Course code and name: MKTG1080 Applied Brand Management
Assessment Task 3: Weekly Case Report
Weighting: 50%
Word Count: 3000 words Assessment Declaration:
I declare that in submitting all work for this assessment I have read, understood, and agree to the content and expectations of the Assessment declaration Links to an external site..
Learning Objectives Assessed:
This assignment assesses Learning Objectives 2, 5. Linked CLOs: 2, 5
Details: Purpose
The purpose of this task is to help you reflect on your learnings from each weekly assigned case study or reading and see how you can apply your learning to making concrete recommendations for a/the relevant brand. This will help you simulate the role of a brand manager in the workplace.
The Task
Each week, from Weeks 2-11, you will be assigned a case study and a brand (see the tutorial page each week on Canvas).
You must assume the position of a brand manager addressing your memo to the CEO of the assigned brand. For each week, your task is to write a 300-word response noting a) one key learning from the case study and b) one alternative recommendation that the assigned brand can adopt based on your learning from the case.
Your learning and recommendation for each week must be different from any that are stated in the case
Details of each case study and case questions are provided under the Lecture Module for the relevant week on Canvas where you will also find the relevant case reading. Brand Case Memo
Assuming you are a brand consultant, write a memo to the CEO of H&M based on this case. In your memo:
a) provide one learning you gained from reading the case and
b) recommend one alternative solution/approach based on your learning
Note: the individual case study report is due in Week 12. But you are highly encouraged to write down your case responses weekly in your tutorials rather than waiting till the last week to do so. The case will also be discussed in class.
Submission Details
This is an individual assignment
You are encouraged to write down your case responses for each week of up to 300 words
The final report of 3000 words (+10% excess word count applies) is due at the end of Week 12, 18 October 2024 (Friday), by 11.59 PM. (Melbourne Time) The final report must be submitted as one file via Canvas in an MS Word format
The report should be typed, using a serif font of at least 11 pt (e.g., Times New Roman/ Garamond)
This case report will account for 50% of your marks.
Ensure that your assignment includes a reference list using Harvard referencingLinks to an external site. and that all sources are appropriately cited (the reference list is not included in the count)
Penalties for Late Submission : All assignments will be marked as if submitted on time. Late submissions of assignments without special consideration or extension will be automatically penalised at a rate of 10% of the total marks available per day (or part of a day) late. Assignments will not be accepted if more than five days late, unless special consideration or an extension of time has been approved.
Marking Criteria
Memos will be assessed based on the insightfulness of the key learnings, and the relevance and soundness of the recommendations provided.
Below are some guidelines on things you should (not) do to improve your memo marks.
DON’T’s
Don’t use obvious learnings discussed in class as your learning
Don’t summarise case as a learning
Don’t discuss unrelated points
Don’t copy and paste recommendations from the case as your recommendations. Just because it worked for the brand in the case doesn’t mean it will work with your brand.
DO’s
Justify your learnings and recommendations
Provide concrete recommendations with actionable plans (tactics); better to have one detailed recommendation than many cursory recommendations.
Always link your recommendation(s) to your learning; it is a requirement of the case question
When coming up with learnings and recommendations, always think, why is this useful?
Use branding concepts and learnings from the lectures to frame your case learnings and recommendations
As much as possible, write clearly, succinctly, answer the question directly and separate answers for the learnings (a) from the recommendation (b)
Remember you are the brand consultant, think like one