Instructions
Description of the assessment
It is important that students recognise that the core outcome for any module assessment is the development of academic knowledge relevant to the subject area (hence the clearly laid out learning outcomes in the module handbook).
The assessments for this module are designed to incorporate both creative work and theoretical underpinning, using the techniques and theories taught throughout the module. They are designed to be engaging and relevant to modern marketing and advertising.
Your module is assessed by 100% individual coursework and takes the form of two separate pieces of coursework – CW1: a theme board and CW2: a supporting statement, both for your chosen organisation and celebrity.
CW1 is the PPT and its speaker notes
CW2: Supporting Statement (40%)
Each individual student will submit a 1000 word supporting statement following on from their theme board. This should discuss and evaluate the decision-making process, critically analyse the effect of the chosen celebrity as an ambassador for the chosen brand and discuss how it will help to position the brand for popular constructive advantage. Selected theoretical models should be used to support the evaluation. Harvard referencing to be used.
Assessment Content
The below is suggested content your supporting statement:
▪ Justify your choice of business brand (product or service) as linked with a celebrity brand
▪ Discuss the brand typology link between the business brand and celebrity brand
▪ Discuss how the business and celebrity brand might influence one specific and defined target segment
▪ Discuss how the business and celebrity brand personalities relates to a typical individual from the target segment
▪ Discuss how the business and celebrity brand might project at least two attributes of added value
▪ Discuss the key business/celebrity brand purpose
Tips:
▪ The supporting statement should provide additonal narrative to the theme board
▪ Structure the statement professionally, using clear sections, subheadings, an introduction and a conclusion
▪ Use it to explain, justify and critically evaluate your decisions
▪ Use it to provide additional clarity to the theme board
▪ Use it as an opportunity to add value to the theme board
▪ It should be more than just descriptive
▪ Snapshots of your themeboard are vital, to support/illustrate your points
▪ No additional tables or diagrams are allowed