Submission Deadline

Marks and Feedback

Before 10am on:

15/01/2021

20 working days after deadline (L4, 5 and 7)
15 working days after deadline (L6)
10 working days after deadline (block delivery)

29/01/2021 

Unit title & code

MAR036-6 Brand Communication and Reputation Management

Assignment number and title

Assessment 2 (main assessment)

Assessment type

Report

Weighting of assessment

60%

Size or length of assessment

3,500

Unit learning outcomes

Demonstrate the following knowledge and understanding:

Demonstrate a thorough understanding and broad knowledge of the function of marketing communications tools in integrated brand communication programs by appreciating market segmentation and branding issues and by judging the effectiveness and outcome of their applications in both analogue and digital media.

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?

Your report should cover the following topic: Should brands align themselves with issues to influence society in a positive way (social, governance, political, environmental, community, equality, internal etc.?) Consider this topic in relation to brand relevance and brand reputation.

You must compare two brands; one that has benefitted from brand activism and one that has not.

The brands can be a product, service, charity, organisation or other…

The brand theme (the focus of the issue) must be within the last 12 months and you must provide evidence for this.

Construct a set of guidelines for effective brand activism in a contemporary media and social context.

Write a critical conclusion (750 words) that could be used as a ‘think piece’ in practitioner (trade) media (see example of where marketers can make competition. Consider:

• What was the scale of the challenge faced?
• What did you do differently? How did you push boundaries?
• What risks did you take?
• What was the scale of impact?
• What were the measurable results?
• How does your work inspire others to be brave?

Your submission must be in Word or PDF format and adhere to the structure of a report.

Submit to the designated link in BREO

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.
• Evidence appropriate knowledge of positioning and branding strategies.
• Be able to evaluate the alternative communication tools and to identify the most appropriate in each context.
• Indicate a critical understanding of the evaluation techniques available and their suitability to measuring specific marketing communications campaign objective

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 Assignment Brief and bring it to the session with you.

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.