Assignment description

Assignment 3 –
Information for
prioritising image/brand decisions

Task:
To be performed individually

Marks:
45% of unit total

Deadline:
Week 12 Sunday midnight

Word limit:
3000 (INCLUDING
the reference list)

Assignment description

Business
managers do not perform the actual primary data collection, but they
do frequently commission and oversee business research projects, as
well as interpret data and make decisions on the basis of research
findings.

The
assignment requires you to consider the research process and decision
making associated with brand evaluation that we havecovered
in the unit. This is a very relevant topic since branding is one of
the most important aspects of contemporary business. The assignment
is to be written from the perspective of one of the providers in the
AUSTRALIAN
FINANCIAL SERVICES INDUSTRY.

NB
–
Please do not conduct any primary data collection, rather just
consider the research design and process involved in branding
research from the business manager’s perspective.
For
this assignment you need to read around the subject of branding and
branding research – guided reading lesson 6 is a good starting
point.

Purpose

This assignment will get you
thinking about and develop your appreciation of the application of
research in brand building. This assignment asks you to perform the
same tasks undertaken by business managers and requires you to set
clear research objectives; consider the strategic role of the
research and the type of information expected, as well as outline the
key methodological considerations relating to the BHT.

The assignment will also help
develop skills in desk research (library and Internet search),
collating, presenting and interpreting information in a concise
manner, as well as accurate referencing.

How to structure your
writing

Cover page
– Please include a cover page containing the title; student
name(s) and ID number (s); date & total word count (excluding
title and reference list).

Introduction –
Write
about 150 words. In
your introduction specify your chosen research area and discuss the
significance of branding and the BHT in business. Outline the
structure of your essay.

Business & research
objective(s) –
In 200 words discuss
the business objectives and the specific research objectives of the
BHT.

Information
required to fulfil the research objectives –
(approx. 1000 words) In
this section you need to clearly show the type of output you would
expect and explain its potential role for informing brand decision
making. (NB
you are not required to actually conduct any primary research). To
do this effectively you should include
description of the information to be collected
and provide examples of expected research output – clearly
describing how it can be interpreted to assist the company decision
making.

Describe the research
design in relation to your chosen approach –
(approx. 1000 words) Include
a brief description of the preferred data collection approach with
rationale, and relate the key methodological considerations specific
to the BHT and your recommended method.

Conclusion
– About 150 words summing up the topic and the importance the
approach.

Word
limit
– There
is a considerable amount to cover, so it is important that you
clearly introduce the focus of your assignment and then write
clearly and concisely within the specified word limit. at
the end of each section please state the number of words you have
used. Word limit – at the end of each section state the number of
words you have used. At the start of the assignment please also
indicate the total number of words, which should not exceed 3000
words. NB
for this assignment the reference list counts toward the word limit.

Finally
insert your ‘References’
list using a recognized referencing format such as APA or Harvard –
(For
example, the ‘Harvard quick guide’ provides a useful summary
http://bit.ly/2nY33yS).

For
this assignment it is anticipated that you will use a minimum
of ten different references that include relevant journal articles.

Please
write in
a professional manner with a clear structure and appropriate
headings, properly spell checked and proof read.

Submission & mark
allocation

The assignment must be
submitted via Blackboard.

Your
tutor will use the following guidelines to grade your work out of
100:

Introduction
– outlining the structure of the report and the significance of
this type of business information to decision making

5

Objectives
of the research
– business objectives and specific research objectives

5

Describe
the required information, present examples of anticipated output
and discuss how to interpret it

35

Describe
the research design and process in relation to the BHT

30

Conclusion
– appropriate overview of the topic (i.e., NO NEED FOR AN
EXECUTIVE SUMMARY AS WELL)

5

Report
structure / presentation –
accurate
writing (please use your spell-checker, set to UK English);
presentation following of the heading structure set out in ‘How
to structure your writing’

10

Referencing
– accurate
use of the author/date referencing conventions.

10

Total

100

Mark
range

Grade

Grade
awarded

85-100%

High
Distinction (HD)*

75-84%

Distinction
(D) *

65-74%

Credit
(C)

50-64%

Pass
(P)

0-49%

Fail
(N)

* NB appropriate reading,
accurate referencing and author citation are prerequisite
for Distinction and Higher Distinction grades.

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