Walmart reputation

Walmart reputation

Managing the Corporate Brand Assessment Brief

Overview

The Managing the Corporate Brand assessment brief comprises two elements. Element one requires you to investigate the product and corporate brand values of the Volkswagen Group, while element two involves you investigating the quality of the current reputation of an organisation of your choice. Both element briefs are explained in more detail in the following sections.

Element 1

Key Details

Brief    You have been requested by the CEO of the Volkswagen Group to prepare a report in which you investigate the product brand values of the Volkswagen Group.
Format    Your report should be submitted in report format – refer to the guidance given in this document and lectures/tutorials
Word Count    1500 words
Deadline    Submission by 16/4/15
Weighting    40% of module mark

Further Details

In the role of a marketing consultant you have been requested by the CEO of Volkswagen Group to prepare a report in which you should investigate the product brand values of the Volkswagen Group. In particular you should:-

•    Critically evaluate and apply relevant academic models, theories and frameworks to understand the VW Group product brand values
•    Identify the key differences between product and corporate brand values
•    Briefly recommend models, theories and frameworks the VW Group could use to build and manage their corporate brand

Context
Element 1 should be based on the VW Group (see http://www.volkswagenag.com/content/vwcorp/content/en/homepage.html for information about the Group).
Format and structure
Your work should be structured as an ‘academic report’ and therefore your report should include an introduction, main body, a concluding paragraph and a list of references. Diagrams and figures can be included in the text if applicable.
Reading
The ‘Managing the Corporate Brand’ lectures and tutorials will discuss key themes and provide you with indicative reading. In addition to this you are expected to conduct a literature search to identify other reliable academic and practitioner literature relevant to the assignment and to review such literature to gain a deep understanding of the subject matter. Students solely relying on material/indicative reading provided in the lectures/tutorials will limit their overall mark for the assignment. All academic and practitioner sources must be appropriately referenced using Harvard Standard – see: http://ntu.ac.uk/llr/document_uploads/66061.pdf.
Tutor support
You will be given the opportunity to ask questions about the assignment in class and your tutor will offer advice to you regarding the tasks. Moreover, students will have the opportunity to present their ideas and thoughts about the assignment via a poster session during the lecture and tutorial w/c 9th February, 2015. The tutor will give each student feedback regarding their poster during the poster session. Students can include their poster, as an appendix, in their assignment.
Please note that while tutors endeavour to support students in the module, they cannot look at drafts or completed versions of the assignment.
Word count
You must adhere to the word count of 1,500 words. The word count excludes the content page, headings, information contained within references, bibliography and appendices. Work must be presented professionally using tables and diagrams to support and/or illustrate the text. The total number of words used for the assignment must be indicated on the front cover of the assignment.

Appendices
Appendices should only be included where necessary and should be used to support and/or illustrate the main body of the text. They should not be used as an alternative location for work that should appear in the main text. All appendices must be numbered and titled.
Assessment Criteria

Element 1 has four assessment criteria:-

•    Critically evaluate and apply relevant academic models, theories and frameworks to understand the VW Group product brand values

The student clearly demonstrates that they can critically understand and apply relevant theory to gain sound insight into the VW Group product brand values. In addition, the student has used relevant academic and practitioner literature, including up-to-date materials.

•    Critically discuss the key differences between product and corporate branding

The student demonstrates an understanding of the difference between the product and the corporate brand and the models, theories and frameworks which can be used to build and manage the corporate brand (given the word count of the assignment). The student also demonstrates some attempt at critically evaluating models, theories and frameworks and comparing/contrasting different views.

•    Briefly recommend models, theories and frameworks the VW Group could use to build and manage their corporate brand
The student demonstrates an understanding of models, theories and frameworks which can be used to build and manage the corporate brand (given the word count). Moreover, the student provides sound recommendations regarding models, theories and frameworks the VW Group could use to build and manage their corporate brand.

•    Demonstrate strong skills in independent research, commercial awareness, adaptability, written communication and creative/analytical thinking

Students should be able to demonstrate they have read widely around the subject, using up-to-date academic and practitioner literature. In addition, there should be evidence of commercial awareness, adaptability and creative/analytical thinking. The assignment must be presented in a professional manner minus spelling mistakes, grammatical and punctuation errors. The assignment should also adhere to a logical structure outlined in the opening paragraph. In addition, professional language should be used throughout since the student must adopt the role of a ‘marketing consultant’ when writing the report. Furthermore, Harvard referencing must be used throughout the report. Plagiarism in any form will not be tolerated.

Marking Scheme

See appendix one for the marking grid for Element 1.

Submission Details
The hand in date for Element 1 is 16/4/15. To submit your work you need to hand a hard copy to Susana Temple (6th floor, Newton) and submit an electronic copy to the ‘Managing the Corporate Brand’ drop box. If either copy is received beyond the submission date then, unless an extension has been formally approved, you will be considered to have put in a late submission. Please remember that a copy of your originality report, from your Turnitin submission, must be attached to the hard copy of your Element 1 when you hand it in to Susana Temple.
Please note that you should submit your work in the following format: single sided, Verdana 10pt, double line spacing, left and right margins = 2.5cm, top and bottom = 3cm. You should include module name, module code, title and your student number on the front page. As a final point, please do not submit your assignment in a document wallet or similar. All that is required is a suitable paper front sheet plus one staple in the top left hand corner.

Element 2

Key Details

Brief    You have been requested by the CEO of your chosen organisation to prepare a report in which you should investigate the quality of the organisations current reputation.
Format    Your report should be submitted in report format – refer to the guidance given in this document and lectures/tutorials
Word Count    2500 words
Deadline    Submission by 16/4/15
Weighting    60% of module mark

Further Details

In the role of a marketing consultant you have been requested by the CEO of your chosen organisation to prepare a report in which you should investigate the quality of your chosen organisation’s current reputation. In particular you should:-
–    Critically assess the current strength of the organisation’s reputation
–    Prepare a case arguing for the formal establishment or development of a corporate reputation management process
–    Recommend and justify processes, structures and systems necessary to improve corporate reputation
Context
The assignment should be based on an organisation of your choice, selected with tutor advice. A brief overview of the organisation chosen, including legal classification, product or service offered, target market and structure, should be included in the appendix. This information should not be included as part of the word count and no marks will be allocated for this section.
Format and structure
Your work should be structured as an ‘academic report’. You should include an introduction, an assessment of the current strength of the organisation’s reputation, a case for the establishment or development of a corporate reputation management process, recommendations to improve the corporate reputation, a concluding paragraph and a list of references. Diagrams and figures can be included in the text if applicable.
Reading
The ‘Managing the Corporate Brand’ lectures and tutorials will discuss key themes and provide you with indicative reading. In addition to this you are expected to conduct a literature search to identify other relevant and reliable academic and practitioner literature relevant to the assignment and to review such literature to gain a deep understanding of the subject matter. Students solely relying on material/indicative reading provided in the lectures/tutorials will limit their overall mark for the assignment. All academic and practitioner sources must be appropriately referenced using Harvard Standard, see: http://ntu.ac.uk/llr/document_uploads/66061.pdf.
Tutor support
You will be given the opportunity to ask questions about the assignment in class and your tutors will offer advice to you regarding the tasks, particularly with regard to the organisation you choose to use. However, tutors cannot look at drafts or completed versions of assignments.
Word count
You must adhere to the word count of 2,500 words. The word count excludes the content page, headings, information contained within references, bibliography and appendices. Work must be presented professionally using tables and diagrams to support and/or illustrate the text. The total number of words used for the assignment must be indicated on the front cover of the assignment.
Appendices
Appendices should only be included where necessary and should be used to support and/or illustrate the main body of the text. They should not be used as an alternative location for work that should appear in the main text. All appendices must be numbered and titled.
Assessment Criteria

Element 2 has four assessment criteria:

•    Critically assess the current strength of the organisation’s reputation

The student clearly demonstrates that they can critically understand and apply relevant theory to assess the reputational strength of their chosen organisation. In addition, the student has used relevant academic and practitioner literature, including up-to-date materials.

•    Prepare a case arguing for the formal establishment or development of a corporate reputation management process

The student presents a convincing and well-argued case for the formal establishment of a corporate reputation management process which also identifies possible drawbacks. Moreover, there is evidence of extensive use of relevant academic and non-academic literature.

•    Recommend and justify processes, structures and systems necessary to improve corporate reputation

Students should be able to provide recommendations for the processes, structures and systems their selected organisation could implement to improve corporate reputation. In addition, these recommendations are supported with a sound and convincing rationale which is informed by secondary data and the student’s interpretation of the context.

•    Demonstrate strong skills in independent research, commercial awareness, adaptability, written communication and creative/analytical thinking

Students should be able to demonstrate they have read widely around the subject, using up-to-date academic and practitioner literature. In addition, there is evidence of commercial awareness, adaptability and creative/analytical thinking. The assignment must be presented in a professional manner minus spelling mistakes, grammatical and punctuation errors. The assignment should also adhere to a logical structure outlined in the opening paragraph. In addition, professional language should be used throughout since the student must adopt the role of a ‘marketing consultant’. Furthermore, Harvard referencing must be used throughout the report. Plagiarism in any form will not be tolerated.

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