3008MKT CW1 Assignment: Contemporary Marketing Issues
Module / Subject / School:
3008MKT CW1: Contemporary Marketing Issues
Coventry University
What we score:
80%
Requirements:
This individual coursework is a literature review for 2000 words. You are to research about ONE (1) of the options available: Brand Equity or Co-Creation.
In your report, showcase TWO (2) Organisations as Case Studies that demonstrate the application of Brand Equity/Co-Creation and show how theories can be applied to their respective contexts. Identify and evaluate areas for improvement and provide your recommendations.
Our Writer’s Comment
This coursework is a theory-driven literature review with applied case analysis, and markers are primarily assessing how well students can critically engage with marketing theory, not simply describe it. High-scoring submissions clearly demonstrate an understanding of either Brand Equity or Co-Creation, and show how these concepts translate into customer value, company value, relationships, and innovation through well-chosen organisational case studies.
A common weakness we see is treating the assignment as two separate tasks: first theory, then cases. Strong submissions instead integrate theory and practice throughout, using academic models to frame the analysis of each organisation. Critical evaluation is essential: markers expect students to identify gaps, limitations, and areas for improvement rather than presenting the organisations as flawless examples.
General Tips to Improve Your Score
Choose one topic and commit to it
Do not attempt to combine Brand Equity and Co-Creation. Depth matters more than breadth.
Use theory as your backbone
Anchor your discussion around established models and frameworks rather than relying on narrative descriptions.
Select case organisations strategically
Choose organisations with sufficient publicly available information to support critical evaluation.
Be critical, not promotional
Identify shortcomings and missed opportunities, supported by theory.
Integrate academic and industry sources
Use scholarly literature to drive analysis, with industry sources as contextual support.
Link recommendations directly to theory
Every recommendation should clearly follow from your evaluation and academic discussion.
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