Faculty of Business and Law Assignment Brief

 

 

Contemporary Brand Research   Assignment Number RESIT – FIRST ATTEMPT
7034SMM   Assignment Title
Shannen Gibbons   Assignment Credits
         
W/C 20th January 2020    
03/08/2020    
Submission through Turnitin ONLY    

Assessment Information

 

This assignment is designed to assess the following learning outcomes:

  1. Demonstrate an understanding of contemporary brand trends around ethical issues and identify growth opportunities for sustainable development.
  2. Critically analyse and evaluate the role and meaning of brands from an organisational and consumer perspective, and its effects on decision-making.
  3. Synthesise relevant contemporary practices in branding and their effects on industry and consumers.
  4. Provide detailed and significant research related to contemporary brand trends to identify potential issues and opportunities for development.

This assignment is an individual assignment.

 

The resit should be a reworking of your first assessment (please see the brief you were given below) based upon the feedback you have received. In addition to improving your previous submission, you are also required to write a 300 word reflective account in which you discuss how you have taken into account the feedback on your first submission in order to amend your work, and how it now meets the Learning Outcomes.

 

This assignment requires you to produce a theoretical based conference paper for the Academy of Marketing Conference 2020 https://www.academyofmarketing.org/conference/conference-2020/. You must base your conference paper on one of the research tracks below.

 

  • Big Data
  • Sustainable consumption
  • Social Marketing
  • Brand Relationships

 

 

This assignment allows you to have freedom within your research area, as you are required to create your own question which you will then go onto exploring. However, you must ensure your research question is based on one of the research tracks above.

 

You must be specific with your research area/question, ensuring what you cover lends itself clearly to the research track you have selected.

 

To help give you ideas for your conference paper, below is some of the latest research from The Centre for Business in Society (CBiS) – Coventry University https://www.coventry.ac.uk/research/areas-of-research/business-in-society/

You can base your conference paper on one of these articles or simply use it as a starting point for your research.

 

Merendino, A., Dibb, S., Meadows, M., Quinn, L., Wilson, D., Simkin, L., & Cahnoto, A. (2018). Big Data, Big Decisions: The Impact of Big Data on Board Level Decision-Making. Journal of Business Research, 93, 67-78. https://doi.org/10.1016/j.jbusres.2018.08.029

Japutra, A., Ekinci, Y., & Simkin, L. (2019). Self-Congruence, Brand Attachment and Compulsive Buying. Journal of Business Research, 99, 456-463. https://doi.org/10.1016/j.jbusres.2017.08.024

Simkin, L., Japutra, A., & Ekinci, Y. (2018). Positive and negative behaviours resulting from brand attachment: The moderating effects of attachment styles. European Journal of Marketing, 52(5/6), 1185-1202. https://doi.org/10.1108/EJM-10-2016-0566

Baranova, P., & Meadows, M. (2017). Engaging With Environmental Stakeholders: Routes To Building Environmental Capabilities In The Context Of The Low Carbon Economy. Business Ethics: A European Review, 26(2), 112-129. https://doi.org/10.1111/beer.12141

Privett, S., Bek, D., Bailey, R., Binns, T., Rainmondo, D., Kirkwood, D., & Euston-Brown, D. (2019). Conservation in the context of wildflower harvesting: the development and implementation of a Vulnerability Index on the Agulhas Plain of South Africa. Journal of Environmental Planning and Management, (In-press), (In-press). https://doi.org/10.1080/09640568.2019.1687428

Gordon, R., Dibb, S., Magee, C., Cooper, P., & Waitt, G. (2018). Empirically testing the concept of value-in-behavior and its relevance for social marketing. Journal of Business Research, 82, 56-67. https://doi.org/10.1016/j.jbusres.2017.08.035

 

 

Within the assignment, you must showcase the following:

 

Page 1

  • Research title
  • Research abstract (Key components of your paper)
  • Key words that are associated with your research (4 – 5 Key words)

Page 2 (each new point needs to start on a new page)

  • Why is this paper important? (Contribution to knowledge)
  • A fully critically analysed literature review on your chosen research question and track you have selected. This should include the application of relevant branding theories.
  • Proposed methodological approach of how you would conduct your primary research to critically examine your concepts further.
  • Critical discussion and conclusions of the research you have conducted so far, and what you feel will happen/should happen in the future
  • References
  • Appendixes

 

You must ensure you follow the conference styling guidelines – 12 point times new roman font which is single spaced throughout

 

You must make the changes necessary, taking into account the feedback you were given and the recommendations for improvement from your first sit.

 

Criteria for Assessment

 

Outcome

 

Mark range

 

Guidelines

 

Excellent Outcome

 

Distinction

 

 

 

80 – 100%

 

 

 

 

 

 

 

 

 

70 – 79%

 

 

 

 

 

This is an outstanding assignment that provides a very well rounded and knowledgably argued theoretical based conference paper. A significant amount of research has been developed into a relevant and detailed paper, which is fully supported and justified throughout. In addition, the assignment demonstrates outstanding critical and analytical skills, in addition to the application and possible adaptation of branding models and frameworks.

 

All of the relevant information relating to the theoretical based conference paper, critically analysed and justified through relevant research. An excellent use of research demonstrating an exceptional understanding of contemporary brand trends, brand practices and brand strategies. These are critically discussed, taking into account differing branding perspectives in relation to your research area in addition to excellent theory application.

 

An excellent methodological approach is presented which is critically analysed and justified throughout, clearly linked to your research topic. An excellent critical discussion and evaluation of findings is presented leading to future directions and recommendations being fully justified.

 

There is evidence of a vast amount reading crossing an excellent range of literature and research, beyond the minimum recommended. The work is also presented to a very high professional standard, keeping in style with the structure required.

 

 

Class

 

Mark range

 

Guidelines

 

Above Average Outcome

 

Merit

 

60 – 69%

 

 

 

 

 

 

 

 

Most of the relevant information relating to the theoretical based conference paper, critically analysed and justified through relevant research. A good use of research demonstrating an understanding of contemporary brand trends, brand practices and brand strategies. These are somewhat critically discussed, taking into account some branding perspectives in relation to your research area, in addition to good theory application.

 

A good methodological approach is presented which is critically analysed and justified throughout taking into account most key phases of a research methodology, demonstrating a link to your research topic. A good critical discussion and evaluation of findings is presented leading to future directions and recommendations being fully justified. However, some improvements may need to be made.

 

There is evidence of reading crossing a good range of literature and research, beyond the minimum recommended. The work is also presented to a near professional standard, keeping in style with the structure required.

 

Lower Marks

 

Within this grade band, there is an increase in the number of inaccuracies and inclusion of less relevant material. The alignment between literature, methodology and future research may not be totally aligned. Additionally, further insight and supporting evidence could have been provided to develop the assignment further.

 

 

Average Outcome

 

Pass

 

50 – 59%

 

 

 

 

 

 

 

 

Some of the relevant information relating to the theoretical based conference paper, critically analysed and justified through relevant research. Some use of research demonstrating an understanding of contemporary brand trends, brand practices and brand strategies. However, there are omissions/assumptions made. Critical analysis is attempted which showing some attempt to consider different brand perspectives, however these may be lacking in addition to theory application.

 

Some of the key aspects of a methodological approach is presented with some justification and research present, however the link between your approach and research could be improved. Some critical discussion and evaluation of findings is presented, leading to future directions and recommendations being presented. However, these may be less aligned to the research you have presented, leading to gaps.

 

Some reading and research beyond the recommended are also demonstrated. Some errors may be present, as well as the inclusion of irrelevant material. The presentation and structure of the assignment is to an acceptable standard

 

Lower Marks

 

Within this grade band, there is an increase in the number of inaccuracies and inclusion of a significant amount of less material. Such work tends to be based on assumptions, which lack supporting evidence, which in turn becomes descriptive rather than analytical.

 

Class

 

Mark range

 

Guidelines

 

Satisfactory Outcome

 

Pass

 

40 – 49%

 

 

 

 

 

 

 

Limited relevant information relating to the theoretical based conference paper has been covered, critically analysed and justified. In some cases, the writing is descriptive. There is a limited use of research, in addition to a lack of critical analysis throughout, leading to a restricted understanding and explanation of contemporary brand trends, brand practices and brand strategies. Limited critical analysis of different brand perspectives, and limited theory application. There may be some partial application; however, this may not be complete and can contain some inaccuracies.

 

Limited aspects of a methodological approach is presented with a lack of some justification and research present, leading to a misalignment between your approach and research could be improved. Limited critical discussion and evaluation of findings is presented, leading to an attempt at future directions and recommendations being presented. However, such alignments between concepts and future direction is limited.

 

The work is likely to be poorly structured with issues with presentation throughout.

 

Lower Marks

 

Within this grade band, assignments tend to demonstrate only a basic understanding of theory and concepts, with a very limited and descriptive approach. In these instances, the submission may contain substantial errors and irrelevant/descriptive sections. The work is likely to be restricted by very limited use of reading and research.

 

 

Unsatisfactory Outcome

 

Fail

 

0 – 39%

 

The work fails to meet all of the learning outcomes of the assignment brief and does not demonstrate an understanding of theories/ concepts within the chosen context.

 

Lack of relevant information relating to the theoretical based conference paper has been covered, critically analysed and justified. This leads to a descriptive submission. There is a lack of research, in addition to critical analysis throughout, demonstrating a lack of understanding of contemporary brand trends, brand practices and brand strategies. There is an absence of analysis regarding different brand perspectives, and theory application. Therefore, the assignment is based on assumptions and omissions. There are fundamental errors and misunderstandings present, based on little or no research.

 

There is a lack of relevant information relating to the methodological approach of your research, demonstrating errors and misunderstandings. There is an absence of critical discussion and evaluation of findings, in which most of this is based on assumptions and lack of research. Future directions and recommendations are not presented, or they do not relate to your research area.

 

Lower Marks

 

The answer fails to meet the requirements of the assignment brief and does not meet the learning outcomes. Serious errors show a lack of understanding of even the basic elements of theory/concepts and fail to apply these to your research area.

 

 

 

Word Count

The word count is 3000 words +/10%. There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.

 

The word limit includes quotations and citations but excludes the references list.

How to submit your assessment

 

The assessment must be submitted by 03/08/2020. No paper copies are required. You can access the submission link through the module web.

 

  • Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work.
  • Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module leader.
  • All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.
  • The University wants you to do your best. However, we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict.  If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the deadline.

You will find information about the process and what is or is not considered to be an event beyond your control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx

  • Students MUST keep a copy and/or an electronic file of their assignment.
  • Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.

 

GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT

 

Plagiarism

 

As part of your study you will be involved in carrying out research and using this when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt to pass this off as your own work.  Doing so is known as plagiarism.  It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure, please visit www.coventry.ac.uk/caw.  You can also check your understanding of academic conduct by completing the Good Academic Practice quiz available on Moodle.

 

Self-plagiarism or reuse of work previously submitted

You must not submit work for assessment that you have already submitted (partially or in full), either for your current course or for another qualification of this and any other university, unless this is specifically provided for in your assignment brief or specific course or module information. Where earlier work by you is citable, i.e. it has already been published/submitted; you must reference it clearly. Identical pieces of work submitted concurrently will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot gain credit for the same work twice.

 

Moodle includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences. Please familiarise yourself with the CU Harvard Reference Style (on Moodle) and use it correctly to avoid a case of plagiarism or cheating being brought.  Again, if you are unsure, please contact the Centre for Academic Writing, your Progress Coach or a member of the course team.

 

Return of Marked Work

 

You can expect to have marked work returned to you on 17/08/2020. If for any reason, there is a delay you will be kept informed. Marks and feedback will be provided online through Turnitin. As always, marks will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later in the year once the external examiner has completed his / her review.