Brand Communication and Reputation Management

Submission Deadline	Marks and Feedback
Before 10 am on 13/09/2019	20 working days after deadline (L4, 5 and 7 15 working days after deadline (L6) 10 working days after deadline (block delivery) 27/09/2019

Unit title & code	MAR036-6 Brand Communication and Reputation Management
Assignment number and title	Assessment 2 (main assessment)
Assessment type	Report
Weighting of assessment	60%
Size or length of assessment	3,500
Unit learning outcomes	1 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 Brand Communication and Reputation Management assignment?

Review the Boeing crisis and compare it with another crisis that has occurred in the past 12 months. Decide which was handled well and which badly, and analyse the effects on communication and reputation for both crises. You must defend your opinion. Hints for the written report: Remember this is a Master’s degree assignment. Description of what happened is not enough to pass. You must show critical analysis of the case. You should apply one or more of the theories from class or from the extensive literature on marketing, public relations or crisis management. For higher marks apply several theories and reach a synthesised evaluation based on what you have learned from using the different theories. You should consider such things as: 1. Media coverage: did the media cover the issue fairly? 2. Media handling: did the organisation successfully communicate through the media? 3. Social media: to what extent did social communications drive the crisis? How did the organisation(s) respond? 4. Did the crisis arise internally or was there an external catalyst? 5. How well did the organisation handle technical aspects of the crisis? 6. How well did the organisation handle communications aspects of the crisis? 7. In what way or ways did the fact the two crashes occurred outside the US affect how the issue was handled? It may or may not be necessary to consider all of the above points depending on the nature of the crisis you have selected. Your opinion is crucial, but it must be well argued and supported in the facts. You must cite references throughout.

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

Compare and contrast PR responses to contemporary cases of crisis handling and reputation management. Construct a set of guidelines for effective crisis handling in a contemporary media and social context.

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 the 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 in relation to reputation management.

How will my Brand Communication and Reputation Management assignment be marked?

Your assignment will be marked according to the threshold expectations and the criteria on the following page.   You can use them to evaluate your own work and consider your grade before you submit. Your assignment is likely to pass with D or a C (42%-58%) if it is up 50% critical analysis with 50% or more of the report devoted to description of the crises. You also need to do more than describe the theories and models. You should use the theories and models as the basis of your critical analysis. Your assignment is likely to secure a higher mark (62%+) if it is principally focused on critical analysis, especially if it uses more than one of the theories and models from the published literature and/or discussed in class. There will only be limited description of the case studies, as necessary to support the analysis. Your opinion should be made clear, but should also be grounded in the theories and evidence. Your assignment is likely to secure a top level (Distinction, 72%+) mark if you not only apply several theories and models to your critical analysis but also develop a synthetic evaluation drawing on the strongest features of several models to arrive at a stronger, and closely argued, conclusion.

	3rd Class – 40-49%	Lower 2nd – 50-59%	Upper 2nd – 60-69%	1st Class – 70%+
Demonstrating a clear understanding of the subject (30%)	Satisfactory… Content / level of knowledge of the topic.  Addresses part of the task. Some errors / omissions in content/ theory. Inconsistent application of some correct theory/principles/concepts.	Good… Marketing insight & application. Breadth, depth & integration of literature/examples into work is appropriate to the context and attempts to be consistent.	Very good… Marketing insight & application. Breadth, depth & integration of literature/examples into work is above average.	Excellent. Marketing insight & application. Breadth, depth & integration of literature/examples into work is impressive.
Marketing Application and integration of Literature (30%)	Satisfactory. Marketing insight & application. Breadth, depth & integration of literature/examples into work is appropriate, but not consistently applied.	Good… Level of discussion/analysis/ critical evaluation &/or reflection but more ideas/points could be addressed /developed further.	Very good…  Level of discussion/analysis/ critical evaluation &/or reflection & a few ideas/points could benefit from further development &/or evaluation/comparison.	Excellent. Level of discussion/analysis/ critical evaluation &/or reflection clearly developing points in the appropriate way with thorough consideration of all possibilities. The best work will be highly developed and focused and attempts a holistic treatment of the task/problem.
Discussion /Analysis /Critical evaluation &/or Reflection (30%)	Satisfactory. Basic evidence of discussion/analysis/ critical evaluation &/or reflection but some points superficially made so need further development. Limited critical evaluation (mainly descriptive)	Good insight & application. Breadth, depth & integration of literature/examples into work is appropriate to the context and attempts to be consistent.	Very good. Marketing insight & application. Breadth, depth & integration of literature/examples into work is above average.	Excellent Marketing insight & application. Breadth, depth & integration of literature/examples into work is impressive.
Presentation Style and Structure (10%)	Satisfactory. Basic Report structure. Not always written clearly & has grammatical & / or spelling errors.	Good. Clear presentation & Report structure. Writing is mainly clear but some spelling &/ or grammatical errors.	Very good. Presentation & REPort structure, paragraphing, Fluent academic writing style. Very few grammatical errors & spelling mistakes.	Excellent Presentation & REport structure. Articulate & fluent academic writing style. Only a minor error.

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