Report:MAR036-6 Brand communication & Reputation management

MAR036-6 Brand communication and reputation management

University of Bedfordshire

MAR036-6 Brand communication and reputation management Reflective Report

Assessment No: 1

BUSN20017|Business Communications

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MAR036-6 Brand communication and reputation management Reflective Report


Demonstrate the following knowledge and understanding:

Demonstrate a thorough understanding and broad knowledge of the function of marketing communications tools in integrated brand communication programmes by appreciating market segmentation and branding issues and by judging the effectiveness and outcome of their applications in both analogue and digital media.

Demonstrate the following skills and abilities:

Analyse and critically evaluate strategies for managing reputation and demonstrate how the success of PR activities might be assessed individually and in the context of an overall marketing strategy.

What am I required to do in this assignment?

On the basis of a brand case study you will be required to:

  • Write the marketing communications plan that would have been the background for this campaign
  • Provide your overall evaluation of the degree of integration in the campaign. Justify your answer in max. 500 words.
  • Provide your evaluation of the degree of creativity in the campaign. Justify your answer in max. 500 words

How would you extend the campaign in the future (what new idea would you include?) .

  • You will need to refer to relevant theory and include Harvard references in all sections of the assignment.
  • Provide a full bibliography at the end of your document.

What do I need to do to pass? (Threshold Expectations from UIF)

  • Demonstrate a coherent understanding of the main personal and external influences on consumer buyer behaviour and how it impacts marketing communications strategy.
  • Evidence appropriate knowledge of positioning and branding strategies.
  • Be able to evaluate the alternative communication tools and to identify the most appropriate in a given context.
  • Indicate a critical understanding of the evaluation techniques available and their suitability to measuring specific marketing communications campaign objectives

How do I produce high quality work that merits a good grade?

We will be filling this section in together in class on Click or tap to enter a date. make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.

How does assignment relate to what we are doing in scheduled sessions?

The study guide for the unit plus the guided learning activities are developed specifically to allow you to apply learning to a specific brand brief.

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