Case Study (20%)
Description
Case Study (20%) is available on Moodle in Week 1. Students will be expected to have read the case study and any corresponding questions and prepare typed answers as a basis for discussion prior to attending Tutorial 2 in Week 3 as per the tutorial schedule on Moodle.
Students are expected to (a) upload typed responses to each case study (approximately 1,000 words, Times New Roman, 12-point font, 1.5-spaced; excluding references) to Turnitin by 9:00am Monday 27 February 2023 and (b) bring typed answers to the tutorial as during the tutorial, students may be called upon to answer questions, lead discussion and debate case related issues.
Due date
Typed responses to Case Study (20%) to be uploaded to Turnitin by 9:00am Monday 27 February 2023 (Week 3).
Tutors will not accept late cases/assignments (i.e. uploaded AFTER the tutorial) as case studies are discussed in tutorial, where suggested solutions are given. After the tutorial has begun, tutors don’t want to see it on your laptop computer as evidence you have done the assignment. Only responses to case studies uploaded with a date/time stamp on Turnitin will be marked.
Criteria on assessment (rubrics) is available on Moodle in Week 1.
Individual Presentation (10%)
Description
One aspect of developing a good plan is to do good research and get feedback on improvements prior to putting the final report together. As part of the team, students will be given time to work on their group projects and will present their findings to the class/tutor for feedback. The tutor will develop the presentation schedule for each tutorial (with dates for each student’s presentation) and present it on Moodle.
Due date - Tutorials 3-7 (Week 4, 5, 7, 8, 9)
One member of each group will prepare and deliver an individual presentation (10 minutes) with respect to one of the following sections of the Group Project Report.
Internal Analysis (Tutorial 3 – Week 4)
Competitive Analysis (Tutorial 4 – Week 5)
External Analysis (Tutorial 5 – Week 7)
Crafting a New Brand (Tutorial 6 – Week 8)
Brand Positioning and HVM (Tutorial 7 - Week 9)
Lectures are scheduled for these weeks. You are expected to make progress on the assignment on your own. However, consultations can be arranged.
Criteria on assessment (rubrics) is available on Moodle in Week 1.
Group Project (30%) - The Brand Audit & Brand Plan
Description
You will be fully briefed in class about the content and format of this assignment in Week 1. You are required to work in a group consisting of approximately 3-5 members (maximum allowable group size is 5 students) and you are free to choose the composition of your group within your tutorial (to be formed in Week 1 or Week 2). Each group will be allocated (randomly) to one of the available brands and notified in Week 2 (in Tutorial 1). There are two components to the assignment: Brand Audit (18%) and Brand Plan (12%). See the Group Project brief on Moodle for details.
Due date
The final report is due by 4pm Friday 21 April 2023 (Week 10). This should contain both the brand audit and the proposed plan for your line/brand extension, taking more than 20 pages excluding references and appendices (Times New Roman, 12-point font, 1.5-spaced).
From Tutorials 3-7 (Week 4, 5, 7, 8, 9), one member of each group will prepare and deliver an individual presentation (10 minutes) with respect to one section of the Group Project Report. See Individual Presentation Brief for details.
Criteria on assessment (rubrics) is available on Moodle in Week 1.
Individual Assignment (40%)
Description
This is a 24-hour individual assignment, conducted during the official exam period.
Format, structure, style, presentation guidelines
The format is explained in a note on Moodle, this guide includes hints and tips, as well as a few example questions.
The purpose of the Individual Assignment
For us to assess your comprehension and understanding of the course material;
For you to demonstrate an ability to synthesize and integrate course material;
To provide an opportunity for you to make links between ideas, theories, frameworks, and practical problems in the field of brand management, drawing on material from within and beyond the course;
To show you can work independently.
Assessment Criteria
Assessment criteria include the extent to which you: demonstrate comprehension and understanding of the course material, demonstrate an ability to synthesize and integrate course material, demonstrate skill in making links between ideas, theories, frameworks, and practical problems in t