MK3021: Semester 1 Assessment Brief

 ASSESSMENT BRIEF FOR SEMESTER

 1 ASSIGNMENT. MODULE CODE: MKT3021

 MODULE TITLE: Brand Management 

TYPE: Individual Essay 

GENERIC TITLE: 'Consumer Psychology and Brand Dynamics: A Multifaceted Analysis' 

Contribution to final mark for module: 50%

                                                                                            IMPORTANT INFORMATION 

Please note that, as per the final version of the assignment brief, you are no longer required to engage in primary research or any form of primary data collection. This adjustment means that your analysis should now be solely based on secondary research. Utilize existing data, studies, and academic 

                                                                              literature to inform your understanding and analysis of the subject matter. 

1. SUBMISSION DETAILS 

The individual assignment must be submitted as a word document by 11* January 2024 no later than 4:00 pm UK time. 

Electronic submissions are done only through the Canvas. No hard copy submission is required. Please note that the originality and plagiarism of all submissions will be checked via Turnitin.

 Students should note that the time of submission is taken from once the document has been successfully uploaded and confirmed - this may take more than five minutes during busy periods. Any work submitted after 4:00pm 11* January 2024 will be recorded as late in line with the University Policy - up to 7 days late work is capped at 40%, over 7 days late work is given mark of 0. It is the student's responsibility to ensure the document/file has uploaded successfully. 

2. MAXIMUM WORD LENGTH

 2,000 words. (+/-10% allowance; everything over this won't be marked). You MUST include a word count on the front cover of your essay. This word limit excludes the cover/title page and the reference list but includes the in-text references. 

3. ESSAY REQUIREMENTS

 In this essay, your primary focus will be to understand and analyze the psychological aspects underpinning consumers' relationships with brands. Your chosen brand will serve as the subject, and through the lens of consumer psychology, you will dissect the ways consumers identify with, experience, and integrate the brand into their lives, and how it holds significance for them. 

Secondary Research Requirement: 

In your analysis, you are encouraged to extensively utilize secondary research. This should involve a detailed review of existing studies, market analysis reports, and scholarly articles related to the brand. Analyze data from these sources to understand consumer behavior, market trends, and the brand's positioning in the industry. This approach allows you to build a comprehensive analysis based on a wide range of pre-existing data, offering insights into the brand's relationship with its consumers without the need for firsthand data collection. Secondary research provides a broader context and can often be more time-efficient and resource-effective for in-depth brand analysis.