Submission Deadline Marks and Feedback

Before 10am on: 20 working days after deadline (L4, 5 and 7)

15 working days after deadline (L6)
Click or tap to enter a date. 10 working days after deadline (block delivery)

Click or tap to enter a date.

Unit title & code Strategy and Brand Management MAR043-6

Assignment number and title 1
Assessment type Individual reflection of a presentation
Weighting of assessment 40%
Size or length of assessment 2500 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 assignment?

Assessment Method

You will be assessed by an individual ref lective report (40%), which will be based on a group presentation.
The f irst assessment relates to the identif ication, description and evaluation of the marketing strategies used by a company of your
choice to create competitive advantage. The group presentation is a f ormative assessment and will be f ollowed by a ref lective
statement analysing your contribution, the overall team ef f ectiveness f or achieving the task .

Task 1a Presentation (Weighted at 0% formative assessment – from which you will receive feedback)
Competitive Analysis and Comparative Advantage
You and your fellow team members (maximum 5 members, minimum 3) work for Interbrand, which is a major brand and
strategy organisation. You are interns and you are also ambitious. They have asked you to choose one of the following:

1.) Just Eat

2.) Waitrose

3.) Burger and Lobster

4.) Lidl

5.) Netf lix

6.) Thorntons

7.) BodyShop

8.) Virgin Media

9.) Airbnb

10.) Evans Cycles

11.) Spotif y

Group Task:
Conduct a brief analysis and evaluate the competitive positioning of your chosen brand in its market.
Suggested structure and key areas include:
- Introduction
- Market analysis, identifying the key trends and the nature of competition
- Key competitors and their market share
- Core marketing strategy of the key competitors
- Points of differentiation of the key competitors
- Competitive positioning of your chosen brand
- The competitive advantage of your chosen brand
- Suggestions/recommendations for your chosen brand based on its competitive advantage

Requirements:
A set of PowerPoint slides, bullet points, diagrams, graphs, figures, etc.:
The Presentation should last f or 20 minutes, f ollowed by a 10 minute Q&A session led by your tutor(s).

Task 1 b (Weighted at 40% on the basis of the unit overall)

Produce an individual account / defense of the analysis your group presented. (Word guide 2500 words +/_ 10%).
This should be a ref lective piece, where you explain the task and YOUR role in the process. What ideas and contributions you
made to the group. In balance, what would you do dif f erently if you had to repeat the task now? What ideas, based on the tuto r
*f eedback, could you improve on and how?

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 *Feedback will be given at the end of the group presentation. It is important that you / group members note / record the f eedb ack.
This will help you recall the points more clearly and deeply.
Submission
We do not need paper copies submitted, just an e-copy, which needs to be submitted via the link on Breo.

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

In order to pass Assessment 1 you will need to:
• Identify common marketing strategies in today’s global market and be able to evaluate and analyse their output.
• Research the relevant literature in order to identify competitive strategic approaches, compare the various points of
view and develop your own perspective
• Use the relevant literature and identify the environmental and organisational factors that affect strategic brand
management.
• Present evidence of strategic brand management in a clear and concise way.

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

Current Research and Thinking: Your tutors are research active. This suggests that, as it is expected from Master’s level stu dents, 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 studi es 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 socia l and
technological contexts. You will familiarise yourself with different e thical and legal standards applied in the industry.

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How will my assignment be marked?

Your assignment 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.
THEORY/PRINCIPLES/CONCEPTS IMPRESSIVE.
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
CRITICAL EVALUATION CRITICAL EVALUATION POINTS IN THE
APPLICATION INSIGHT & APPLICATION.
&/OR REFLECTION BUT &/OR REFLECTION & A FEW APPROPRIATE WAY WITH
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 BREADTH, DEPTH &
REFLECTION BUT SOME POINTS LITERATURE/EXAMPLES INTEGRATION OF
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%) ERRORS & SPELLING ERROR.
MISTAKES.