Submission Deadline Marks and Feedback

Before 10am on: 20 working days after deadline (L4, 5 and 7)

15 working days after deadline (L6)
29/04/2022 10 working days after deadline (block delivery)

16/04/2022

Unit title & code
Assignment number and title
Assessment type
Weighting of assessment
Size or length of assessment
Unit learning outcomes
MAR036-6 Brand Communication and Reputation Management
Assessment 1
Reflective Report
40%
2,500
1. Demonstrate the following knowledge and understanding:
Demonstrate a thorough understanding and broad knowledge of the function of marketing
communications tools in integrated brand communication programmes by appreciating market
segmentation and branding issues and by judging the effectiveness and outcome of their
applications in both analogue and digital media.

2. Demonstrate the following skills and abilities:

Analyse and critically evaluate strategies for managing reputation and demonstrate how the
success of PR activities might be assessed individually and in the context of an overall marketing
strategy.

What am I required to do in this assignment?

On the basis of a brand case study you will be required to:

1. Outline how each of the four campaigns below work for the various brands; what they are communicating and how this
reinforces the brand). Also consider for each of the four, what the opportunities and challenges might be for extending
this to a more integrated approach across other media. You should include reference to appropriate academic theory
or frameworks and consider the impact on the brands from a reputational point of view (1,500 words /60% of marks).
The 4 marketing campaigns you should analyse:
SodaStream Earth Day campaign
A campaign by SodaStream using the sister of Facebook founder to reinforce the message; “Don't just share show you care” by
using less plastic 
Dove’s reverse selfie
Thoughtful build on the ‘real beauty’ campaign, looking at the pressure young girls experience through social media
https://youtu.be/z2T-Rh838GA
Guinness
Welcoming back and helping out pubs with a £30m fund
https://youtu.be/_8tmo-2cbKU
Avatar of Prince; “the man he was destined to become”
Prince brought back to life virtually and imagines who he would have been at the age 30. The football prodigy is turned into a
player in the Fifa 21 game, signed to his former club, Queens Park Rangers, with sponsorships from major brands including
Adidas and JD Sports
https://youtu.be/S2ZXLHhFcts

2. Use your insights and learnings from the 4 campaigns above, to construct a set of guidelines to inform similar brands in the
future (1,000 words / 40% of marks) and this should include:
 How to embed a purpose based approach to their product ethos, vision and service
 How to communicate this to audiences and stakeholders
 How to measure the desired consumer behaviour change with qualitative and quantitative insights
 Outline your measures of success for these approaches
What do I need to do to pass? (Threshold Expectations from UIF)

 Demonstrate a coherent understanding of the main personal and external influences on consumer buyer
behaviour and how it impacts marketing communications strategy.
 Evidence appropriate knowledge of positioning and branding strategies.
 Be able to evaluate the alternative communication tools and to identify the most appropriate in a given
context.
 Indicate a critical understanding of the evaluation techniques available and their suitability to measuring
specific marketing communications campaign objectives

How do I produce high quality work that merits a good grade?

We will be filling this section in together in class on Click or tap to enter a date. make sure you have downloaded/printed out the
Assignment Brief and bring it to the session with you.

2
How does assignment relate to what we are doing in scheduled sessions?

The guided learning activities are developed specifically to allow you to apply learning to the assignment.

How will my assignment be marked?

Your assignment will be marked according to the threshold expectations and the criteria on the following page.

You can use them to evaluate your own work and consider your grade before you submit.

3rd Class – 40-49% Lower 2nd – 50-59% Upper 2nd – 60-69% 1st Class – 70%+
SATISFACTORY... CONTENT / GOOD... MARKETING VERY GOOD... EXCELLENT...
LEVEL OF KNOWLEDGE OF INSIGHT & MARKETING INSIGHT & MARKETING INSIGHT
THE TOPIC. ADDRESSES APPLICATION. APPLICATION. & APPLICATION.
PART OF THE TASK. SOME BREADTH, DEPTH & BREADTH, DEPTH & BREADTH, DEPTH &
DEMONSTRATIN ERRORS / OMISSIONS IN INTEGRATION OF INTEGRATION OF INTEGRATION OF
G A CLEAR CONTENT/ THEORY. LITERATURE/EXAMPL LITERATURE/EXAMPLES LITERATURE/EXAMPL
UNDERSTANDIN INCONSISTENT APPLICATION ES INTO WORK IS INTO WORK IS ABOVE ES INTO WORK IS
G OF THE OF SOME CORRECT APPROPRIATE TO THE AVERAGE. IMPRESSIVE.
SUBJECT (30%) THEORY/PRINCIPLES/CONCEP CONTEXT AND
TS ATTEMPTS TO BE
CONSISTENT.

MARKETING SATISFACTORY... MARKETING GOOD... LEVEL OF VERY GOOD... LEVEL OF EXCELLENT... LEVEL
APPLICATION INSIGHT & APPLICATION. DISCUSSION/ANALYSI DISCUSSION/ANALYSIS/ OF
AND BREADTH, DEPTH & S/ CRITICAL CRITICAL EVALUATION DISCUSSION/ANALYSI
INTEGRATION INTEGRATION OF EVALUATION &/OR &/OR REFLECTION & A S/ CRITICAL
LITERATURE/EXAMPLES INTO REFLECTION BUT FEW IDEAS/POINTS EVALUATION &/OR
OF LITERATURE MORE IDEAS/POINTS COULD BENEFIT FROM REFLECTION
WORK IS APPROPRIATE, BUT
(30%) NOT CONSISTENTLY APPLIED. COULD BE FURTHER DEVELOPMENT CLEARLY
ADDRESSED &/OR DEVELOPING POINTS
/DEVELOPED EVALUATION/COMPARIS IN THE APPROPRIATE
FURTHER. ON. WAY WITH
THOROUGH
CONSIDERATION OF
ALL POSSIBILITIES.

3
 THE BEST WORK WILL
BE HIGHLY
DEVELOPED AND
FOCUSED AND
ATTEMPTS A
HOLISTIC TREATMENT
OF THE
TASK/PROBLEM.

SATISFACTORY... BASIC GOOD…INSIGHT & VERY GOOD... EXCELLENT...

EVIDENCE OF APPLICATION. MARKETING INSIGHT & MARKETING INSIGHT
DISCUSSION DISCUSSION/ANALYSIS/ BREADTH, DEPTH & APPLICATION. & APPLICATION.
/ANALYSIS CRITICAL EVALUATION &/OR INTEGRATION OF BREADTH, DEPTH & BREADTH, DEPTH &
/CRITICAL REFLECTION BUT SOME LITERATURE/EXAMPL INTEGRATION OF INTEGRATION OF
POINTS SUPERFICIALLY MADE ES INTO WORK IS LITERATURE/EXAMPLES LITERATURE/EXAMPL
EVALUATION
SO NEED FURTHER APPROPRIATE TO THE INTO WORK IS ABOVE ES INTO WORK IS
&/OR DEVELOPMENT. LIMITED
REFLECTION CONTEXT AND AVERAGE. IMPRESSIVE.
CRITICAL EVALUATION ATTEMPTS TO BE
(30%) (MAINLY DESCRIPTIVE) CONSISTENT.

SATISFACTORY... BASIC GOOD... CLEAR VERY GOOD... EXCELLENT ...

REPORT STRUCTURE. PRESENTATION & PRESENTATION & PRESENTATION &
NOT ALWAYS WRITTEN REPORT STRUCTURE. REPORT STRUCTURE, REPORT STRUCTURE.
CLEARLY & HAS WRITING IS MAINLY PARAGRAPHING, FLUENT ARTICULATE &
GRAMMATICAL & / OR CLEAR BUT SOME ACADEMIC WRITING FLUENT ACADEMIC
SPELLING ERRORS. SPELLING &/ OR STYLE. WRITING STYLE.
PRESENTATION GRAMMATICAL VERY FEW ONLY A MINOR
STYLE AND ERRORS. GRAMMATICAL ERRORS ERROR.
STRUCTURE & SPELLING MISTAKES.
(10%)