FoMLSS/ INTERNATIONAL BUSINESS, MARKETING AND BRANDING

BSC — MARKETING

Product and Corporate Brand Management, MAR6013-B

Assessment: 21/22
Submission Date: by 15:00 on 14th January '22 (Electronic submission using Canvas)

TYPE OF ASSESSMENT
Individual Coursework
INSTRUCTIONS TO CANDIDATES
This assessment is worth 100% of the overall module assessment.
Task:

You are to adopt the role of a brand consultant and develop both a brand and marketing
communications strategy for an existing brand (product, service, organisation, destination,
cause, or some other brand entity).

You must present the above in the form of a ‘Consultant’s Report’ (max. 4,000 words),
containing the following components (for the brand manager):

1. Identify and describe the brand’s target audience/customers and conduct some form of
‘situation analysis’ (e.g., a brand audit) which culminates in the creation of a brand
SWOT analysis. [ 20 Marks]

2. Create a suitable 'brand map' (brand, concept, perceptual/positioning...) relevant to your

chosen context and strategy and link it explicitly to the above task. [ 10 Marks]

3. Dependent on your chosen scenario, select and develop an appropriate ‘brand planning
model’ (such as Keller’s) to develop some core aspects of your branding strategy. You
must state explicitly why you have chosen your model, as well as create the relevant
content for your specific application, culminating in the design of an appropriate brand
mantra. Ultimately, of course, the brand manager (report reader) will need to understand,
exactly what you’ve done, why, how, etc. [ 35 Marks]

4. Develop and present a typical target customer journey and specify how you intend to
interact with and engage them along the journey from awareness to advocacy, stating
explicitly which marketing communications tools, techniques, channels and media you
intend to use, and why. [ 20 Marks]

5. Specify which brand and marketing performance metrics you intend to use to assess
the performance of your marketing communications campaign. [ 20 Marks]

6. Write and include an Executive Summary (max. 200 words) at the beginning of the
report, summarising key points in the report for a brand manager. [ 5 Marks]

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Introduction to Assessment - 100 words (maximum).
You can – and should – add a brief introduction to your chosen brand and the context within
which it is operating and/or you are undertaking this project.
Please note:
Do:

• Do what you’re asked to do – within the specified word limit!

• Include and cite/reference relevant and/or underlying academic theory
• Use well-structured paragraphs and include headings and sub-headings.
• Ensure that the sections are well linked to each other i.e. flow nicely.
• Include figures and tables to support your arguments and recommendations.
• Follow good academic practice and cite all references using Harvard Referencing
System.
• Check your assignment thoroughly for grammatical and spelling errors.
Do not:

• Use the first person.

• Exceed the stated word limit!
• Include exhaustive lists and bullet points.
• Cram lots of content into tables to get around the word count.
• Forget to cite references that you have used, as these will be interpreted as
plagiarism.

Report Format and Sources

Your report should follow the standard report structure as follows

• Introduction
• Main Body
• Conclusions
• References
• Appendices

Please use textbooks, journal articles and reputable websites (Wikipedia is not a reputable
source).

The 4000-word count excludes:

• Tables,
• Figures,
• Cover page,
• Reference list,
• Appendices

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Support for your project:
Time will be allocated for project brief, for consultation during tutorials and revision sessions

Feedback:
You receive feedback on your coursework within 20 working days of the submission deadline.
This feedback will be available in the Canvas.

References:
You should be using the Harvard referencing system. For details, please refer
to: https://www.bradford.ac.uk/library/find-out-about/referencing/referencing/

Mark band

Required Performance

68+
An excellent paper fulfilling the required tasks completely.
Excellent coverage of all elements meaning excellent level of detail, application and
justification.

58-67
A very good paper that fulfils the required tasks very well but not completely. Very good overall
coverage meaning a very good average across the factors (level of detail, application and
justification) i.e. some excellent sections may compensate for others of a poorer standard.

40-57

A fair paper presenting a workable response to the required task that could have gone further.
Either a fair coverage of all elements or an overall coverage that is fair i.e. either all elements
are assessed as fair against the required factors (level of detail, application and justification)
or some better elements compensate for others of a poor quality

Below 40

A borderline paper that needed to go a lot further to be seen as adequate response to the
required task. The required elements incompletely covered (some elements are absent) other
average level of all elements leaving significant room for improvement. Performance against
the required factors (level of detail, application, and justification) may also either see absences
or an overall level that has much room for improvement.

Below 35
A very poor paper that fails to make a worthy attempt at the required task. All elements and
factors of a poor standard possibly with major omissions.

– THE END OF THE PAPER –

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