Assessment Brief A3
BK011 Strategic Brand Management
Name/ No. Type Briefing week Week due % Weight
Assessment 3 Case Study & Presentation (Individual) 1 9 60

Aim
Demonstrate a critical understanding of Strategic Brand Management and ethical decision making in terms of brand management strategy. Develop effective presentation skills.
The Brief
Choose a brand/product or company and create a brand management strategy for the organisation. Analyse the role of brand manager on how they manage their organisation, and provide recommendations where appropriate. Prepare a presentation for class on this analysis.
Additional Info
Written paper 5,000 - 6,000 words. Discuss with your lecturer regarding presentation length

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:
Case study
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
Individual Presentation

Presentation marks will be awarded to the presenter for: Weight
Content: well structured, relevant, correctly referenced, appropriately presented on slides and/or handouts 25
Inclusion of speakers notes with each slide and appropriate use of media 25
Delivery: enthusiastic, confident, interested, interesting, audible 25
Preparation: well prepared/well organised, less prepared/less organised 25
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