Learning guide group project

3.2.3 Applied Project

Weight: 30%
Type of Collabora-
tion: Group
Due:
Submission: One week after Week 14: 11.59 PM Sunday, 14th April 2024 (Vietnam Time)
Format:
Via turnitin

Teams consisting of no more than 5 members are formed in Week 2. The assignment
consists of a written report of 2,000 words (excluding cover page, any figures, tables,
appendices, exhibits and reference list), and the design of a digital poster. The report
should be typed in 1.5 line spacing using 12pt size type with 2cm margins. The report
and digital poster are due in workshops in the last week of semester.

Peer evaluations
The mark assigned to the team for the report is the mark given to every individual in
that team, unless it is made clear that the team believes the distribution of work was
substantially uneven. To aid in this assessment, each team member will be required
to make a confidential peer assessment of their own contribution and that of his/her
colleagues to the team’s work. A student’s mark for this assessment item may be adjusted
or modified if it is clear from such peer assessment that his/her contribution was below
team norm. The peer assessment evaluation forms will be available online via SPARK
online system and have to be completed once the report has been submitted.

Length: Note: Please note that the mark on the sheet is based on the report submitted by the
team and may not represent the actual contribution of individual team members.
Use of Artificial Intel-
ligence: 2000 word equivalency

Use of generative artificial intelligence (AI) tools to brainstorm ideas, summarise reading
material or to edit your submission is permitted. The content of your final submission
must be your original work. Be aware that the output from generative AI tools may be
incorrect, incomplete or biased.

Working with another person or technology in order to gain an unfair advantage in as-
sessment or improperly obtaining answers from a third party including generative AI to
questions in an examination or other form of assessment may lead to sanctions under the
Student Misconduct Rule. Use of generative AI tools may be detected. More information
is available on the Library web page.

Instructions:

Overview

This project focuses on the development of a digital branding strategy of a new innovative product - please refer to
product categories on vUWS.
This project will assess students’ ability to research and develop a new ”specialty” product range that maximises a
company’s brand equity.
Details Brand report
A company of your choice (from the categories listed on vUWS) is considering to launch a new range of innovative
products in the Vietnamese market. The core emphasis of this assessment is to develop a digital brand strategy for

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the new product range.
While the products are considered an essential part of consumer shopping, your chosen company is now interested
in marketing a medium to high-priced, specialty, innovative product range. Your team is to design the digital brand
strategy for the new product range. You will undertake secondary research, which includes netnographies regarding:
1) Consumers’ use of product category

2) Their perceptions of the product category
3) Consumers’ perceptions regarding expected/required benefits of of using this product category
4) Challenges of branding this product category
This analysis is used to detect the basic mood, attitudes or emotions of current and potential consumers to existing
and new products.
The key component of your report is the development of a brand strategy for your new product range, which should
be based on your research findings. Further instructions and report structure are available via vUWS.

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Marking Criteria: High Distinction Distinction Credit Pass Unsatisfactory
Uses an extensive Uses a limited Uses only
Criteria range of sources. Uses a Uses a satisfactory range of sources. prescribed
comprehensive range of sources. textbook.
Range of sources >7 references. range of sources. 2-3 references.
used to develop 4 references. 0-1 references.
report topic. 5-6 references. 2-4 0-1
5-6 Basic identification No or limited
Sound target 9-10 7-8 and discussion of identification and
market description. General target market(s). discussion of target
Excellent Sound identification identification and market(s).
Critical analysis of identification and and discussion of discussion of target 2-4 0-1
research data using discussion of target target market(s). market(s). Basic application of No or limited
relevant theory and market(s). wide range of application of wide
research. 7-8 5-6 appropriate range of appropriate
9-10 theories, and theories, and
Sound application General application research including research including
Accurate of wide range of of wide range of basic critical lack of critical
application of wide appropriate appropriate analysis of analysis of
range of appropriate theories, and theories, and secondary & secondary &

theories, and research including research including primary data. primary data.
research including sound critical general critical 9-14 0-8
critical analysis of analysis of analysis of Superficial or basic No or minimal
secondary & secondary & secondary & argument argument
primary data. primary data. primary data. (integration of (integration of
findings, and findings, and
Discuss findings 22-25 18-21 15-17 demographic demographic
and draw variables and variables and
conclusions, Excellent, Sound and effective General argument concepts), and concepts), and
propose and justify consistent and argument (integration of basic insightful
new brand strategy effective argument (integration of findings, and brand strategy, brand strategy,
with focus on (integration of findings, and demographic little support by no or minimal
digital. findings, and demographic variables and analysis, evidence, support by analysis,
demographic variables and concepts), and theory and research. evidence, theory
Use relevant variables and concepts), and general and research.
sources and correct concepts), and sound brand strategy, 9-14 0-8
referencing. insightful brand strategy, generally supported Sources are Sources are not
brand strategy, well-supported by by analysis, appropriately appropriately
Digital Poster: well-supported by analysis, evidence, evidence, theory identified and identified and
Integration of visual analysis, evidence, theory and research. and research. acknowledged with acknowledged.
brand elements and theory and research. some inaccuracies Text demonstrates
brand concept/ 18-21 15-17 in referencing. little or no evidence
information in a 22-25 Text demonstrates of crediting.
professional and Sources are Sources are evidence of
enterprise context. Sources are accurately identified generally identified crediting with some 0-1
well-chosen and are and acknowledged and acknowledged inaccuracies. No or poor
accurately identified in the approved with minor integration of brand
and acknowledged referencing style. inaccuracies in 2-4 concept and visual
in the approved Text shows referencing. Satisfactory overall brand elements.
referencing style. evidence of Text generally integration of brand

Text shows thorough editing. shows evidence of concept and visual 0-1
evidence of The level of referencing. brand elements.
thorough and presentation shows
comprehensive a good 5-6 2-4
editing. understanding of
The level of professional Good integration of
presentation meets standards of the brand concept and
the professional discipline. visual brand
standards of the elements with some
discipline. 7-8 minor
inconsistencies.
9-10 Sound and clear
integration of brand 5-6
Exemplary overall concept and visual
integration of the brand elements
brand graphics, with room for
colour, placement improvements.
and visual brand
elements. 7-8

9-10

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Criteria High Distinction Distinction Credit Pass Unsatisfactory
Superficial or basic
Digital Poster: Excellent and Sound and effective General communication of Inconsistent and
effective communication of communication of new digital brand ineffective
Clear communication of new digital brand new digital brand strategy. communication of
communication of new digital brand strategy. strategy. new digital brand

new digital brand strategy. 2-4 strategy.
strategy.
9-10 0-1
7-8 5-6

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