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Assessment 1: Individual Report

The first coursework comprises of an individual written coursework in a report format

of a maximum 2000 words (+/-10%). This will represent 50% of the total module mark.

For an EXISTING company and/or brand of your choice, critically review and evaluate

the brand development strategy. You should attempt to explain the justification for

brand development decisions that have been made and evaluate the brand marketing

mix. Your approach will tend to be reflective and critical as you seek to evaluate the

strategy used for the brand.

Marks are allocated on the following basis:

Introduction to the chosen brand

Ability to critically understand and apply theories, principles

and concepts of brand management to analyse the brand

development strategy.

Ability to gather, evaluate and analyse current market

research, data and professional materials.

Ability to accurately and reliably communicate the results of the

analysis and formulate evidence-based arguments using the

key concepts, constructs and techniques of brand

management.

Structure and presentation