Strategic Brand Management and Effective Advertising

FACULTY OF BUSINESS AND MANAGEMENT STUDIES

UNDERGRADUATE BUSINESS PROGRAMME

ACADEMIC YEAR 2020-2021, SECOND SEMESTER

July - 2021

WRIT2

Programme Title: MM Module Title: Strategic Brand Management and Effective Advertising Module Code:GSP6030 Assessment Method: Assignment Level: 6 Block: 1 Module Credits: 20 Weighting: 50% Due Date: 15-Jun-2021, 12:00 AM Word Count:2,000 Examiner(s): Dr Prashant Rastogi

Version: 1

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Gulf College – Faculty of Business and Management Studies – In academic

Affiliation with CARDIFF SCHOOL OF MANAGEMENT

A. Written work

 A signed declaration that the work is your own (apart from otherwise referenced acknowledgements) must be included after the reference page of your assignment

 Each page must be numbered.  Where appropriate, a contents page, a list of tables/figures and a list of abbreviations

should precede your work.  All referencing must adhere to School/Institutional requirements.  A word count must be stated at the end of your work.  Appendices should be kept to the minimum and be of direct relevance to the content of

your work.  All tables and figures must be correctly numbered and labelled.

B. Other types of coursework/assignments

 Where coursework involves oral presentations, discussions, poster presentations, etc., specific instructions will be provided by your module leader/team.

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Rewrite below part just after the References of your assignment.

WORK DECLARATION

I,[Name of Student],hereby declare that the uploaded Assignment through Turnitin is my own work. I affirm that this has been researched and completed in accordance with the college rules and regulations on plagiarism.

I acknowledge the advice given by the module tutors on proper referencing to avoid plagiarism and the rules on the academic unfair practice.

I acknowledge that I read and understand the plagiarism guide written at the end of this assessment. Any academic misconduct will be handled according to the rules and regulations of the university.

Signature [Name of Student]

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General instructions

Assignment must be submitted online through Turnitin before due date. An acknowledgement will be given to you by your teacher upon presentation of the finance clearance. This is your receipt, keep it. The only circumstance in which assignments can be uploaded late via Turnitin is if a Mitigating Circumstances (MC) form is submitted at the same time. In these circumstances work may be submitted within five (5) working days. Make sure to secure MC form and submit the same to the concerned staff. Write the number of words used, excluding references, at the end of your assignment. Provide the list of sources you used at the last page of your assignment with proper label ‘References’. You may include diagrams, figures etc. without word penalty. The number of words will be + or – 10% of the total words allowed.

A work declaration must be included just after the reference page of your assignment. This ensures that you prepare your work in good faith. Any form of collusion and/or academic unfair practice will be dealt with according to the pertinent rules and regulations of the partner university. Please read carefully the plagiarism guide.

Assessment Details

This Assignment comprises 50% of the total assessments’ marks.

The assessment will test the following learning outcomes:

 Interpret, appraise and evaluate branding as a marketing tool.

 Interpret, appraise and evaluate the role of advertising in brand communications

 Analyse the importance of brand building in relation to creating a sustainable market share and competitive advantage through strategic brand communications

 Interpret the current legislation to aid companies to protect their brand.

 Analyse the various strategies and processes which can be utilized to increase the brand image and its immortality.

 Illustrate how to establish brand positioning and values and develop an understanding of the sources that contribute toward brand equity

 Critically evaluate strategic advertising campaigns and their importance in relation to brand positioning

Skills Tested

 Problem solving skills  Analytical skills

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Assessment Task

You are working as a Marketing Manager in an Imitation Jewellery company in Oman which is

famous for its design and collection. After successful operation in Oman from last 10 years

company is planning to start its international operations with an attractive new brand name in GCC

market. You are required to prepare the Brand development plan of the company covering the

following aspects. (Total words count 2000)

1. Introduction: Unique brand name selection and identification of its unique characteristics.

2. Identification and selection of the target audience

3. Brand development strategies (Any 2 strategies of your choice)

4. Advertising and Media strategies

5. Conclusion and Findings

6. A list of references as per Harvard Referencing style with proper in-text citation.

***END OF ASSIGNMENT TASK***

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GSP6030 - Strategic Brand Management and Effective Advertising AY:2020-2021/ SECOND SEMESTER

Marking Scheme Sr. Criteria Weightage

1 Introduction: Selection of the attractive brand name and identify its

unique characteristics with justification and logic.

10

2 Identification and selection of the target audience

20

3 Brand development strategies (Any 2 strategies of your choice)

30

4 Advertising and Media strategies

30

5 Conclusion and Findings

10

Total 100

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Plagiarism

1. Plagiarism, which can be defined as using without acknowledgement another person’s words or ideas and submitting them for assessment as though it were one’s own work, for instance by copying, translating from one language to another or unacknowledged paraphrasing. Further examples of plagiarism are given below:

Use of any quotation(s) from the published or unpublished work of other persons, whether published in textbooks, articles, the Web, or in any other format, which quotations have not been clearly identified as such by being placed in quotation marks and acknowledged.

Use of another person’s words or ideas that have been slightly changed or paraphrased to make it look differentfrom the original.

Summarising another person’s ideas, judgments, diagrams, figures, or computer programmes without reference to that person in the text and the source in a bibliography or reference list.

Use of services of essay banks and/or any other agencies.

Use of unacknowledged material downloaded from the Internet.

Re-use of one’s own material except as authorised by the department.

2. Collusion, which can be defined as when work that has been undertaken by or with others is submitted and passed off as solely as the work of one person. This also applies where the work of one candidate is submitted in the name of another. Where this is done with the knowledge of the originator both parties can be considered to be at fault.

3. Fabrication of data, making false claims to have carried out experiments, observations, interviews or other forms of data collection and analysis, or acting dishonestly in any other way.

Plagiarism Detection Software (PDS)

As part of its commitment to quality and the maintenance of academic standards, the University reserves the right to use Plagiarism Detection Software (PDS), including Turnitin. Such software makes no judgment as to whether a piece of work has been plagiarised; it simply highlights sections of text that have been found in other sources.

The use of plagiarism detection software fulfils two functions. The first is to enhance student learning (i.e. as a developmental tool); the second is to guard against and identify unfair practice in assessment.

Further information and guidance can be found in the University’s policy on the Use of Plagiarism Detection Software.