Marks will be allocated equally between the three sections, and students should submit a plan in a concise and detailed report style structure.

ASSESSMENT CRITERIA

To achieve a PASS grade

·        The plan is structured using an identified framework and there is a clear development of ideas.

·        The plan must contain:

-         A brief analysis of the brand in relation to its overall market and competitive environment

-         An analysis of the target audience(s)

-         An analysis of positioning and branding

-         Marketing and communication objectives