MK002A Marketing And Brand Management

MK002A Marketing And Brand Management

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Assessment
The first coursework comprises of an individual written coursework in a report format of 2000 words. This will represent 50% of the total module mark.For an Exisiting brand of your choice, critically review and evaluate the brand development strategy. You should attempt to explain the justification for branddevelopment decisions that have been made. Your approach will tend to be reflective and critical as you seek to evaluate the strategy used for the brand.
 
Marks are allocated on the following basis:
Introduction to the chosen brandAbility to critically understand and apply theories, principles and concepts of brand management to analyse the brand development strategy.
Ability to gather, evaluate and analyse current market research, data and professional materials.
Ability to accurately and reliably communicate the results of the analysis and formulate evidence-based arguments using the key concepts, constructs and techniques of brand management.
 
Structure and presentation 10%Because the company/brand chosen for each student is likely to be different, this assessment is not given a structured outline. Not every lecture theme will be applicable to every brand possible, so it is important that careful consideration is given to .identifying significant/key branding decisions for your brand. It is important to include theoretical perspective and provide sources for any facts/figures you include. 
 
Plagiarism PolicyYou are required to submit the final version of your coursework to Turnitin submission box in Moodle. The University has produced plagiarism policy/guides.These are available via the student internet portal (under ‘Study Support’– ‘academic integrity & plagiarism’). Please ensure you are familiar with these guidelines.

 
For an Exisiting brand of your choice, critically review and evaluate the brand development strategy. You should attempt to explain the justification for brand development decisions that have been made. Your approach will tend to be reflective and critical as you seek to evaluate the strategy used for the brand.