• Tutorial participation: Students are expected to prepare for the tutorial-discussion each week as per the topics listed in the unit of study in order to engage in a discussion that will benefit the learning of your fellow peers. However, your participation will not simply be a measure of how much you contribute to class discussion, but more importantly whether your comments are thoughtful and stimulating, provide insight into the topics of investigation, pose interesting questions to your peers and provide relevant examples to illustrate your point of view.
• Business research component: Students will have two options for completing this assessment; option 1: Participating in a research study or option 2: Research paper review. Please refer to the new Business Research Component site on your CANVAS courses dashboard for detailed instructions on how to complete this assessment. Questions? Do NOT email your lecturer about this assessment. ALL questions about this assessment should be directed to Business.ResearchComponent@sydney.edu.au and will be responded to promptly.
• Personal brand reflection: This assessment is about personal brand reflection. Relying on theoretical frameworks from brand management, students will be required to provide an individual assignment reflecting on their own personal brand. Where students exceed the word length, they will lose 10% of the total marks when the submission is 10% above the word length and 10% for each 10% over-length thereafter. Note the word limit includes in-text referencing.
• Brand audit project: In groups of 3-4 students, you will conduct a brand audit on an international brand, making recommendations on how to strengthen the brand's equity into the future. Each group must prepare a report, written to a highly professional standard. Where groups exceed the word length, the group will lose 10% of the total marks when the submission is 10% above the word length and 10% for each 10% over-length thereafter. Note the word limit includes in-text referencing and the bibliography.
• Brand audit presentation: Groups will formally pitch their brand audit in an informative and inspiring presentation that clearly identifies the brand's current equities and how these can be built upon to strengthen brand meaning. The objective is to communicate a strategic vision for managing the brand into the future, that strengthens consumer relevance and creates differentiation from the competition. This will be a Powerpoint presentation that focuses on the key elements contained in your written report. The presentation may include relevant visuals (such as proposed logo, brand ambassadors, packaging design, or secondary brand associations, etc). Presentations will take place in week 12 and week 13 in your tutorial. Presentation slides are to be uploaded by one group member via Turnitin on Monday 18th May by 9.00am.
• Final exam: The questions for the final exam will be based on the topics covered in the lectures, textbook, and reading materials. Further details on the exam will be provided to students in the week 13 lecture.

Detailed information for each assessment can be found on Canvas.