Brand Market Report recap lecture

Brand market report recap lecture

Monday 14th Jan

• The basics of report writing in an academic structure
• Anything that you write needs a clear beginning middle and end
• Critically what you need to write needs to be logical
• Not descriptive needs to be analysis 

Example outline

• Title page - name, student number, report, unit etc 
• Contents page - whats Inside the report
• Introduction
• Mid section of the report - deals with the key issues under discussion
• Conclusion 
• Recommendations (from report and finding ) 
• Bibliography 
• Appendice 

Title page:

Institution title

Title of your piece 

You name 

Course title

Word count (10% + or - ) executive summary does not count

Plagiarism statement 

Contents page:

Can automatically create on world

Introduction:

• What you intend to discuss
• What is the report about
• Introducing topic
• Keep concise
• Need sub headings

(200 main body word count)

• 2. Topshop
• 2.1 research findings
• 2.2 initial analysis 
• 2.3 current brand position 

Conclusion:

• Summing up of your research findings / report intentions, rounds up whole piece 
• This must be to the point and concise. - word count 

Recommendations

• Recommendations to industry from research gathered
• Why does your chosen brand have issues 
• What if anything are they doing / need to do to redress this
• Where is this brand situated where do you feel based on research the brand needs to be 
• How can the brand intervene through current situation; what can it do to change its fate 
• Consider market conditions, positioning in market place consumer perceptions and so on and so forth. 

Bibliography/ references 

• Add all your long referencing through the bibliography 
• Use references not bibliography 

Appendice 

• Relate information that connects in essay content for example a survey/ interview
• A full quote which attaches to a segment of the quote in essay. 
• Pictures etc 
• Not included in word count

Writing guide:

• Have your assessment brief next to you 
• Who is the intended audience 
• Why is the report needed
• What do the audience want to find out 
• ]what sections does your report need 
• How long should the report be 
• What is the word count - 3000 words
• Print report final copy out to read before handing in 

Writing style 

• Factual writing - states the facts of the case exactly as they are
• Descriptive writing - a detailed account of the characteristics of the things 
• Explanatory writing - makers things clear and gives the reasons for them
• Discursive writing - investigates things by reasoning or making a reasoned examination 
• Analytical writing - examines complex things to discover how they work

Avoid phrases that use up word count 

• I.e. due to the fact that - because
• On a daily basis - daily 
• Of a complex nature - complex 
• In a fashion studio situation - in the situation 

Voice 

• Use passive or active words to avoid using first persons 
• We not I
• Passive (“a concept was selected”) Orr active (“we selected a concept” ‘an experiment was conducted - not I conducted an experiment 

Tense

• These are conventions for when you should use different tenses
• When reporting findings - past tense for example - we built and tested a fashion runway 
• When reporting other peoples research use the present tense for example - summer clothes are multi coloured. 
• When. Discussing your findings, use the present tense - for example - smith (2015) agrees that the precise dimensions of any clothing are not crucial. 

Numbering
1 - main heading 

• 1.1 - secondary heading 
• 1.1.1 sub - heading 
• 1.1.2 - sub heading 
• 1.2 - secondary heading 
• 1.2.1 - sub heading
• 1.2.2 subheading 
• 1.2.2.1 - sub- sub heading 

Issues you might consider in your report:

• Diversity 
• Ethics
• Sustainability
• Social media 
• Influencer marketing