Description

Coventry University

6016MKT -Contemporary Marketing Issues

Coursework 1 – Assignment Brief

March Intake 2025

Assignment Name: Coursework 1 – Research Report

Assignment Weightage: 100%

Submission Date & Time: 1st July 2025 (2359 hours)

Submission Platform: Upload to Blackboard

Word Limit: 4,000 words

Assignment Information

This is an INDIVIDUAL assignment.

• Select to research about only ONE (1) of the following options:

Option 1: Brand Building & Brand Communities

Your academic research topic will be on Brand Building & Brand Communities. Conduct a literature review and critically evaluate how brands appeal to the Global Consumer and make use of Cultural Diversity in their marketing.

In your report, showcase TWO (2) POSITIVE Case Studies that demonstrate the successful application of branding strategies to build a strong brand that is supported by communities of diverse customers globally. Discuss how new brands can emulate this as part of their growth.

Option 2: Ethical Debates in Marketing & Advertising

Your academic research topic will be on Ethical Debates in Marketing & Advertising. Conduct a literature review and critically evaluate the potential ethical issues and consequences with the improper use of Social Media Marketing and CSR Marketing.

In your report, showcase TWO (2) NEGATIVE Case Studies that uncover the ethical problems behind their bad marketing, how the unknowing customers fall for such tactics and the ramifications. Discuss how we can better regulate and promote ethical marketing.

Option 3: New Trends in Services Marketing

Your academic research topic will be on New Trends in Services Marketing. Conduct a literature review and critically evaluate how to improve services marketing by using Value Creation and also Latest Technologies such as AI, Blockchain or Big Data etc.

In your report, showcase TWO (2) POSITIVE Case Studies that demonstrate the successful application of technology driven value creation strategies to strengthen customer relationships. Discuss the competitive advantages gained and how future trends may disrupt the industry.

• Your report should be written using the Font Arial or Times New Roman (Size 12, Line Spacing 1.5). • Upload your file onto Blackboard Turnitin link as either a Microsoft Word (.doc) or PDF format.
• Reference a mixture of good quality academic and industry sources to support your report. All in-text citations and references must be strictly in the CU approved APA Style. Students are recommended to have at minimum of 10 quality references that are appropriate and relevant to the body of research.

Grading Guidelines

The word limit is 4,000 words which includes quotations and citations, but excludes the cover page, content page, references list and appendix (if any).

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.

In order to gain a good pass for this assignment at this level students are expected to pay attention to the following generic grading criteria.

 

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