts and issues. Brand theory and models are thoroughly applied throughout the report. Analysis shows an excellent knowledge of branding and brand management and is skillfully applied to the support the repositioning plan.

Good analysis and discussion of branding and brand theory. The report shows an understanding of key concepts and issues. Brand theory and models are competently applied throughout the report. Analysis shows a good knowledge of branding and brand management and is applied to the support the repositioning plan.

A competent analysis and discussion of branding and brand theory. An understanding of key concepts and issues was demonstrated. Brand theory and models were mostly but not thoroughly applied in the report. An adequate level of analysis was applied to the repositioning plan though this could have been more thorough in areas and theory and models could have been more effectively applied.

A partial degree of competence was shown in the analysis and discussion of branding and brand theory and the understanding of key concepts and issues. Brand models and analysis were partially applied but this should have been done more thoroughly. Relevant models were not always used and were not consistently applied. There was a partial failure to apply analysis and models to the repositioning plan.

A very limited competence was demonstrated in the analysis and discussion of branding and brand theory and the understanding of key concepts and issues. There was a failure to apply brand models and analysis to the report. While models and analysis were used this was mostly ineffectively done and showed a lack of understanding of the subject matter. There was an overall failure to apply analysis and models to the repositioning plan.

The report failed to show an understanding of branding and brand theory and was completely lacking in analysis and discussion. It did not demonstrate an understanding of key concept and issues. Brand theory and models were not applied to the report or were applied but not understood. There was no attempt to apply brand theory, models and analysis to the brand repositioning plan. The report was fragmented, descriptive and lacking in brand analysis.

3. Repositioning brand plan (30% weighting)

An outstanding and highly professional repositioning plan. It clearly addresses the problems with the brand that were outlined in the presentation. The plan is thoroughly detailed and well researched. It is highly original, creative and shows evidence of hard work and thinking. The plan is also very convincing and relevant

A very good repositioning plan that uses examples and contains some use of reliable secondary sources. The plan addresses the majority of the problems of the brand that was outlined in the presentation. It demonstrates creativity and shows evidence of research and work. It is convincing and relevant

A good repositioning plan with some use of reliable secondary sources. The plan addresses most but not all of the problems of the brand that were outlined in the report The plan is detailed and researched in some areas but not in all. It has elements of creativity and shows some evidence of research and

A weak brand repositioning plan. It has some examples and produces some, but insufficient, evidence from reliable secondary sources. The plan fails to address the majority of the problems of the brand that were outlined in the proposal. It is lacking in detail and creativity and presents only a very basic

An incomplete brand repositioning plan that fails to position the brand. The plan is lacking in work, research and examples and shows little evidence of work. It fails to thoroughly show how the brand will be repositioned. It fails to demonstrate creativity or original thinking. No effective repositioning

The plan completely fails to reposition the brand and shows no understanding of brand repositioning. Virtually no research has taken place. The plan is completely wanting in the use of secondary sources, examples and evidence. No repositioning takes place and the paper is unconvincing. None of the problems outlined in the presentation are addressed and the plan

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l to the brand’s social, cultural and marketing environment. It has numerous examples with plenty of evidence from reliable secondary sources.

to the brand’s marketing environment

work. The plan is partially convincing and addresses several issues that are relevant to the brand’s marketing environment.

repositioning plan. The plan is not fully convincing and fails to fully relate to the marketing environment of the brand

takes place. The plan is unconvincing and fails to address issues in the brand’s marketing environment.

fails to address the brand’s marketing environment.

4. Presentation (Organisation, writing, good use of English, Harvard referencing) (10% weighting)

The report had an excellent structure and was professionally formatted. It had a clear logical flow between the sections, making it very easy to follow the arguments. The level of grammar and spelling was excellent. Correct use of referencing at all times.

The report had a very good structure and was appropriately formatted. It had a fairly clear logical flow between the sections, making it quite easy to follow the arguments. The level of grammar and spelling was good. Correct use of referencing most of the time.

The report had a good structure and was appropriately formatted. There were, however, some limitations in the logical flow between sections, making parts of the argument less easy to follow and incoherent in parts. The level of grammar and spelling was acceptable. Correct use of referencing was made most of the time.

The report had an acceptable structure and was competently formatted to some degree. There were limitations in the logical flow between the sections, making several parts of its argument less easy to follow and incoherent in parts. The level of grammar and spelling was compromised. Referencing was only partially applied.

The report had a poor structure and was weakly formatted. There were strong limitations in the logical flow between the sections, making several parts of argument less easy to follow. The level of grammar and spelling was seriously compromised. Referencing was not correctly used.

The report had a poor structure and was inappropriately presented. There were serious flaws in terms of its format and logical flow between the sections, making it very difficult to follow the arguments. The level of grammar and spelling was unacceptable. Referencing is neglected.

Academic Misconduct, Plagiarism and Collusion Any coursework or examined submission for assessment where plagiarism, collusion or any form of cheating is suspected will be dealt with according to the University processes which are detailed in Senate Regulation 6. You can access information about plagiarism here. The University regulations on plagiarism apply to published as well as unpublished work, collusion and the plagiarism of the work of other students. Please ensure that you fully understand what constitutes plagiarism before you submit your work. University’s Coursework Submission Policy Please refer to the College’s Student Handbook for information on submitting late, penalties applied and procedures. College’s Coursework Submission Policy Please refer to the College’s Student Handbook for information relating to the College’s Coursework Submission Policy and procedures. * this can be found at the bottom of the page under the ‘Documents’ section *

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l Extenuating Circumstances Policy Please refer to the College’s Student Handbook for information relating to extenuating circumstances and procedures.