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    Isb SMM I Assignment 2 Final Project

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    Trúc Nguyễn Thanh
    This document outlines the instructions for Assessment 2 and the final project for a 2023 strategic marketing management course. Students will be assessed on their understanding of building brand equity through a group presentation and written report. For Assessment 2, students will analyze an existing brand's equity building efforts. For the final project, students will either reposition an existing brand or design a new product and brand, explaining how they will build brand equity. The report should include an executive summary, company and brand introduction, analysis of equity building programs and strategies, reflection, and references. Presentations will be graded based on materials and delivery, while reports will be graded based on content.

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    Isb SMM I Assignment 2 Final Project

    Uploaded by

    Trúc Nguyễn Thanh
    81 views3 pages
    This document outlines the instructions for Assessment 2 and the final project for a 2023 strategic marketing management course. Students will be assessed on their understanding of building brand equity through a group presentation and written report. For Assessment 2, students will analyze an existing brand's equity building efforts. For the final project, students will either reposition an existing brand or design a new product and brand, explaining how they will build brand equity. The report should include an executive summary, company and brand introduction, analysis of equity building programs and strategies, reflection, and references. Presentations will be graded based on materials and delivery, while reports will be graded based on content.

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    ISB SMM I ASSIGNMENT 2 FINAL PROJECT

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    This document outlines the instructions for Assessment 2 and the final project for a 2023 strategic marketing management course. Students will be assessed on their understanding of building brand equity through a group presentation and written report. For Assessment 2, students will analyze an existing brand's equity building efforts. For the final project, students will either reposition an existing brand or design a new product and brand, explaining how they will build brand equity. The report should include an executive summary, company and brand introduction, analysis of equity building programs and strategies, reflection, and references. Presentations will be graded based on materials and delivery, while reports will be graded based on content.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    81 views3 pages

    Isb SMM I Assignment 2 Final Project

    Uploaded by

    Trúc Nguyễn Thanh
    This document outlines the instructions for Assessment 2 and the final project for a 2023 strategic marketing management course. Students will be assessed on their understanding of building brand equity through a group presentation and written report. For Assessment 2, students will analyze an existing brand's equity building efforts. For the final project, students will either reposition an existing brand or design a new product and brand, explaining how they will build brand equity. The report should include an executive summary, company and brand introduction, analysis of equity building programs and strategies, reflection, and references. Presentations will be graded based on materials and delivery, while reports will be graded based on content.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    2023 STRATEGIC MARKETING MANAGEMENT

    ASSESSEMENT 2 & FINAL PROJECT: BUILDING BRAND EQUITY


    Assignment type: Group presentation
    Due: As assigned.
    Marks weight: 20%
    Length: 30 minutes of presentation and 15 minutes of Q&A (assessment 2)
    15 minutes of presentation and 15 minutes of Q&A (final project)
    Notes: Assessment 2: only ppt and presentation

    1. Objectives
    To determine the extent to which students understand through the performance of
    building a brand equity.
    2. Tasks
    (1) Assessment 2: Students choose an existing brand and learn how it positions and builds
    brand equity or follow another guideline from the lecturer (discuss in the class).
    (2) Final project: Students either choose an existing brand and do reposition and rebuild
    that brand equity or design a new product/ brand and position and build that brand
    equity.

    3. The report includes, but does not limit to, following contents:
    • Cover page: should include:
    o A title
    o Name of all authors
    o Course title and reference number
    o Name of the professor
    o Name of the program and university
    o Term
    • Part 1: Executive summary (5%)
    o Write one paragraph summarizing the content of your paper briefly and
    comprehensively.
    • Part 2: Introduction to the company, brand, and/ or products (5%)
    o Company introduction
    o Vision, mission, core values
    o Introduction to brand (product) for building brand equity
    • Part 3: Building brand equity (75%)
    o Designing brand elements
    o Core values, attributes/ associations of the brand/ product.
    o Brand positioning:

    Dr. Trung D.H. Thai I SBM I Assignment 2 instructions 1


    • Competitive environment (Brands, products…)
    • Segmentation, Target Market, Product positioning
    • Points of Parity, Points of Differences,…
    o Brand mantra
    o Marketing programs
    • Product
    • Price
    • Place/ distribution
    o Integrated marketing communication programs
    o Branding via social media
    o Evaluation of advantages (Strength) and disadvantages (Weakness) of these
    integrated marketing communication programs and via using social media.

    o Notes: all contents should highlight how the brand is different from others.
    • Part 4: Reflection and suggestion (15%)
    o What is (are) the core(s) of building brand equity?
    o What factors make the brand fail to build its equity?
    o How to increase success in building brand equity?
    o Conclusion
    • Part 5: References

    4. Grading:
    The grade is based on two factors:
    • Presentation and materials for presentation: 50%
    • Written report: 50%.

    5. Pages:
    • Materials for presentation (e.g., PPT): not over 20 pages for main contents.
    • Written report: +-2,500 words (A4, space 1.5, front size 14 for the title and 12 for in-
    text body)

    6. Submission for final project:


    • Materials for presentation: due 23:59, date 02/04/2023.
    • Written report: due 23:59, date 06/04/2023.

    7. Presentation day for final project: 03/04/2023.

    Dr. Trung D.H. Thai I SBM I Assignment 2 instructions 2


    Dr. Trung D.H. Thai I SBM I Assignment 2 instructions 3

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