Hello everyone, I have one assignment for the subject of strategic brand Management MMK739, which has two parts, 1st is the Report assessment 3.1, where we have to work upon the chosen brand from the

MMK739 – Strategic Brand Management T2, 2019 Assessment 3 – Brand Report & Presentation Assessment 3.1 DUE DATE AND TIME: 20 September, 2019, 11:59pm AEST PERCENTAGE OF FINAL GRADE: 25% HURDLE DETAILS: None Assessment 3.2 DUE DATE AND TIME: 27 September , 2019, 11:59pm PERCENTAGE OF FINAL GRADE: 25% HURDLE DETAILS: None Learning Outcome Details Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO) ULO 1: Establish the foundations for an understanding of branding by exploring what a brand is and the benefits of a strong brand for a firm’s competitive advantage. GLO1: Discipline knowledge and capabilities ULO 2: Analyse key aspects of brand management: how to develop a brand positioning strategy, how to develop a framework to identify and establish brand position ing and in particular how to build and assess a fundamental marketing metric such as customer based brand equity (CBBE), how to manage a brand portfolio, and how to plan a brand communication strategy. GLO1: Discipline knowledge and capabilities GLO6: Self -management ULO 3: Identify special issues that are particularly important for current (and future) branding practices. GLO1: Discipline knowledge and capabilities GLO 8: Global Citizenship Page 1 of 6 Deakin's Bachelor of Commerce and MBA are internationally EPAS accredited . Deakin Business School is accredited by AACSB . Page 2 of 6 Assessment Feedback: Students who submit their work by the due date will receive their marks and feedback on CloudDeakin no later than 15 business days after submission. Description / Requirements To get hands on experience in advancing a brand in a marketplace, you may work with a local business or with your employer. While we encourage you to select your own brand, you may ask the lecturer to assign a brand to you. We prefer that you study a smaller business (small or medium sized business) as this gives you a chance to see problem s that smaller businesses face when they try to develop a workable and visible brand. This assessment has two components, as follows: Assessment 3.1 Assessment 3.2 Written Report (25%) Oral Presentation with Slides (25%) Assessment 3.1 - Written Report (25%) Assessment 3.1 is a report not exceeding 2000 words. This is worth 25% of your total mark. You will introduce your chosen brand, give its market description, identify an existing brand problem related to the brand equity theory, and recommend ways for the client firm for a way forward to manage the brand. This assignment requires you to analyse the brand, and then give your strategic recommendations for the brand. In your analysis and recommendations, you are expected to make good use of the b rand management theories and processes we cover in this unit. Assessment Task Structure: Assessment task 3.1 must be set out in the following manner. For description of each heading, see the Table 1 below: • A title page that has the title of the assignment , name and student ID (not included in word count) • An Executive Summary – maximum 1 page (not included in word count) • A Table of Contents (not included in word count) • Brand Introduction (250 -300 words) • Market Description (250 -300 words) • Brand Problem Ident ification (250 -300 Words) • Relevant Brand Theories to Analyse the Problem (550 -600 words) • Recommendations to Management to Improve Brand Performance (550 -600 words) • References and Appendices (not included in word count) For line -spacing, use double -space. Use Calibri, size 12 font with 1 inch margins on each side of the page. Only Executive Summary should be single -spaced. Page 3 of 6 Table 1: # Topic Explanation and indicative word count Mark % 1 Executive Summary and table of contents A summary for the eyes of firm’s top management whose brand you have chosen. Include key issues identified and key recommendations made to the management to overcome these issues. Executive Summary should be single -spaced, and maximum 1 - page. Include a table of contents after the Executive Summary to list sections of your report. (not included in word count) 5% 2 Brand Introduction A brief introduction to the firm whose brand you have chosen. Provide a background about the brand: its origin and history, entry into the Australian market, and current standing in the Australian marketplace. Also, identify key brand elements (250 -300 Wor ds) 10% 3 Market Description What market does your brand compete in? Describe the market by using key statistics like size of the market, growth potential, market segments, different layers of market offerings, such as low, mid, high end of product class Identify key competitors of your brand. Describe the brand’s target market(s) and the intensity of competition in each market segment. If possible, include a perceptual map of your brand versus its key competitors - placing each of these brands on a two dimensional perceptual map of key attributes or benefits on which the target market(s) place these brands. Perceptual map may be included in the appendix. (250 -300 Words) 10% 4 Brand Problem Ident ification In your opinion, what is the problem that your brand is facing? Problem has to be real, important, and relevant to the Brand Equity Theory. Support your stated problem with evidence (firm sources, analysts critique, news/market/consumer reports/analysis et c.) (250 -300 Words) 15% Page 4 of 6 5 Relevant Brand Theories to Analyse the Problem Identify the brand theories to which the identified problem relate. Use the relevant brand theories to analyse the brand problem. Use extensive sources of informati on to describe and critically analyse the theories. Use extensive sources to explore your brand, and how the identified problem is related to it. (550 -600 Words) 25% 6 Recommendations for Management to improve Brand Performance What recommendations do you make for management to address the issue that you have identified, and to improve the brand performance? Identify relevant brand performance metrics that will be improved. Identify the relevant marketing program investments and measures to ensure the qual ity of marketing programs to drive market performance (550 -600 words) 25% 7 References and Appendices (not included in word count) Use Harvard Style Referencing Use a variety of sources of information to write your report, including: • Trade magazines and business publications • Reference to company sources, including their products, marketing and education material (brochures, advertisements, websites, etc.) • News, reports and blogs on the chosen brand • Government website such as Australian Bureau of Statistics website: www.abs.gov.au for key Australian demographic statistics • Academic journal articles, books, and practitioner journals Do NOT use Wikipedia, answers.com, tutor2 and other ‘personal opinion’ or soc ial networking websites as references. You will receive a zero grade if you reference these sources. 10% Word limit for this assessment item is 2000 words. Please keep the assignment within the word limits, and write in a clear and concise manner . You must correctly use the Harvard style of referencing in this assessment. We will also upload a “marking rubric” for this Assessment Item on Cloud Deakin. Page 5 of 6 ASSESSMENT 3.2 - Oral Presentation with Slides (25%) Assessment 3.2 is a 20 minute presentation. All students will record and post their video recording with slides on CloudDeakin. This is worth 25% of your mark. You will use the material from assessment 3.1 to create a presentation to analyse the brand and inform the client firm of poss ible ways forward to improve brand performance. Assessment Criteria A. Content Marks B. Organization Marks Understanding of marketplace 15 Do all parts ‘gel’ together? 10 Understanding of brand 10 Visual appeal of slide s 10 Problem articulation 15 Soundness and relevance of recommendations 15 Content Subtotal 55 Organization Subtotal 20 C. Oral Communication Delivery: Ability to maintain attention of audience, fluency, and use of volume fluctuation to emphasize key points 10 Enthusiasm: demonstrates strong enthusiasm about topic during entire presentation; significantly increases audience understanding and knowledge of topic; convinces the audience with relevant arguments 15 Oral Communication Subtotal 25 Total Marks: 100 Submission Instructions Submit this assessment through Assessment 3 Dropbox on Cloud Deakin. You must keep a backup copy of every assignment you submit, until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced, you will need to submit your backup copy. Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism. When you are required to submit an assignment through your CloudDeakin unit site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assignment in the Submissions view of the Assignment dropbox folder after upload, and check for, and keep, the email receipt for the submission. Page 6 of 6 Notes • Penalties for late submission: The following marking penalties will apply if you submit an assessment task after the due date without an approved extension: 5% will be deducted from available marks for each day up to five days, and work that is submitted more than five days after the due date will not be marked. You will receive 0% for the task. 'Day' means working day for paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date. • For more information about academic misconduct, special consideration, extensions, and assessment feedback, please refer to the document your rights and responsibilities as a student in this Unit in the first folder next to the Unit Guide of the Resources area in the CloudDeakin unit site. • Building evidence of your experiences, skills and knowledge (Portfolio) - Building a portfolio that ev idences your skills, knowledge and experience will provide you with a valuable tool to help you prepare for interviews and to showcase to potential employers. There are a number of tools that you can use to build a portfolio. You are provided with cloud sp ace through OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can use any storage repository system that you like. Remember that a Portfolio is YOUR tool. You should be able to store your assessment work, reflections, achievements and artefacts in YOUR Portfolio. Once you have completed this assessment piece, add it to your personal Portfolio to use and showcase your learning later, when applying for jobs, or further studies. Curate your work by adding meaningful tags to your artefacts that describe what the artefact represents.