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Southern Rail Balcombe Case Study

In: Business and Management

Submitted By riri92
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Module Title: Brand Management BMG500

Assignment Title: Developing a Brand

Student ID: 524944

Word Count:

Module title: Brand Management | Student ID No.: | Module code: BMG500 | Module Credit: | Programme: BA (Hons) Business Suite | Level: | Semester: | Academic year: 2015-16 | Module component being assessed: | Weighting: | Report | 60% |
Module/ Assessment Feedback Form
Learning outcomes being assessed On successful completion of this assessment you will be able to: L1. Demonstrate an understanding of brand management theory L3. Formulate and justify brand development decisionsL4. Appraise the role of the marketing mix in supporting the successful brandL5. Demonstrate creativity in formulating a brand and associated brand strategyL6. Demonstrate the practical ability of analysis, evaluation, communication and present ideas in a written form. |
Feedback by common module assessment criteria (Click box once to check/ uncheck) | | | | | | | | | | |
Tutor comments (overall summary in relation to the learning outcomes, including what was done well and what could be improved) | Lecturer signature: | Second marker signature: | Date: | Date: |

Agreed Indicative mark (all marks are provisional and are confirmed only after an assessment board) Assessment component | Report | | | Overall Mark | % |

* Introduce the report by Identifying factors influencing the brand, ie the philosophy and essence of the brand. The product should be introduced, describing (briefly) its physical features, image, name and values.

* Marketing Objectives should be identified.
Target market

Marketing mix

Product

Price

Promotion

Place

* Define and segment a market and choose target market segments, analysing the behaviour of those consumers. Consider the…...

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