Course Coordinator: Dr. Dean Wilkie
Email: dean.wilkie@adelaide.edu.au

Lecturer in Charge: Harrison de Picot
Email: harrison.depicot@adelaide.edu.au
Tutors: Georgia Wastell, Emma Hauptman, Marcus Caporaso

Mid-Semester Quiz  (weight = 15%)

The mid-semester test is provided to give an initial indication of how students are doing in the course. The test will be a ‘take-home’ assessment, which will be open for ~40 hours for students to download, complete, and re-submit through MyUni during the allotted time. Students can expect two short answer questions, and one long answer question to complete.

Brand Development Report (weight = 35% in total)

The brand management concepts discussed in the course contain various concepts, theories, topics and examples from various industries. To demonstrate your understanding of these, students are required to conduct a brand development report on a chosen brand, where you will work in a group consisting of approximately 4-6 members.

Part 1: Survey & Justification (weight = 10%)

Students will be given a list of 10 product/service categories. As a group, decide which category you will base the survey on and what brand will be the focus of your brand development report. Students will be gathering information about the consumer, and the competitors, as well as identifying any problems / opportunities facing your brand. You will need to modify the survey template (provided on MyUni) to suit the product / service category. 

In addition to preparing your survey, students will need to include a 2 – 3 page justification of the attributes and benefits used in your survey. This document outlines and explains the competitors, benefits and attributes that you included in your survey, and is an important skill in the workplace to support why your brand should be spending money researching these brands and benefits.

Part 2: Data collection (weight = 0.0%)

An important part of the survey is getting a sample of reliable respondents. The task in this part is to simply recruit respondents. Ideally, groups will gather around 100 valid respondents, at a minimum a group needs 50. The validity of a response can be checked by a number of factors such as the speed of response, the pattern of answers, and the number of manipulation checks inserted into the survey.

Part 3: Snapshot Presentations (weight = 0.0%)

To assist with the brand development process, in Week 11 tutorials students will present a ‘short, sharp, shiny’ overview (hence snapshot) of your progress so your tutor can check in and see if you’re on the right track with the brand development report. This progress report provides students the opportunity to essentially ‘submit’ a draft of their Branding Pitch and gain direct, valuable feedback on what works well and what needs a bit more work.

Part 4: Branding Pitch (weight = 25%)

It is an essential skill for brand managers to be able to succinctly and clearly communicate the findings of their brand research insights to stakeholders and superiors (e.g., Chief Commercial Officer). The branding pitch is a 20-minute presentation students will deliver outlining their main findings and recommendations from the brand development report.

Final Examination (weight = 40%)

The final exam will be based on concepts from the readings, lectures and issues raised in class discussions. More information will be communicated at a later point in the course.

Tutorial Engagement (weight = 10%)

Over the semester, students will be assessed not only on their attendance but also their level of preparation and participation (both in class discussions and teamwork with group members). Students who engage more strongly with both the tutorial discussions and group activities will be graded more favourably.