This assessment will be a mix of group learning and individual report - working collaboratively on the project but submitting your report as an individual assignment.

Groups of 3 will be formed in weeks 1 & 2

Each group will be assigned a brand and will work collaboratively on the audit process.

In your brand auditing you should consider the following 8 key factors;

• Delivering on consumers desires (The brand excels at delivering the benefits customers truly desire)
• Relevance (The brand stays relevant)
• Value (The pricing strategy is based on consumers’ perceptions of value)
• Positioning (The brand is properly positioned)
• Consistency (The brand is consistent)
• Portfolio (The brand portfolio and hierarchy make sense)
• Integrated Marketing Activities (The brand makes use of and coordinates a full repertoire of marketing activities to build equity) 
• Management (The brand’s managers understand what the brand means to consumers) 

Report Detail

Using at least 10 references including industry information i.e. Annual Reports, Market Research surveys etc and other sources. The format should be set out as a business report with a word limit of 2,000 words plus appendices (i.e. surveys, marketing collateral etc.). Style should be in Arial, 12-point font single spacing, 2.5 cm margins.

The final report should be submitted via Turnitin.

Due Date – Week 10.

Recommended Table of Contents:  

Executive Summary 

1.         Introduction

2.         Brand Inventory 

1. Brand Portfolio
2. Brand Elements
3. Product 
4. Price
5. IMC (advertising, sales promotion, public relations, sales promotions, sponsorship, celebrity endorsement, content branding, etc). 
6. Distribution

3.         Brand Exploratory

1. Consumer Knowledge
2. Brand Resonance Pyramid
3. Competitive Analysis 

4.         Strategic Recommendations

5.         Tactical Recommendations 

 In summary, 

• A variety of sources of information must be used to assemble the brand audit, using the Rolex Brand Audit example in the Keller text (2013, p. 315-321) as a guide. 
• For brand inventory component, secondary research using relevant academic and industry journals, newspapers, magazines, books, and website material is strongly recommended. 
• Students are encouraged to consult trade magazines and business publications, and consult with official company sources. However students must NOT contact the company involved in the brand audit case study. 

Due: Continuous Weighting: 15%

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 lecturer.
  • Student contributions made to the class discussions.​
  • Class attendance (attendance will be taken in class).
  • Professional conduct.
• Student self-evaluation performed at end of semester (in class exercise; standardised form will be provided).
• It is expected that students will arrive on time, participate in class discussions, and not leave until the class ends.
• You should keep a portfolio of your weekly seminar work as reference. 

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.

Each group will present their findings to class in a 15 minute presentation.

Presentations must be uploaded in week 10 via Turnitin.

Group presentations will be randomly allocated and all groups need to be prepared to present for each of the weeks. 

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.

No extensions will be granted. Students who fail to present will be awarded a mark of 0, except for cases in which an application for disruption to studies is made and approved.

Marking rubric and assessment criteria will be found on iLearn.

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:

• 3 hours (plus 10 mins reading time).
• 6 questions drawn from the unit (short and long essay style responses).
• Closed book.
• No calculators or dictionaries are permitted.
• Held during the University Examination period at the end of semester (dates 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.