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FACULTY OF BUSINESS AND LAW ACADEMIC YEAR 2020/21

Coursework Assessment Brief

Module Code: UMKDCA-15-3

Module Title: Brand Management

Submission Deadline: 21 January 2021 2pm

Assessment Component: A – Individual Business Report (75%) and Reflection (25%)

Assessment Weighting: 100 per cent of total module mark

Marking and feedback deadline (20 working days): 18 February

N.B. all times are 24-hour clock, current local time (at time of submission) in the UK

Assessment Instructions

Part A – Individual Business Report (75% – 2500 words)

As a brand management consultant, you are required to develop a brand extension strategy (in

report format) for a business of your choice. You are encouraged to choose a brand within an

industry that you would like to or already work in.

Your plan should include:

1) Introduction: this should introduce the report and its purpose, not just the key topics.

2) Brand Audit: this should include your analysis of:

a. Current market share and major competitors

b. How the brand’s products and services are currently marketed and branded e.g.

brand elements/assets and characteristics; product attributes, pricing,

communications, distribution policies; brand positioning, segmentation, targeting

3) Product/Service Idea: based on your analysis above, describe and justify why your product/service is an attractive market opportunity. This should include an overview of

your product/service idea, target market, key competitors, and perceptual maps for the

category you are entering

4) Brand Proposition: based on the opportunity identified above, this should include your

unique selling proposition in the new category and how this is mutually supportive of the

brand values, brand personality, brand identity/assets

5) Brand Execution: This should provide an overview of your price, place, and promotion

strategies as well as discuss how these will support your brand values, personality, and

identity

6) Measurement: Suggest and justify appropriate brand measurement techniques for your

new brand launch.

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7) Conclusion: Draw out the main implications of your work

8) References

Your work should pay specific attention to how your existing brand equity and brand elements

can be leveraged to successfully launch a new brand extension.

Part B – Individual Reflection (25% – 750 words)

There are three parts to this reflection:

1. A screenshot of your discussion forum post containing your mindmap that was

submitted to Blackboard before 5pm on the Friday of week 4: the mindmap should

include the brand name and extension idea (from week 1), brand audit framework

factors (week 2), and brand equity drivers/framework factors for your brand (week 3).

2. A screenshot of your reply to another student’s forum post (of your choosing) with 200

words of feedback on their mindmap before 5pm on the Friday of week 6. Your

feedback should consider the merits of their extension idea for the brand they have

chosen. Is it clearly a brand/category extension? What are the strengths and

weaknesses of their audit and equity framework factors? Is there anything they should

emphasise; anything they should exclude?

3. This section should include 750 words of reflection on your learning on this module and

how it has impacted on the decisions you have made regarding the content you have

included and the analysis you have carried out. You should consider the models,

academic theories, and any examples or case studies you have used to inform the

decision you have made and why these were the most appropriate. You should also

reflect on the peer feedback you received, though you do not necessarily need to follow

the recommendations from the peer feedback. In carrying out this exercise, you are also

encouraged to utilise Kolb’s learning cycle or Gibb’s reflective cycle.

Marking Criteria

The following criteria will be used in evaluating this assessment:

Brand Audit (15%) – Summarised analysis of the key factors identified through carrying out an

extensive brand audit

Product/Service idea, Consumer Insight, and Brand Proposition (25%) – Appropriate models

used to identity a suitable gap in the market, the target market, and the brand proposition.

Brand Execution (15%) – Proposed price, place, and promotion actions in response to

proposition.

Measurement and Conclusion (10%) – Recommendations on implementation and control of the

proposed plan

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Overall presentation (10%)

Reflection (25%)

A full marking criteria is provided below.

Formative feedback and support during the module

Formative feedback provides opportunities to reflect on your ongoing work and preparation for

your assignment. Opportunities will be provided during the weekly tutorial sessions to receive

formative feedback from tutors.

Further information about this assessment is available on the Blackboard site for this module and

includes:

The module handbook and the suggested reading list

Formatting

Please use the following file format(s) (Word or .pdf). We cannot ensure that other formats are

compatible with markers’ software and cannot guarantee to mark incorrect formats.

All work should be word processed in 12-point font Times New Roman or Arial and single

spaced.

The first page of your coursework must include:

• Your student number

• The module name and number

• Your word count

• The coursework title including the name of your brand and extension product

Word Limit

The maximum word limit for this coursework is 3250 words (Part A: 2500; Part B: 750)

• There is no +/- 10% on word count and anything after the maximum word count will not be

marked, in line with UWE Bristol’s Word Count Policy.

• In line with UWE policy, this word count includes everything in the main body of the text

(including headings, tables, citations, quotes, lists, etc.).

• The references, bibliography and footnotes (provided footnotes only include references) are

NOT included in this word count.

Referencing and Assessment Offences

Please ensure you reference all sources used when developing your assessment, using the UWE

Harvard system. Failure to properly reference your work to original source material can be

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grounds for the assessment offence of plagiarism and may result in failure of the assessment or

more serious implications. Further guidance on correct referencing is available on UWE’s Study

Skills referencing pages.

UWE’s Assessment Offences Policy outlines potential offences and it is your responsibility to

understand this policy and avoid potential offences. Details of what constitutes plagiarism and

how to avoid it can be found on UWE’s Study Skills pages about avoiding plagiarism.

Text-matching software (e.g. SafeAssign) is used to check every submission against other

submissions made at the same time, previous submissions to UWE and other universities, and

internet sources. We may also manually search for matches. When submitting your work, you

will be required to confirm that the work is your own.

It is an assessment offence to:

– copy work from any source, including your own previous assessments, and present it as

your own work for this assessment, or to provide your own work to others

– to work with others on the assessment in any way, or for anyone to make amends on

your work (including proofreaders, who may highlight issues but not edit the work)

– change individual words but keep, essentially, the same sentences and/or structures

from other sources: this will be detected by text-matching software. Please write in your

own words and style to convey your own learning.

Instructions for submission

You must submit your assignment before the stated deadline by electronic submission

through Blackboard. Notification that the electronic submission portal is open for your

assignment is displayed (usually two weeks before the submission date) in the Coursework tab

in myUWE, the Coursework tab in Blackboard and via an announcement in the Blackboard

course.

Please allow sufficient time to upload your assignment, as the system becomes busier and

slower as the deadline approaches. Only your final upload will be counted. Ensure all your

information is submitted at one attempt to avoid overwriting your intended submission. Always

check and retain your receipts.

Late submission in the 24 hours following the deadline will be accepted but the assignment

mark will be capped at a pass. Submissions after 24 hours will not be accepted. For full

guidance on online submission through Blackboard, see UWE’s Academic Advice pages on

Assignments.

Submissions of coursework by any other method (including a paper copy, on disk or by email)

are NOT permissible for this module unless specifically agreed in advance of the submission

date.

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Before submitting your work, please ensure that:

 You have proof read yourS work thoroughly to ensure your work is presented

appropriately

 You have addressed all the required elements of the assessment

 You have referenced in accordance with the guidance provided

 You have addressed each of the marking criterion

 The submission is in the correct format

Final feedback and marks release

Students will normally receive marks and feedback on their submission within 20 working days

of the submission deadline (not including public holidays or university closure days). Any delay

in returning students’ work will be communicated by the module leader via Blackboard.

Feedback and marks for this module will be available by the date specified at the top of this

document. For further guidance on feedback, please refer to the module handbook.

Further guidance and support

There are a number of sources of support to improve your study skills, including:

• The UWE Library Study Skills pages – for online support and bookable workshops

• The Faculty of Business and Law’s Academic Success Centre for bookable workshops

• Guidance on using UWE’s Library.

Specific study skills pages relating to this module include:

• How to plan and structure your writing

• Writing skills

• Further research skills / techniques

• Report writing

• Reflective writing

• How to write critically

• English language support

For further guidance on UWE assessment regulations and terminology see UWE’s Academic

Advice pages.

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Personal Circumstances

If you are experiencing difficulties in completing a piece of assessment on time due to

unexpected circumstances (for example illness, accident, bereavement), seek advice from a

Student Support Adviser at the earliest opportunity. Appointments can be made via an

Information Point or online via the Student Support Pages.

Student Support Advisers can advise as to whether you should submit an application for

‘Personal Circumstances (PCs)’, how to do so and what evidence is required to support the

application. Further details on PCs can be found on the Student Support Pages.

The module leader cannot grant personal circumstances or extensions.

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Full marking criteria:

Brand Audit: Summarised analysis of the key factors

identified through carrying out a brand audit 15%

Product/Service idea, Consumer Insight, and

Brand Proposition: Appropriate models used to identity a suitable gap in the

market, the target market, and the brand proposition. 25%

Brand Execution: Proposed price, place, and promotion actions in response to proposition. 15%

Measurement and Conclusion:

Recommendations on implementation and control of the proposed plan. 10%

Overall presentation 10%

Reflection 25%

70% +

Evidences excellent research from a range of well referenced sources and with excellent focus on key and relevant information. The student shows an excellent ability to extract core information 11-15 marks

Excellent integration of relevant models applied effectively to the environment and organisation to illustrate market gap, consumer insight, and brand proposition. Compelling links built between findings and proposition. 18- 25 marks

Excellent integration of consumer, market and company data to provide clear tactics which will deliver the proposed strategy in line with brand values, personality, and identity. Demonstration of excellent creativity within the plan 11-15 marks

Concludes with excellent recommendations and comprehensive proposal for implementation and control

7-10 marks

Excellent presentation with strong structure, extensive use of UWE Harvard referencing and consistently good spelling and

grammar. 7-10 marks

Excellent critical evaluation and self- reflection skills showing strong engagement with the course content, and excellent understanding of the benefits and limitations of the chosen tools and principles. 18-25 marks

60- 69%

Good/very good integration and summary of relevant, clearly referenced, research material from a good/very good range of sources

9-10 marks

Good/very good integration of relevant models applied effectively to the environment and organisation to support consumer insight and proposition, which links closely to findings.

15-17 marks

Good/very good integration of consumer, market and company data to provide tactics which are linked to the proposed strategy in line with brand values, personality, and identity. Demonstration of good/very good creativity within the plan 9-10 marks

Good/very good recommendation which is well substantiated. Good/very good proposals for implementation and control

6 marks

Good/very good presentation, structure, spelling and grammar, effective use of UWE Harvard

referencing

6 marks

Good/very good critical evaluation and self-reflection skills showing engagement with the course content, and a sound understanding of the benefits and limitations of the chosen tools and

principles.

15-17 marks

50- 59%

Adequate/competent research although not always referenced or sufficiently focused in key areas of relevance. Adequate/ competent summary of situational information. 8 marks

Adequate/competent integration of models, with some application to the environment and organisation to support consumer insight and proposition. Some links to findings 13-14 marks

Adequate/competent integration of consumer, market and company data to provide tactics which are linked to the proposed strategy. Some demonstration of creativity within the plan 8 marks

Adequate/competent rationale for recommendation. Some consideration of implementation and control.

5 marks

Adequate/competent presentation, with clear structure and some use of UWE Harvard referencing. Some spelling and grammar errors.

5 marks

Adequate/competent critical evaluation and self-reflection skills which show some engagement with the course content, and some awareness of the benefits and limitations of the chosen

tools and principles. 13-14 marks

40- 49%

Weak research and poorly referenced. Mainly anecdotal. Situational information inadequately summarised or confusing in places 6-7 marks

Weak integration of models, with little application to the environment and organisation to support consumer insight and proposition. Minimal links to findings 11-12 marks

Weak description of tactics with little or no reference to the consumer relevance and weak application of academic models. 6- 7 marks

Weak recommendations. Weak consideration of implementation and control. 4 marks

Weak presentation, some structure and minimal use of UWE Harvard referencing. Poor grammar. 4 marks

Weak critical evaluation and self- reflection skills showing weak engagement with the course content, and limited awareness of the limitations of the chosen tools and principles. 11-12 marks

0-39%

Poor research; poor referencing of sources; highly descriptive and unconvincing. Situational information not summarised.

0-5 marks

Academic models poorly used. so discourse is based on anecdotal information or guesswork

0-10 marks

Tactical actions poorly used and without reference to consumers so discourse is based on anecdotal information or guesswork

0-5 marks

Poor conclusion and recommendations. Poor consideration of implementation and control

0-3 marks

Poor presentation, lacking structure, referencing and depth of content. Poor grammar.

0-3 marks

Poor critical evaluation and self-reflection skills showing very little or no engagement with the course content and insufficient understanding of the benefits and limitations of the chosen tools and principles. 0-10 marks