MG5620 Contemporary Brand Management Assignment/Coursework Brief for 2026-27 | BUL

Criteria

Grade descriptors

Literature Review (30% weighting)

A++ to A- Clear demonstration of a sophisticated, critical and thorough understanding of brand management key concepts, with solid evidence of wider reading.

B+ to B- Clear demonstration of a well-developed, critical and comprehensive understanding of brand management key concepts with evidence of appropriate wider reading.

C+ to C- Demonstration of a critical and substantial understanding of brand management key concepts with limited evidence of wider reading.

D+ to D- Evidence of descriptive understanding of brand management key concepts with insufficient evidence of wider reading. 

E+ to E- Evidence of superficial and disjointed understanding of brand management key concepts with insufficient evidence of wider reading.

F Limited or no evidence of understanding of brand management key concepts, brand positioning, brand communication, brand identity, with little evidence of wider reading.

Evidence of secondary research and analysis (30% weighting)

A++ to A- Clear evidence of extensive research on the chosen industry and market Critical analysis of market and information with logical connection with the case brand.

B+ to B- Clear evidence of research on the chosen industry and market Sound analysis of market and information with good connection with the case brand.

C+ to C- Some evidence of research on the chosen industry and market. Mostly descriptive discussion with limited evidence of analysis and connection with the case brand.

D+ to D- Limited evidence of research, descriptive and hypothetical discussion, weak interpretation of the information, with incoherent connection with the case brand.

E+ to E- Limited evidence of research, descriptive and hypothetical discussion, no interpretation of the information with no connection with the case brand.

F No evidence of research or analysis

Analytical Skills (30% weighting)

A++ to A- The assignment demonstrates excellence in integrating the understanding of the marketing theories, brand management literature and the secondary data to analyse the case brand from the brand management perspective, and derive into insightful, realistic, and creative recommendations. Conclusions are solidly grounded on the convincing evidence.

B+ to B-The assignment demonstrates effective competence in integrating the understanding of the marketing theories, brand management literature and the secondary data to analyse the case brand from the corporate branding perspective, and derive into strategic and realistic recommendations. Conclusions are grounded on the evidence.

C+ to C- The assignment demonstrates satisfactory competence in integrating understanding of the marketing theories, brand management literature and/or the secondary data to analyse the case brand from the brand management perspective, and derive into substantial recommendations. Conclusions are grounded on the evidence.

D+ to D- The assignment demonstrates some competence in integrating understanding of the marketing theories, brand management literature and/or the secondary data to analyse the case brand from the brand management perspective, and derive into some recommendations that are not well thought through. Conclusions have limited link to the evidence.

E+ to E- The assignment demonstrates limited competence in integrating understanding of the marketing theories, brand management literature or the secondary data to analyse the case brand from the brand management perspective, and derive into some recommendations that are vague and arbitrary. Conclusions have superficial or no link to the evidence.

F The assignment demonstrates no competence in integrating understanding of the marketing theories, brand management literature nor the secondary data to analyse the case brand from brand management perspective. Recommendations are arbitrary and unrealistic. Conclusions have no link to the evidence.

Overall Structure (10%)

A++ to A- The assignment is presented in a professional format, meeting all the requirements identified in the guidelines; there is a logical flow between the sections, making it very easy to follow the arguments. The level of grammar and spelling is excellent. Thorough and good referencing. Word count is within ±10% of 2,500.

B+ to B- The assignment is presented in the appropriate format, meeting all the requirements identified in the guidelines; there is a fairly logical flow between the sections, making it quite easy to follow the arguments. The level of grammar and spelling is very good. Adequate level of referencing with completeness. Word count is within ±10% of 2,500.

C+ to C- The assignment is presented in a report format, meeting all the requirements identified in the guidelines; there maybe a few limitations in the logical flow between the sections, making parts of the arguments less easy to follow. The level of grammar and spelling is acceptable. Referencing is good, but there may be a few errors or incomplete. Word count is more or less than 10% of 2,500.

D+ to D- The assignment is presented in a basic format, meeting some of the requirements identified in the guidelines; there are limitations in the logical flow between the sections, making parts of the arguments less easy to follow. Some referencing with some errors. Some level of grammatical errors, and typos. Word count is more or less than 20% of 2,500.

E+ to E- The assignment is presented in a basic format, failing to meet the requirements identified in the guidelines; there are strong limitations in the logical flow between the sections, making several parts of the arguments less easy to follow. The level of grammar and spelling is seriously compromised. Little of no referencing. Word count is more or less than 30% of 2,500.

F The assignment is not presented in a report format and does not meet most or all of the requirements identified in the guidelines; there are serious flaws in terms of its structure and logical flow between the sections, making it very difficult to follow the arguments. The level of grammar and spelling is unacceptable. Little of no referencing. Word count is more or less than 30% of 2,500.