Unit 41 Brand Management Icon College
ICON COLLEGE OF TECHNOLOGY AND MANAGEMENT Pearson BTEC HND in Business (RQF)
Programme title TNA67 Pearson BTEC HND in Business
Unit number and title Unit 41 Brand Management
The learners are required to follow the strict deadline set by the College for submissions of assignments in accordance with the BTEC level 4–7 submission guidelines and College policy on submissions.
Resubmission deadline TBA
Feedback
Formative feedback will be available in class during the semester.
Final feedback will be available within 2 weeks of the assignment submission date.
General
Guidelines
The work you submit must be in your own words. If you use a quote or an illustration from somewhere you must give the source.
Include a list of references at the end of your document. You must give all your sources of information.
Make sure your work is clearly presented and that you use correct grammar.
Wherever possible use a word processor and its “spell-checker”.
ICON College of Technology and Management
Coursework
Recommended Word limit: 3,500–4,500
(You will not be penalised for exceeding the total word limit)
This Unit will be assessed by individual assignment. You are strongly advised to read the
“Preparation guidelines of the Coursework Document” before answering your assignment.
ASSIGNMENT
Assignment Context and Business Scenario
Individual Consultancy Work
You have been hired as marketing consultant by a UK-based organisation of your choice that is currently thinking of strengthening its brands to increase its market share. Due to your long experience of consulting on branding for global organisations, they would like you to advise them on how they could manage their brands successfully. You are required to write an informal business report for the Senior Management team to aid understanding of how effective brand management can be achieved.
What you must do
The following issues are required to be carried out:
To demonstrate your understanding of branding, explain the importance of branding as a marketing tool and why and how it has emerged in business practice. You should evaluate how brands are managed successfully over time using application of appropriate theories, models and concepts.
Using your chosen organisation, analyse the key components of a successful brand strategy for building and managing brand equity. You should apply appropriate and validated examples within the context of your chosen organisation
LO2: Analyse how brands are organised in portfolios; how brand hierarchies are built and managed.
Using your chosen organisation, analyse different strategies of portfolio management, brand hierarchy and brand equity management. You should critically analyse portfolio management, brand hierarchies and brand equity using appropriate theories, models and frameworks.
LO3 Evaluate how brands are leveraged/extended over time domestically and internationally.
Using your chosen organisation, evaluate how brands are managed collaboratively and in partnership both at a domestic and global level. Critically evaluate the use of different techniques used to leverage and extend brands.
LO4 Evaluate techniques for measuring and managing brand value over time.
Your client organization would like to know how to manage a brand if they succeed in launching one. You are required to evaluate different types of techniques for measuring and managing brand value using specific examples from your chosen organisation. You should critically evaluate application of techniques for measuring and managing brand value in relation to developing a strong and enduring brand.
To further demonstrate your understanding of brand management, you should provide a critical evaluation of the issues covered in LO1-LO4 that is supported by justified evidence demonstrating a comprehensive understanding of branding using examples from your chosen organisation.
Assessment Criteria
Pass Merit Distinction
LO1 Demonstrate an understanding of how a brand is built and managed over time
LO1-LO4
D1 Provide a critical evaluation
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in business practice.
P2 Analyse the key components of a successful brand strategy for building and managing brand equity.
M1 Evaluate how brands are managed successfully over time using application of appropriate theories, models and concepts.
M2 Apply appropriate and validated examples within an organisational context.
that is supported by justified evidence demonstrating a comprehensive understanding of branding within an organisational context.
LO2 Analyse how brands are organised in portfolios; how brand hierarchies are built and managed
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity management.
M3 Critically analyse portfolio management, brand hierarchies and brand equity using appropriate theories, models and frameworks.
LO3 Evaluate how brands are leveraged/extended over time domestically and internationally
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global level.
M4 Critically evaluate the use of different techniques used to leverage and extend brands.
LO4 Evaluate techniques for measuring and managing brand value over time
P5 Evaluate different types of techniques for measuring and managing brand value using specific organisational examples.
Relevant Information
M5 Critically evaluate application of techniques for measuring and managing brand value in relation to developing a strong and enduring brand.
Guide to student
Point Presentations).
Any act of plagiarism or collusion will be seriously dealt with according to the College regulations. In this context the definition and scope of plagiarism and collusion are presented below:
Plagiarism is presenting somebody else’s work as your own. It includes copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort.
Collusion is copying another student’s coursework; stealing coursework from another student and submitting it as your own work.
Suspected plagiarism or collusion will be investigated and if found to have occurred will be dealt with according to the College procedure. (For details on Plagiarism & Collusion please see the Student Handbook)
student can check the similarity index of their assignment three times in the Draft
Assignment submission point located in the home page of the ICON VLE.
fee. The overall unit grade for a successfully completed repeat unit is capped at Pass for
that unit. Units can only be repeated once.
Submission deadlines Online to the ICON College VLE Final Submission date: 7-12 January 2019
Late Submission date: 14-19 January 2019
Glossary:
Analyse: Break an issue or topic into smaller parts by looking in depth at each part. Support each part with arguments and evidence for and against (Pros and cons). Break something down into its components; examine factors methodically and in detail to recognise patterns by applying concepts and making connections to predict consequences.
Apply: Use a particular method/technique to solve a problem
Critically analyse: Separate information into components and identify characteristics with depth to the justification.
Demonstrate: Provide several relevant examples or related evidence which clearly support the arguments you are making. Show knowledge and understanding.
Explain: Make your point clear by providing sufficient detail.
Evaluate: Examine in detail the meaning or essential features of a theme, topic or situation; break something down into its components; examine factors methodically and in detail, identify separate factors, say how they are related and how each one contributes to the topic to make reasoned judgements and conclusions. Review the information then bring it together to form a conclusion.
Critically evaluate: Make a judgement taking into account different factors and using available knowledge/experience/evidence where the judgement is supported in depth.
Provide: Make available
Check Unit 17 Understanding and leading change
Unit 35 Developing individuals, teams and organizations
Unit 41 Brand Management
Programme title TNA67 Pearson BTEC HND in Business
Unit number and title Unit 41 Brand Management
The learners are required to follow the strict deadline set by the College for submissions of assignments in accordance with the BTEC level 4–7 submission guidelines and College policy on submissions.
Resubmission deadline TBA
Feedback
Formative feedback will be available in class during the semester.
Final feedback will be available within 2 weeks of the assignment submission date.
General
Guidelines
The work you submit must be in your own words. If you use a quote or an illustration from somewhere you must give the source.
Include a list of references at the end of your document. You must give all your sources of information.
Make sure your work is clearly presented and that you use correct grammar.
Wherever possible use a word processor and its “spell-checker”.
ICON College of Technology and Management
Pearson BTEC HND in Business (RQF) Unit 41: Brand Management (L5) Session: September 2018
Coursework
Recommended Word limit: 3,500–4,500
(You will not be penalised for exceeding the total word limit)
This Unit will be assessed by individual assignment. You are strongly advised to read the
“Preparation guidelines of the Coursework Document” before answering your assignment.
ASSIGNMENT
Assignment Context and Business Scenario
Individual Consultancy Work
You have been hired as marketing consultant by a UK-based organisation of your choice that is currently thinking of strengthening its brands to increase its market share. Due to your long experience of consulting on branding for global organisations, they would like you to advise them on how they could manage their brands successfully. You are required to write an informal business report for the Senior Management team to aid understanding of how effective brand management can be achieved.
What you must do
The following issues are required to be carried out:
LO1 Demonstrate an understanding of how a brand is built and managed over time.
To demonstrate your understanding of branding, explain the importance of branding as a marketing tool and why and how it has emerged in business practice. You should evaluate how brands are managed successfully over time using application of appropriate theories, models and concepts.
Using your chosen organisation, analyse the key components of a successful brand strategy for building and managing brand equity. You should apply appropriate and validated examples within the context of your chosen organisation
LO2: Analyse how brands are organised in portfolios; how brand hierarchies are built and managed.
Using your chosen organisation, analyse different strategies of portfolio management, brand hierarchy and brand equity management. You should critically analyse portfolio management, brand hierarchies and brand equity using appropriate theories, models and frameworks.
LO3 Evaluate how brands are leveraged/extended over time domestically and internationally.
Using your chosen organisation, evaluate how brands are managed collaboratively and in partnership both at a domestic and global level. Critically evaluate the use of different techniques used to leverage and extend brands.
LO4 Evaluate techniques for measuring and managing brand value over time.
Your client organization would like to know how to manage a brand if they succeed in launching one. You are required to evaluate different types of techniques for measuring and managing brand value using specific examples from your chosen organisation. You should critically evaluate application of techniques for measuring and managing brand value in relation to developing a strong and enduring brand.
To further demonstrate your understanding of brand management, you should provide a critical evaluation of the issues covered in LO1-LO4 that is supported by justified evidence demonstrating a comprehensive understanding of branding using examples from your chosen organisation.
Assessment Criteria
Pass Merit Distinction
LO1 Demonstrate an understanding of how a brand is built and managed over time
LO1-LO4
D1 Provide a critical evaluation
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in business practice.
P2 Analyse the key components of a successful brand strategy for building and managing brand equity.
M1 Evaluate how brands are managed successfully over time using application of appropriate theories, models and concepts.
M2 Apply appropriate and validated examples within an organisational context.
that is supported by justified evidence demonstrating a comprehensive understanding of branding within an organisational context.
LO2 Analyse how brands are organised in portfolios; how brand hierarchies are built and managed
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity management.
M3 Critically analyse portfolio management, brand hierarchies and brand equity using appropriate theories, models and frameworks.
LO3 Evaluate how brands are leveraged/extended over time domestically and internationally
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global level.
M4 Critically evaluate the use of different techniques used to leverage and extend brands.
LO4 Evaluate techniques for measuring and managing brand value over time
P5 Evaluate different types of techniques for measuring and managing brand value using specific organisational examples.
Relevant Information
M5 Critically evaluate application of techniques for measuring and managing brand value in relation to developing a strong and enduring brand.
Guide to student
- Preparation guidelines of the Coursework Document
- All coursework must be word processed.
- Document margins must not be more than 2.54 cm (1 inch) or less than 1.9cm (3/4 inch).
- The assignment should be in a formal business style using single spacing and font size 12. d. Standard and commonly used type face such as Arial should be used.
- All figures, graphs and tables must be numbered.
- Material taken from external sources must be properly referenced using the Harvard referencing system.
- You should provide references using the Harvard referencing system (including the Power
Point Presentations).
- Do not use Wikipedia as a reference.
- Plagiarism and Collusion
Any act of plagiarism or collusion will be seriously dealt with according to the College regulations. In this context the definition and scope of plagiarism and collusion are presented below:
Plagiarism is presenting somebody else’s work as your own. It includes copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort.
Collusion is copying another student’s coursework; stealing coursework from another student and submitting it as your own work.
Suspected plagiarism or collusion will be investigated and if found to have occurred will be dealt with according to the College procedure. (For details on Plagiarism & Collusion please see the Student Handbook)
- Submission
- Initial submission of coursework to the tutors is compulsory in each unit of the course.
- Student must check their assignments on ICON VLE with plagiarism software Turnitin to make sure the similarity index for their assignment stays within the College approved level. A
student can check the similarity index of their assignment three times in the Draft
Assignment submission point located in the home page of the ICON VLE.
- All Final coursework must be submitted to the Final submission point into the unit (not to the Tutor). A student would be allowed to submit only once and that is the final submission.
- Any computer files generated such as program code (software), graphic files that form part of the coursework must be submitted as an attachment to the assignment with all documentation.
- Any portfolio for a unit must be submitted as a hardcopy to the Examination Office. The student must attach a tutor’s comment in between the cover page and the answer in the case of Resubmission.
- Good practice
- Make backup of your work in different media (hard disk, memory stick, etc.) to avoid distress due to loss or damage of your original copy
- Extension and Late Submission and Resubmission
- If you need an extension for a valid reason, you must request one using an Exceptional Extenuating Circumstances (EEC) form available from the Examination Office and ICON VLE. Please note that the tutors do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.
- Late submission will be accepted and marked according to the College procedure. It is noted that late submission may not be graded for Merit and Distinction.
- All Late coursework must be submitted to the Late submission point into the unit (not to
- Only one opportunity will be given for reassessment (resubmission) will be permitted and the assessment will be capped at Pass for the unit. In addition, no resubmission will be allowed in any component of the assessment for which a Pass grade or higher has been achieved.
- Repeat Units – A student who has failed to achieve a Pass in both Final/Late submission and in the Resubmission must retake the unit with full attendance and payment of the unit
fee. The overall unit grade for a successfully completed repeat unit is capped at Pass for
that unit. Units can only be repeated once.
- Submission deadlines
Submission deadlines Online to the ICON College VLE Final Submission date: 7-12 January 2019
Late Submission date: 14-19 January 2019
Glossary:
Analyse: Break an issue or topic into smaller parts by looking in depth at each part. Support each part with arguments and evidence for and against (Pros and cons). Break something down into its components; examine factors methodically and in detail to recognise patterns by applying concepts and making connections to predict consequences.
Apply: Use a particular method/technique to solve a problem
Critically analyse: Separate information into components and identify characteristics with depth to the justification.
Demonstrate: Provide several relevant examples or related evidence which clearly support the arguments you are making. Show knowledge and understanding.
Explain: Make your point clear by providing sufficient detail.
Evaluate: Examine in detail the meaning or essential features of a theme, topic or situation; break something down into its components; examine factors methodically and in detail, identify separate factors, say how they are related and how each one contributes to the topic to make reasoned judgements and conclusions. Review the information then bring it together to form a conclusion.
Critically evaluate: Make a judgement taking into account different factors and using available knowledge/experience/evidence where the judgement is supported in depth.
Provide: Make available
Check Unit 17 Understanding and leading change
Unit 35 Developing individuals, teams and organizations
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