Summative Assessment
There is one summative assessment for this module. ensure you read the summative assessment information in full.
Module Details: Strategic Brand Management
Level: 6
Assessment Title: Strategic Brand Audit
Assessment Type: Report
Restrictions on Time/Length: 3 300 words
An appendix is allowable but should be limited to a few pages at most. No critical information should be contained in the appendix.
Formatting and Presentation: It is expected that students will submit well-structured and professionally formatted documents with accurate Harvard referencing. Work will be penalised if the standard of English, numeracy or presentation adversely affects the quality of the work. Penalties will be applied where the submitted work excessively exceeds the word count, or where the work fails to acknowledge sources.
Summative Assessment Overview.
Your report will demonstrate your ability to:
a) Deconstruct a brand, understating the role played by the constituent brand elements, critically analysing how these integrate and function together to create value and a competitive advantage for an organisation
b) Apply relevant frameworks, models, tools and techniques to analyse the positioning and performance of a brand in the market
c) Critically evaluate pathways for growth so as to develop a brand that is optimally designed, catering to the needs and aspirations of consumers, and engineered for expansion into new market segments and geographic territories
Leverage principles stemming from the SDG’s, (notably goals 8, 9 and 12) so as to balance the commercial imperative of strategic brand development with broader
