Category | Assignment | Subject | Marketing |
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University | Oxford Brookes University | Module Title | MARK7010 Strategic Brand Management |
Word Count | 3000 Words |
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Assessment Type | Individual Report |
Academic Year | 2025 |
This module follows the principles of the University’s Assessment and feedback policy developed in conjunction with the Student Union, to ensure good practice and transparency in assessment and feedback processes. The Assessment and feedback policy can be found on your Programme’s Moodle site.
Please note: the Institutional University Handbook which will provide you with information that is central to your studies, including policies and regulations, student support and wellbeing and all the services available to you through Student Support. The core information is also available on Moodle via the drop-down menu under ‘Student Help’.
An assignment briefing takes place in Session 3 when you will have the opportunity to meet your client, Anila Preston, Founder and CEO of the British Alpaca Fashion Company (Alpaca Fashion Company Ltd.) and owner of the EKO ALPAKA brand.
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Word count/ length of exam |
Learning outcomes assessed |
Weighting % |
Coursework: including in-class tests – |
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Individual report focuses on the comprehensive evaluation of an organisation’s contemporary brand management approach and the development of a future strategy. |
3000-3500 words |
1-5 |
100% |
The Oxford Brookes Brand Consultancy (OBBC) has acquired a good reputation in the marketing industry. This must have been the reason why within the space of just a few weeks OBBC has been approached by several organisations to pitch for a brand positioning project.
OBBC is a pretty new and small brand management consultancy consisting of a group of lecturers and practitioners from various marketing disciplines. Since they can’t work on several pitches at the same time, they urgently need your help.
The OBBC team knows that in terms of its capacity, it could only work for one more client in 2024. However, the OBBC team is not sure which of the brand positioning projects they should pitch for. This is where you come in. They decide to hire up-and-coming brand management experts on a freelance basis. So, they are asking you to look at the British Alpaca Fashion
Company and their EKO ALPAKA brand, which is one of the organisations that recently approached OBBC.
The British Alpaca Fashion Company is a leading independent company in the luxury fashion industry committed to circularity, and ethical production, as well as creating sustainable textiles and knitwear. All products bearing the EKO ALPAKA label have a digital passport which provides full traceability as to the source of fibre, design, and manufacture. The founder of the company, Anila Preston, and her team never want to stand still because their markets are permanently evolving and changing. They always aim to be ahead of the competition and know what the ‘big picture’ changes in society and the important ‘zeitgeist’ trends in the markets are.
Therefore, OBBC is pitching now to help the British Alpaca Fashion Company prepare for a future brand positioning of EKO ALPAKA that takes the latest broader societal trends as well as a comprehensive market analysis into account. Due to time constraints, OBBC decided for the initial pitch phase to focus geographically on the UK market only.
ANALYSIS: What is this brand about? What are the key meanings, manifestations and stakeholders of the brand? What does the ‘product’ portfolio currently look like? What are the brand’s current vision, mission and core values? What are the strengths, weaknesses, opportunities and threats? How is the brand currently positioned? Your analysis is expected to look at a variety of elements of the brand. This should include the brand’s IDEOLOGY, CAPABILITIES,
CONSUMERS/STAKEHOLDERS, COMPETITION and ENVIRONMENT. Mark allocation: 30%
STRATEGY: Based on your analysis, you are expected to discuss two different potential future positioning options for the brand which could be established in the UK market in autumn/winter 2024. You then need to justify/evaluate which of the discussed positionings has the most potential, i.e. you need to choose one positioning option and justify your decision. You can extend a positioning strategy that already exists, but you need to justify why this is the best option. Finally, you are expected to make suggestions as to how the brand positioning idea could be transformed into strategic frameworks that can be used to brief the client’s marketing team who needs to bring this positioning idea to life. In this context you must apply one or more of the following frameworks: (a) SBM Vision, Mission & Values; (b) SBM Brand Pyramid; and/or (c) Transformation Grid. Mark allocation: 30%
IMPLEMENTATION: Based on your strategic framework(s), you need to develop and explain implementation activities to show how, for example, the client’s UK marketing team could implement the core strategic idea that you have developed with different specific stakeholders. This needs to contain an activity in terms of co-creative new product development (NPD). As part of this NPD, one implementation activity needs to utilise social media-based communications or other latest digital technology. Mark allocation: 30%
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Order Non Plagiarized AssignmentPlease see the assessment grid at the back of this Coursework Brief for full details.
Your assignment when submitted should not include your name – we use a system of anonymous marking to reduce the risk of any unconscious bias. For some authentic assessments, there may be an exception to this, so please confirm with your Module Leader.
The authentic and essential requirements for this piece of assessed work are;
Assessment Criteria/ Learning Outcomes |
Outstanding
85-100% |
Excellent
70-84% |
Good
60-69% |
Threshold Pass 50-59% |
Marginal Refer 40-49% |
Refer
0-39% |
ANALYSIS: Comprehension of the brand and brand analysis tools and concepts. Ability to find, collate and synthesise relevant secondary information on the chosen brand and turn it into a coherent analysis. 1, 2, 4, 5 /30 |
An outstanding comprehension of the chosen brand and the analytical tools and concepts applied; provides a very coherent and very well- substantiated, in-depth analysis. |
A very good/excellent comprehension of the chosen brand and the analytical tools and concepts applied; provides a very coherent and very well- substantiated, in-depth analysis. |
A good comprehension of the chosen brand and the analytical tools and concepts applied; provides a coherent and well-substantiated analysis. |
A reasonable comprehension of the chosen brand and the analytical tools and concepts applied; provides at least in part a substantiated analysis. |
Some efforts made but overall insufficient critical comprehension and/ or application of relevant analytical concepts and tools |
An unsatisfactory/ poor comprehension of the chosen brand and the analytical tools and concepts applied; provides no or little analysis. |
STRATEGY: Rigour of the discussion of positioning options and justification given for choices made. Development of coherent strategic frameworks. 1-5/30 |
Positioning options very well and rigorously discussed; final choice very well justified and corresponds very well to analysis. Development of very coherent strategic frameworks. |
Positioning options very well discussed; final choice well justified and corresponds very well to analysis. Development of very coherent strategic frameworks. |
Positioning options well discussed; final choice justified and corresponding to analysis. Development of coherent strategic frameworks. |
Positioning options are discussed but limited; final choice is justified at least in part and corresponding to at least some of the analysis. Developed strategic frameworks provide some coherence. |
Some efforts made to discuss reasonable positioning ideas but justifications are not sufficiently corresponding to previous analysis; limited strategic frameworks provided. |
Discussion about positioning options is very limited or missing; justification for final choice is weak or illogical; no or very limited strategic frameworks provided. |
IMPLEMENTATION: Creative and appropriate application of implementation activities for a variety of stakeholders with reference to co- creative New Product Development as well as social media/digital technology. 1-5/30 |
Outstanding choice of creative and appropriate implementation activities suggested in regard to a variety of relevant stakeholders. |
Very good choice of creative and appropriate implementation activities suggested in regard to a variety of relevant stakeholders. |
Good choice of creative and appropriate implementation activities suggested in regard to a variety of relevant stakeholders. |
Reasonable choice of creative and appropriate implementation activities suggested in regard to a limited variety of relevant stakeholders. |
Some relevant suggestions made regarding implementation activities but with little or no reference adequate to relevant stakeholders. |
Poor/ unsatisfactory suggestions made regarding implementation activities with little or no reference to specific stakeholders. |
PRESENTATION ETC: Overall presentation style; standard of English; breadth, depth and quality of sources; references list presented in the Harvard Referencing Style; follows the instructions, such as the word limit. 5/10 |
Very professionally presented coursework with few/no spelling/ grammatical errors; brilliant use of illustrations, figures, tables and appendices; uses Harvard referencing very well and references list complete. Very broad variety of relevant sources used. |
Professionally presented coursework with few/no spelling/ grammatical errors; very appropriate use of illustrations, figures, tables and appendices; uses Harvard referencing and references list complete. Very broad variety of relevant sources used. |
Well-presented coursework with few spelling/ grammatical errors; appropriate use of illustrations, figures, tables and appendices; uses Harvard referencing and references list complete. Broad variety of relevant sources used. |
Reasonably well- presented coursework but would benefit from proofreading; some use of illustrations, figures, tables and appendices but not always appropriate; uses Harvard referencing with minor gaps. A limited number of relevant sources used. |
Presentation of coursework is reasonable, but little/no use of appropriate illustrations, figures, tables and appendices; does not use (or misapplies) Harvard referencing sufficiently No or very limited number of relevant sources used. |
Poorly presented coursework needing a great deal of editing and proof-reading; little/no use of appropriate illustrations, figures, tables and appendices; does not use (or misapplies) Harvard referencing; gaps in references list.
No or very limited number of relevant sources used. |
REPORT TOTAL (Mark out of 100) |
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