BPP Business School

Coursework Cover Sheet

Please use this document as the cover sheet of for the 1st page of your assessment.

Please complete the below table – the grey columns

Module Name
Student Reference Number
(SRN)
Assessment Title

Please complete the yellow sections in the below declaration:

Declaration of Original Work:

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original work, researched, undertaken, completed and submitted in accordance with the requirements
of BPP School of Business and Technology.

The word count, excluding contents table, bibliography and appendices, is ______ words.

Student Reference Number: __________ Date: ______

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Please note that by submitting this assessment you are declaring that you are fit to sit this
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 MSc Management with
Digital Marketing

Brand Building in the Digital Age

Presentation Assessment Brief

Submission mode: Turnitin online access

1. General Assessment Guidance

• Your summative assessment for this module is made up of this 1 submission which accounts for
100% of the marks
• Please note late submissions will not be marked.
• You are required to submit all elements of your assessment via Turnitin online access. Only
submissions made via the specified mode will be accepted and hard copies or any other digital
form of submissions (like via email or pen drive etc.) will not be accepted.
• For coursework, the submission word limit is 2,500 words. You must comply with the word count
guidelines. You may submit LESS than 2,500 words but not more. Word Count guidelines can be
found on your programme home page and the coursework submission page.
• Do not put your name or contact details anywhere on your submission. You should only put your
student registration number (SRN) which will ensure your submission is recognised in the
marking process.
• A total of 100 marks are available for this module assessment, and you are required to achieve
minimum 50% to pass this module.
• You are required to use only Harvard Referencing System in your submission. Any content which
is already published by other author(s) and is not referenced will be considered as a case of
plagiarism.
You can find further information on Harvard Referencing in the online library on the Hub. You can
use the following link to access this information: http://bpp.libguides.com/Home/StudySupport
• BPP University has a strict policy regarding authenticity of assessments. In proven instances of
plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to
read the rules and regulations regarding plagiarism and collusion in the General Academic
Regulations (GAR) and Manual of Academic Procedures (MOPP) which are available on the Hub
under Student Services | Help & Support | BPP
• You should include a completed copy of the Assignment Cover sheet. Any submission without
this completed Assignment Cover sheet may be considered invalid and not marked.
2. Assessment Brief

THE SCENARIO

Gymshark, is a highly successful UK based direct to consumer gym wear fashion brand
founded in 2012 by Ben Francis and is now worth over £1 billion. Check their website to
better understand the products they offer and the markets where they operate (Source:
https://uk.gymshark.com/, Accessed on the 16th February 2022)

Ben Francis and the Gymshark board now want to launch an entirely new fashion brand in a
new international market as part of their diversification and internationalisation strategy.
For this project, they have planned a budget of £10 million pounds.

You have been approached by the Gymshark board of directors as an experienced

independent digital branding consultant and your goal is to pitch a proposal for a new
fashion brand and in which new country it should be launched.

ASSIGNMENT REQUIREMENTS

For this assessment you have to develop a presentation aimed at pitching your proposal to
the Gymshark board of directors.

Your presentation has to be built in Power Point and delivered and recorded through
Panopto. The recording has to be 20 minutes long

By doing this assignment you are going to meet the following learning outcomes (LOs):

• LO1: Demonstrate a critical understanding of the key issues and theories in digital
branding
• LO2: Critically assess and appraise digital brand management strategies to meet
marketing objectives
• LO3: Critically evaluate branding strategies and identify key concepts which could
include brand identity, brand visual identity, and brand reputation
• LO4: Devise, and deliver, a presentation demonstrating a critical understanding of a
range of various digital branding areas (e.g., key issues; concepts; theories; branding
and brand management strategies)
PRESENTATION STRUCTURE & MARK ALLOCATION

In order to develop your PowerPoint presentation please follow the following structure and
guidelines.

Introduction – (5%)

• Introduce yourself, i.e., who you are and why you are here (remember you are an
independent digital branding consultant pitching to Gymshark board of directors)

• Briefly introduce the purpose of the presentation

New Country – (20%)

• Describe Gymshark’s current international branding presence (i.e., in which

countries it operates in, and which brands it sells in those countries).
• Suggest a new country where Gymshark should internationalise
• Critically discuss why you think a new brand is needed for entering this new country
(e.g., demographic, brand reputation). Use academic literature to support your
discussion

New Brand - (20%)

• Present the Name and Purpose of your new brand, explaining why you think this
name would work in the language or culture of your selected new country
• Explain how this new brand is different to the main Gymshark brand. For example,
you can discuss how the new and the existing brands are different in terms of brand
identity, visual identity, reputation, or tone of voice
• Present the brand Unique Selling Proposition (USP) by explaining
o Who the new brand targeting is
o What goal your target customer could achieve by using this new brand
o What makes this new brand unique in the new country in which you want to
enter

Launch Plan - (25%)

• Present a high-level timeline for launching the new brand in the new country
• Critically discuss which channels you would use to activate and sell this brand (e.g.,
influencers, Web, social media, resellers, communities). Use academic literature to
justify your recommendations
• Give an indication of what Key Performance Indicators (KPIs) can be used to measure
the success of this new brand and new country.

Conclusion – (5%)

• Create a clear and concise summary of the key concepts and recommendations you
have just provided to the Gymshark board of directors.
Marks will be granted for the use of References (Harvard Referencing style) and the
structure of your presentation - (10%).

Finally, marks will be granted for your Presentation Skills - (20%)

Specifically, we are expecting you to:

• Build a coherent narrative when presenting
• Present information clearly and concisely
• Have slides that support your message
• Use visual aids to present your information (e.g., pictures, graphs, tables)
• Manage your time (no longer than 20 minutes)

Mapping Assessment Session towards Module Topics

LOs Assessment Section Module Topic

LO1 Introduction (5%) -
LO1 New Country (20%) Brand Strategy, Brand Frameworks, Brand
Reputation Management on Digital Channels
LO3 New Brand (20%) Brand Strategy, Brand Frameworks, Brand
Reputation Management on Digital Channels,
Digital Visual Identify and Asset Management,
Messaging and Tone of Voice
LO2 Launch Plan (20%) Digital Channels for Brand Building and
Management; Building Brand with Communities
and Influencer Marketing
LO2 Conclusion (5%) Brand Strategy
- References and Professionalism (10%) -
LO4 Presentation Skills (20%) -
3. Marking Guide

The assignment is marked out of 100 and counts towards 100% of your module mark. The following table shows the guidelines, marks and marking rubric:
Assignment task
Demonstrate a critical
understanding of the key
issues and theories in digital
branding (25%, LO1)
(Presentation sections:
Introduction, New Market)
Distinction (70-100%) Merit (60-69%) Pass (50-59%) Fail (0-49%)
Guidelines:
• Introduction to the presentation
• Presentation and analysis of a new country
Excellent knowledge and Good knowledge and Satisfactory knowledge and Limited knowledge and
understanding of key issues and understanding of key issues and understanding of key issues and understanding of key issues and
theories in digital branding theories in digital branding theories in digital branding theories in digital branding

Critically evaluate branding Guidelines:

strategies and identify key • Presentation and analysis of a new fashion brand
concepts which could include
brand identity, brand visual
identity, and brand
reputation (20%, LO3)
(Presentation section: New
Brand)
 Excellent knowledge and analysis
of a brand strategy and of key
concepts such as brand identify,
brand visual identity and brand
reputation
Good knowledge and analysis of
a brand strategy and of key
concepts such as brand identify,
brand visual identity and brand
reputation
Satisfactory knowledge and
analysis of a brand strategy and
of key concepts such as brand
identify, brand visual identity and
brand reputation
Limited knowledge and analysis
of a brand strategy and of key
concepts such as brand identify,
brand visual identity and brand
reputation

Critically assess and appraise Guidelines:

digital brand management • Presentation of a launch plan for the new fashion brand in the new market
strategies to meet marketing • Concise summary of the key take-aways of the presentation
objectives (25%, LO2)
(Presentation section: Launch
Plan, Conclusions)

Excellent knowledge and analysis
of the appropriate digital brand
management strategies that can
be implemented to meet
company’s marketing objectives
Good knowledge and analysis of
the appropriate digital brand
management strategies that can
be implemented to meet
company’s marketing objectives
Satisfactory knowledge and
analysis of the appropriate digital
brand management strategies
that can be implemented to meet
company’s marketing objectives
Limited knowledge and analysis
of the appropriate digital brand
management strategies that can
be implemented to meet
company’s marketing objectives
Devise, and deliver, a
presentation demonstrating a
critical understanding of a
range of various digital
branding areas (20%, LO4)
(Presentation Skills)
Preferences and Structure
(10%)
Guidelines:
• Build a coherent narrative when presenting
• Present information clearly and concisely
• Have slides that support your message
• Use visual aids to present your information (e.g., pictures, graphs, tables)
• Manage your time (no longer than 20 minutes)
Excellent business and Good business and professional Satisfactory business and Limited application of business
professional communication skills communication skills evidenced professional communication skills and professional communication
evidenced at a near-professional at a semi-professional level. evidenced at a high level. skills.
level.
Guidelines:
• Use of references and citations with the Harvard style
• Correct structure
• Good academic practice

Excellent with precise, full and
appropriate references and notes
at near-publishing standard.
Excellent critical analysis and/or
evaluation skills. Demonstrates
intellectual originality, integrity,
coherence and imagination.
Good with precise, full and
appropriate references and notes
at a high standard.
Good critical analysis and/or
evaluation skills. Demonstrates
intellectual originality and
imagination
Satisfactory with precise, full and
appropriate references and notes
Satisfactory critical analysis
and/or evaluation. Good
reflection and solid, well-
reasoned judgements forming
from evidence-based critique.
Consistent logical structure of
argument including the line of
reasoning and accuracy in
expression of argument
Limited and full and appropriate
references and notes with minor
or insignificant errors
Limited critical analysis and/or
evaluation with reflection and
broad evidence-based critique.
Solid structure or argument
including line of logical reasoning
and accuracy in expression of
argument.