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UNSW SYDNEY



SCHOOL OF ACCOUNTING

ACCT5920 MANAGING INTANGIBLE RESOURCES TERM 1 – 2025
ASSIGNMENT INFORMATION
PART A ONLINE TEAM PITCH DUE 16 APRIL
PART B INDIVIDUAL WRITTEN REPORT DUE 20 APRIL

Part A: ONLINE Verbal Group Presentation Due in Seminars Week 9 via Zoom (See Zoom links in Moodle
and below) (Due in class 16 April).
You are allowed to use AI to assist with Assignment 2A

Required:
Each group is required to study a top 20 ranked brand name for the purposes of this assignment. Go to
https://interbrand.com/best-global-brands/. Choose any brand you wish which will be the topic for Assignment
2A and 2B. You can choose a brand outside of the top 20 though let your lecturer know which brand you
would like to study by end of week 7.

Prepare an innovative live pitch about one or two of the most important intangibles of your top 20 brand.
Remember to always start with a founder story. Then pivot to your brand story, or employee story or customer
story. engage your audience at the start, middle and end.

Please remember the following important points:
1. The purpose is to tell a story about the most interesting intangible finding and involve an audience.
2. However, remember to always start with a founder story. Then pivot to your intangibles story.
3. You can create a video in advance and show it on the day. It is recommended that each team set up a
Zoom link to create a video and rehearse. Audience engagement must be live on the day and all team
members must be present.
4. Have a hook (strong introduction such as a quote, question for audience etc), and end strong (a strong
recommendation, quote or lesson learned.
5. If you are presenting a role play (it should only be a part of the roleplay– you can still dress up
virtually and get into the spirit.
6. The best stories start with Once upon a time or Picture this.. Or Let me take you back in time.
7. Remember, you must tell a story so choose the most interesting findings you have and be creative in
the way you pitch your story. Make it interesting. Be as creative as you can without losing site what
makes this organisation interesting and how they stand out in terms of their intangibles.
8. If attempting a roleplay - it often works extremely well to have a narrator in order to most effectively
communicate a story.
9. An audience will be present so remember to at all times involve your audience.
10. You have approximately 12 minutes (no more than) to present final presentations.
11. Do Not include any theory in Assignment 2A (that belongs in the report). Assignment2A is a storytelling
exercise separate from the report.
12. Your visuals must be simple and they must help you tell a story using photographs, music, video,
images, few words and NO bullet points.
13. It is vital that the team member sharing a screen with your PPT slides practices doing this and they
must practice tick sharing sound in Zoom or else the audience cannot hear your video.
Zoom Link for Natalie’s classes 9am, 12pm, 4pm:
https://unsw.zoom.us/j/87933305129



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Zoom link for Matthew’s class 5pm:
https://unsw.zoom.us/j/85087561546?pwd=jMaVP3F64pg8P9bAh9w6ztgaqiZWN4.1

Part B: Written Individual Assignment (Now Due 21 April)
You are strictly prohibited from using AI to assist with Assignment 2B. This assignment is submitted
via Turnitin and emailed directly to your lecturer.

Each individual is required to study the same top 20 ranked brand name they studied in Part A. Go to
https://interbrand.com/best-global-brands/. For the purposes of engaging with industry and ensuring students
are better prepared for the workforce, this assignment question has been set in conjunction personnel from
industry so to ensure that you as postgraduate students are engaging with authentic industry issues.

Required

1. Provide a brief description of the case organisation, listing its main activities, leadership and relevant
developments in its history and corporate strategy.
Introduce the assignment, the themes and structure. Next introduce your case organisation, who
they are, what they do; their history, leadership and strategy including how the resources of the
organisation enable this strategy to be executed.

2. Provide a comprehensive analysis of ‘visible’ organisational resources over the last three years,
highlighting the tangible and intangible resources reported in this organisation’s financial statements.
This is an overview of visible organizational resources over the last few years from published
statements (tangible and intangible but that appear in financials).

3. Construct and describe an ‘invisible resource inventory’ for this organisation, outlining key ‘invisible’
organisational resources and reasons for their strategic/operational importance. This would include a
Balanced Scorecard and possibly integrated reporting elements.
In this section both the tangible and intangible resources of the business should be identified and
measured. Also note if there are potentially invisible liabilities such as loss of customers owing to
any recent damages to the firm’s reputation. You could for instance use a Balanced Scorecard
approach and perhaps a resource inventory. Your framework should be populated with some
cutting edge indicators such as customer delight, reputation quotient, etc.

4. What recommendations would you make regarding the management of this organisation’s key intangible
resources? Explain and justify each recommendation.
Part 4 is important. You should have come up with a minimum 6 comprehensive recommendations.
It is in this section that people often lose the marks. The discussion around each recommendation
would be a minimum of a paragraph.

Additional Information
• The body of the assignment should not exceed approximately 1500-2000 words +/- 10%, excluding
table of contents, abstract, and list of references. Use Appendices. Use 11 point font Ariel or Times
preferred– 1 or 1.5 spacing.
• The answer to each section must be identified clearly by the use of sub-headings. In addition to the
requirements outlined above, your answer should include a brief introduction and conclusion.
• You must acknowledge all sources of information cited in your assignment.
Tips:
• The assignment is submitted viaTurnitin and emailed directly to your lecturer..
• An executive summary, introduction and conclusion are vital.
• Have a table of contents.
• All content must relate to this subject and be referenced appropriately.
• The aim of this assessment was for you to do research. Therefore a bibliography or references is
essential using Harvard referencing.).
• As a postgraduate course, the presentation of your final report is important. Tables, diagrams and
colour are encouraged.

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