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EMA

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For the EMA you will be drawing on concepts and ideas from all module units studied so far, particularly the activities that you carried out in Unit 6 Market segmentation and targeting customers to analyze a website idea. Based on the activity conducted in 6.1 where you analyzed JCB website, in similar manner you are expected to identify a website, of your own company or any company which you are familiar to accomplish the tasks given in this EMA.

The EMA requires you to prepare a 2000 word report that includes two distinct parts:

1. Part A relates to the Unit 6 activities (and other relevant learning) asking you to reflect on how you analyzed idea of given website and considered those it would target.
2. In Part B you will critically evaluate how branding and market segmentation is (or is not) used in the company you have chosen.

Part A

The activities from Unit 6 required you to discuss a given website and identify which audience(s) it is targeted to.

Drawing on these activities and any earlier relevant learning, explain the process you went through when deciding on this specific website

1. Identify the strong and weak features of the website by providing suitable reasons.

 

(Examine the manner the information is presented on the website to tailor different types of customers and their needs. You may refer activity in 6.1 where you accomplished this by comparing the JCB website with another one selling similar products).

 

In summary, point 1 of Part A must include the idea behind the website of the company you have chosen.

 

2. Identify the customers being targeted by the website by explaining with suitable evidence and examples. Describe one of the groups being targeted.

(Understanding of Unit 2, 5, 6 will supplement this aspect of the EMA; Specifically from understanding of Activity 6.1 – where you critcally analyzed the effectiveness of JCB website in tailoring and providing the information for these different groups and supported with the evidence

 

 In summary, point 2 of Part A you should clearly identify:

• which audience groups (segments) it is targeting
• what are the potential barriers the company is encountering in implementing this idea
• what evidence (e.g. other websites, reports, online library resources) was used to help you make this analysis decisions showing how the selected evidence informed your thinking.

It is important that you justify and explain why you made particular decisions in supporting the website you have considered.

 

Word limit: 1000 words

 

 

Part B

In this task you will think about the ways in which brand identity is expressed. You will also think about how this relates to brand image and the issues which can arise when there is a gap between the two.

Spend some time exploring the website you have chosen in Part A about how the brand identity is expressed such as

• The elements of the brand can you see. Understand the manner brand owner combined the brand name, visual appearance of the product and service to portray the brand

For Part B, you are expected to address these components:

1. Identify how the brand is currently expressed in the company website you have chosen. Evaluate elements used to assemble the brand
2. Explain the brand image of the company you have considered. Is there a gap between your brand image and the brand identity which is portrayed on the website? Explain your reasons.
3. Through evidence and examples, justify how the company might improve its branding

(You are to provide a critique of how your chosen company uses branding to achieve its marketing objectives for instance if you feel your chosen company has a brand which does not reflect the needs of its target customers, how might this limit its ability to be competitive?

 

Word limit: 1000 words

Important notice

Submission of the EMA is to be made electronically via the eTMA system. You should also familiarise yourself with the Assessment Handbook.

Please note no extensions can be granted for EMAs, and, there is also no assessment banking available on this module.

 

 

EMA  Report writing Marking Guide

 

Assessment Part

 

Max Mark

Distinction

70% and above

Merit

69-60%

Pass

59-50%

Fail

49-0%

PART A

 

 

 

 

 

Identify the strong and weak features of the website by providing suitable reasons

10

As a merit plus there is wider evidence of idea development for the website. Clear evidence of critical analysis of academic theories, models and frameworks is visible

As a pass plus more detailed examples for  idea development are visible

A basic development of idea for the website is done

There is no development of idea

Identify the customers being targeted by the website by explaining with suitable evidence and examples. Describe one of the groups being targeted.

15

As a merit plus there is evidence of wider analysis applied for identification of potential target segment. Clear evidence of application and critical discussion of academic theories, models and frameworks which have been applied to example case studies

As a pass plus more detailed examples of argument development and  identification of potential target segment is done

A basic approach used for  identification of potential target segment

There is no identification of potential target segment

PART B

 

 

 

 

 

Identify how the brand is currently expressed in the company website you have chosen. Evaluate elements used to assemble the brand

10

As a merit plus there is evidence of wide reading, intensive evaluation of brand expression in terms of brand elements reflecting critical discussion of a particular theory, concept, model, approach or method studied in this module.

As a pass plus more detailed examples of brand elements used for brand expression , a particular theory, concept, model, approach or method studied in this module is done

A basic discussion on brand elements  and brand expression of chosen company is done

There is no discussion on brand elements and brand expression of chosen company is done

Explain the brand image of the company you have considered. Is there a gap between your brand image and the brand identity which is portrayed on the website? Explain your reasons.

10

As a merit plus there is evidence of wide reading, critical analysis of brand image and brand identity and their relationship of the chosen website , supported by in depth discussion of a particular theory, concept, model, approach or method studied in this module is done.

As a pass plus more detailed examples of brand image, brand identity and their relationship and brief overview of theory, concept, model, approach or method studied in this module is done

A basic discussion on brand image and its relationship with brand identity of chosen company is done

There is no discussion on brand image

Through evidence and examples, justify how the company might improve its branding. Adherence to academic writing, word count and Harvard referencing

5

As a merit plus there is wider evidence of reading, critical analysis of academic theories, models and frameworks to justify the recommendations is visible. Clear evidence of adherence to academic writing, word count and Harvard referencing is visible

As a pass plus more detailed discussion on evidences and examples is done to justify the recommendations. Adherence to academic writing, word count and Harvard referencing is visible few errors or deviations

Few basic recommendations are provided. Limited adherence to academic writing, word count and Harvard referencing is visible

No recommendations are provided. No evidence of adherence to academic writing, word count and Harvard referencing is visible