Assessment Brief A1
BK011 Strategic Brand Management
No./Name Type Briefing week Week due % Weight
Assessment 1 Case study analysis (Individual) 1 5 30

Aim
Demonstrate a critical understanding of key concepts and techniques used in Strategic Brand Management. Develop effective and strategic thinking and planning skills.
The Brief
Choose a brand/product and conduct a research and evaluate the brand management strategy adopted by the organisation. Students should analyse case studies that highlight how a company’s brand(s) affect its competitive positioning. Apply all knowledge areas both key concepts and techniques used in brand management including positioning, corporate brand management and consumer relationship management and be able to critique the different meaning of ‘brand’.
Additional Info
Written paper 3,000 words.

Grading Criteria
Students are expected to address all the learning outcomes the case study is testing. As a general guide, marks should be allocated out of 100 as follows:
Introduction 10
Knowledge of subject 20
Understanding and application of concepts/ theories 25
Conclusion 10
Recommendations 15
Selection of scholarly sources 10
Presentation (written expression, formatting, referencing, etc.) 10
TOTAL 100

Learning Outcomes / Competencies
1. Outline and explain the key concepts and techniques used in brand management including positioning, corporate brand management and consumer relationship management.
2. Demonstrate an understanding of effective Brand management in the ‘global’ context for given businesses across different industries.
3. Critique the different meanings of “brand”.
4. Develop plans to create, maintain, grow and/or revitalize a brand and its equity in different corporate, industrial and geographical contexts.
5. Analyses the role of the brand manager with a view to researching, managing and brand strategising for superior, competitive business performance.
Raffles Policy:
Late submission: All work submitted after the submission deadline will be limited to a maximum of 50% and will not be accepted after the end of the study period unless special circumstances apply.

Plagiarism and Cheating: Any form of cheating, collusion, or plagiarism will be punishable by the awarding of a failure grade in that subject. Repeat offenders may be expelled from the College at the discretion of the Academic Director.

A full description of all rules and regulations is available via the student handbook which is available via our web site.

Grading Bands
<48% Fail
48-49% Conceded Pass
50-64% Pass
65-74% Credit
75-84% Distinction
85-100% High Distinction