Individual Proposal 500 words: 20%
Individual Report 2000 words: 80%
Students will not have to pass both components, but for an overall module pass grade, they will need to achieve a combined overall average grade of at least 50%.
Unless eligible for a condoned fail, students who achieve an overall fail grade on ULMS521 are required to resubmit a revised version of their report via TURNITIN. Using the same brief highlighted in the module handbook, students should carefully address the comments indicated in the feedback they have received. For those students who failed ULMS 521 and are resubmitting, please note that you should resubmit the individual report only, not the individual proposal. In terms of calculating the overall mark in the event of a resit, the higher mark of the following two options will apply: 1) the mark for the resubmitted report (worth 100%); 2) the original mark for the proposal (20%) and the mark for the resubmitted report (80%).
Individual Proposal (500 words maximum):
You are asked to write an individual proposal of 500 words setting out your assignment plan, identifying some of the distinct ways that branding is important for organisations and consumers. You should include a justification for the selection of the brand and the particular sector you have chosen. You should also provide a brief overview of the key academic theory you will be examining related to branding. You should incorporate some of the indicative references that you intend to use.
Individual Report brief (2,000 words maximum):

According to Shimp (2018, p. 26), ‘a brand is more than just a name, term, symbol, and so on. A brand is everything that one company’s particular offering stands for in comparison to other brands in a product category’. You are asked to write a 2,000 words individual report considering why brands are so important to organisations and consumers. As part of your report, you should examine academic theory in critically assessing the effectiveness of the brand-related marketing communications for one brand within one of the following sectors:
a) HOTEL
b) RESTAURANT
c) SUPERMARKET
d) CAR MANUFACTURER
e) CLOTHING RETAILER
Please note that you are not compelled to use the same brand/sector in your report that you used in your proposal. You should ensure that you carefully proofread your completed work in order to eliminate careless errors. Credit will be given for clarity of expression and evidence of research (e.g. accessing relevant current material from Marketing/Business academic journals). Each student will get written feedback on the individual proposal and the individual report via coursework cover sheets. Given the restriction of the Individual Report word limit, please note that an Executive Summary is not required.