Individual Assignment; Coursework Weight: 100%
There is 1 part to this coursework.
Assume that you have been contracted to help a brand of your choice enter a new market. The choice of market is up to the individual student and can be geographic, transferring to an online platform, or consumer profile driven.
This coursework should present an integrated marketing plan in report format. The report should adhere to the following structure (i.e. the SOSTAC model):
- Situational Analysis (e.g. Brand/company information, background to existing brand elements; competitor analysis; customer journey)
- Strategy – based around CBBE model
- Actions (including budget and timetable).
- Control (including implementation and metrics for evaluation).
Word Count and Format
The word count guide for part 1 of the coursework is not more than 3,500 words (+/- 10%). Anything over 3,850 will be disregarded. Please state the word count for both parts of the assignment on the first page of your assignment. The word count excludes any title page, the reference list at the end of the report, or any appendices. However, please resist the temptation to put material that really should be in the main text into appendices.
All material (academic and other) that you cite should be properly referenced in the text and in the reference list (in Harvard style) at the end of your report.
Coursework Marking Rubric
The following criteria is used to assess both aspects of the coursework.
- Application of Theory
- Evidence Base
- Critical Analysis and Interpretation
- Overall Presentation and Structure
- Creativity/Originality of Report
Please see the rubric at the end of this coursework brief for further details of the criteria against which you will be assessed, and descriptors of performance on the coursework for each assessment criterion.
The deadline date is provided above. One electronic copy must be uploaded to the submission point for the module on LEARN by the submission deadline.
You must use the following file naming convention for your work. You should not include your name anywhere on your assignment. You should also include the filename in the header of your assignment.
StudentNumber – Module code – Coursework component (e.g. B123456-20BSP062-CW1)
Your submission should be one document only (i.e. no loose appendices etc), preferably in Word or as a pdf (not scanned copy). If your assignment consists of different documents in varying formats you will need to embed them in a Word document or convert them to pdf and upload one document. The file size limit for your submission is 20MB.
IMPORTANT NOTE: You need to ensure you back up your coursework and any other important documents. Information on data storage can be found here: http://www.lboro.ac.uk/services/it/student/storage/.
Losing your work through technical failure is not a valid reason for a Mitigating Circumstances claim or a coursework extension request.
Extensions and Mitigating Circumstances
If you have any other problems with meeting the deadline for this coursework you may wish to request a 48-hour extension and/or submit a Mitigating Circumstances claim. This must be requested in advance via:
Coursework Extension Link: https://www.lboro.ac.uk/students/handbook/exams/extensions/
Mitigating Circumstances Link: https://www.lboro.ac.uk/students/handbook/exams/mitigating-circumstances/
Consultation and Feedback
The lecturer(s) are available of course for consultation and queries between class sessions and the assignment deadline. Feedback could be particularly useful for suggesting bits of reading that relate to a specific issue that you are working on or for clarifying the brief or marking criteria.
Please note, lecturers will not comment on a full draft version of reports but will comment on a summary/plan (of up to 400 words), if you want some reassurance that your approach is viable. Equally, for presentations, lecturers might scan some slides or look at an outline for a presentation but will not provide comments on a full draft of a presentation.
Provisional marks and feedback should be available by 3rd June 2021. All marks are provisional until ratified by the formal examination boards.
Marking rubric for Brand Management