This assessment will be a mix of group presentation and individual report. 

Brand Launch Project assessment is designed to develop branding strategies for new businesses and start ups. This assessment has two components: Online Group Presentation (25%), and Individual Report (25%).

Online Group Presentation (25%)

In teams, students will be developing branding strategies to launch a new brand. Students will be presenting their brand launch strategies, demonstrating their knowledge of branding concepts such as brand positioning and identity, brand communications, and brand elements.

After being assigned to a team in week 2, students are required to work collaboratively with their team-mates to develop and present their brand launch strategies for a new business/start up. In doing so, students need to come up with a new business/start up idea across a broad range of categories and industries. All group topics need to be finalised and confirmed by the UC prior to week 4.  

Group presentations will commence on week 10 and continues until week 12. All groups are required to upload a 25-minute presentation video on iLearn. A copy of group presentation slides will also need to be submitted to Turnitin. Each member of the group MUST present. All presentations will be marked as a group effort. Each student will be awarded the group presentation mark, however peer evaluation marks will be applied to adjust the marks based on each member’s contribution.

• A formal / professional presentation format is expected, and all group videos will be available for viewing by the entire cohort. 
• Online presentation video clips to be uploaded to iLearn by 9am (AEST) on Monday, in week your presentation is due.
• Scholarly work is essential for deep analysis, but professional / marketing media / journalistic coverage of the case must also be included. 

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 Special Consideration is made and approved. No submission will be accepted after solutions have been posted.

Marking rubric and assessment criteria will be found on iLearn.

Individual Report (25%) due in week 7, Friday 14 September, 11:59pm. 

Factors Influencing the Success/Failure of Brand Launch

Students will prepare and submit an Individual report on Brand launch success/failure factors, recommending strategies to increase the success rate of brand launch. Students are expected to review the literature on start-up branding, and brand launch, critically analyzing and discussing the success and failure factors in launching a new brand. 

• Formal academic writing style required,
• Proof reading (spelling, grammar) is essential,
• In-text scholarly citations required,
• APA or Harvard reference style to be used,
• A minimum of 5 scholarly journal papers must be included in the report.
• An electronic copy is required to be uploaded to Turnitin by the due date.
• No hardcopy submission of individual report is required.
• 2,000 word report (+/- 10% accepted), excluding references and appendix (if needed).
• 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 Special Consideration is made and approved. No submission will be accepted after solutions have been posted.

Marking rubric and assessment criteria will be found on iLearn.

Due: Continuous Weighting: 20%

Unit participation:

Students participation in the unit will be assessed by the unit convenor throughout the semester. Students participation will be assessed according to levels of genuine engagement online (iLearn):

Engagement online on Brand Discussion Forum:

Students are encouraged to contribute to online discussions, posting interesting brand-related content on iLearn, and commenting on other students' posts. Online participation and engagement will be marked every two weeks starting from week 2. Students are expected to post at least two branding contents and also comment on two posts every week.

Engagement online on Group Presentation Q&A:

Besides posting articles and commenting on posts, students may get involved in online Q&A for group presentations, by contributing online group presentation discussions, answering presenters' questions, and also commenting on group presentations.   

This Assessment Task relates to the following Learning Outcomes:

• To critically evaluate the current branding literature.
• To systematically assess brand management strategies.
• To apply brand management theory to complex branding challenges.

Brand Literature Review,

Due: Week 13, Friday 23:59

Each MKTG711 student must undertake a literature review of contemporary branding developments. Critically review and analyse the scholarly/research literature on a contemporary branding topic you have chosen. You must review at least ten (10) articles from academic journals. In doing so, you are required to; clearly specify the branding topic, embed your literature review within its appropriate, wider context, consider the theoretical underpinnings of the research articles reviewed (and not just the results), present a coherent and structured account of the literature, include both depth and breadth of coverage, use the review to identify gaps or weaknesses in prior research, analyse prior research and show original thought and argument and capacity to constructively criticise existing literature.

• Formal academic writing style required,
• Proof reading (spelling, grammar) is essential,
• In-text scholarly citations required,
• APA or Harvard reference style to be used,
• A minimum of 10 scholarly journal papers must be included in the report.
• An electronic copy is required to be uploaded to Turnitin by the due date.
• No hardcopy submission is required.
• 3,000 word report (+/- 10% accepted), excluding references and appendix (if needed).
• 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 Special Consideration is made and approved. No submission will be accepted after solutions have been posted.

Marking rubric and assessment criteria will be found on iLearn.