Class Participation:

• Your participation in the unit will be assessed by the unit lecturer throughout the session.
• Student participation will be assessed according to levels of:
  • Student engagement in discussions facilitated by the Sessional Unit Leader.
  • Student contributions made to the class discussions.
  • Class attendance (attendance will be taken in class).
  • Punctuality to attend class.
  • Professional conduct.
• An attendance roll will be taken in class.
• Student self-evaluation performed at end of semester.
• It is expected that students will arrive on time, participate in class discussions, and not leave until the class ends.

Individual Assessment Piece:

• At the beginning of the Week # 8 class, you must submit to the Unit Leader a 5-page (excluding FBE cover sheet, references and appendices) individual assessment piece.
• You must select two competing businesses from within one of the following categories:
  • Physical Goods
  • Services
  • Retail Stores
  • Online businesses
  • People
  • Places
  • Organisations
  • Places
  • Ideas
• One of these businesses should be offering a brand portfolio that you consider to be successful (i.e. with strong brand equity) and the other business' brand portfolio should be less successful (i.e. poorer brand equity).
• In undertaking this assessment piece, you should describe, contrast and evaluate each brand portfolio on its ability to maximise brand equity.
• You should then develop a brand plan for the less successful business, relative to the more successful business.
• You may wish to utilise the brand audit (pages 293 to 299 of prescribed text) and strategic brand management process (pages 58 & 59 of prescribed text) to provide a structure for your initial analysis and the subsequent brand plan.
• This must be typed, using 1.5 spacing, 12 point, Times New Roman font, with 25mm margins on all sides.
• This assessment piece must be submitted with an official FBE cover sheet detailing your name and student number.
• No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved. No submission will be accepted after solutions have been posted.

Group Case Presentation (10%) and Report (20%):

The Group Presentation and Report will consist of a case presentation (10%) and a final report (20%). Each presentation will take about 20 minutes, inclusive of class questions.

• Student groups will analyse an assigned Harvard Business School branding case and respond to following questions posed, utilising relevant branding concepts.
• For each case, the groups must identify the key branding challenges faced and explain how they would remedy/address these branding challenges, utilising relevant branding concepts as support. This should then be pulled together as a formal report (as described below) as well as a professional presentation for delivery to class as scheduled (per below). It is important to focus on the specifics of the case. To that end, it is useful to take the position of the senior marketing group tasked with identifying the critical and specific branding issues in the case and to then prepare a refined plan on how these issues will be addressed. Also ensure you ground your analysis and plan using relevant branding concepts from your text and other publications.
• The group presentation schedule will be firmed up during Week # 2.
• Cases will be allocated in the Week # 2 tutorial for Week # 6 presentations, and thereafter posted weekly on iLearn.
• A formal/professional presentation format is expected. 
• First group presentations are in Week # 6 (2 x group presentations each week).
• Each group member must contribute and present. All presentations will be presented as a group and marked as a group effort. Each student will be awarded the group presentation mark.
• Emphasis on the presentation should be on the critical evaluation of the identified brand/topic/strategy, not mere description.
• Scholarly work is essential for deep analysis, but professional/marketing media/journalistic coverage of the case must also be included.

At the start of the presentation, the presenting group must hand to the Unit Leader:

• final report (maximum of 3,000 words) identifying the key branding challenges faced in the case and explaining how these branding challenges will be addressed, utilising relevant branding concepts as support (per above) (with an official FBE cover sheet),

• plus a copy of the presentation slides (maximum of 12 slides), each slide must include the name and student number of the student presenting it,
• plus a formal list of references.

The weightings for the Group Presentation and Summary Report are as follows:

• Presentation - 10%
• Final Report - 20%

No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved. No submission will be accepted after solutions have been posted.

The following Harvard Business School cases will be utilised this semester. Please note that the brands are listed in alphabetical order only and this does not represent the order in which they will be presented. 

• Reversing the AMD Fusion Launch (Ofek & Johnson, 2011)
• BBC Worldwide, Global Strategy (Quelch, 2007)
• Chateau Margaux: Launching the Third Wine (Ofek & Vogt, 2013)
• Colgate Max Fresh: Global Brand Roll-Out (Quelch & Labatt-Randle, 2007)
• Dove: Evolution of a Brand (Deighton, 2007)
• Inside Intel Inside (Moon & Darwall, 2002)
• Lenovo: Building a Global Brand (Quelch, 2006)
• L'Oreal: Global Brand, Local Knowledge (Henderson & Johnson, 2011)
• The Pepsi Refresh Project: A Thirst for Change (Norton & Avery, 2011)
• Samsung Electronics Co.: Global Marketing Operations (Quelch & Harrington, 2004)
• Taj Hotels, Resorts and Palaces (Deshpande & Sinha, 2010)
• UNICEF (Quelch & Laidler, 2003)

Final Examination:

A final examination is included as an assessment task for MKTG811.

This provides assurance that the student has attained the knowledge and skills outlined in the learning outcomes.

The exam will be:

• 2 hours (plus 10 mins reading time).
• 4 questions drawn from the unit (essay style responses).
• Closed book.
• No calculators or dictionaries are permitted.
• Held during the University Examination period at the end of semester (date TBA)

No exemptions for Disruption of Studies or Supplementary Exams will be granted without a medical certificate given from an approved hospital or medical centre.