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The real, practical, and immediate value of the ‘branding topic’ paper is to provide you, me and perhaps a prospective employer with a strong indication of your current level of Brand Management development and understanding.
The paper gives you the opportunity to select and then fully examine a ‘branding’ area about which you are most interested and/or passionate in a reflective, well considered and professional manner.
You will be assessed not just in terms of your ability to: 1. research + analyse the ‘branding’ area, but also 2. the depth and freshness of your own thinking about it. These two criteria will account for 70% of the paper’s overall mark (of 25%), with the remaining 30% assessed in terms of: 3. the relevance + quality of sources used plus value of support materials/examples provided (refer ‘one pager’ of assessment criteria).
Some examples of ‘branding’ areas students have previously covered are: ‘Brand Portfolio Issues in Mergers & Acquisitions’; ‘Challenges of Destination Branding’; ‘The Power & Peril of Brand Communities’; ‘Tiger Airways as a Challenger Brand’.
When and Where It’s Required:
Due date is 5.00pm Monday 18th June – submitted electronically via Turnitin, in Blackboard.
However, by latest 5.00pm Monday 30th April, you must have submitted – for approval – a simple typewritten proposal of the Topic Area you intend to explore/investigate. The proposal needs to consist of: a) ‘topic area’ headline of no more than 10 words; and b) 250 word summary.
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The writer needs to provide 1 paper summary of the topic area. I will send some examples later.
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