Alongside the group presentation, students are required to write a 2,500-word critical reflective report. The report should critically reflect on the rationale for applying the key theoretical concepts applied to analyse the brand chosen for the group presentation. It should should discuss the relevance and/or limitations of the adopted models/frameworks/theories. Strategic and insightful recommendations should be provided for the better future of the particular brand.

Students are required to cite their sources effectively throughout the report. In particular, online and academic resources should be used as references.

The report will be evaluated based on 1) Understanding of theories/models/frameworks [30%], 2) Interpretation and applicability of those theories/frameworks/models [30%], 3) Evaluation as evidenced from the quality of recommendations [30%], and 4) overall presentation quality (including referencing) [10%].