brand management

MKTG 4420: Test 3

 

Essay question: Pick a brand. Assess its efforts to manage brand equity in the last five years. What actions has it taken to be innovative and relevant? Can you suggest any changes to the company’s marketing program?

Test Guidelines

 

This is an  opinion essay , which contains questions that enable students to share their own point-of-view on the question. The expectation is that you express your thoughts in a precise manner while providing opinions on the issue related to the question within logic. Specifically,

·     The essay should include a short introduction with a backgrounder, purpose and relevant objectives for the paper as well as a short conclusion.

·     Please use the theoretical concepts of the relevant chapter and avoid going off-topic.

·     Use of formal language: Keep a wide range of professional and formal words. This includes: “Furthermore,” “As Stated By,” “However,” & “Thus.”

·     Avoid internet slang.

·     The use of first-person language is allowed.

·     Avoid informal punctuation. This includes dashes, exclamation marks, and emojis.

·     Avoid including contradictions: Always make sure all spelling and grammar is correct.

·     Length should be 500-600 words, double-spaced, Times New Roman font, size 12.

·     Cover page should include the topic, your name, student ID, and the word count.

·     Send to the instructor within the time period allowed in Word format. Late responses will not be accepted.

·     The writing of the test is an individual effort.

·     Please do not plagiarize.

·     Response should be written in APA-style ( https://libguides.tru.ca/ld.php?content_id=34298280 )

·     References (APA-style), examples and explanations are required to back up your claims ( https://www.youtube.com/watch?v=CnVq_BpwP2E&t=97s )

 

Note: When writing the essay, the guideline in Appendix B (General Writing Rubric) in the course syllabi are to be followed.

Appendix B. General Writing Rubric

Trait	Does Not Meet Expectations	Meets Expectations	Exceeds Expectations
Purpose	The background, purpose, objectives, roadmap and focus of the writing are not clear to the reader.	The writer has made good decisions about focus, organization, style, and content so as to achieve the background, purpose, objectives, roadmap of the writing.	The writer’s decision about focus, organization, style, and content fully elucidate the background, objectives, roadmap and keep the purpose at the center of the piece.
Structure	Does not develop ideas cogently, uneven and ineffective overall organization, unfocused introduction or conclusion.	Develops unified and coherent ideas within paragraphs with generally adequate transitions; clear overall organization relating most ideas together, good introduction and conclusion.	Develops ideas cogently, organizes them logically with paragraphs and connects them with effective transitions. Clear and specific introduction and conclusion.
Language	Uses words that are unclear, sentence structures inadequate for clarity, errors are seriously distracting.	Word forms are correct, sentence structure is effective. Presence of a few errors is not distracting.	Develops concise standard English sentences, balances a variety of sentence structures effectively.

Statement of Expectations for Writing

· One of the objectives of the program is that ‘Students will demonstrate competency in writing’.

· In performing these types of written assessments, it is expected that students should at a minimum demonstrate clear purpose, coherent structure and correct language.