Authentic assessment, Problem based learning
Brand Strategy Audit
Each student team chooses a real world brand of interest to them to do a Brand Strategy Audit. They apply our branding model and methods to this brand. The core model is the customer-based brand equity model, and students measure and analyse the customer-based brand equity of their chosen brand. They conduct a focus group to identify consumers’ key beliefs and feelings about this brand. They measure the level of the identified brand attributes with a bigger sample size by survey research. Strengths and weaknesses of the brand are identified.
Authentic assessment, Problem based learning
Clinical Case Presentation
The format of the CCP is as follows:
Authentic assessment, Problem based learning
‘Phone a Friend’ Task
At the start of semester, students are asked to find a partner in the class – someone they don’t know, or don’t know very well. They are asked to exchange phone numbers.