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Assignment Guidance and Front Sheet
This front sheet for assignments is designed to contain the brief, the submission instructions, and the actual student submission for any WMG assignment. As a result the sheet is completed by several people over time, and is therefore split up into sections explaining who completes what information and when. Yellow highlighted text indicates examples or further explanation of what is requested, and the highlight and instructions should be removed as you populate ‘your’ section.
This sheet is only to be used for components of assessment worth more than 3 CATS (e.g. for a 15 credit module, weighted more than 20%; or for a 10 credit module, weighted more than 30%).

To be completed by the student(s) prior to final submission:
Your actual submission should be written at the end of this cover sheet file, or attached with the cover sheet at the front if drafted in a separate file, program or application.
Student ID or IDs for group work Student fill in own ID and attach document for submission

To be completed (highlighted parts only) by the programme administration after approval and prior to issuing of the assessment; to be consulted by the student(s) so that you know how and when to submit:

Date set
06/01/2025
Submission date (excluding extensions) 03/02/202025 by 12pm (UK time)
Submission guidance To be submitted electronically via Tabula

Late submission policy If work is submitted late, penalties will be applied at the rate of 5 marks per University working day after the due date, up to a maximum of 10 working days late. After this period the mark for the work will be reduced to 0 (which is the maximum penalty). “Late” means after the submission deadline time as well as the date – work submitted after the given time even on the same day is counted as 1 day late.
For Postgraduate students only, who started their current course before 1 August 2019, the daily penalty is 3 marks rather than 5.

Resubmission policy If you fail this assignment or module, please be aware that the University allows students to remedy such failure (within certain limits). Decisions to authorise such resubmissions are made by Exam Boards. Normally these will be issued at specific times of the year, depending on your programme of study. More information can be found from your programme office if you are concerned.

To be completed by the module owner/tutor prior to approval and issuing of the assessment; to be consulted by the student(s) so that you understand the assignment brief, its context within the module, and any specific criteria and advice from the tutor:

Module title & code
WM9A8-15 Creating a Digital Brand
Module owner
Andrew Gordon
Module tutor
Andrew Gordon, Matthew Danes, David Reynolds
Assessment type
Business Report
Weighting of mark
80%

Assessment brief
From the four case studies on Moodle, chose one and complete the following:

You have been asked, by the organisation, to consult on the creation and management of a new branding strategy.

Your plan should address the following key areas:

Market and Competitor Analysis identifying key customer segments and their digital preferences.
A Brand Identity that defines the brand’s core values, positioning, and unique selling proposition (USP) in the digital space.
Develop a brand identity system, including visual elements such as logos and icons.
Brand Guardianship and Partnerships. Establish guidelines and procedures for maintaining brand consistency across different digital platforms.
Identify potential partners and associations that can enhance the brand’s digital presence.
You are not to contact anyone linked with the case study organisation, at Post Graduate level you are expected to “demonstrate self-direction and originality in tackling and solving problems, and act autonomously in planning and implementing tasks at a professional or equivalent level”.

Word count
3,200 words
Module learning outcomes (numbered) By the end of the module, students should be able to:
L1.Develop a comprehensive understanding of digital branding and brand development
L2.Critically evaluate relevant case studies to determine best practices and strategic models
L3.Critically evaluate markets and industries, and identify opportunities for innovation.
L4.Demonstrate a thorough comprehension of, and an ability to apply best practice in digital brand creation

Learning outcomes assessed in this assessment (numbered) All

Academic guidance resources
Contact the eBusiness Management tutors, SPA Moodle site and module Moodle site.

Marking guidelines
The following is pre-populated for PGT assignments only:
Writing your Post-Module Assignment (PMA): specific additional advice for WMG’s Postgraduate Taught Students

As a postgraduate level student in WMG you may have some concerns about your ability to write at the high standard required. This short guide is intended to provide general guidance and advice. It is important that if you have any questions you discuss them with your module tutor. Remember, in writing your PMA you need to meet the expectations of the reader and university.

A good PMA generally requires you to answer the question and to include…

1.A title, with your student number, module, lecturer’s name and any other documentation required by the university.
2.A contents page and if appropriate, an abstract.
3.An introduction which acts as a ‘map’ to the rest of the document, describing the aim or purpose of the work and explaining how this aim is achieved. At this point it is usually helpful to paraphrase your conclusion.
4.Evidence of an appropriate level of background reading of relevant texts.
5.Evidence of systematic and clear thinking, indicative of good planning and organisation.
6.Writing which makes sense, is clearly and carefully presented (proof-read and grammar checked).
7.A critical style of writing which compares and contrasts the main theories, concepts and arguments with conclusions that are based in evidence presented.
8.High levels of accurate academic referencing.
9.A logical and well-defined structure with headings and subheadings.
10.Clearly labelled and well-presented diagrams and other graphics that are discussed in the text.
11.Adherence to usual academic standards including length and a timely submission.
12.A reference section in which every source that is cited in the text is listed.

Where to get help:

1.Talk to your module tutor if you don’t understand the question or are unsure as to exactly what is required.
2.Study, Professional and Analytical Skills (SPA) Moodle site – we have a lot of resources on this website with workbooks, links and other helpful tools. https://moodle.warwick.ac.uk/
3.The university Academic Writing centre provides workshops and useful tools to help you in all aspects of your work. https://warwick.ac.uk/services/skills/academicwriting/
4.Avoiding Plagiarism, the university’s site to help you to reference properly https://moodle.warwick.ac.uk/course/view.php id=42224
5.Wellbeing support services https://warwick.ac.uk/services/wss
6.Numerous online courses provided by the University library to help in academic referencing, writing, avoiding plagiarism and a number of other useful resources. https://warwick.ac.uk/services/library/students/your-library-online/