COURSEWORK TASK: Use Balmer’s (2012a*, 2012b**) AC^4ID Test diagnostic framework and undertake an audit of the British Museum, Oxfam, Unilever or Siemens (choose one of these) as a corporate brand. Report the outcome of your analysis and assessment of the current state of the corporate brand and make recommendations for the future direction of the chosen brand by using the REDS^2 diagnostic process.

WHAT YOU SHOULD DO TO ADDRESS THE COURSEWORK: In this assignment you need to draw on your knowledge of corporate marketing and use Balmer’s AC4 ID test and REDS2 diagnostic process, which are specific instrumental tools designed to aid managerial decision making, by applying it to a particular corporate brand. You need to show your understanding of theory as well as your ability to make practical recommendations. You need to source adequate data and information (secondary data) about the corporate brand you are analysing and assessing. You will be required to present the results and outcome of your work in the form of a professional management report that includes clear strategic recommendations. You must support (justify) your assessments and recommendations with appropriate academic sources (i.e., academic articles presenting relevant perspectives/theories and empirical research studies). The mark will be based on the quality of your application, analysis, assessment and recommendations. The mark will also be determined by the clarity and coherence of the structure, content and professional presentation of the management report.

Typically, your report should include:

a) Table of contents

b) Brief executive summary with the key insights (one paragraph, half a page max)

c) Short introduction detailing purpose and objectives of the report

d) Brief technical description of the research and analysis conducted, analytic tools used and data collected etc.

e) Presentation of findings and results (clearly derived from secondary data and linked to the dimensions of the AC4ID test)

f) Discussion and assessment of your findings and results (explained by academic literature)

g) Practical recommendations for the future direction of the brand (justified by academic literature).

h) List of academic references and (secondary) sources used

i) Appendices (optional)

In addition, the management report may include appendices with additional data and backup materials. Be sure to reference and acknowledge all your sources (academic, non-academic, secondary data etc.).

Your assignment should include a title page (with the coursework task, the module code and name, and your registration number) and a list of references, which includes all articles, books and other sources you have cited in the body of the text. You should follow the Harvard style of referencing. You should check your essay for errors in spelling and grammar using Standard English (which is British English and not American English or other derivatives). The coursework needs to be written in an academic style following general guidelines on essay writing and the guidelines included in the module (study) guide. In addition, the case study type coursework requires you to research, collate and present information about the case you analyse. You need to acknowledge all sources used. You may write the coursework in a report or essay style as long as you cover all aspects of the task.  

COURSEWORK TASK: Use Balmer’s (2012a*, 2012b**) AC^4ID Test diagnostic framework and undertake an audit of the British Museum, Oxfam, Unilever or Siemens (choose one of these) as a corporate brand. Report the outcome of your analysis and assessment of the current state of the corporate brand and make recommendations for the future direction of the chosen brand by using the REDS^2 diagnostic process.

WHAT YOU SHOULD DO TO ADDRESS THE COURSEWORK: In this assignment you need to draw on your knowledge of corporate marketing and use Balmer’s AC4 ID test and REDS2 diagnostic process, which are specific instrumental tools designed to aid managerial decision making, by applying it to a particular corporate brand. You need to show your understanding of theory as well as your ability to make practical recommendations. You need to source adequate data and information (secondary data) about the corporate brand you are analysing and assessing. You will be required to present the results and outcome of your work in the form of a professional management report that includes clear strategic recommendations. You must support (justify) your assessments and recommendations with appropriate academic sources (i.e., academic articles presenting relevant perspectives/theories and empirical research studies). The mark will be based on the quality of your application, analysis, assessment and recommendations. The mark will also be determined by the clarity and coherence of the structure, content and professional presentation of the management report.

Typically, your report should include:

a) Table of contents

b) Brief executive summary with the key insights (one paragraph, half a page max)

c) Short introduction detailing purpose and objectives of the report

d) Brief technical description of the research and analysis conducted, analytic tools used and data collected etc.

e) Presentation of findings and results (clearly derived from secondary data and linked to the dimensions of the AC4ID test)

f) Discussion and assessment of your findings and results (explained by academic literature)

g) Practical recommendations for the future direction of the brand (justified by academic literature).

h) List of academic references and (secondary) sources used

i) Appendices (optional)

In addition, the management report may include appendices with additional data and backup materials. Be sure to reference and acknowledge all your sources (academic, non-academic, secondary data etc.).

Your assignment should include a title page (with the coursework task, the module code and name, and your registration number) and a list of references, which includes all articles, books and other sources you have cited in the body of the text. You should follow the Harvard style of referencing. You should check your essay for errors in spelling and grammar using Standard English (which is British English and not American English or other derivatives). The coursework needs to be written in an academic style following general guidelines on essay writing and the guidelines included in the module (study) guide. In addition, the case study type coursework requires you to research, collate and present information about the case you analyse. You need to acknowledge all sources used. You may write the coursework in a report or essay style as long as you cover all aspects of the task.