Assignment Question
In the essay you are expected to provide theoretical arguments (backed up by academic sources) as well as real-life examples (of brands, products, services, companies, consumption trends) to substantiate your points.
Topic: An analysis of brand relevance vs. brand preference strategies (i.e., creating new needs vs. meeting existing needs) – backing up the argument with real-life examples.
Maximum word limit is 1,500 words, with a 10% tolerance. You are definitely encouraged to properly signpost your document and to present a coherent structure and debate. Own primary research (e.g., surveys, interviews) and analysis will be rewarded under “backing up your argument with compelling real-life examples and evolutions” (25%) You can focus your essay on a practical case study (or case studies), as long as you meet the criteria in the rubric Grading criteria – Making a persuasive argument for the importance of the topic you are tackling – 10% – Backing up your argument with pertinent academic references – for this assignment, you are required to use at least eight (8) academic references (e.g., journal articles, books) or reputable practice-oriented references (e.g., Harvard Business Review, Sloan Management Review, California Management Review) – 35% – Backing up your argument with compelling real-life examples and evolutions – you are encouraged to use reports/on-line news/ market research, and to list the sources you are using in the final reference list – 25% – Drawing appropriate conclusions based on your analysis – 10% – Having a coherent structure and signposting of the assignment, alongside professional presentation and language – 20% *You can have a maximum of 2 pages of appendices General Supplemental Readings – Marketing Management, by Philip Kotler, Kevin Keller, Mairead Brady, Malcolm Goodman, Torben Hansen, 4th European edition, Person, 2020. – Strategic Brand Management, by Kevin Lane Keller, 4th edition, Pearson, 2013. More readings attached and feel free to add from yourself.
