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Winchester School of Art
Assessment Brief – Academic Year 2023/24

Module Code
ARTD6137 Assessment Type Report
Module Title
Global Advertising & Branding 1 Weighting 100%
Module Leader Dr Laura Campbell Module Leader Email
laura.campbell@soton.ac.uk
Launch Date
1 Oct 2023 Word Count 3000
Submission Date by 11.59pm (UK Time) 5 Dec 2023 Feedback to Students Date 11 Jan 2024
Method of Submission
Blackboard

Assessment Brief Details: Hiut Denim

Read the case study ‘Hiut Denim: our town is making jeans again’ and the supporting material provided in the document.

For this assignment you must write a report analysing this case study and some of the issues behind it.

You should analyse the Hiut brand in the context of the marketplace. What are the core values of the Hiut brand and how has it used these to differentiate itself in the marketplace How does the brand position itself and who is the core target market How has the brand used psychographics and content marketing to inspire a loyal following among its consumers How has it used social media in a unique and interesting way, and what lessons could other brands learn

The application of relevant academic theories and models should be a key component of your
assignment. You will be assessed on your critical analysis and sustained argument, the extent to which you draw on relevant academic theory and secondary data to support your viewpoint, and your ability to produce a well-written and researched report.

All images should be directly relevant to your text. Conclusions and recommendations are included within the 3000 word count, but abstract, appendices, references and the table of contents are not.

Report structure (word count included for guidance):

Title Page with the title of your report, relevant image if desired, your student number (NOT name), the title and code of the module (i.e. ARTD6137 GAB1), the date and your word count.
Abstract (summary of your assignment) (150 words)
Table of Contents (including page numbers)
Introduction & Context (300-500 words)
oBrief explanation of the aim of your report and the areas you will cover
oOutline of relevant context, e.g. secondary data on the fashion/denim marketplace, current concerns and issues in the fashion industry, environmental issues and challenges, etc.

Critical evaluation (2000-2200 words)
oA critical analysis of the Huit brand in the context of the fashion industry, based on your analysis of the information provided in the case study together with your individual research. How has Huit used psychographics and a deep understanding of its target audience to produce tightly targeted and appealing communications What role did direct marketing play in the success of this brand
oHow can the lessons learned from this brand be extended to a wider audience For example, why is it important for brands to have a core proposition based on ethical values and to communicate these clearly Why is it vital for brands like Huit to understand their audience in a deep and insightful way What lessons can other brands learn from Huit’s success

oYou MUST support your opinions with reference to academic theory, particularly the areas of debate you find in academic journal articles. You should also include references to comparable campaigns and organisations. Make sure that you do not repeat the information provided in the case study and associated links, or give your own unsubstantiated opinions without referring to theory.

oThere are a number of areas of theory which are relevant here, and you must decide what to include. For example you could consider segmentation, targeting and positioning; ethical advertising; persuasion theory; branded content; direct marketing; the growing importance of environmental messages; the circular economy, etc.

Recommendations and Conclusion: (300-500 words)
oYou should sum up your arguments and advice for other organisations. You should not provide new evidence but sum up what has been presented in the report.

Not included in the word count: Abstract, Table of Contents, Appendices, References (Harvard style)

Visual Do’s and Don’ts
Do use images to illustrate your report where relevant.
Do reference all images correctly using the Harvard referencing guide.
Do not use images that are not connected to your assignment text.
Do not use images out of context or simply for ornamentation.

Document Style Guidelines
Subtitles should not appear at the bottom of a page.
Pages should be numbered
Margins should be at least 1.5” on all sides
Font – Arial or Calibri size 12
1.5 or double line spacing (apart from References which should be single spaced)

Turnitin
The electronic copy of your assignment will be submitted to Turnitin for the purposes of an Academic Integrity Report using the Turnitin software. You can view the WSA Policy on Academic integrity here:

点击以访问 Academic%20Integrity%20Regulations.pdf

Academic Integrity Policy: Please note that you can access Academic Integrity Guidance for Students via the Quality Handbook: https://www.southampton.ac.uk/~assets/doc/quality-handbook/UoS%20Academic%20Integrity%20Guidance.pdf

Please note any suspected cases of Academic Integrity will be notified to the Academic Integrity Officer for investigation.

References: You should use the Harvard system to reference your assignment. The library provide guidance on how to reference in the Harvard style and this is available from: http://library.soton.ac.uk/sash/referencing

Useful sources:

O’Shaughnessy, J. & O’Shaughnessy, N.J. 2004. Persuasion in Advertising. London: Routledge.
Fill, C. & Turnbull, S. 2023. Marketing Communications: fame, influencers and agility. 9th edition. London: Pearson (older editions also acceptable).

Learning Outcomes & Assessment Criteria:

Ref Outcome Distinction Merit Pass Compensatable Fail Fail
100-80 79-70 69-60 59-50 49-35 34-0
A1 The management of effective creative strategies applied to global advertising and branding campaigns Exceptional systematic knowledge of key concepts and research informed literature in your discipline. Comprehensive systematic knowledge of key concepts and research informed literature covered in your area of study. Good systematic knowledge of key concepts and a range of research informed literature covered in your area of study Adequate systematic knowledge of key concepts and a range of research informed literature covered in your area of study. Some knowledge of key concepts and research informed literature covered in your area of study. Very limited knowledge of key concepts and research informed literature covered in your area of study.
A2 The development of contemporary cultural contexts influencing global advertising and branding campaigns Exceptional critical awareness of new insights and skills at the forefront of the discipline. Advanced critical awareness of new insights and skills at the forefront of the discipline. Good critical awareness of new insights and skills, some of which are at the forefront of the discipline. Competent critical awareness of new insights and skills in the discipline. Partial critical awareness of new insights and skills in the discipline. Lack of critical awareness of new insights and skills in the discipline.
B1 Analyse advertising strategies for global brands Exceptional ability to critically analyse scholarship and question complex ideas. Excellent ability to critically analyse scholarship and question complex ideas. Good ability to critically analyse scholarship and question complex ideas. Competent ability to critically analyse scholarship and question complex ideas Some ability to critically analyse scholarship and question complex ideas. Inadequate ability to critically analyse scholarship and question complex ideas.
C1 Take responsibility for your own learning development and academic integrity Accurate referencing rules are applied rigorously: may be of publishable standard. Accurate referencing rules are applied rigorously: may be of publishable standard. Competent referencing rules are applied rigorously: may be of publishable standard Adequate evidence of referencing rules being applied: some of which may be to a publishable standard. Some evidence of referencing rules being applied. Little or no evidence of referencing rules being applied.
C2 Manage your time and resources as an independent learner Exceptional self- management, autonomy and interpersonal learning skills. Excellent self- management, autonomy and interpersonal learning skills. Good self- management, autonomy and interpersonal learning skills. Adequate self- management, autonomy and interpersonal learning skills. Limited self- management, autonomy and interpersonal learning skills. Poor or very limited self- management, autonomy and interpersonal learning skills.
E1 Demonstrate the ability to apply creative thinking in order to plan and implement solutions to advertising and branding problems Exceptional ability to systematically and creatively evaluate complex information. Excellent ability to systematically and creatively evaluate complex information. Good ability to systematically and creatively evaluate complex information. Competent ability to systematically and creatively evaluate complex information. Limited ability to systematically and creatively evaluate complex information. Inadequate ability to systematically and creatively evaluate complex information.

Late Penalties: Any part of your assessment submitted after the deadline will be subject to the standard University late penalties (see below), unless an extension has been granted, in writing in advance of the deadline.

University Working Days Late: Mark:
1 (final agreed mark) * 0.9
2 (final agreed mark) * 0.8
3 (final agreed mark) * 0.7
4 (final agreed mark) * 0.6
5 (final agreed mark) * 0.5
More than 5 0

Attendance: All full-time students are required to attend University for the duration of their programme each year, and to attend for such additional periods of study as may be required by the regulations of the programme of study that you are enrolled. The University Attendance Regulations are available from the University Calendar: http://go.soton.ac.uk/9xp

It is anticipated that students will only miss teaching sessions due to circumstances beyond their control such as illness, medical appointments, or other problems which must be dealt with immediately. Out of courtesy you should email the Module Leader for sessions you miss (preferably beforehand) to explain the reasons for absence (and you should copy to your Personal Academic Tutor any such correspondence).

A register of attendance may be taken in certain teaching sessions, and if your lack of attendance is cause for concern, we will contact you and ask you to contact your Personal Academic Tutor.

Unreported and sustained absence may seriously affect your learning capability and may result in you being withdrawn from your programme.

Special Considerations: If you believe that illness or other circumstances have adversely affected your academic performance, information regarding the regulations governing Special Considerations can be accessed via the Calendar: http://go.soton.ac.uk/9xo

Extension Requests: : Extension requests along with supporting evidence should be submitted to the Student Office as soon as possible before the submission date. Information regarding the regulations governing extension requests can be accessed via the Calendar: http://go.soton.ac.uk/9xo

Repeat Year Students: You are required to complete a brand-new assignment, as per this assessment brief, and should take good care not to plagiarise any of your previous work.