MARK7010 Strategic Brand Management

In light of the recent Coronavirus outbreak, we have reviewed the assessment strategy for this module. We recognise the disruption that has been caused and so have modified it to ensure that it is manageable yet still assesses the module learning outcomes. You will find the revised assessment brief for MARK7010 Strategic Brand Management below. However, the key changes to this module are summarised below:

What is the new assessment about?

• The new assessment is an individual coursework report that requires you to answer three questions.

• The three questions have been created in a way that students will be able to use at least some of the work which they have already produced for the original assessments.

• Question 1 and Question 2 relate closely to the Fremantle TWIST group presentation and group report brief.

• Question 3 relates closely to some of the content that would have been covered in the exam.

• In terms of marks, each of the three questions will be equally weighted.

• The maximum wordcount for the whole report is 2000.

The new single assessment takes into account that on completion of this module, you are assessed on your achievement of the Strategic Brand Management module’s learning outcomes. You will be assessed on your ability to:

1) Articulate the key arguments for ethical, socially responsible marketing policies and their relevance and importance in developing and implementing successful brand management strategies and new product launches.

2) Provide a comprehensive and rigorous assessment of the practical implications to strategic brand management of the latest developments in social media communications and digital technology.

3) Construct robust arguments for a proposed marketing approach in writing

4) Discriminate between strategic and operational courses of action in marketing scenarios

5) Assimilate academic contributions to bond theory with practice lucidly in consumer and business environments

Your task for this individual coursework is to produce a report by yourself that addresses three questions in relation to the development of a new agency brand for Fremantle in the UK. As you already know, the current working title for this new agency brand is ‘Fremantle TWIST’. When you address the three questions below you can, but you don’t necessarily have to use the ideas which your group has already developed. All the work you have done so far as part of your group presentation and/or group report (including the individual contributions to date) can be shared among your team. However, from now on you should not share any of the work which you are going to produce in response to the following three questions:

1) Provide an analysis of the current Fremantle brand in the UK. Your analytical approach needs to be based either on the 4-Cornerstone Model (Edwards & Day, 2005) or the Co-Created Brand Model (Asmussen, 2014). You should justify your choice of model based on a discussion of each model’s strengths and weaknesses.

2) Based on a positioning idea of your choice for the launch of the new TWIST agency brand, develop in total ONE implementation activity that can help the Fremantle marketing team to bring your newly proposed positioning idea to life for at least one relevant stakeholder group in the UK.

3) Explain the three different phenomena which led to the internet-based democratisation of brand management. Use Fremantle TWIST or another brand of your choice to illustrate what kind of practical impact these three phenomena can have on brand management. At least one of your illustrations should cover the practical impact on the ethical and/or socially responsible behaviour of the brand.

Please see the assessment grid at the back of this Coursework Brief for full details. Presenting coursework for assessment

Your assignment must be presented in the following format: A business report format (executive summary is NOT required) The assignment must have a front cover showing the programme title, module number and name, title of the assignment, student number of the person submitting the work, word count, submission date It must be word-processed in 11-point Arial font and double-spaced

All pages must be numbered Margins must be as follows: Top: 1 inch, Bottom: 1 inch (2.5 cm), Left: 1.25 inches, Right: 1.25 inches