Marketing and Brand Management MS50001E, Level 5
Assessment task: Coursework Assessment task: Individual report
Date/time/method of submission:
Week 8 – the exact deadline for your cohort is given to you by your tutor
Word count or equivalent: 1000
Assessment criteria / Marking scheme:
Please see Appendix 1 for full details
Timing and methods of feedback (eg written, oral, group, individual, other):
In class and electronically via BlackBoard / Turnitin
Appendix 1 Assessment 1 Individual Report
This assessment is an individual report – please note that your choice of market, brand and task must be agreed with the tutor before you commence work on your report.
Deadline Week 8
This is an individual assignment. Each individual student is to submit a unique written report on a brand within a particular market sector. Please keep a copy of any work you submit. Assume that your report is for managers in your brand’s organisation to help them understand better their brand’s ethical concerns, brand development or positioning in their UK market. Select a market sector from the list on the next page and identify a brand within that market. Your selection must be agreed with your tutor in class. For the market/brand you have chosen from the attached list (see below)
|Chips||Walkers||Branding and Own Label|
Branding and Own Label
Evaluate the importance of branding in this market and show how your brand has been leveraged (or could be leveraged).Discuss the extent to which you think your chosen brand is successful and assess the threat from own labels. You should make use of branding concepts and the material on own labels covered in class and through your own reading. In your answer you should demonstrate up to date and relevant knowledge of your brand and its market (focus on the UK market), and up to date and relevant knowledge of consumer behaviour in your market by using information obtained from a Mintel (or similar) report. (Please note that key readings for this task are the module notes on branding and own label, these are available on blackboard).
Use the list below to help you check that your coursework covers all the specified learning outcomes.
|Can describe theory on branding and own label in own words?|
|Discusses whether the brand is successful (using relevant theory)?|
|Discusses how the brand has been leveraged or could be leveraged (using relevant theory)?|
|Discusses the impact of OL on the brand|
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