Brief    You have been requested by the CEO of your chosen organisation to prepare a report in which you should investigate the quality of the Cyprus Tourism Organisation current reputation.
Format    Your report should be submitted in report format – refer to the guidance given in this document and lectures/tutorials
Word Count    2500 words
Deadline    Submission by 16/4/15
Weighting    60% of module mark

Further Details

In the role of a marketing consultant you have been requested by the CEO of your chosen organisation to prepare a report in which you should investigate the quality of your chosen organisation’s current reputation. In particular you should:-
–    Critically assess the current strength of the organisation’s reputation
–    Prepare a case arguing for the formal establishment or development of a corporate reputation management process
–    Recommend and justify processes, structures and systems necessary to improve corporate reputation
Context
The assignment should be based on an organisation of your choice, selected with tutor advice. A brief overview of the organisation chosen, including legal classification, product or service offered, target market and structure, should be included in the appendix. This information should not be included as part of the word count and no marks will be allocated for this section.
Format and structure
Your work should be structured as an ‘academic report’. You should include an introduction, an assessment of the current strength of the organisation’s reputation, a case for the establishment or development of a corporate reputation management process, recommendations to improve the corporate reputation, a concluding paragraph and a list of references. Diagrams and figures can be included in the text if applicable.
Reading
The ‘Managing the Corporate Brand’ lectures and tutorials will discuss key themes and provide you with indicative reading. In addition to this you are expected to conduct a literature search to identify other relevant and reliable academic and practitioner literature relevant to the assignment and to review such literature to gain a deep understanding of the subject matter. Students solely relying on material/indicative reading provided in the lectures/tutorials will limit their overall mark for the assignment. All academic and practitioner sources must be appropriately referenced using Harvard Standard
Word count
You must adhere to the word count of 2,500 words. The word count excludes the content page, headings, information contained within references, bibliography and appendices. Work must be presented professionally using tables and diagrams to support and/or illustrate the text. The total number of words used for the assignment must be indicated on the front cover of the assignment.
Appendices
Appendices should only be included where necessary and should be used to support and/or illustrate the main body of the text. They should not be used as an alternative location for work that should appear in the main text. All appendices must be numbered and titled.
Assessment Criteria

Element 2 has four assessment criteria:

•    Critically assess the current strength of the organisation’s reputation

The student clearly demonstrates that they can critically understand and apply relevant theory to assess the reputational strength of their chosen organisation. In addition, the student has used relevant academic and practitioner literature, including up-to-date materials.

•    Prepare a case arguing for the formal establishment or development of a corporate reputation management process

The student presents a convincing and well-argued case for the formal establishment of a corporate reputation management process which also identifies possible drawbacks. Moreover, there is evidence of extensive use of relevant academic and non-academic literature.

•    Recommend and justify processes, structures and systems necessary to improve corporate reputation

Students should be able to provide recommendations for the processes, structures and systems their selected organisation could implement to improve corporate reputation. In addition, these recommendations are supported with a sound and convincing rationale which is informed by secondary data and the student’s interpretation of the context.

•    Demonstrate strong skills in independent research, commercial awareness, adaptability, written communication and creative/analytical thinking

Students should be able to demonstrate they have read widely around the subject, using up-to-date academic and practitioner literature. In addition, there is evidence of commercial awareness, adaptability and creative/analytical thinking. The assignment must be presented in a professional manner minus spelling mistakes, grammatical and punctuation errors. The assignment should also adhere to a logical structure outlined in the opening paragraph. In addition, professional language should be used throughout since the student must adopt the role of a ‘marketing consultant’. Furthermore, Harvard referencing must be used throughout the report. Plagiarism in any form will not be tolerated.

Marking Scheme

See appendix two for the marking grid for Element 2.

Please note that you should submit your work in the following format: single sided, Verdana 10pt, double line spacing, left and right margins = 2.5cm, top and bottom = 3cm. You should include module name, module code, title and your student number on the front page. As a final point, please do not submit your assignment in a document wallet or similar. All that is required is a suitable paper front sheet plus one staple in the top left hand corner.

Appendix 2.
POSTGRADUATE COURSES                         Student Feedback Form
Course:    MSc Marketing (Advertising and Communications)    Student ID:
Module Name:    Managing the Corporate Brand
Grade:
Module code:    MKTG45140
Assessment type:    Individual report: Element 2    Graded by:
1st Assessor

2nd Assessor *delete if not applicable
Assessment Date:    16/4/15    Date Graded
Module learning outcomes assessed:

Knowledge and understanding

a)    Demonstrate a critical understanding of the importance of managing corporate reputation, including its role in strategic development

b)    Critically understand and demonstrate the elements which shape and influence an organisation’s corporate reputation through synthesising the appropriate literature
c)    Demonstrate a contemporary, critical knowledge and understanding of corporate reputation, branding, identity and communication concepts and frameworks to improve reputational status in a variety of contexts

Skills, qualities and attributes

d)    Evaluate an organisation’s corporate reputation, including the gap between how the organisation is perceived and how it wants to be perceived, using appropriate information, tools and theories

e)    Create reputational strategies and plans using appropriate academic theory and tools

f)    Demonstrate strong skills in independent research, commercial awareness, adaptability, written communication and creative and analytical thinking

NB: Final grade determined by how well the criteria have been met overall and not just the sum of the individual aspects of the work.

Grade
Assessment
Criteria
Low Fail
Mid Fail
Marginal Fail
Pass
Commendation
Distinction
Exceptional Distinction
Pass | Mid | High    Commendation |Mid | High    Distinction | Mid | High
Critically assess the current strength of the organisation’s reputation (35%)    Little or no evidence of understanding or application of relevant theories in assessing the strength of the organisation’s reputation. In other words, no discussion of the forces that shape the organisation’s reputation, such as corporate brand, image, identity, character, personality and communications. Little or no evidence of using reliable and relevant academic and non-academic sources.

Limited evidence of understanding or application of relevant theories in assessing the strength of the organisation’s reputation. In other words, little discussion of the forces that shape the organisation’s reputation, such as corporate brand, image, identity, character, personality and communications. Limited evidence of using reliable and relevant academic and non-academic sources.

Some evidence of understanding or application of relevant theories in assessing the strength of the organisation’s reputation. However, this is an incomplete discussion of the forces that shape the organisation’s reputation, such as corporate brand, image, identity, character, personality and communications. Some evidence of using reliable and relevant academic and non-academic sources. However, the overall performance is barely sufficient.    Good evidence of understanding and application of relevant theories in assessing the strength of the organisation’s reputation. Some identification of the forces that shape corporate reputation, such as corporate brand, image, identity, character, personality and communications, but not necessarily all of them.  Reasonable range of academic and non- academic sources of information used but heavily dependent on some sources, a few of which might be regarded as unreliable.    Very good evidence of critically evaluating and applying relevant theories in assessing the strength of the organisation’s reputation. Many of the forces that shape corporate reputation are identified and discussed in detail by the student, such as corporate brand, image, identity, character/personality and communications. In addition a wide range of reliable and relevant academic and non-academic sources is used.    Excellent evidence of critically understanding and applying relevant theories to assess the strength of the organisation’s reputation. All the factors that shape corporate reputation are identified by the student, such as corporate brand, image, identity, character, personality and communications.
Moreover, the student discusses these models and theories in a detailed, inspired and engaging way. In addition, a very wide range of reliable non-academic sources is used.    Outstanding evidence of critically evaluating and applying key and up-to-date theories to assess the strength of the organisation’s reputation. The student synthesises different sources of often novel literature to consider these models and theories in a comprehensive, inspiring and engaging way rarely seen at this level. All of the factors that shape corporate reputation are identified and discussed in-depth, such as corporate brand, image, identity, character, personality and communications.
Could be presented to an external organisation.
Prepare a case arguing for the formal establishment or development of a corporate reputation management process    (15%)
No case presented for the formal establishment of a corporate reputation management process. No evidence of reading around the subject.    Limited case presented for the establishment of a corporate reputation management process. Some, but limited, reading around the subject. Reliant on a few sources.    Some case presented for the formal establishment of a corporate reputation management process, but not convincing and/or compelling in parts. Some reading around the subject. However, this performance is barely sufficient.    Good case presented for the establishment of a formal corporate reputation management process. Some drawbacks also identified. Good evidence of reading around the subject, but would benefit from further reading.    Very good case presented for establishing a formal corporate reputation management process. Includes drawbacks. Very good evidence of reading around the subject. Overall a sound case.
Excellent, convincing, well-argued case presented for the formal establishment of a corporate reputation management process which also identifies possible drawbacks. Evidence of extensive use of relevant academic and non-academic literature.  Could be presented to an organisation.
Outstanding, convincing, well- argued case presented for the formal establishment of a corporate reputation management process which also identifies possible drawbacks. Evidence of extensive use of relevant academic and non-academic literature.  Could be presented to an organisation.

Recommend and justify processes, structures and systems necessary to improve corporate reputation (40%)
Very poor, or no, recommendations presented for the processes, structures and systems the organisation could implement to improve corporate reputation. No rationale offered.      Poor recommendations presented for processes, structures and systems the organisation could implement to improve corporate reputation. Poor rationale offered.      Some recommendations presented for the processes, structures and systems an organisation could implement to improve corporate reputation but limited (i.e. did not considered branding, image, identity, character, personality and communications). Also weak rationale in places and needs to be more specific to the context. Would benefit from wider reading around the subject.    Good recommendations presented for the processes, structures and systems an organisation could implement to improve corporate reputation. In most parts the student provides a sound, context-specific rationale for the recommendations. Recommendations consider the role of corporate branding, identity, image, character/personality and communications to improve corporate reputation. Good evidence of using a range of reliable academic and non-academic sources.    Very good recommendations presented for the processes, structures and systems an organisation could implement to improve corporate reputation, along with a sound rationale. Recommendations consider the role of corporate branding, identity, image, character, personality and communications to improve corporate reputation, and, are context specific. Good evidence of using a very good range of reliable academic and non-academic sources.    Excellent creative, innovative and integrated recommendations for the processes, structures and systems an organisation could implement to improve corporate reputation, with a sound rationale.  Recommendations consider the role of corporate branding, identity, image, character, personality and communications to improve corporate reputation, and, are context-specific. Excellent evidence of use of a wide range of reliable academic and non-academic sources. Could have been produced by an external branding agency.
Outstanding, creative, innovative and integrated recommendations for processes, structures and systems to improve corporate reputation with a sound rationale. Recommendations consider the role of corporate branding, identity, image, character, personality and communications to improve corporate reputation and are context-specific. Excellent evidence of using a range of reliable academic and non-academic sources. Could have been produced by an external branding agency. Few, if any improvements could be made.

Demonstrate strong skills in independent research, commercial awareness, adaptability, written communication and creative/ analytical thinking
(10%)

Very poor presentation, illogical structure. No referencing. No commercial awareness, adaptability and creative/analytical thinking demonstrated.    Poor presentation, illogical structure. Little or no referencing. Limited commercial awareness, adaptability and creative/analytical thinking demonstrated.    A barely sufficient presentation. Some attempt at proper referencing, although let down in places since some sentences do not make sense. Also, major grammatical and typographical errors.  Some commercial awareness, adaptability and creative/analytical thinking demonstrated, but more needed.    Good presentation, but some unnecessary typographical and grammatical errors.  Good referencing, but still some errors. Reasonable level of commercial awareness, adaptability and creative/analytical thinking demonstrated.    Very good presentation – well written and well structured. Very good commercial awareness, adaptability and creative/analytical thinking demonstrated.    An excellent report which is well-written and well-presented.
Referencing is very good. Moreover, the student uses creative visuals, where appropriate. Presentation is of a standard where the report could be shown to an external organisation. Excellent commercial awareness, adaptability and creative/analytical thinking demonstrated.    An outstanding report which is well-written and well-presented.
Referencing is exceptional. Moreover, the student uses creative visuals, where appropriate. Presentation is of a standard where the report could be shown to an external organisation. Outstanding commercial awareness, adaptability and creative/analytical thinking demonstrated.

Additional comments:

Positive aspects of your report:

Aspects of your report which you need to improve:

Overall:

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