MA LUXURY BRAND MANAGEMENT

LBM 717 Luxury Brands & Creativity

Teaching team: Anette Lundebye (ML) & Rachel Eleftheriou
Summative assessment 2: Individual report

Project Title: Illustrative project report

Submission date: Thursday 14th December 2023 12:00 UTC

(NO deadlineextensions)

Submission format: A four-page A3 presentation illustrating the project

Submission method:
Cover page and File Title:
Assessment weighting:
Formative assessment:
narrative/ process including a separate 500-word reflective
statement.
Up-load a digital copy on Blackboard.
Please use the University Assignment Cover Sheet (see
BB) and Clearly label your work using the filename:
‘Module Code - Assessment Task - Title.PDF
Example: ‘LBM717 - Assessment 2 individual report –
Lundebye.PDF’
50% TTM
Week 11 In-class tutorials to present project narrative and
reflective statement with oral feedback from tutors.

Objective

“The ability to communicate effectively and send accurate visual messages that can
readily be understood by others is fundamental to design thinking.”(Bramston, 2010)

This module aims to give you an appreciation of design thinking and to give you skills in
project management of the creative process. You will have had the opportunity to: apply
design thinking skills to a luxury brand; enhance skills in team-work; research and manage
information; ideate; analyse, test and communicate ideas; and understand the complex
decision-making processes that a product design process entails. This ‘illustrative project
report’ aims to help you capture, evaluate and reflect on the stages and processes of the
new product development that you will have done with your group; the aim is to tell the story
through both visual and written means.

Task

The task is to translate and communicate your creative process and insights both visually and
verbally into a project narrative. The delivery should be:
• A four-page A3 lay-out presentation with visuals and key words (max. four boards)
• A personal reflective statement (max. 500 words).

Anette Lundebye – LBM717 – MA LBM - RUL, Spring 2023

 • Aim to capture the design/ creative process using visual methods - think in terms of a
picture book, or storyboard (i.e. images, sketches, maps, diagrams collages etc.).
• Clear visual communication is key.
• Make it look professional and ‘on brand’ – think about the semiotics by using
appropriate font and colours to align with the brand identity.
• Make a digital documentation of the presentation and submit on blackboard in a single
file.

For the Visual narrative think about it as the documenting the ‘making of’ (like documentaries
about films). Make sure to capture the different stages of the design and creative process.
This should not be a repetition of the presentation.

Reflection helps you take ownership of your own progress towards mastery on just about
anything. Right from the start and during your group project you should keep a sketchbook/
creative journal where you document weekly the creative process, the design stages, the
project management and the reflective thinking:
You should be documenting:
• How you applied creativity or ‘design-thinking’ to the project?
• What insights are you gaining from the creative process?
• How are you applying design thinking to the product development for a luxury brand?
• What primary research do need to do, did you do?
• How are you experiencing the creative process? (The progress made; the limitations,
failures, and opportunities encountered during the various research stages (see the group
project brief).
• How is a creative process and subsequently design management different from other
management models?
• How are you taking on feedback and making decisions as a group/ team?
• How would you evaluate the final impact of the project?
• What are potential areas for improvement?

Anette Lundebye – LBM717 – MA LBM - RUL, Spring 2023

TIPS
• Be concrete and specific each time you reflect on something.
• Don't wait too long or your reflection will be less vivid.
• Record your reflections in a notebook or a digital format that you can access later

You should refer to theories, concepts, frameworks and tools and other academic sources
used on the module and from your own research.

References:
GREENBERG, S.S., 2021. Creative Acts for Curious People: How to Think, Create, and
Lead in Unconventional Ways. Ten Speed Press.
LUPTON, E. (2017) Design is Storytelling. Cooper Hewitt.
PRESSMAN, A. (2019) Design Thinking: A Guide To Creative Problem Solving For
Everyone. Routledge, 2019
BRAMSTON, D. (2010). Visual Conversations. AVA Publishing Ltd. UK.
MORRIS, R. (2009) The fundamentals of Product Design. AVA publishing, UK.
Blackboard (see weekly materials)

Assessment Criteria & Marking Rubric

This component weights 50% of the final grade for this module:
The assessments will be moderated. NO negotiation of marks will be possible once the final
mark is given to you with feedback.

LEARNING OUTCOMES:
A3: Demonstrate an understanding of relevant business management theoretical and methodological
approaches. Know how to design and conduct market and product research, use data and interpret results in
an ethical way. Understand how to adapt brand and marketing plans to different market and cultural contexts,
conscious of the complexity and ambiguity of the environment.
B2: Develop creative and innovative skills and be able to apply them to luxury brand management. Connect
the known and the unknown, adapting to change, uncertainty and work fluidly across disciplines. Manage
creative tension, generating fresh, sustainable, ideas. Adopt an entrepreneurial approach to problem-solving,
applying knowledge inventively.

Criteria and their weighting

• EVIDENCE OF SELF-REFLECTION (25%): Reflection on own learning and
responsibility to the team’s output
• APPLIED DESIGN THINKING SKILLS (20%): Understanding and exploration of the
creative process
• CRITICAL ANALYSIS AND JUSTIFICATION (20%): Use of selective concepts,
frameworks, and theory to support arguments and recommendations
• COMMUNICATION (35 %): Clear visual communication of the project narrative and
creative process

Anette Lundebye – LBM717 – MA LBM - RUL, Spring 2023

 Marking Rubric
EVIDENCE OF SELF-
REFLECTION (25%)
Mark Reflection on own learning and
responsibility to the team’s
output
Exceptionally high level of self-
awareness on own learning;
90-100% contribution and responsibility
to the team’s output.
Outstanding display level of
self-awareness; contribution
and responsibility to the team’s
output
80-89%
Pertinent rating of own
contribution and responsibility
to the team’s output.
70-79%
Honest rating of own
contribution and responsibility
to the team’s output.
60-69%
Good rating of own
contribution and responsibility
to the team’s output.
55-59%
Superficial rating of own
contribution and responsibility
to the team’s output.
50-55%
Limited rating of own
contribution and responsibility
to the team’s output.
40-49%
Insufficient rating of own
contribution and responsibility
to the team’s output.
0-39%
Anette Lundebye – LBM717 – MA LBM - RUL, Spring 2023
APPLIED DESIGN
THINKING SKILLS (20%)
understanding and
exploration of the creative
process
Exceptionally high level of
understanding and
exploration of the creative
process.
Outstanding display of
reflection and insights on
the learning in terms of
the creative process.
Pertinent reflection and
insights on the learning in
terms of the creative
process.
Constructive reflection on
learning in terms of the
creative process.
Reasonable reflection on
learning in terms of the
creative process, with a
tendency to be descriptive
rather than reflective.
Tentative reflection on
learning in terms of the
creative process, mainly a
descriptive narrative
rather than reflective
evaluation.
Lacks reflection on
learning in terms of the
creative process, only a
descriptive narrative
rather than reflective
evaluation.
No reflection on learning
and problem solving.
CRITICAL ANALYSIS
AND JUSTIFICATION
(20%)
Use of theory to support
arguments
and recommendations
Exceptionally high level of
critical evaluation and
ability to use selective
concepts and frameworks
to support arguments and
recommendations for
luxury brand extension.
Outstanding level of
critical evaluation and
ability to use selective
concepts and frameworks
to support arguments and
recommendations for
luxury brand extension
going beyond the remit.
Excellent level of critical
evaluation and ability to
use selective concepts
and frameworks to
support arguments and
recommendations for
luxury brand extension
making connections
beyond the remit.
Very good level of critical
evaluation and ability to
use selective concepts
and frameworks to
support arguments and
recommendations for
luxury brand extension
based on strong research.
Good level of analytical
evaluation and some
ability to use selective
concepts and frameworks
to support arguments and
recommendations for
luxury brand extension
based on relevant
research.
Satisfactory evaluation
with limited ability to use
concepts and frameworks
to support arguments and
recommendations for
luxury brand extension
mainly based on
paraphrasing.
Limited or misunderstood
use of concepts and
frameworks to support
arguments and
recommendations for
luxury brand extension
based on very basic
research
Insufficient and/or
irrelevant use of concepts
and frameworks to
support arguments and
recommendations for
luxury brand extension,
based on little to no
research.
COMMUNICATION (35 %)
Clear visual communication of the
project narrative and creative
process
Exceptional standard of
presentation. The project
narrative and the creative process
come across at a professional
level in terms of visuals,
organisation, and structure.
Outstanding standard of
presentation. The project
narrative and the creative process
come across as sophisticated in
terms of visuals, organisation,
and structure.
Excellent standard of
presentation. The project
narrative and the creative process
come across very appropriate in
terms of visuals, organisation,
and structure.
Very good standard of
presentation. The project
narrative and the creative process
come across suitable in terms of
visuals, organisation, and
structure.
Good standard of presentation.
The project narrative and the
creative process come across
appropriately in terms of visuals,
organisation, and structure.
Satisfactory standard of
presentation. The project
narrative and the creative process
come across adequately in terms
of visuals, organisation, and
structure.
Poor standard of presentation.
The project narrative and the
creative process are under-
developed, the selection of
visuals is barely adequate and it
is disorganised and unstructured.
Inadequate standard of
presentation. The project
narrative and the creative process
are undeveloped, the selection of
visuals is irrelevant or
inappropriate and it completely
lacks organisation and structure.