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    Strategy and Brand Management MAR043-6

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    aakanksha_rinni
    This document provides instructions for a 3,500 word individual report on competitor analysis and positioning strategies for a brand. Students are asked to: 1) Use marketing theory to support their analysis and apply the theory to practical situations. 2) Structure the report flexibly by first describing the theory and then using examples. 3) Relate the theory to specific evidence from academic sources rather than generalizations. 4) Cite sources properly using the Harvard referencing system. 5) Write in a logical, systematic way with a clear argument and conclusion.

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    © All Rights Reserved
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    Strategy and Brand Management MAR043-6

    Uploaded by

    aakanksha_rinni
    71 views3 pages
    This document provides instructions for a 3,500 word individual report on competitor analysis and positioning strategies for a brand. Students are asked to: 1) Use marketing theory to support their analysis and apply the theory to practical situations. 2) Structure the report flexibly by first describing the theory and then using examples. 3) Relate the theory to specific evidence from academic sources rather than generalizations. 4) Cite sources properly using the Harvard referencing system. 5) Write in a logical, systematic way with a clear argument and conclusion.

    Original Description:

    Strategy and brand management

    Original Title

    brief.pdf_1291475167

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    This document provides instructions for a 3,500 word individual report on competitor analysis and positioning strategies for a brand. Students are asked to: 1) Use marketing theory to support their analysis and apply the theory to practical situations. 2) Structure the report flexibly by first describing the theory and then using examples. 3) Relate the theory to specific evidence from academic sources rather than generalizations. 4) Cite sources properly using the Harvard referencing system. 5) Write in a logical, systematic way with a clear argument and conclusion.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    71 views3 pages

    Strategy and Brand Management MAR043-6

    Uploaded by

    aakanksha_rinni
    This document provides instructions for a 3,500 word individual report on competitor analysis and positioning strategies for a brand. Students are asked to: 1) Use marketing theory to support their analysis and apply the theory to practical situations. 2) Structure the report flexibly by first describing the theory and then using examples. 3) Relate the theory to specific evidence from academic sources rather than generalizations. 4) Cite sources properly using the Harvard referencing system. 5) Write in a logical, systematic way with a clear argument and conclusion.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    Unit title & code Strategy and Brand Management MAR043-6

    number and title 2


    Assessment type Individual report
    Weighting of assessment 60%
    Size or length of assessment 3500 words
    Unit learning outcomes 1. Demonstrate a thorough understanding and broad knowledge of marketing
    strategies at functional and corporate levels taking into account factors such as
    the social, political, technological, economic and global contexts as well as
    industry and market structures.

    2. Analyse the elements and the sources of brand equity and be able to identify
    patterns of managing and sustaining brand strategy

    What am I required to do in this ?

    Question:
    You have been asked to follow on from 1, and for the brand considered produce a 3500 word report around
    competitor analysis and positioning strategies for the brand.

    _________________________________________________________________
    Detail
    1. The theory:
    Use one or more theories to support your standpoint. The theories used should be applied to practical situations.
    2. The structure:
    Flexible. You can describe the theory you intend to use to support your standpoint, and then use practical situations to reinforce
    your work. There is no fixed order to structure this .
    3. The link between theory and practice:
    Remember to relate the two together sufficiently! You need to relate the theory to evidence in your assessment. The evidence
    needs to be specific. Don’t use generalised and anecdotal evidence.
    4. Use of literature:
    Use academic source, i.e. books, journal articles etc. Refer to respected industry sources DO NOT overuse the Internet, do not
    use and / or quote from Wikipedia.

    Reminder:
    You are required to use proper in-text reference and the reference list in the end using the Harvard Referencing System.
    5. The writing:
    Try to approach this test in a logical and systematic way. Make sure you have a logical structure, a convincing argument, clear
    description of the situations which ‘set the scene’, and clear explanation which relate to theories, and a conclusion that draws your
    argument together.

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

     Research the relevant literature in order to analyse sources of brand equity


     Develop an initial critical perspective of both theories and practices within brand management
     Critically evaluate the brand in terms of performance and as a strategic asset.

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


    We will be filling this section in together in class on Click or tap to enter a date. make sure you have downloaded/printed out the
    Brief and bring it to the session with you.

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

    The unit focuses on the analysis of competitive marketing and brand management strategies at national and international levels.

    Current Research and Thinking: Your tutors are research active. This suggests that, as it is expected from Master’s level students, you will be
    guided through the latest developments of the literature and you will learn to think as researchers yourself. Developing this way of thought
    will equip you with a number of skills which will prove very useful during the rest of your studies but most importantly when you enter the
    workplace.

    The unit will equip you with knowledge related to ethical, legal and cultural issues and their development in different social and
    technological contexts. You will familiarise yourself with different ethical and legal standards applied in the industry.

    2
    How will my be marked?

    Your 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%+
    SATISFACTORY... CONTENT / GOOD... MARKETING
    LEVEL OF KNOWLEDGE OF THE EXCELLENT...
    INSIGHT & APPLICATION. VERY GOOD... MARKETING
    TOPIC. ADDRESSES PART OF MARKETING INSIGHT &
    DEMONSTRATING BREADTH, DEPTH & INSIGHT & APPLICATION.
    THE TASK. SOME ERRORS / APPLICATION.
    A CLEAR INTEGRATION OF BREADTH, DEPTH &
    OMISSIONS IN CONTENT/ BREADTH, DEPTH &
    LITERATURE/EXAMPLES INTEGRATION OF
    UNDERSTANDING THEORY.
    INTO WORK IS LITERATURE/EXAMPLES
    INTEGRATION OF
    OF THE SUBJECT INCONSISTENT APPLICATION OF LITERATURE/EXAMPLES
    APPROPRIATE TO THE INTO WORK IS ABOVE
    SOME CORRECT INTO WORK IS
    (25%) CONTEXT AND ATTEMPTS AVERAGE.
    IMPRESSIVE.
    THEORY/PRINCIPLES/CONCEPTS TO BE CONSISTENT.

    EXCELLENT... LEVEL OF
    DISCUSSION/ANALYSIS/
    CRITICAL EVALUATION
    GOOD... LEVEL OF VERY GOOD... LEVEL OF &/OR REFLECTION
    MARKETING SATISFACTORY... MARKETING DISCUSSION/ANALYSIS/ DISCUSSION/ANALYSIS/ CLEARLY DEVELOPING
    INSIGHT & APPLICATION. CRITICAL EVALUATION CRITICAL EVALUATION POINTS IN THE
    APPLICATION APPROPRIATE WAY WITH
    &/OR REFLECTION BUT &/OR REFLECTION & A FEW
    AND BREADTH, DEPTH &
    MORE IDEAS/POINTS IDEAS/POINTS COULD THOROUGH
    INTEGRATION OF INTEGRATION OF CONSIDERATION OF ALL
    COULD BE ADDRESSED BENEFIT FROM FURTHER
    LITERATURE/EXAMPLES INTO POSSIBILITIES.
    LITERATURE WORK IS APPROPRIATE, BUT /DEVELOPED FURTHER. DEVELOPMENT &/OR
    EVALUATION/COMPARISON.
    (30%) NOT CONSISTENTLY APPLIED.
    THE BEST WORK WILL BE
    HIGHLY DEVELOPED AND
    FOCUSED AND
    ATTEMPTS A HOLISTIC
    TREATMENT OF THE
    TASK/PROBLEM.

    SATISFACTORY... BASIC GOOD…INSIGHT &


    EXCELLENT...
    DISCUSSION EVIDENCE OF APPLICATION. VERY GOOD... MARKETING
    MARKETING INSIGHT &
    DISCUSSION/ANALYSIS/ BREADTH, DEPTH & INSIGHT & APPLICATION.
    /ANALYSIS APPLICATION.
    CRITICAL EVALUATION &/OR INTEGRATION OF BREADTH, DEPTH &
    /CRITICAL REFLECTION BUT SOME POINTS LITERATURE/EXAMPLES INTEGRATION OF
    BREADTH, DEPTH &
    EVALUATION INTEGRATION OF
    SUPERFICIALLY MADE SO NEED INTO WORK IS LITERATURE/EXAMPLES
    LITERATURE/EXAMPLES
    &/OR FURTHER DEVELOPMENT. APPROPRIATE TO THE INTO WORK IS ABOVE
    INTO WORK IS
    REFLECTION LIMITED CRITICAL EVALUATION CONTEXT AND ATTEMPTS AVERAGE.
    IMPRESSIVE.
    (MAINLY DESCRIPTIVE) TO BE CONSISTENT.
    (30%)

    SATISFACTORY... BASIC ESSAY GOOD... CLEAR VERY GOOD... EXCELLENT ...


    STRUCTURE. PRESENTATION & ESSAY PRESENTATION & ESSAY PRESENTATION & ESSAY
    PRESENTATION STRUCTURE. WRITING IS STRUCTURE, STRUCTURE.
    NOT ALWAYS WRITTEN CLEARLY
    STYLE AND & HAS GRAMMATICAL & / OR MAINLY CLEAR BUT SOME PARAGRAPHING, FLUENT ARTICULATE & FLUENT
    STRUCTURE SPELLING ERRORS. SPELLING &/ OR ACADEMIC WRITING STYLE. ACADEMIC WRITING
    GRAMMATICAL ERRORS. VERY FEW GRAMMATICAL STYLE. ONLY A MINOR
    (15%) ERROR.
    ERRORS & SPELLING
    MISTAKES.

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