First sit coursework

Module Code
Module Title

MOD003691
Strategic Brand Management in a Global
Context

Level
Academic Year
Semester
Assessment
Number
Weighting
Type of Assessment
Word Limit
Written By
Checked By

7
2014/15
January 2015.
1 of 1

Learning Outcomes
Assessed

1 Knowledge and understanding

Critically analyse the role of strategic
brand management in delivering
organisational success
2 Knowledge and understanding
Critically evaluate management
challenges in managing brands
effectively and efficiently
3 Intellectual, practical, affective and
transferable skills
To understand brand management
concepts and apply them in exercises in
realistic organizational situations
4 Intellectual, practical, affective and
transferable skills
To analyse problematic brand marketing
scenarios and to make suitable
recommendations for successful business
recovery

100%
Formal report
3000
Neil Jones
Internal scrutiniser Graham Webster

Additional Guidance To include any content, theories, models,

concepts, etc. not stated in the MDF.

Coursework (100%)
Strategic Brand Management in a Global Context
Module Code: MOD003691
Academic Year 2014/15 SEM2
Assessment First Sit.
Assessment Setter Neil Jones
Scrutinised By Graham Webster (19/12/2014)
External Examiner
Task
You are required to prepare a formal report which evaluates the
effectiveness of branding strategies and how these strategies have
contributed to the performance of a global organisation of your choice.
Within this report you are required to1

Use Van GeIders Global Brand Proposition model to identify the key
issues and theories relating to Global Brand Strategies. Maximum
marks 30.

2 Critical compare the application of Van GeIders Global Brand

Proposition model at two organisations of your choice.
Maximum marks 40.
3 Suggest ways that both organisations could improve their global
branding strategies bearing in mind your answers to question 2.
Maximum marks 30

Additional Notes

In order to pass this module, students are required to achieve an overall

mark of 40%.
In addition, students are required to:
Achieve the qualifying mark for each element of fine grade assessment
as specified above
Pass any pass/fail elements.
The word count for this assessment is 3,000
Consider a range of presentation techniques diagrams, tables, charts,
narrative.
Theory must be applied and relevant throughout.
Fully referenced.

Resit coursework. 100%.

Strategic Brand Management in a Global Context
Module Code: MOD003691
Academic Year 2014/15 SEM2

Assessment RESIT
Assessment Setter Neil Jones
Scrutinised By Graham Webster (19/12/2014)
External Examiner
Task
You are required to prepare a formal report which evaluates the
effectiveness of branding strategies and how these strategies have
contributed to the performance of a global organisation of your choice.
Within this report you should include1 A detailed explanation of each of the following elements of Global
Brand StrategiesBusiness strategy, Internal legacy, Internal conventions, Brand
positioning, Brand identity, Brand personality, Category
conventions, Needs conventions, Cultural conventions, Brand
domain, Brand reputation, Brand affinity, Brand discrimination,
Brand connections. Maximum marks 28.
2 A critical comparison of the application of each of the above
elements at BA and Virgin Atlantic. Maximum marks 40.
3 Suggested and justified methods that both organisations could use
to improve their global branding strategies bearing in mind your
answers to question 2. Maximum marks 32.