Learning guide group project

The document details the requirements and guidelines for a university project titled 3.2.3 Applied Project, which carries a significant weight of 30% towards the final grade. This collaborative effort mandates the formation of groups, each consisting of no more than five members, established in the second week of the semester. The core deliverables include a 2,000word report—excluding the cover page, figures, tables, appendices, exhibits, and reference list—and the creation of a digital poster, all due in the final week of the semester. A notable aspect of the project is the allowance for the use of generative AI tools for brainstorming, summarizing reading materials, or editing submissions, with a cautionary note on the necessity for original work and the potential for AIgenerated content to be incorrect, incomplete, or biased.

3.2.3 Applied Project

Type of

Due: One week after Week 14: 11.59 PM Sunday, 14th April 2024 (Vietnam Time)

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.

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: 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.

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.

Marking Criteria:

Range of sources

used to develop

report topic

Uses an extensive range of sources

>7 references

Uses a comprehensive range of sources

5-6 references

Uses a satisfactory range of sources

4 references

Uses a limited range of sources

2-3 references

Uses only prescribed textbook

0-1 references

Sound target

market description Excellent identification and

discussion of target market(s)

Sound identification and discussion of target market(s)

General identification and discussion of target market(s)

Basic identification and discussion of target market(s)

No or limited identification and discussion of target market(s)

Critical analysis of

research data using

relevant theory and

research

Accurate application of wide range of appropriate theories, and research including critical analysis of secondary &

primary data

Sound application

of wide range of appropriate theories, and research including sound critical analysis of secondary &

primary data

General application

of wide range of appropriate theories, and research including general critical analysis of secondary &

primary data

Basic application of wide range of appropriate theories, and research including basic critical analysis of secondary &

primary data

No or limited application of wide range of appropriate theories, and research including lack of critical analysis of secondary & primary data

Discuss findings

and draw

conclusions,

propose and justify

new brand strategy

with focus on

digital

Excellent, consistent and effective argument (integration of findings, and demographic variables and concepts), and insightful brand strategy, well-supported by analysis, evidence, theory and research

Sound and effective argument

(integration of findings, and demographic variables and concepts), and sound

brand strategy, well-supported by analysis, evidence, theory and research

General argument (integration of findings, and demographic variables and concepts), and general brand strategy, generally supported

by analysis, evidence, theory and research

Superficial or basic argument (integration of findings, and demographic variables and concepts), and basic

brand strategy, little support by analysis, evidence, theory and research

No or minimal argument (integration of findings, and demographic variables and concepts), and insightful brand strategy,

no or minimal support by analysis, evidence, theory and research

Use relevant

sources and correct

referencing

Sources are well-chosen and are accurately identified and acknowledged

in the approved referencing style

Text shows evidence of thorough and comprehensive editing

The level of presentation meets the professional standards of the discipline

Sources are accurately identified and acknowledged

in the approved referencing style

Text shows evidence of thorough editing

The level of presentation shows

a good understanding of professional standards of the discipline

Sources are generally identified and acknowledged with minor inaccuracies in referencing

Text generally shows evidence of referencing

Sources are appropriately identified and acknowledged with some inaccuracies

in referencing

Text demonstrates evidence of crediting with some inaccuracies

Sources are not appropriately identified and acknowledged Text demonstrates little or no evidence

of crediting

Digital Poster:

Integration of visual

brand elements and

brand concept/

information in a

professional and

enterprise context

Exemplary overall integration of the brand graphics, colour, placement and visual brand elements

Sound and clear integration of brand concept and visual brand elements with room for improvements

Good integration of brand concept and visual brand elements with some minor

inconsistencies

Satisfactory overall integration of brand concept and visual brand elements

No or poor integration of brand concept and visual brand elements

Criteria High Distinction Distinction Credit Pass Unsatisfactory Digital Poster:

Clear

communication of

new digital brand

strategy

Excellent and effective communication of new digital brand strategy

Sound and effective communication of new digital brand strategy

General communication of new digital brand strategy

Superficial or basic communication of new digital brand strategy

Inconsistent and ineffective communication of new digital brand strategy