An individual 3,000 word marketing portfolio focusing on one of thefollowing – a product brand or city brand or service brand orevent brand of students own choice (Title Page, ExecutiveSummary, List of Contents, List of Tables and Figures (whereappropriate), reference list and appendices (where appropriate)are NOT COUNTED IN THE WORD COUNTPrepare a marketing portfolio which addresses the following:1) provides background information about a product brand or citybrand or service brand or event brand of your own choice and itsmarketing environment2) Explores their current branding marketing mix and marketingcommunications strategy3) Critically evaluates strengths and weaknesses of their marketingcommunications strategy. Here you need to discuss theirmarketing communication strategy, do not mix it with SWOTanalysis.4) Proposes a preliminary draft for a future marketingcommunication strategy5) Surprises me with ORIGINAL and interesting thoughts.This marketing portfolio should focus on a case study of a productbrand or city brand or service brand or event brand of your ownchoice. The report should be underpinned by references to a widerange of secondary sources ranging from academic and industryrelated to those specifically related to the chosen case study. Furtherguidance will be provided in class (see week-by-week programme). Remember that this is a marketing report, not an essay. Therefore, itshould not be written in continuous prose but should have relevantsubheadings.All references should be in the Harvard style of referencing and thereport should include the following: Title Page Executive Summary (200 words max) List of Contents List of Tables and Figures (where appropriate) Relevant headings and subheadings in the main body of thereport (e.g. 1. Introduction; 2. product brand or city brand orservice brand or event brand and its Marketing Environment;3. Branding Marketing Mix 4. Marketing Communications:Strengths and Weaknesses; 5. Future MarketingCommunications Strategy; 6. Conclusion) Reference list Appendices Excellent Reports will: Take a point of view and justify it Address all the aspects of the assignment Demonstrate a systematic approach in management of theinformation supported by a logical progression of ideas, i.e.provide a good structure which enables development of theargument Be clearly underpinned with both appropriate theory and chosencase study specific examples Rely on a wide range of both theoretical and case study specificsecondary sources, all of which will be professionally cited withthe appropriate referencing style Combine critical appraisal with practical information Make sure that sections (and any sub-sections) are related. Develop skills of ARGUING critically and creatively. Thismeans applying your material. Be presented to a very high, professional standard Reference, reference and referenceAs per school rules regarding UG marking guidelines see UGHandbook. Besides these, here are some more specific criteria Reference style: Harvard Style
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