Department of Marketing
MK412 Brand Management
Individual Assignment Criteria for Assessment
CATEGORIES and CRITERIA
Overall Assignment: Interpretation /Knowledge/Skills
The assignment demonstrates that the writer addresses the tasks set and at the same time develops a coherent line of argument in presenting analysis, recommendations for the company’s future branding strategies and conclusions (from the student’s own point of view):
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Instructions in the assignment guidelines are carried out (e.g. answer Part A and B separately; analyse & present findings for
Part A; use findings from Part A and your research to formulate future branding strategies and recommendations for Part B)
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The assignment sticks to the point and the argument(s) are logically developed.
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There is evidence of sufficient time and effort reflected in the organisation, presentation and planning of the assignment.
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There is evidence of good understanding and knowledge of the subject and theoretical principles, including insight and originality. 
There is evidence of student’s initiative in relevant research and independent reading carried out (industry and academic).
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Is able to apply this subject knowledge and theory in a practical way to the case company
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Is able to demonstrate critical thought in analysing the company’s brand position and pres enting future branding strategies that are supported by knowledge and understanding of branding theories from the course
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There is no value for repeating information p rovided in the case
Structure/Presentation Standards
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Is well-presented: attention to formatting (double line spacing, 12 point letter size), and proof reading.
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Use of English is correct, clear and formal (not using ‘I’ or text abbreviations).
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Presents information and facts in an organised manner. The structure is clear and has appropriate linking, sequenci ng and signposting of analytical findings, conclusions, rationale for recommendations presented.
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The assignment is to be answered in two parts, Part A and Part B
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Is coherent and parts are linked together, linkages between analysis and recommendations clearly established.
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Logical and systematic development of findings based on analysis conducted with recommendations convincingly justified.
Research
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Good number and wide variety of quality sources have been consulted