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Type(s) of assessment: 100% Coursework
a)30-minute Narrated PowerPoint Presentation
Proposing and justifying strategies and tactics for launching a new brand into the UK market. This will be a detailed narrated presentation comprising of a full branding strategy (including rational, market evaluation, brand development, sources of brand equity and communication strategies to manage the brand over time) and a comprehensive ‘pitch’ for the new brand and its communications.
b)An accompanying 1000-word Branding Report.
This is a practical, industry influenced assignment, so your presentation and report should maintain an industry perspective at all times. Your final ideas, however, should be clearly based on theory, and
theoretical concepts. The report should contain the theoretical underpinnings, evaluation and justification of the approach suggested in your presentation.
Your Task
In the role of an IMC agency, you will present and justify your strategies and tactics for launching a new brand into the UK market, to the Board of Directors of the company that owns the brand. Your final campaign will explain the full branding strategy (comprising brand development, sources of brand equity, strategies to manage the brand and its architecture over time), and a full IMC and media campaign to launch. You will present a professional pitch, comprising great visuals and selling power. You will also be assessed on the way you handle questions as part of the pitch.
Background: You are part of a full-service agency called ABC solutions, and you are pitching to a company that is about to launch a new brand (a new brand, not a new product) into the UK market. Please note this is not an invention: the UK market already exists, and you will face existing competition. What it needs to be is a fictitious new brand for a fictitious company that is due to be launched into an existing (i.e. real) market. You are the agency pitching to the client.
Presentation: The final presentation should consist of a well-integrated and carefully planned proposal for what branding strategies, tactics and evaluation methods are recommended to the client in order to successfully launch and manage the brand. The presentation will sell your ideas to the client. The presentation is a very practical assignment, so stay in your role at all times. Although your final ideas should clearly be based on theory, and theoretical concepts need to underpin your ideas, this is a practical task that should be detailed enough for the client to actually implement it.
Proposal: The IMC launch campaign should be based on a national launch, which lasts at least 6 weeks with a maximum of 3 months, and with a budget of ￡2 million. You do not have to calculate advertising production costs or retailer sales promotions, but all media costs for advertising, and costs for PR events (ball park figures fine) etc. have to come from your budget. Sources for media prices will be made available in the full Assignment Guide.
The presentation and report must be correctly referenced using the Harvard referencing
style (refer to your programme handbook for full details). Guides on how to use Harvard can
be found at http://libguides.liv.ac.uk/referencing/harvard
Submission deadlines and date of return of work to students:
Your Narrated PowerPoint presentation and individual written 1000 word accompanying report should be submitted to Turnitin by 12pm on Monday 15th May 2023.
How to submit your work:
This coursework requires online submission only via Turnitin.
To submit via Turnitin, you go to the assessment area for the module on Canvas and you will
find a link for the coursework.
Click on View/Complete and then on the “submit” icon for the paper. You are then prompted
to submit a title for the submission. Use the “browse” button to locate the file you want to
submit, then click “submit”. You will then be asked to confirm that you want to submit by
clicking the “Yes, submit” button.” Note that Turnitin does not permit multiple submission
attempts – your submission is accepted as first and final.
Maximum length of coursework elements:
The maximum length for this assessment is 30 minutes for the narrated presentation and 1000 words for the accompanying report. Students are asked to note that the word count is the absolute upper limit. There is no leeway over this, i.e. you will be penalised if you submit work that exceeds the word limit (the suggestion that you may exceed the word count by 10% is a myth!)
The following are not included in word counts:
Reference lists/bibliographies and question titles
Appendices/footnotes – provided these have been used only when necessary. If appendices or footnotes are used excessively, or contain material which should clearly be included in the main body of the essay/report, it is at the markers’ discretion to include these in the word count.
Tables/graphs – provided these have been imported from elsewhere (correctly referenced) and not produced by the student.
Contents pages and front pages of reports
As well as the essay/report itself, the following are included in word counts:
Citations/quotations – this includes the material paraphrased/quoted itself as well as the name, date and page information.
Tables and graphs – if they have been produced by the student.
Executive summaries in reports – unless otherwise stated.
Will feedback on draft coursework be given
Yes, a draft, 1-page plan for the presentation/report can be submitted in week 4 of the module (week 8 of the semester) for brief formative feedback.
Feedback
Formative feedback will be provided throughout the module. Written feedback on reports will be provided within 3 weeks.
Weighting of the assessment components:
In addition to the general marking guidance for ULMS presentations provided in your Programme Handbook, use the following mark scheme to allocate your time and effort:
Building the Brand 25%
Brand elements, values, personality, characterisation, packaging, strategies to manage over time
Positioning the Brand 10%
Positioning strategy, target market, pricing, distribution, leveraging
Communicating the Brand 25%
Creative IMC campaign to launch: resonating ads & integrated support tools
Media Plan 10%
Media choice and justification, budget allocation
Presentation 15%
Structure, selling power, professionalism
Theoretical Underpinning 15%
Critical analysis and application of suitable theories, models & frameworks
Assignment Media Prices
TV Adverts
https://www.itvmedia.co.uk/advertising-on-itv/airtime/rates
http://thetvagency.com/tv-advertising-costs/
http://www.guerillascope.co.uk/ gclid=CLur6sbP5LoCFSbHtAodcGQAIg
Magazines
http://magazines.bauermediaadvertising.com/
http://www.ipcadvertising.com/
Newspapers
https://advertising.theguardian.com/advertising/faqs
http://spark.telegraph.co.uk/toolkit/advertising/ratecard/
Buses
http://www.psvmedia.co.uk/bus-advertising-prices.html
Outdoor
http://directionalmedia.co.uk/products/rate-car
Below are the marking criteria from the PG handbook which will provide you with some guidance as to how to achieve good marks when submitting your assignment.
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