BS496 L7 Brand Management and Social Media Assessment Task : Individual Portfolio

ASSESSMENT BRIEF

L7 Brand Management and Social Media

By sitting this assessment, I am confirming:

• That I have worked independently on this assessment submission, and I have not worked together with any current or previous student at the University to produce my submission, other than when officially permitted to do so;
• I also confirm the contents of my submission have not been generated by a third party;
• I have fully referenced and correctly cited the work of others, where required;
• I have not used any generative AI tools to generate, rephrase or otherwise produce content for this submission, except where their use was explicitly permitted, and I have read and understood the University's AI in Higher Education Policy and Protocols;
• I have read the Student Discipline Regulations and understand that any academic misconduct can lead to disciplinary consequences and undermine academic integrity;
• I understand that where applicable, I am expected to engage with my academic work in a manner that meets the professional standards and requirements set by the relevant Professional, Statutory and Regulatory Body (PSRB) or accrediting body for my course.
• By submitting this assessment submission, I am confirming that I am fit to sit according to the Assessment Regulations.

LEARNING OUTCOMES

1. Understand brands and social media, and their benefits to organizations and customers.
2. Analyse the changing role of the brand/product manager in modern organisations.
3. Understand and be aware of legal and ethical issues relating to social media, especially consumer privacy concerns (see data ethics) and impact on marketing.
4. Analyse available tools for testing, measurement and analytics of social media marketing to guide decision making.
5. Evaluate the importance of emerging trends in social media and their expected future impact on brand management.

Assessment details: Individual Portfolio (Tasks and activities accumulated over the semester), 100% (equivalent to 2,500 words)

Referencing: Students are expected to use Harvard Referencing throughout their assignments where required. Please follow the Harvard Referencing Handbook for all your assignments at the ULBS.

Submission Method: Turnitin - Your work will be put through Turnitin. All submissions will be electronically checked for plagiarism and the use of AI software.

You have the option to upload your work ahead of the deadline, more than once. ULBS will be reviewing your last submission only. You can only upload one file. For example, if your work contains a word document and power point slides/Excel spreadsheet you will need to copy your slides/spreadsheet into the word document.

Note: Keep in mind that self-plagiarism (when you reuse your own specific wording and ideas from work that you have previously submitted without referencing yourself) is also a form of plagiarism and is not allowed.

ASSIGNMENT DETAILS

Your task is to produce an individual portfolio (not exceeding 2,500 words) critically evaluating a chosen brand’s social media strategy. You will assume the role of a brand manager and propose a creative and evidence-based new social media campaign element for the launch of an extension strategy for your brand. The work will incorporate research, analysis, and a demonstration of your creativity in utilising and leveraging social media to build influence, engage customers, and sustain brand equity.

Choose an organisation with an already established portfolio of products and/or services. Think about the existing product or service offering and be creative in what you would add to the portfolio as a brand extension and how this would be marketed via social media utilising new technology or recent marketing trends.

Please use the provided PebblePad workbook to create and format your portfolio which features separate tabs to address each of the tasks. This will allow you to add supporting text, images, and graphs (where relevant).

ASSIGNMENT TASKS & INDICATIVE STRUCTURE:

Part 1: Brand Research (LO1 & LO2) (400 words)

Choose one brand with an already existing product/service portfolio and produce an in-depth evaluation of its brand management activities. Support your research by applying the theory learnt during the module and using references.

• Brief history of the brand and their product/service portfolio.
• Current target audience profile (create one), brand personality framework, and positioning theory (included as infographics or images and summarised in a paragraph).
• Appraise the role of a brand manager within this organisation and their key tasks.

Part 2: Social Media Analysis (LO1, LO2, LO3, LO4) (700 words)

Conduct a social media audit of your chosen brand outlining what they post during an average week (this should be during the course of the semester) and across all their active platforms. Support your research by applying the theory learnt during the module and using references.

• Social media content audit table for a 1-week period during the semester, noting the strengths and weaknesses of the brand’s content.
• Analyse their organic and paid strategies, with evidence from recent campaigns.
• Evaluation of engagement metrics (e.g.; likes, shares, comments).
• How the brand addresses consumer privacy concerns and ethical use of data.

Part 3: Emerging Trends Evaluation (LO5) (400 words)

Evaluate how your brand should use AI, VR, AR, or other popular or emerging trends in content marketing for personalisation and brand storytelling, providing specific examples. Support your research by applying the theory learnt during the module and using references.

Part 4: Creative New Campaign Proposal (LO1, LO2, LO3, LO4, LO5) (1,000 words)

Design ONE creative element of a proposed future social media campaign based on ONE of the identified trends in Part 3. The brand should use the emerging trend to launch a brand extension (a new product or service to be added to their portfolio).
Ensure to align this closely to the analysis conducted in Parts 1, 2, and 3 Support your analysis by applying the theory learnt during the module and using references. Include the following information:

• Creative Concept
  oExplain the new creative and original idea for a brand extension while using one of the identified trends in Part 3 for a campaign to launch this brand extension (application of brand extension theory).
  oJustify the strategic fit and reasoning behind this idea.
• Campaign Objectives
  oCreate 2-3 SMART objectives for this new campaign proposal.
• Platform Choice & Justification
  oConstruct a table of proposed platforms and content formats to be used.
  oInclude key messaging, tone, and storytelling approach.
  oIdentify and justify at least 1 new influencer well suited for the brand and campaign.
• Visual or Multimedia Element
  oOne sample creative content creation (image, poster, Giff, video story board, etc.)
  oCampaign hashtag proposal & sample caption that would accompany your post, demonstrating your ability to match the brand voice and personality.
  oYou may use AI in aid of generating this visual idea, however, you must provide evidence of what platform was used, and what exact prompts did you use to generate your content sample.
  oPlease note that submission of a video is not supported by Turnitin, therefore, if you wish to create a video you will need to show a story- board mock-up instead.
• Measurement & Analytics Plan
  oKey metrics, KPIs, and tools for monitoring success.

SUBMISSION INSTRUCTIONS

• All work must be completed in PebblePad.
• You are then required to export your portfolio into a PDF and upload this file to Turnitin by the deadline (guidance will be provided on Elite and in classes).
• Any work left on PebblePad (not uploaded to Turninin) will not be eligible for marking.
• For specific PebblePad support, please contact LTS@law.ac.uk.
• There will also be PebblePad drop-in support sessions arranged throughout the semester, dates TBC.
• Your final portfolio assignment will therefore be compiled and structured as a single PDF file, adhering to appropriate academic writing format and referencing conventions, using a ULBS Harvard referencing style.
• Name your submission file: Student Reference Number_module name_date.

This assessment brief and the information within this document is correct and up to date at the time of publication, however, may be subject to change.

Please refer to the marking criteria (below) for a breakdown of how the tasks will be marked.

BS496 L7 Assessment Criteria