2160 Brand and Media Management CW2 L5 Assignment Remit 2025-26 | UCB

You can see the related solution of this brief: Management Assignment Example

2160 Brand and Media Management CW2 L5 Assignment Remit

Assignment Task:

Based on the findings of your Brand Audit from CW1, you are tasked to create an integrated marketing communications plan to increase long - term brand equity for a brand in the UK. 

Marking Criteria:

Below are the marking criteria that align with both the task(s) set and the quality of your video recording. Clear weightings/marks will be noted for each criterion.   

The overall mark awarded for this assignment will explicitly show how the mark was calculated based on your performance against each criterion.

Task Guidance:

Specific task guidance for this assignment:

Your integrated marketing plan should be based on your Brand Audit findings and the same case study chosen in CW1.

• Introduce yourself, name and student ID
• Explore the role of digital media in brand communications with stakeholders. This can include factors such as creating a solid brand image, promoting key products and services, and reaching new audiences. Provide an overview of the brand from the brand audit from CW1 and analyse how the digital brand has been built to date to sustain profitability and reputation. Identify areas for improvement and explain the need for an integrated marketing plan to increase brand equity.
• Based on your findings from CW1 and the above (1). Formulate ONE aim and FOUR SMART objectives. These should focus on improving brand equity and consumer-based brand equity.
• Carry out market segmentation to identify a target market. This should analyse each area of market segmentation variables of; demographic, geographic, psychographic and behaviour. Identify customer persona/s.
• Strategy: Based on your target market; Select TWO in bound channels of communication. These can include Blogs, articles, social media, website content or SEO. Select TWO outbound communication channels. These can include radio, TV, billboards and direct mail. Your strategy should consider secondary brand associations such as celebrity endorsement, cultural events, and or corporate social responsibility. Tailor your message to each channel and specific target audience, and ensure they’re all consistent with the rest of your campaign.
• Tactics: Provide a content plan. This should contain the finer details of your communications strategy. Justify your selected methods. For example, if you have selected a social media strategy with a 5-minute video to boost interaction, then explain what the content of the video is and how it will boost interaction. If you have selected direct mail as a strategy, then explain what the content of the mail is and how it may boost consumer loyalty.
• Action: Provide an action plan for your tactics. Illustrate this on a graph/table, provide a rationale for your timings, for a period of one year and demonstrate how your action plan will work in tandem.  
• Having developed your skills for successful brand management, make recommendations to sustain brand equity moving forward.
• Your video should be formulated using Panopto video and Microsoft PowerPoint. Upload your Panapto video. Use the Harvard Referencing System, 24-25. References should be included on the slides. Provide a full reference list. Pay attention to the speed and tone of your voice

For additional guidance on this assignment, please access the assignment vodcast available on Canvas. 

Video Capture Guidance:

• This assignment will require you to become familiar with and use the Panopto system.
  Please follow this online guide for Panopto that shows you how to access the system, record a video using Panopto or upload an existing video to Panopto and submit your assignment to Canvas. Contact the DICE team at dice@ucb.ac.uk if you need any further support.
• All students must verify their identity with their student ID card at the start of their recording.

Specific guidance for this assignment [Please include specific guidance on timings and how to showcase lists of references within the recording]:

Learning Outcomes:

Learning Outcomes are what the student needs to demonstrate after completing a module. An assessment is a way in which students can demonstrate their achievement of these Learning Outcomes. Learning Outcomes are NOT the same as the assignment task.

The Learning Outcomes assessed by this assignment are:

• Explain the concept of branding and the role of media, detailing key business and consumer benefits.
• Propose a creative digital integrated marketing communications (IMC) media plan to increase brand equity.

Academic Skills Outcomes:

• The Academic Skills Outcomes to be developed by completing this assignment can be found here.
• For Apprenticeship programmes, identify the applicable Knowledge, Skills and Behaviours the assignment seeks to test.