MKT531 CORPORATE BRANDING

1: Tackling/managing the research project

???   From the outset, are you viewing the approved Project/associated Assessments (Coursework Items 1 and 2) as Opportunities to:   

  • Develop/demonstrate/showcase breadth and depth of Corporate Branding knowledge, understanding and expertise (i.e. wider/general subject of Corporate Branding and more specialist Research Project topic-specific);
  • Develop/demonstrate/showcase levels of achievement of the Module Learning Outcomes noted in the Module Handbook

***It is important to start off your Project work with the above points in mind.

PLEASE ADD YOUR NOTES HERE FOR CHECKLIST ITEM 1:

 Preparing appropriate work for marking

When decision-making during the course of the Project, and when producing work for marking, please check that you:

  • Demonstrate that you can convincingly/justifiably identify/articulate/solve a relevant and meaningful Corporate Branding problem/question
  • Develop, clearly present and defend an innovative and robust research-informed solution
  • Back up claims made with good quality evidence
  • Show that your claims are ‘informed’ and ‘evidence-based’, not speculative or based on personal opinion

 

PLEASE ADD YOUR NOTES HERE FOR CHECKLIST ITEM 2:

 Effectively envisioning and articulating the ‘output’ of the research project

 Consider the following at the outset and when decision-making throughout the Project:

 WHAT ‘GIFT’ IS THIS PROJECT AND ITS OUTPUT ANTICIPATED TO OFFER TO ACADEMIC/ PRACTITIONER COMMUNITIES?

 Your work ultimately develops and offers the gift of a solution (i.e. artefact which has an underlying idea/argument/line of thinking underpinning it) to a noteworthy Corporate Branding problem/question (i.e. it helps academics/practitioners to understand and/or do something better- and can have particular relevance to organisations/marketers with certain responsibilities and vested interests);

  • The artefact you develop is the solution you are presenting and defending in your Team Portfolio (e.g. Coursework Item 1, Research Team Portfolio, Section A, Poster presented/exhibited to the whole class) and individual research paper (Coursework Item 2), using the evidence you have independently gathered and accessed via the syllabus learning resources and learning extension tasks (remember-secondary research only- please don’t interview anyone or conduct any form of primary research);
  • As things progress and evolve, carefully consider how to label/define the artefact itself; how to structure and depict it as an ‘innovative solution’; and, how to clearly explain/defend what it is and does uniquely (e.g. Figure 1: A Framework for; This artefact uniquely explains how, why, what; This novel model reveals/argues that)… so that its innovativeness, intellectual and practical essences shine through (i.e. accurately and appropriately define, design and market the value of your product).

FOR CONSIDERATION– Effectively constructing and labelling your artefact will come with time- as research is a process and ideas evolve during the course of the Project. But from the outset, remember to keep stock of what’s different about your work; what makes it needed, special or unique; how does it add to existing knowledge/understanding; is it because you addressed/found something which contradicts existing ideas or supports existing ideas, but in a different context? How does your work build on existing work? Make the USP apparent!

THINK AHEAD TO THE RESEARCH TEAM PORTFOLIO SECTION B Part 1/2, and RESEARCH PAPER ‘INTRODUCTION’

In your work, make the viewer/assessor see that you are aware and conscious of what is going on in your discipline/among the research community/in the business world as you ‘frame’ the need for your artefact and aim to ‘sell it’. HOWEVER, PLEASE ENSURE THAT YOUR WORK HIGHLIGHTS THAT THE ARTEFACT IS FUNDAMENTALLY REVEALING SOMETHING ABOUT CORPORATE BRANDING (I.E. HAS A CORPORATE BRANDING SUCH AS THE 4 KEY CORPORATE BRAND REPUTATION RECOVERY STAGES ENGAGED IN BY BANKS). To build a good quality Research Paper Introduction, you can refer to the following Examples:

Example 1:

Corporate branding theory (ref; ref; ref) recognises that…. However, there is growing evidence to suggest that… (refs)….. This shows that there is limited knowledge and understanding of… (i.e. the specific thing your work addresses). Accordingly, this research paper aims to close this knowledge gap by presenting Figure 1 (i.e. your artefact). Building on existing ideas (e.g. See Table 1), the model uniquely argues that there are 6 aspects of… The remainder of this paper will demonstrate this, (i.e. prove there are 6 aspects of…) using high quality evidence drawn from a range of relevant sources.

 Example 2:

The recent rise in cyber-crime (ref; ref; ref) has left marketers wondering… (ref;ref;ref)… Yet, to date, surprisingly few studies (e.g. ref; ref; ref) actually investigate the various kinds of corporate brand vulnerability….While such studies have found that…(See Table 1) they also highlight (e.g. See Table 1) that further studies of (i.e. the thing you investigated) are needed to better equip organisations/digital markers to effectively… In response, this paper presents Figure 1, (A Typology of Corporate Brand Vulnerability…) which reveals and argues that the 8 key types of …. are….. This argument is expanded in the remainder of this paper, using high quality evidence from a range of relevant sources.

 Example 3:

In response to current concerns about the rise in consumer boycotting, recent studies have sought to reveal the impact of consumers’ boycotting activities on decision-making within companies (e.g. ref;ref;ref). While such studies have rendered insights into the motives for consumers’ collaborative endeavour (e.g. ref; ref), there remains limited knowledge and understanding of the (i.e. the thing you investigated)… . Accordingly, this paper aims to close this gap by presenting Figure 1 (see Appendix) which outlines the strategies used by corporate branding specialists to … The model argues that there are in fact 6 …. The remainder of this paper will demonstrate this, using high quality evidence drawn from a range of relevant sources.

PLEASE ADD YOUR NOTES HERE FOR CHECKLIST ITEM 3:

4)  HOW DO WE ORGANISE OURSELVES AND OUR WORK TO ACHIEVE OUR VISION?

·         In view of your shared Vision of the anticipated output, produce a Team/Individual work plan, taking key tasks, resources and deadlines into consideration.

·         Break down the tasks into manageable parts.

·         Set your Team members and yourself appropriate deadlines.

·         Assign your Team members and yourself appropriate roles and responsibilities.

·         Decide how best to correspond and communicate with one another about the Project, optimising inclusivity, transparency and efficiency in your use of the tools/resources provided in BBL.

·         Remember that it is important to effectively project manage and correctly/fully complete the Team Peer and Self-Assessment Form in Coursework Item 1, Research Team Portfolio, Section D, later in the term. Make your contributions noted and visible within your Team during the course of the Project (effectively use the tools/resources provided in BBL).

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