MN2305 – Research the strategic environments of your chosen brand

University



Subject

Management

Module Code

MN2305

Research the strategic environments of your chosen brand

For the assessment on this module, you are required to produce an e-poster, also known as a digital poster. This is worth 70% of your final grade. A poster is expected to be highly visual and therefore the maximum word count is 800 words (except for figures and diagrams).

You are required to produce your poster using CANVA (https://www.canva.com).

The poster will depict the marketing strategy for a brand of your choice.

The first step to take is to read the assignment brief and the slides on picking your brand based on three Criteria (watch the video on choosing your brand for the assessment):

Personal interest in the brand
Availability of data and information
Availability of content for the marketing concepts and processes

Visit the RHUL library databases – visit MarketLine, Statista & Euromonitor

http://libguides.rhul.ac.uk/az.php?a=b&s=77485

Then, you will demonstrate the application of theories and frameworks from the module:

You are required to research the strategic environments of your chosen brand both internally and externally identifying the factors and drivers relevant to your sector and the business itself.
You need to conduct research for at least two main competitors and select the key insights from competitor analysis.
You are then required to identify and define the company’s approach to STP as it pertains to your brand.
You should then present your brand’s strategic approach to both internal and external branding.
You should briefly identify the key elements of the marketing mix (4Ps or 7Ps – depending on whether you chose a product or a service brand).
Finally, you should explore the brand’s ethical and sustainable practices.
How you design the poster is up to you, this is a creative exercise, so feel free to explore and be imaginative in how you present your poster. It must be visually appealing yet easy to read and at the same time impactful.

The poster should be produced in CANVA and should be equivalent to an A2 printed poster. A PDF version of your poster should be submitted via the usual submission box in Turnitin.

The deadline for the assignment is: Friday 8th December 2023.

Please check the rubric carefully such that you can see the mark weighting on the next page.

	5	4	3	2	1
Criteria/Weighting %	Excellent	Very Good	Good	Poor	Very Poor
Analysis of the external and internal environments (15%)	Excellent evidence of in-depth, independent research & analysis of the company and its industry sector.	Very good evidence of in-depth, independent research & analysis of the company and its industry sector.	Good evidence of in-depth, independent research & analysis of the company and its industry sector.	Weak evidence of in-depth, independent research & analysis of the company and its industry sector.	Very weak evidence of in-depth, independent research & analysis of the company and its industry sector.
Competitor Analysis (10%)	Excellent evidence of in-depth, independent research & analysis of the company’s competitors.	Very good evidence of in-depth, independent research & analysis of the company’s competitors.	Good evidence of in-depth, independent research & analysis of the company’s competitors.	Weak evidence of in-depth, independent research & analysis of the company’s competitors.	Very weak evidence of in-depth, independent research & analysis of the company’s competitors.
Definition and description of the segmenting, targeting and positioning approach (15%)	Excellent evidence of in-depth, independent research & analysis of the company/brand’s approach to STP.	Very good evidence of in-depth, independent research & analysis of the company/brand’s approach to STP.	Good evidence of in-depth, independent research & analysis of the company/brand’s approach to STP.	Weak evidence of in-depth, independent research & analysis of the company/brand’s approach to STP.	Very weak evidence of in-depth, independent research & analysis of the company/brand’s approach to STP.
Branding – internal and external (15%)	Excellent evidence of understanding of the strategic role of brand management, both internally and externally.	Very good evidence of understanding of the strategic role of brand management, both internally and externally.	Good evidence of understanding of the strategic role of brand management, both internally and externally.	Weak evidence of understanding of the strategic role of brand management, both internally and externally.	Very weak evidence of understanding of the strategic role of brand management, both internally and externally.
The marketing mix (15%)	Excellent statement of product, price, place and promotion management.	Very good statement of product, price, place and promotion management.	Good statement of product, price, place and promotion management.	Weak statement of product, price, place and promotion management.	Very weak statement of product, price, place and promotion management.
Ethical and sustainable marketing practices (15%)	Excellent analysis and statement of approach to ethical and sustainable marketing practice.	Very good analysis and statement of approach to ethical and sustainable marketing practice.	Good analysis and statement of approach to ethical and sustainable marketing practice.	Weak analysis and statement of approach to ethical and sustainable marketing practice.	Very weak analysis and statement of approach to ethical and sustainable marketing practice.
Creative design, layout, clarity and impact (15%)	Outstanding creative design, poster is extremely clear, extremely well laid out and has excellent impact on the reader.	Very good creative design, poster is very clear, very well laid out and has very good impact on the reader.	Good creative design, poster is clear, well laid out and has good impact on the reader.	Weak creative design, poster is unclear, poorly laid out and has little impact on the reader.	Very weak creative design, poster is very unclear, very poorly laid out and has no impact on the reader.