BPP Business School

Coursework Cover Sheet

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Student Reference Number
(SRN)
Assessment Title

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BBDA – CW2(S) [MOSS]
 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.

BBDA CW2[S] - MOSS

2. Assessment Brief

THE SCENARIO

Moss (formerly Moss Bros) is a highly successful UK based versatile menswear fashion
range brand founded in 1851 by Moses Moss and is now worth over £32 million. They
are synonymous with quality in fine suits and clothing for men plus an unparalleled
reputation in formal menswear and unrivalled commitment to customer service, which
sets them apart in the demanding fashion world. Check their website to better
understand the products they offer and the markets where they operate (Source:
https://www.moss.co.uk/about-us/ (Accessed on the 1st of March 2023)

As a potential employee and in preparation for a job interview, you have been asked to
propose an entirely new fashion brand, aimed at women, in a new international market as part
of their diversification and internationalisation strategy, and have set aside a significant amount of
money for this.

As an experienced digital branding expert attending this job interview, your goal is to
pitch a proposal for the new fashion brand and in which new country it should be
launched. The interviewing panel will need to submit your proposal to the board of
directors and therefore will require an executive summary of the pitch.

ASSIGNMENT REQUIREMENTS

For this assessment you have to develop a presentation aimed at pitching your proposal to
the Moss board of directors and prepare an executive summary as well.

Your presentation has to be built in Power Point and should be supported by speaker
notes for each slide. You must also include an executive summary of your entire
presentation, highlighting key points, recommendations and justification.

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 and executive summary, please follow
the following structure and guidelines.

Introduction – (5%)

• Introduce yourself, i.e., who you are, why you are here and your skill set
(remember you are a potential employee who is an experienced digital branding
expert)

• Briefly introduce the purpose of the presentation

New Country – (20%)

• Suggest a new country where Moss 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 - (25%)

• 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 Moss 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 precisely?
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?

Brand Launch - (20%)

• Critically discuss which channels you would use to launch and sell this brand (e.g.,
influencers, Web, social media, resellers, communities). Use academic literature to
justify your recommendations.
• Using the PESO model, critically discuss how you would build the new brand’s
reputation in your chosen country after the launch.

Conclusion – (5%)

• Create a clear and concise summary of the key concepts and recommendations you
have just provided to the Moss 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 - (15%)

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 (25%) Brand Strategy, Brand Frameworks, Brand
Reputation Management on Digital Channels,
Digital Visual Identify and Asset Management,
Messaging and Tone of Voice
LO2 Brand Launch (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 (15 %) -
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.