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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 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 members are formed in Week 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 15 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 16 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 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 17 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 18