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Unit title & code
Assignment number and title
Assessment type
Weighting of assessment
Size or length of assessment
Unit learning outcomes
MAR036-6 Brand Communication and Reputation Management
Assessment 1 RESIT
Reflective Report
40%
2,500
1. Demonstrate the following knowledge and understanding:
Demonstrate a comprehensive understanding of the function of marketing communications tools
in integrated brand communication programmes by judging the effectiveness and outcome of their
applications in both analogue and digital media.

2. Demonstrate the following skills and abilities:

Analyse and critically evaluate strategies for managing reputation and demonstrate how the
success of PR activities might be assessed individually and in the context of an overall marketing
strategy.

What am I required to do in this assignment?

On the basis of a brand case study you will be required to:
1. What do each of the four campaigns / elements below bring to the Marketing Mix? Outline how each work for the
brand, the opportunities and challenges of their approach. You should include reference to appropriate academic
theory or frameworks and consider the impact on the brands from a reputational point of view (60% of marks).
The 4 marketing elements below demonstrate different parts of the Marketing Mix:
 Nike’s Grenfell Athletic FC. Inspiration for the new Nike kit, becomes a fundraiser for Grenfell Tower..!
https://youtu.be/7eqJWOudwZ0
 A Downing Street Disaster; Greenpeace tell the story through animation of what happens to a day’s worth of British
rubbish wit this viral effort. https://youtu.be/Hr6RqGg6ExE
 Pandora and lab diamonds - shows the importance of ‘product’ make-up in the marketing mix;
https://www.theguardian.com/business/2021/may/04/pandora-jewellery-brand-says-it-will-stop-selling-mined-
 diamonds
 Guinness https://youtu.be/_8tmo-2cbKU
The brand brought alive plus they are helping out pubs with a £30m fund.
2. Use your insights and learnings from the 4 approaches above to inform the launch of a new online environmentally friendly
food take-away service (40% of marks)
 Define your product
 Define the customer and what insights you would need
 Which elements of the marketing mix are needed to engage your potential customers?
 How would you integrate these elements?

What do I need to do to pass? (Threshold Expectations from UIF)

 Demonstrate a coherent understanding of the main personal and external influences on consumer buyer behaviour
and how it impacts marketing communications strategy.
 Be able to evaluate the alternative communication tools and to identify the most appropriate in a given context.
 Demonstrate a critical understanding of the evaluation techniques available and their suitability to measuring specific
marketing communications campaign objectives

How do I produce high quality work that merits a good grade?

Read the in-class assessment tutorial materials.

How does assignment relate to what we are doing in scheduled sessions?

The guided learning activities are developed specifically to allow you to apply learning to the assignment.

2
How will my assignment be marked?
Your assignment will be marked according to the threshold expectations and the criteria on the following page.
You can use them to evaluate your own work and consider your grade before you submit.
3rd Class – 40-49% Lower 2nd – 50-59% Upper 2nd – 60-69% 1st Class – 70%+
EXCELLENT...
VERY GOOD... IDENTIFIES IDENTIFIES AND
SATISFACTORY... IDENTIFIES GOOD... IDENTIFIES AND
AND UNDERSTANDS MOST UNDERSTANDS ALL OF
AND UNDERSTANDS FEW OF UNDERSTANDS SOME
OF THE MAIN ISSUES. THE MAIN ISSUES.
THE ISSUES OF THE ISSUES
DEMONSTRATIN ALL SUBJECT MATTERS IN ALL SUBJECT MATTERS
ALL SUBJECT MATTERS
ONE OR MORE SUBJECT THE TITLE OR TOPIC ARE IN THE TITLE OR TOPIC
G A CLEAR IN THE TITLE OR TOPIC
ADDRESSED. ARE ADDRESSED.
UNDERSTANDING MATTERS OR TOPICS WERE ARE ADDRESSED.
INFORMATION CLEARLY INFORMATION CLEARLY
NOT ADDRESSED. INFORMATION FAIRLY
OF THE SUBJECT RELATES TO THE MAIN
RELATED TO THE MAIN AND STRONGLY
(30%) INFORMATION HAS LITTLE TOPIC BUT WITH MINIMUM RELATES TO THE MAIN
TOPIC BUT NO
DISCUSSION. IT ONLY TOPIC WITH ADEQUATE
OR NOTHING TO DO WITH DISCUSSION AND
PROVIDES 1 - 2 DISCUSSION. IT
DETAILS AND / OR
THE MAIN TOPIC. EXAMPLES ARE GIVEN.
SUPPORTING DETAILS INCLUDES SEVERAL
AND / OR EXAMPLES. SUPPORTING DETAILS
AND / OR EXAMPLES.
SATISFACTORY... GOOD…INSIGHT & EXCELLENT...
MARKETING MARKETING INSIGHT & APPLICATION. VERY GOOD... MARKETING MARKETING INSIGHT &
APPLICATION APPLICATION.
BREADTH, DEPTH &
INSIGHT & APPLICATION. APPLICATION.
AND BREADTH, DEPTH & INTEGRATION OF BREADTH, DEPTH & BREADTH, DEPTH &
INTEGRATION OF INTEGRATION OF LITERATURE/EXAMPLES INTEGRATION OF INTEGRATION OF
LITERATURE/EXAMPLES INTO INTO WORK IS LITERATURE/EXAMPLES LITERATURE/EXAMPLES
LITERATURE WORK IS APPROPRIATE, BUT INTO WORK IS ABOVE
APPROPRIATE TO THE INTO WORK IS
(30%) NOT CONSISTENTLY CONTEXT AND AVERAGE. IMPRESSIVE.
APPLIED. ATTEMPTS TO BE
CONSISTENT.

EXCELLENT... LEVEL OF
DISCUSSION/ANALYSIS/
GOOD... LEVEL OF CRITICAL EVALUATION
SATISFACTORY... BASIC VERY GOOD... LEVEL OF &/OR REFLECTION
EVIDENCE OF DISCUSSION/ANALYSIS/ DISCUSSION/ANALYSIS/
DISCUSSION CRITICAL EVALUATION CLEARLY DEVELOPING
DISCUSSION/ANALYSIS/ CRITICAL EVALUATION POINTS IN THE
/ANALYSIS CRITICAL EVALUATION &/OR &/OR REFLECTION BUT &/OR REFLECTION & A FEW
MORE IDEAS/POINTS APPROPRIATE WAY
/CRITICAL REFLECTION BUT SOME IDEAS/POINTS COULD WITH THOROUGH
COULD BE
EVALUATION POINTS SUPERFICIALLY
ADDRESSED
BENEFIT FROM FURTHER CONSIDERATION OF ALL
&/OR MADE SO NEED FURTHER DEVELOPMENT &/OR POSSIBILITIES.
DEVELOPMENT. LIMITED /DEVELOPED FURTHER. EVALUATION/COMPARISON.
REFLECTION CRITICAL EVALUATION THE BEST WORK WILL
(30%) (MAINLY DESCRIPTIVE) BE HIGHLY DEVELOPED
AND FOCUSED AND
ATTEMPTS A HOLISTIC
TREATMENT OF THE
TASK/PROBLEM.
SATISFACTORY... BASIC GOOD... CLEAR VERY GOOD... EXCELLENT ...
PRESENTATION STRUCTURE. PRESENTATION & PRESENTATION & PRESENTATION &
STYLE AND NOT ALWAYS WRITTEN STRUCTURE. WRITING IS STRUCTURE, STRUCTURE.
MAINLY CLEAR BUT PARAGRAPHING, FLUENT ARTICULATE & FLUENT
STRUCTURE CLEARLY & HAS
GRAMMATICAL & / OR SOME SPELLING &/ OR ACADEMIC WRITING STYLE. ACADEMIC WRITING
(10%) SPELLING ERRORS. GRAMMATICAL ERRORS. VERY FEW GRAMMATICAL STYLE. ONLY A MINOR
ERRORS & SPELLING ERROR.
MISTAKES.