1. Individual Assessment - Brand Audit and Recommendations
To demonstrate your understanding of the concepts discussed within the first 4 weeks, you are required to conduct a brand audit and put together recommendations for marketing a chosen brand. To assist you, the assignment is divided into three parts. The objective of the first part of this assignment is to become familiar with the consumer and the competitive dynamics between brands:
1. Market and Consumer review
- A review and description of the brand's profile, the marketing environment and the competitive dynamics within the category. Provide a description of the consumer. What are their needs and desired benefits? What do they think and feel for each brand in the category? Provide an overview of the context in which the brand operates (competitive, industry, legislative, consumer or environmental impacts).
The objective of the second part of this assignment is to provide an in-depth assessment of the chosen brand:
2. Brand situation review
- Evaluate and articulate the brand's positioning. How does this affect your chosen brand? How is each brand in the category trying to grow / stay relevant?
- Identify the sources of brand equity for the brand and outline your understanding of the brand's strategy, positioning, perceptions and associations.
- Review the role of the brand's marketing mix.
The final part of the assignment builds on your learning about marketing brands or integrated brand management:
- Put yourself in the shoes of the brand manager and put together a 12 month plan for how you will manage the brand's performance. Elaborate on the key issues for your chosen brand with a recommended plan of action.
- Your plan of action not only involves a recommendation of the desired brand image, but also managing the growth of the brand - owning the positioning, product development, integrated marketing etc.
- What activities would you recommend?
Tips: Better answers will evaluate and synthesise information from a variety of sources. This is also an opportunity to conduct further research discussed in this class or learnt through other courses.Things to consider:
Choose a category of interest and I recommend a category that many people are familiar with that will allow you to conduct desk research, or primary research through friends and family. Also, consider brands from an area of interest or future career direction. Doing this will make the assignment more enjoyable.
If you are choosing a global brand, focus on a brand's performance within one country. Evaluating a brand across multiple countries is too big a job for one assignment.
Supplement your assignment with academic research where appropriate.
• The assignments should be no more than 3000 words and max 10 pages (excluding executive summary, table of contents, reference list and appendices).
• Ensure your name, the date, the course name and the assignment topic are clearly identified on the front cover using the University’s Assignment Cover Sheet.
• 1.5cm line spacing in an easy-to-read font such as 11pt Arial or 12 pt Times New Roman with appropriate headings throughout.
• Keep your document clear and to the point without unnecessary padding. You may use tables, figures and images if you wish, and these will not contribute to your page count.
2. Group Assignment - Case Study - Students to Present during Class in Week 11
Students will be placed in one of 3 groups and informed of these groups no later than week 5. Students will be given a topic from the second half of the semester (one of weeks 5-9) and asked to identify a brand/case on which to lead discussion in class. The group will be asked to identify and apply key points from the week's topics to the case. They will then be asked to present this back to the group in a 50 minute case leadership presentation during class in week 11. Each group must run the presentation interactively, engaging other students in the class. Each student is required to present using visual aids such as PPT (other creative forms of presentation are also encouraged), and will be marked individually for their presentation. Marks will also be given for teamwork and group cohesion.
Students who do not attend their group case study in Week 11 will receive a zero score for the assessment.
3. Class Participation
Brand Managers never work alone, and are constantly engaging with and influencing a wide range of stakeholders inside and outside the workplace. This means that they require high level skills in articulating and expressing their ideas and challenges, as well as in listening to and understanding other business needs. The ability to discuss, debate and brainstorm is critical to their success.
Students are expected to contribute actively to class discussions and express opinions and different perspectives. Participation marks will be given for active participation, not merely attendance. The mark for participation will be based on the following factors:
1. Questions, ideas and discussion during class presentations.
4. Final Exam
The final exam is 2 hour (+10 minutes reading time) closed book examination that is conducted during the official exam period and will emphasise concepts from the readings, guest lectures and issues raised in class discussions. Short and long answer essay questions can be expected.