Brand Management CW2

Summative Assessment 2 – Academic Essay (50%)

50% of total mark – Deadline Week 13 - 2,500 words

This essay is intended to display the students ability to apply theoretical and applied learning through research and analysis. Students will be able to choose from one of 3 topics. Topics will be distributed in Week 9 and will be available on the Moodle site.

Students are expected to write a discursive and analytical essay which covers the key theory, academic thought and practical application of the topic chosen.

Marking Criteria:

Research, Evidence of academic research including use of academic journals and key texts	/40
Discursive ability. Appropriate level of analysis of the key academic theories, thoughts and frameworks relevant to the chosen question	/40
Presentation Appropriate structure. Correct referencing. Compelling conclusions based on thorough analysis and solid theoretical foundations.	/20