Assignment 1
MKT604 –
International Brand Strategy
Level 6: 12 Credits
Weighting of assessment (%TMM) 60%
How will my assignment be marked?
Your assignment will be marked according to the threshold expectations set out in the Module
Handbook and the marking criteria below.
Marking Criteria Table
Criteria
%
Total
100
Overall standard of report and Executive
Summary
10
Critical analysis of international brand’s
performance (including competitive analysis)
and recommendations for improvements
25
Coverage of 4 themes from (Brand Identity;
Brand Equity; Brand Value; Brand Image
and Segmentation; Brand Communication
(incl. Value Proposition); Brand Personality;
and Brand Extensions)
35
Research into international brand.
Secondary data analysis. Application of at
least 3 academic theoretical models
20
Synthesis of wider sources and resources.
Correctness. Visuals, charts and tables.
Presentation. Length
10
Score
Feedback
Guidance on Achievement
Grade
Classification
Achievement
80%+
High 1st Class
An outstanding piece of work of industry standard. Original and creative,
demonstrating thorough understanding, skilled analysis and expert
judgement. Reference to earlier published material is acknowledged, with
appropriate conceptual frameworks being identified, developed and
applied to the task with academic rigor. A full critical assessment of all the
major issues forms a significant part of the submitted work.
70-79%
1st Class
A very good answer, which could be of interest to professionals, with minor
refinements. It displays an in-depth approach, an understanding of the
most salient issues, and there is some evidence of independent analysis
and judgment. As well as being well researched, the work is free from
major omissions with a full critical discussion of key points. Relevant
conceptual frameworks are identified or developed and their application to
the task are explored in some depth.
60-69%
2:1 Class
A good answer with a number of minor errors. Although many of the key
issues have been understood, much of the work is descriptive, and the
conceptual framework or conceptualisation could be developed further.
This lack of conceptual understanding is due to an incomplete research
and critical analysis of the issues. The author(s) did identify relevant
concepts but they need to be applied more fully to the selected cases at
hand.
50-59%
2:2 Class
A reasonable answer, showing an understanding of the terms of reference
and of many of the salient issues and concepts. However, the evidence of
appropriate research and critical analysis of the key issues may not be
complete enough to develop a full range of varied arguments and potential
solutions within the terms referenced. Some relevant conceptual
frameworks are identified but may not be applied fully to the analysis or
integrated into the solutions.
40-49%
3rd Class
Passable work with significant shortcomings. Some of the issues have
been understood but lack a conceptual base. The research is incomplete
and little attempt has been made to understand and apply the relevant
concepts. The work is very descriptive and has little critical analysis.
However, the theories and information presented are used appropriately.
30-39%
Clear Fail
Weak answer, which falls short of the standard required to award credits.
Although demonstrating a level of understanding of some of the salient
issues, it fails to provide a critical assessment of the material adequately.
The work may contain errors, omissions or insufficiently well-expressed
ideas and may lack an adequate theoretical and conceptual base.
<30%
Serious Fail
Very weak answer, which fails to demonstrate any level of understanding
of the issues. The work contains errors and omissions insufficiently
expressed, with ideas and wholly unsubstantiated assertions without any
regard for theoretical and conceptual base. Requires considerable work
and revisions.
Rubric and Evaluation of Marking Criteria
Criteria
High 1st
Class
1st Class
2:1
Class
2:2
Class
60-69%
50-59%
Thank you for
submitting your
assignment and for
all of your hard
work. This is a
commendable
piece of work,
demonstrating an
understanding of
the overall subject
discipline. At times
you struggle
between striking
the balance
between (a)
presenting theory,
industry/business/
trade sources, and
descriptions in a
narrative style, and
then more
importantly (b)
towards a more
logical progression
of delivering
information and
knowledge. This
higher level is
achieved through
careful selection of
what to focus on in
depth and detail,
and then as a
result what to
leave out, and
though presenting
different
perspectives and
reconciling
conflicting
positions. But,
there is evidence
of inferred and
diffused
independent
critical thinking,
which you have
been rewarded for.
With adjustments,
this work could be
presented as part
of your job
application
portfolio and
crafted into a
business article
that you could
attach to your
LinkedIn profile.
Overall, well done
and
congratulations.
A good answer
with a number of
minor errors.
Although many of
the key issues have
been understood,
much of the work
is descriptive, and
the conceptual
framework or
conceptualisation
could be
developed further.
This lack of
conceptual
understanding is
due to an
incomplete
research and
critical analysis of
the issues. The
author(s) did
identify relevant
concepts, but they
Thank you for
submitting your
assignment and for
all of your hard
work throughout
the term. This is a
good piece of
work,
demonstrating an
understanding of
the basics of the
general subject
discipline, but at
times you are
distracted towards
taking a wider and
more surface
approach.
Furthermore, at
times you appear
to face challenges
between striking
the balance
between
presenting theory,
sources, and
descriptions in a
narrative style,
towards a more
logical progression
of delivering facts,
information and
then knowledge,
which is required
at this level –
demonstrating
balanced
independent
critical thinking
with clarity and
erudition.
Furthermore,
criticality is
demonstrated
though presenting
different
perspectives and
reconciling at
times conflicting
positions. Overall,
good effort and
congratulations.
A reasonable
answer, showing
an understanding
of the terms of
reference and of
many of the salient
issues and
concepts.
However, the
evidence of
appropriate
research and
critical analysis of
the key issues may
not be complete
enough to develop
a full range of
varied arguments
and potential
solutions within
the terms
referenced. Some
relevant
conceptual
70-79%
80%+
Overall standard
of report and
Executive
Summary
Thank you for
submitting your
assignment and for
all of your hard
work throughout
the term. This is an
outstanding piece
of work, that is
structurally sound clearly
demonstrating an
understanding of
the key
fundamentals of
this particular
subject discipline,
both in theory and
practice. You
demonstrate
independent
critical thinking,
which is evidencebased. You have
drawn from an
impressive
selection of
references, with a
preponderance
towards academic
sources. With
some minor
adjustments, this
piece of work
could be presented
as part of your job
application
portfolio, crafted
into a thought
piece for a
business article,
and attach to your
LinkedIn profile which I would
encourage you to
attempt. Overall,
very well done and
congratulations.
Thank you for
submitting your
assignment and for
all of your hard
work throughout
the term. This is a
well-balanced
piece of work, that
is structurally
sound - clearly
demonstrating an
understanding of
the key
fundamentals of
this particular
subject discipline,
both in theory and
practice. You
demonstrate
independent
critical thinking,
which is evidencebased. You have
drawn from an
impressive
selection of
references, with a
preponderance
towards academic
sources. With
some minor
adjustments, this
piece of work
could be presented
as part of your job
application
portfolio, crafted
into a thought
piece for a
business article,
and attach to your
LinkedIn profile which I would
encourage you to
attempt. Overall,
very well done and
congratulations.
Critical analysis
of international
brand’s
performance
(including
competitive
analysis) and
recommendations
for improvements
An outstanding
piece of work of
industry standard.
Original and
creative,
demonstrating
thorough
understanding,
skilled analysis and
expert judgement.
Reference to
earlier published
material is
acknowledged,
with appropriate
conceptual
frameworks being
identified,
developed and
applied to the task
with academic
rigor. A full critical
assessment of all
the major issues
A very good
answer, which
could be of
interest to
professionals, with
minor refinements.
It displays an indepth approach,
an understanding
of the most salient
issues, and there is
some evidence of
independent
analysis and
judgment. As well
as being well
researched, the
work is free from
major omissions
with a full critical
discussion of key
points. Relevant
conceptual
frameworks are
3rd Class
Clear
Fail
Serious
Fail
30-39%
<30%
Thank you for
submitting your
assignment and for
all of your hard
work throughout
the term. This is a
passable piece of
work,
demonstrating an
understanding of
the basics of the
general subject
discipline, but at
times you are
distracted towards
taking a wider and
more surface
approach.
Furthermore, at
times you appear
to face challenges
between striking
the balance
between
presenting theory,
sources, and
descriptions in a
narrative style,
towards a more
logical progression
of delivering facts,
information and
then knowledge,
which is required
at this level –
demonstrating
balanced
independent
critical thinking
with clarity and
erudition.
Furthermore,
criticality is
demonstrated
though presenting
different
perspectives and
reconciling at
times conflicting
positions. Overall,
a solid effort and
congratulations.
Thank you for
submitting your
assignment and for
commitment. You
could have made
more use of
technical terms
and secondary
data from business
press and reports in order to signal
clearly that you
have taken a
specialist module,
where you
demonstrate the
associated
knowledge
expected from an
undergraduate
student on this
course. You have
drawn from a
selection of
references, but
you should have
consulted more
and given a
preponderance
towards a greater
number of
academic sources.
Nevertheless, you
have picked and
interesting topic
and expressed
your personal
views and insight
throughout with
an accomplished
narrative style which you have
been rewarded for.
Thank you for
submitting your
assignment and for
commitment.
There are a
number of
significant
omissions,
meaning that a
considerable
amount of work is
required to raise
both the standard
and quality of your
work. There is little
evidence of you
having
demonstrated an
understanding of
the core elements
of the module, or
engagement with
the materials. As
such it is difficult
to be able to
establish any
independent
critical thinking or
analysis at this
stage.
Passable work with
significant
shortcomings.
Some of the issues
have been
understood but
lack a conceptual
base. The research
is incomplete and
little attempt has
been made to
understand and
apply the relevant
concepts. The
work is very
descriptive and has
little critical
analysis. However,
the theories and
information
presented are used
appropriately.
Weak answer,
which falls short of
the standard
required to award
credits. Although
demonstrating a
level of
understanding of
some of the salient
issues, it fails to
provide a critical
assessment of the
material
adequately. The
work may contain
errors, omissions
or insufficiently
well-expressed
ideas and may lack
an adequate
theoretical and
conceptual base.
Very weak answer,
which fails to
demonstrate any
level of
understanding of
the issues. The
work contains
errors and
omissions
insufficiently
expressed, with
ideas and wholly
unsubstantiated
assertions without
any regard for
theoretical and
conceptual base.
Requires
considerable work
and revisions.
40-49%
forms a significant
part of the
submitted work.
identified or
developed and
their application to
the task are
explored in some
depth.
need to be applied
more fully to the
selected cases at
hand.
frameworks are
identified but may
not be applied fully
to the analysis or
integrated into the
solutions.
The analysis is
outstanding and
extends theoretical
knowledge. The
material generated
is evaluated
thoroughly. The
discussion
presented is
exceptional, highly
reflective,
sophisticated, and
analytical
throughout. The
discussion handles
ambiguity and
complexity in a
sophisticated and
advanced way
offering a nuanced
analysis.
Knowledge is
deployed in an
outstanding way
which extends
practical
knowledge. The
work
demonstrates a
deep and
exceptional
understanding of
concepts, ideas,
and approaches.
Knowledge is
deployed in a
critical and
creative way to
support the
narrative. There is
a strong synthesis
of concepts and
flexibility in the
interpretation of
ideas. The analysis
supports sound
judgments.
The analysis is
outstanding. The
material generated
is evaluated
thoroughly. The
discussion
presented is
exceptional, highly
sophisticated,
reflective, and
analytical
throughout. The
discussion handles
ambiguity and
complexity in a
sophisticated and
advanced way
offering a nuanced
analysis.
Knowledge is
deployed in an
outstanding way.
The work
demonstrates a
deep and
exceptional
understanding of
concepts, ideas,
and approaches.
Knowledge in
deployed in a
critical and
creative way to
support the
narrative. There is
a strong synthesis
of concepts and
flexibility in the
interpretation of
ideas. The analysis
supports sound
judgments.
The material is
evaluated
thoroughly, and
the discussion
presented is
sophisticated,
reflective, and
analytical
throughout. The
discussion handles
ambiguity and
complexity in a
sophisticated way
offering a nuanced
analysis and
insights. The work
demonstrates a
deep
understanding of
concepts, ideas,
and approaches.
Knowledge is
deployed in a
critical and
creative way to
support the
narrative. There is
a strong synthesis
of concepts and
flexibility in the
interpretation of
ideas. The analysis
supports sound
judgments.
The material is
evaluated, and the
discussion
presented is
reflective and
analytical
throughout. There
is an appreciation
of the complexities
present leading to
insights. The work
demonstrates a
clear
understanding of
concepts, ideas,
and approaches.
Knowledge is
deployed in a
critical and
creative way to
support the
narrative.
Judgments are
exercised in a
critical and
creative way.
There is an
attempt to reflect
and evaluate the
material in a
structured way.
The work
demonstrates
some
understanding of
concepts and
approaches and
uses this
knowledge to
support the
narrative and
exercise
judgments.
While there may
be some key
responses, the
material is
presented in a
largely descriptive
way and lacks
evaluation and
analysis. While the
work might define
some concepts and
approaches, it fails
to demonstrate
understanding and
makes little
attempt to
exercise
judgments.
The assignment
has not been
addressed and
there is little
relevant material
presented. The
work is entirely
descriptive. The
task has not been
addressed and key
ideas are neither
identified nor
deployed.
Research into
international
brand.
Secondary data
analysis.
Application of at
least 3 academic
theoretical
models
Outstanding level
objective setting,
which sets the
scene for an
organised and well
thought out piece
of work. Objectives
met.
Significant
evidence of
relevant research.
Significant
evidence of
selection and
application, with
critical original
thought, no
mistakes or
omissions.
Cogent wellarticulated, setting
the scene for an
organised and well
thought out piece
of work. Objectives
met.
Strong evidence of
relevant research.
Strong evidence of
selection and
application, with
no mistakes or
omissions and
original thought.
Well-articulated,
setting the scene
for an organised
and well thought
out piece of work.
Almost all
objectives met.
Good evidence of
relevant research.
Good evidence of
selection and
application, with
no mistakes or
omissions and
some original
thought.
Clearly articulated,
setting the scene
for an organised
and satisfactory
piece of work.
Almost all
objectives met.
Clear evidence of
relevant research
Clear evidence of
selection and
application, with
limited original
thought and some
minor omissions.
Reader has some
evidence to
suggest the author
understands what
is expected, with
some minor
omissions.
Some evidence of
relevant research
Basic evidence of
selection and
application, with
little original
thought and some
minor omissions.
Reader has some
evidence to
suggest the author
understands what
is expected, with
key omissions.
Anecdotal
evidence of
relevant research
Limited evidence
of selection and
application, with
notable omissions.
Insufficient
evidence and no
clear objective
setting.
Insufficient
evidence of
relevant research.
Insufficient
evidence of
selection and
application.
Synthesis of
wider sources
and resources.
Correctness.
Visuals, charts
and tables.
Presentation.
Length
Significant use of
resources and
referenced clearly.
No mistakes. An
articulate and
erudite approach
to balancing the
demands of
academic and
practitioner styles.
Professional level
standard, with
original use of
visuals.
Respects length,
with appropriate
use of appendices.
Strong use of
resources and
referenced clearly.
No mistakes. An
articulate
approach to
balancing the
demands of
academic and
practitioner styles.
Professional level
standard, with
appropriate use of
visuals.
Respects length,
with overuse of
appendices.
Good use of
resources and
referenced clearly.
Some minor
mistakes. A style
which leans
towards either
academic or
practitioner
approaches to
answering the
brief.
Good effort into
producing such
material, but not
quite professional
level standard.
Does not length
(slightly over body
text), with
appropriate use of
appendices.
Some or anecdotal
use of resources,
referenced
correctly.
More than 5 minor
mistakes. A style
which leans
towards either
academic or
practitioner
approaches to
answering the
brief.
Some effort into
producing such
material but
lacking in
sophistication.
Does not length
(slightly over body
text), with
inappropriate use
of appendices.
Limited or
anecdotal use of
resources
referenced with
minor errors.
Less than 5 major
mistakes. A style
which leans
towards either
academic or
practitioner
approaches to
answering the
brief.
Basic level effort
into producing
such material, with
little originality.
Does not respect
length (slightly
under body text),
with appropriate
use of appendices.
Anecdotal use of
resources, with
incomplete
referencing.
More than 5 major
mistakes.
Poorly constructed
and lacking in
originality.
Does not respect
length (slightly
under body text),
with inappropriate
use of appendices.
Insufficient use of
resources with
little referencing.
Significant
mistakes.
None or
inappropriate
usage.
Does not respect
length
(significantly
under).
Coverage of 4
themes from
(Brand Identity;
Brand Equity;
Brand Value;
Brand Image and
Segmentation;
Brand
Communication
(inc. Brand
Proposition) ;
Brand
Personality;
and Brand
Extensions)