Tutorial Letter: Guidelines for Examination Advanced Brand ... - imm
Tutorial Letter: Guidelines for Examination Advanced Brand Management 4 (ABM401) – OPEN BOOK Semester One 2014 Dear Student Please refer to the guidelines for the May 2014 ABM401 examination. It must be noted that this examination is an OPEN BOOK examination, requiring candidates to APPLY their knowledge of the theory to the provided case study. There has to be argument, critique and debate around the question at hand and the answer provided must be critical and insightful. The application part of the answer counts 80% whilst the theoretical part counts only 20%. The different themes that could be assessed in this paper include:
Brand elements Brand equity and brand valuations Brand identity development Brand positioning and differentiation Choosing a name for a strong brand Brand contact planning and management Supporting brands through marketing communications Managing brand portfolios Managing brands across geographic boundaries.
There are four (4) questions that will be assessed for this module. The questions vary in marks, between 15 and 30 marks and can be divided into sub-questions. The questions all require insight and the answers an argumentative approach illustrating application of reason. Conceptual debate is an inherent skill that will empower the student to discuss an answer critically, focusing on the case study at hand – an FMCG global brand case study. The student should NOT spend more than 10 minutes reading the case study material. May we also remind you that we are always available to assist with academic queries. Academic queries should be submitted in writing to: [email protected]. Kind regards IMM GSM Team
Brand elements Brand equity and brand valuations Brand identity development Brand positioning and differentiation Choosing a name for a strong brand Brand contact planning and management Supporting brands through marketing communications Managing brand portfolios Managing brands across geographic boundaries.
There are four (4) questions that will be assessed for this module. The questions vary in marks, between 15 and 30 marks and can be divided into sub-questions. The questions all require insight and the answers an argumentative approach illustrating application of reason. Conceptual debate is an inherent skill that will empower the student to discuss an answer critically, focusing on the case study at hand – an FMCG global brand case study. The student should NOT spend more than 10 minutes reading the case study material. May we also remind you that we are always available to assist with academic queries. Academic queries should be submitted in writing to: [email protected]. Kind regards IMM GSM Team
