Developing a Brand Extension - Marketing Assignment

Assignment Task

Assignment Task
Working in small teams to develop a 10 minute group presentation for a brand extension, you will then need to submit a group co-authored 1000 word report explaining the new brand extension. 

This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes: 
LO 2 Demonstrate knowledge of STP  marketing planning process
LO 3 Identify the key components of the marketing environment.
LO 4 Identify research requirements to begin to solve a business/marketing problem in a company

Task requirements
Your work will be assessed on the extent to which it demonstrates your achievement of the stated learning outcomes for this assignment (see above) and against other key criteria, as defined in the University’s institutional grading descriptors. If it is appropriate to the format of your assignment and your subject area, a proportion of your marks will also depend upon your use of academic referencing conventions.
This assignment will be marked according to the grading descriptors for Level 4 with specific guidance on mark allocation below.

Part A :Presentation Weighted 30%
Background on the chosen brand including coverage of existing brand values.20%
Coverage of market trends including key PESTEL issues 20%
Explanation of the new product, proposed target market and key competition. 20% 
A Visual Image of the Brand Extension 10%
Presentation Skills (Creativity of images used, fluency with the material presented and timing) 30%

Part B: Report Weighted 70%
Research Skills   20%                                                                                                                                     
You need to demonstrate that you have spent at least a month working on this report. To do this, you need to provide evidence in the written text and in your reference list that you have engaged in research in the form of academic texts and secondary sources, such as Mintel, Trade and National Press and articles on WARC.  We will be looking for more than 10 references from a variety of sources in your reference list. If all that is mentioned in the reference list is website links and company websites, you will lose marks.

Marketing Knowledge   30%                                                                                                                       
You will need to demonstrate full knowledge of a range of marketing concepts including: STP marketing, profiling target audiences, branding, and brand extension strategies. This knowledge needs to be supported via academic references and applied in full. You also need an explanation, with reference to academic text, of key models covered on the module including Kapferer’s Brand Identity Prism (in discussing the existing brand being extended from) and Ansoff’s Grid and Tauber’s Brand Extension Options (in discussing the new brand being extended to). Additionally a visual showing the application of Kapferer’s model to the brand to demonstrate your understanding is also required.

Submission details
This assignment should be submitted electronically. Please use the relevant Turnitin submission point in the Submit your work area in your Blackboard module shell.

Please ensure that your work has been saved in an appropriate file format. Turnitin will only accept the following file types: Microsoft Word, Excel or PowerPoint, PostScript, PDF, HTML, RTF, OpenOffice (ODT), Hangul (HWP), Google Docs, or plain text. Your file must also contain at least 20 words of text, consist of fewer than 400 pages and be less than 40MB in size.

You can submit your work as many times as you like before the submission date. If you do submit your work more than once, your earlier submission will be replaced by the most recent version.

Once you have submitted your work, you will receive a digital receipt as proof of submission, which will be sent to your forwarded e-mail address (provided you have set this up). Please keep this receipt for future reference, along with the original electronic copy of your assignment.

You are reminded of the University’s regulations on academic misconduct, which can be viewed. In submitting your assignment, you are acknowledging that you have read and understood these regulations. 

Submission date and time
The presentation will be in class week commencing 12th January 2021
The report should be submitted before 14:00 UK time on Thursday 15th January 2020 via Turnitin.
Work that is submitted up to 10 working days beyond the submission date will be accepted as a late submission. Late submissions will be marked and the actual mark recorded, but will be capped at the pass mark (typically 40%), provided that the work is of a passing standard. Work submitted after this period will not be marked and will be treated as a non-submission.