Assessment 1: Individual Recorded Presentation Brand Strategy Evaluation & Repositioning Proposal

ASSESSMENT 1 (50%)
INDIVIDUAL RECORDED PRESENTATION

The first coursework comprises a 20-minute (+/- 10%) recorded individual Power Point narrated presentation.

You will be asked to critically review and evaluate the brand strategy of one of these brands:

You must evaluate the brand strategy of your chosen brand using relevant theories and supporting evidence.

At a minimum, you must critically evaluate its brand identity, image, personality, equity and positioning.

You must be able to show your understanding of brand management theories and the ability to use secondary market research when presenting the repositioning strategy proposal (i.e. product/image/intangible/tangible repositioning).

This repositioning strategy will be the basis of your Assessment 2 where you will be asked to develop the proposal and implementation further.

You can record your presentation using Power Point, MS Teams or other software.

You must be visible in the beginning or throughout the presentation.

You will submit the recorded presentation and cover sheet files to the assessment submission box and Power Point slides to the Turnitin submission box on Moodle.

The maximum size of the recorded presentation file is 2 GB

COMMON PITFALLS IN ASSESSMENT 1

Not reading the assessment brief and marking criteria.

Using other brands that are not stipulated in the module.

Submitting a report instead of a narrated presentation.

Submitting slides only without the narrative.

Descriptive: Stating your arguments/evaluation/opinions without being supported by evidence/market research.

Not applying brand management theories effectively and consistently throughout the presentation.

Brand management theories are just explained, not applied.

Only applying parts of theories (e.g. only discussing the awareness part of the brand equity).

Not discussing segmentation, targeting and positioning (this is very important).

Focusing too much on descriptive marketing mix, without linking them to the overall brand strategy.

The presentation mostly uses business and marketing theories (e.g. PESTLE, SWOT and Porters 5 Forces), not brand management theories.

Using unreliable references (e.g. Wikpedia, Marketing tools, MBA Skool, Slide shares, students blogs).

Using lecture slides, our emails and feedback as references.

Irresponsible use of AI.

Not using APA 7th referencing system.

Very little references (especially academic references).

Not providing citations on the slides.

Speaking too fast and the presentation is incoherent and difficult to understand.

Presenting in a first person (e.g. I think In my opinion. In my view In my experience).

Plagiarism will result in a referral to the Academic Conduct Committee and a severe penalty.

Submitting the assessment late without any explanation.

Not submitting the assessment.

GENERIC ASSESSMENT GUIDELINE

Acknowledgement of the use of Artificial Intelligence (AI) in academic work

• Your Assessment 1 and 2 submissions must be accompanied by an Assessment Cover Sheet which requires you to declare the use of AI in academic work.

• The extent to which you use AI will affect the overall assessment mark and consideration of whether an academic conduct investigation must be carried out.

• Failure to declare or misinformation of the use of AI in your work will result in referral to the Academic Conduct Committee.

Academic integrity

• Breaches of the Academic Integrity Regulations which include plagiarism (including self-plagiarism), cheating, collusion, falsification or fabrication of data, personation or bribery, artificial intelligence (AI) content generation or writing assistance tools are considered a serious offence and dealt with very seriously.

• Suspected breach of Academic Integrity Regulations will be referred to the Academic Conduct Committee for further investigation and penalties.

• You will find help and resources about how to avoid academic misconduct on the Academic Integrity page.

Late submission

• Assessments submitted after the agreed deadline will be marked at a maximum of P1(postgraduate).

Assessments submitted over five working days after the agreed deadline will be given 0% (although formative feedback will be offered where requested)

Referencing guideline

The referencing style of both assessments is APA 7th.

The referencing guide can be accessed here.

Citations must be presented throughout the presentation slides and report.

A reference list must be presented at the end of both assessments