Length: 2,000 words (excluding reference list)
With reference to Rosenbaum-Elliott, Percy & Pervan’s 2018 model, articulate and critically evaluate the concept of emotion-driven choice and its relevance to brand management in a competitive marketplace.
Remember you are building an argument, not just summarising what you have read. Whilst this task is focused on evaluating theory, your discussion may benefit from the inclusion of some relevant examples of where the concepts are evident in a company’s brand strategy.
Academic and industry references will be needed to validate your arguments.
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Criteria |
% of marks |
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Structure and argument: Is the work well-structured, easy to follow and clearly addresses the task? Is brief conclusion provided? |
15 |
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Academic professionalism: Is the language suitably academic in tone, are relevant key references cited in-text and a bibliography provided? Has the Harvard formatting style been adopted accurately? |
15 |
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Knowledge: Has the student drawn upon the expected theories / models / frameworks / typologies to support the work? |
15 |
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Application of theory: Have appropriate examples been given that demonstrate understanding of the theories / models / frameworks and help illustrate points being made? |
20 |
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Critical analysis: Is there evidence of critical or evaluative thinking? |
15 |
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Participation & engagement: Has the student consistently participated in the various synchronous and asynchronous learning opportunities over the semester? |
20 |
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