MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 1












Assessment Manual


MRTG3023: Strategic Marketing
Semester 1 2025
Research School of Management
MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 2
Table of Contents


ANU Assignment Cover Sheet ....................................................................................................... 3
MRTG3023: Schedule.................................................................................................................... 4
MKTG3023: Assessment Overview ............................................................................................... 5
A: CBBE Minor Report ................................................................................................................. 6
B: Major Brand Report .................................................................................................................. 7
C: Brand Case Memos ................................................................................................................... 8
MRTG3023: CBBE Minor Report Rubric .................................................................................. 10
MRTG3023: CBBE Minor Report Peer Review Rubric (for students) ...................................... 11
MRTG3023: Major Brand Report Rubric .................................................................................. 12
MKTG3023: Major Brand Report Peer Review Rubric (for students) ...................................... 14
MRTG3023: Brand Case Memo Rubric ..................................................................................... 15
MRTG3023: Brand Case Memos Official Assessment Sheet .................................................... 16



MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 3





ANU Assignment Cover Sheet

Family Name: First Name:
Student ID Number:
Course Code:
Assignment Name:
Due Date:

Please fill in the above information and then save this page as the first page of your assignment
to be submitted.


MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 4
MRTG3023: Schedule

Week Week
Beginning
Topics Additional Information /
Workshops
1 Thurs, Feb 20 Assessment Overview:
Brands and Branding
No workshops this week


2 Thurs, Feb 27 Brand Equity


Workshops Begin
Students form groups of 3 and
think of a business to start. Write a
Brand Reflection (assessed as a
bonus Brand Memo/make up
assessment).
3 Thurs, Mar 6 Brand Positioning


Brand Case Memo 1
Students confirm business (for
CBBE Minor and Major Reports),
and each member identifies two
distinct competitors.
4 Thurs, Mar 13 Brand Elements

Brand Case Memo 2
5 Thurs, Mar 20 Brand Communication

CBBE Minor Report DUE
CBBE Minor Report Review
Activity

6 Thurs, Mar 27 Brand Engagement through Social and
Digital Channels

Brand Case Memo 3
Thurs, April 3 TEACHING RECESS WEEK No class meetings or tutorials
Thurs, April 10 TEACHING RECESS WEEK No class meetings or tutorials
7 Thurs, April 17 Consumer-Brand Relationships Brand Case Memo 4
8 Thurs, April 24 Luxury Brands Brand Case Memo 5
9 Thurs, May 1 Managing Portfolios: Architecture,
Extension and Co-branding Strategies
Brand Case Memo 6


10 Thurs, May 8 Measuring Brand Equity Major Brand Report DUE
Brand Report Review Activity
11 Thurs, May 15 Managing Brands Over Time Brand Report Review Activity
12 Thurs, May 22 Brand Crisis Management BONUS Brand Case Memo
15 Thurs, May 29 STUDY WEEK No class meetings or workshops
16 Thurs, June 5 EXAM WEEK No class meetings or workshops
17 Thurs, June 12 EXAM WEEK No class meetings or workshops


MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 5

MKTG3023: Assessment Overview

Individual assessments form the assessment portfolio for this course. There is no final exam.
Description of
assessment
Value
%
Class Conditions


A.
CBBE Minor Report
(Individual)

30%


25%





Week 4
Students will initially form groups of 3 to
create a business/startup, but the CBBE
Minor Report will be written/marked
individually. Regular in-class
participation (lectures/workshops) is
required. Submissions online
CBBE Minor Report
Peer Review
(Individual)
5%

Week 5 5% of this mark is made up of an in-
workshop review of other students work.
Submissions in workshop.


B.
Major Brand Report
(Group)

40%


25%




Week 10
Students will work in groups of 3 and
choose to either write, create a 5-10-
minute audio-visual report, or present on
their selected business/startup. Regular in-
class participation in group work
(lectures/workshops) is required.
Submissions online.
Major Brand Report
Peer Review
(Individual)
15% Weeks 10/11 15% of this mark is made up of an in-
workshop review of other students work.
Submissions in workshop.
C.
Brand Case Memos
(Individual)
30% Weeks 3-9 Required weekly participation to
complete brand memos in class
workshops.


MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 6
A: CBBE Minor Report
[25% + 5% (30%) towards your total marks]
The CBBE Report aims to create a business/start-up (decide as a group) of your choosing and to
analyse the source of brand equity (individually for the CBBE Minor Report) for two primary
competitors (closest to what your business does) in the industry in which your new business will
operate. For example, if you create a new fast-food business, two of your main competitors may
be McDonalds and KFC.
You must then create a complete business with a clear idea of what product/service you will
offer and what specific market gap and consumer needs your business will address. You must
also justify why you think your product will sell (written individually). Then, using the
Consumer-Based Brand Equity (brand resonance) pyramid, you must analyse the source of brand
equity of the two main competitors in the industry where your new business will operate – and
indicate how your business will be positioned against them.
*Note that the group can plan their business together – however, the CBBE Minor Reports
must be written and submitted individually.
Instructions

Task: Start a business of your choosing and assess the CBBE of two main competitors.

*Note: Each group member will choose two distinct competitors for their individual
reports. For example, if you develop a fast-food business as a group, John might choose
McDonald's and KFC as main competitors, Jane might choose Hungry Jacks and Betty’s
Burgers, and Jing might choose Brodburger and Lord of the Fries.

• Create the business
• Think of an important market need and create a business to address it
• It can be a product or service

• Assess the value of the new business
• Why is the new product/service important?
• What market need will it address?
• What special value will it provide for consumers
• Why do you think consumers will buy the product?

• Assess the value of TWO main competitors
• Who are the two main competitors?
• Use the CBBE (brand resonance) pyramid to assess their sources of brand equity
+5%:
In Week 5, during the workshops, we will do a CBBE Minor Report Review for an additional 5%
marks toward this assessment. This is where you will read another student’s work from your
group and provide marks against the rubric, providing your own brief insight into where the
MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 7
report excelled or could be further improved. This will help you see the strengths and
weaknesses of each other’s work and improve upon the best of your collective efforts.

Requirements

Word Limit 1500 words max
Submission - The report should be typed using Times New Roman, 12 pt.
- APA Referencing
- Submit via Wattle
Marking
Criteria
See Rubric for CBBE Minor Report


B: Major Brand Report
[25% + 15% (40%) towards your total marks]
The Major Brand Report is the second part of the CBBE Minor Report. You will now work as a
group of three to build on what you developed individually for your business (pooling ideas and
feedback) and create a branding strategy for your new business or start-up that incorporates your
learnings from the course content and materials. This Major Brand Report will involve
developing brand positioning, brand elements, and a brand communication strategy for your new
business or start-up.
Instructions

Develop a branding strategy for your business.

• Brand Positioning
• What is your brand personality, values and purpose? Why?
• What is your strategy for the consumer-brand relationship?
• What is your Point of Parody (PoP) / Point of difference (PoD)?

• Brand Elements
• Decide on a combination of brand elements, e.g. name, logo, URL, jingle, etc.
• Justify your choice of brand elements

• Brand Communication Strategy
• What is your overall brand IMC strategy in your first year?
• Consider purpose, content, media and budget.

Tip. Also, check out the rubric below for additional pointers on what to include in your report.

+15%:
MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 8
* In Weeks 12-14, during the workshops, we will conduct a Major Brand Report Peer Review,
contributing an additional 15% to this assessment. You will write a 500-word reflection on your
group dynamics and individual contributions to the report, and you will review another group’s
work (you will be assigned a group’s work to assess against the Major Brand Report Peer
Review Rubric). You’ll need to provide a mark based on the rubric and a 300-word reflection
that offers insights into where the report excelled and recommendations for improvement,
ensuring that you justify your reflections with learnings from the course (following the Brand
Case Memo rubric).

Report Requirements

Mode Choice of 1) written report, 2) audio-visual report or 3) oral presentation
Length 2500 words or 5 – 10 Minutes (for audio-visual or oral presentation)
Submission - Via Wattle
- Use a combination of visuals, narration, text, models, sketches, interviews
(where possible), choreographs and so on to enhance the quality of your work
- Submission should be creative, audible and engaging.
- High marks will be awarded for production quality
- Do not do a talking-head or a voice-over slides video.
Marking
Criteria
See Rubric for Major Brand Report


C: Brand Case Memos
[30% towards your total marks]

The purpose of the Brand Case Memos is to help you reflect on your learnings from each weekly
assigned case study or reading and see how you can apply your learning to making concrete
recommendations for a/the relevant brand. This will help you simulate the role of a brand
manager in the workplace.
Instructions
You must submit your Brand Case Memo by hand on each assigned workshop case each week.
Memos will be written in class on the paper provided to you (see page 16 of this manual).
You must assume the position of a brand consultant addressing your memo to the brand's CEO in
the case or, where required, a comparable brand. In your memo:
a) note one key insight from the case and
b) recommend one alternative solution/approach for the CEO to adopt for the company
based on that insight
c) Integrate course theory and learnings as justification for your responses.
MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 9
* Details of each case/reading and how to write the Brand Case Memo each week are
provided on Wattle in the corresponding weekly block. You will find a copy of the
relevant case/reading on Wattle.
Memo Requirements

Mode Individual
Due Submit in workshops (Weeks 3 to 11)
Word Limit Not more than 175 words
Submission - The brand case memo for each week must be submitted in class in the relevant
workshop week. Activity will follow in class discussion.
- The case memo should be completed and submitted in class
- Word limit is between 100-175 words
Grade Each memo (6 total marked) will account for 5% of your marks for a total of 30% of
your overall mark. Workshop attendance is included in these marks, so 1% and late
penalties will apply (be deducted) if absent and submitted outside of the workshop
time. Additional reflections and assessments included throughout the semester for
make-up marks should there be absences.
Marking
Criteria
See rubric on Brand Case Memo’s

Below are some guidelines on things you should (not) do to improve your memo marks.

DON'T's
● Don't use obvious learnings discussed in class as your insight
● Don't summarise case as your insight
● Don't discuss unrelated points
● Don't copy and paste recommendations from the case as your recommendations. You are
required to come up with an idea that has not been proposed in the case
DO's
● Justify your insights and recommendations
● Provide concrete recommendations with actionable plans (tactics); better to have one
detailed recommendation than many cursory recommendations.
● Always link your recommendation(s) to your insight; it is a requirement of the case
question.


MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 10
MRTG3023: CBBE Minor Report Rubric
[25% towards your total marks]

Business/Startup:
Student name:

Requirements
1500 words excluding references and appendix // Times New Roman font // Size 12, 1.5 spacing
// Use normal margins // Attach an ANU cover page with student name and ID // Attach a copy
of this rubric.

The following standards describe effective CBBE Minor Report.

Criteria Ratings Total
Score
Excellent Very
Good
Good Fair Below
Expectation
Pts.
Introduction
A summary of the objective of the
assignment, main findings, and key
considerations. It should also include
signposting and brief descriptions of the
report's outline.
10.0 to
>7.9 Pts

7.9 to
>6.9 Pts

6.9 to
>5.9 Pts

5.9 to
>4.9 Pts

4.9 to
>0 Pts

10 pts
New Business/Startup
Detailed description of new
business/startup, and specific product
and/or service. Justification of market
need for product or service, and why
new business/startup will meet an
important market need. Identifies and
justifies choice of target market for new
business/startup.
30.0 to
>23.9 Pts

23.9 to
>20.9 Pts

20.9 to
>17.9 Pts

17.9 to
>14.9 Pts

14.9 to
>0 Pts

30 pts
CBBE Analysis of Competition
Identifies two main competitors in the
industry/sector of new business/startup,
based on market share/revenue. Uses the
CBBE pyramid (Lecture 2) to analyse
the brand equity of the two main
competitors. Analysis is insightful,
detailed as possible and covers every
aspect of the CBBE pyramid.
40.0 to
>31.9 Pts

31.9 to
>27.9 Pts

27.9 to
>23.9 Pts

23.9 to
>19.9 Pts

19.9 to
>0 Pts

40 pts
Conclusion
Concludes report with assessment of
new business/startup's market success
prospects, based on CBBE analysis of
competitors. Provides at least 3 possible
ideas that the new business/startup can
adopt to take advantage of weaknesses
in competitors’ CBBE.
10.0 to
>7.9 Pts

7.9 to
>6.9 Pts

6.9 to
>5.9 Pts

5.9 to
>4.9 Pts

4.9 to
>0 Pts

10 pts
Structure, Technique and Editing
Clear, concise and easy-to-follow report
structure. Engaging writing style, and
well edited for typos, technical and
grammatical error.
10.0 to
>7.9 Pts

7.9 to
>6.9 Pts

6.9 to
>5.9 Pts

5.9 to
>4.9 Pts

4.9 to
>0 Pts

10 pts
/100
MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 11
MRTG3023: CBBE Minor Report Peer Review Rubric (for students)
[5% towards your total marks]
Business/Startup:
Student name:
Student markers name: Total Rating /100

Criteria Ratings Comments
5 4 3 2 1 Why did you mark it this way?
Includes a title page with student
number.

Includes a table of contents
Includes a summary of the
objective of the assignment

Summary contains main findings
and key considerations.

Report includes good signposting
throughout.

A brief description of the report's
outline is provided

Provides detailed description of
new business/startup

Provides justification of market
need for product or service

Explains why new
business/startup will meet an
important market need.

The report identifies and justifies
choice of target market for new
business/startup.

The report identifies two main
competitors

The report uses Keller’s CBBE
pyramid for analysis

Each level of the CBBE pyramid
is first defined based on theory

The report links CBBE analysis
to theory and provides own
reflection based on the business

Concludes report with assessment
of new business/startup's market
success prospects, justified by
CBBE analysis of competitors.





Provides at least 3 possible ideas
or recommendations that the new
business/startup can adopt to take
advantage of weaknesses in
competitors’ CBBE.

Justifies all ideas or
recommendations based on own
analysis and justifies based on
CBBE theory.

The report provides a clear,
concise and easy-to-follow report
structure.

The report has an engaging
writing style, and is well edited
for typos, technical and
grammatical errors.

What did you learn from reading
your peers report that you may
have missed in writing your own?


MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 12
MRTG3023: Major Brand Report Rubric
[25% towards your total marks]


Business/Startup:

Requirements
2500 words or Minimum length 5.00 minutes, maximum length 10.00 minutes // Include name
and student ID on the final major brand report and post file, video or slides to Wattle (depending
on chosen report format).

Criteria Ratings Total
Score
Excellent Very
Good
Good Fair Below
Expectation
Pts.
Brand Elements
You must choose brand elements for
your business, including but not limited
to: Name; Logo and Symbols; Slogan;
URLs (optional); Characters (optional);
Provide a narrative for each brand
element you choose and show its
coherence with your brand positioning.
Brand elements must also reinforce each
other and the brand's positioning
30.0 to
>23.9 Pts

23.9 to
>20.9 Pts

20.9 to
>17.9 Pts

17.9 to
>14.9 Pts

14.9 to
>0 Pts

30 pts
Brand Positioning
Clear and consistent brand positioning
approach. Identifies PoPs and PoDs with
two (2) main competitors Brand
positioning has insightful and
convincing brand beliefs/values and/or
brand purpose. Provides a
comprehensive brand personality for the
business. Ensures brand personality is
detailed, has a life story/narrative, and a
clear social and moral identity. Clearly
links brand personality to brand
beliefs/purpose, and brand elements.
Clearly shows how brand personality
and overall positioning will guide
marketing mix decisions on: Product
Pricing and Distribution

30.0 to
>23.9 Pts

23.9 to
>20.9 Pts

20.9 to
>17.9 Pts

17.9 to
>14.9 Pts

14.9 to
>0 Pts

30 pts
MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 13
Brand Communication Strategies
Clear ideas on creating brand awareness
and establishing salience for brand?
[How will you make the target audience
know of your business and your brand?]
Highlights aspects of product
performance, and brand personality that
will be put in brand communication to
promote brand's positioning. Identifies
and justifies IMC approaches and media
selection Creatively integrates relevant
cultural narratives in communication to
create engagement.
It is highly recommended here that you
create an ad for the brand. It can be a
video [for TV and social media], audio
[radio and social media] and/or image
and text [for outdoor, print and social
media]
20.0 to
>15.9 Pts

15.9 to
>13.9 Pts

13.9 to
>11.9 Pts

11.9 to
>9.9 Pts

9.9 to
>0 Pts

20 pts
Scripting and Communication
The narration/script is coherent with the
visuals, and well-scripted to tell a
coherent story of the branding strategy.
Voice /written narration is enthusiastic,
employing varying communication tones
that make the writing/video/presentation
engaging and easy to understand. Guide
to Student: Simplicity and directness
work best here.
10.0 to
>7.9 Pts

7.9 to
>6.9 Pts

6.9 to
>5.9 Pts

5.9 to
>4.9 Pts

4.9 to
>0 Pts

10 pts
Production Quality
Writing, Video, Presentation is clear and
has good continuity, scenes connect
seamlessly, and visual effects are used
appropriately. Narration is audible, and
sound quality is clear were applicable,
with no background noise. Report has
excellent grammar, sound editing and
mixing (if needed).
10.0 to
>7.9 Pts

7.9 to
>6.9 Pts

6.9 to
>5.9 Pts

5.9 to
>4.9 Pts

4.9 to
>0 Pts

10 pts
/100


MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 14
MKTG3023: Major Brand Report Peer Review Rubric (for students)
[10% towards your total marks]


Business/Startup:
Student name:
Student markers name: Total Rating /100

Criteria Ratings Comments
5 4 3 2 1 Why did you mark it this way?
Either a written report, AV report or presentation
was submitted.

Brand elements are chosen for the business (i.e.
Name; Logo and Symbols; Slogan; URLs,
Characters. Where applicable).

Provide a narrative for each chosen brand element
and show its coherence with brand positioning.

Brand elements also reinforce each other and the
brand's positioning

Clear and consistent brand positioning approach.
Identifies PoPs and PoDs with two (2) main
competitors

Brand positioning has insightful and convincing
brand beliefs/values and/or brand purpose.

Provides a comprehensive brand personality for the
business.

Ensures brand personality is detailed, has a life
story/narrative, and a clear social and moral
identity.

Clearly links brand personality to brand
beliefs/purpose, and brand elements.

Clearly shows how brand personality and overall
positioning will guide marketing mix decisions on:
Product Pricing and Distribution

Provides clear ideas on creating brand awareness
and establishing salience for brand? [How the
target audience is made to know of the brand]

Highlights aspects of product performance, and
brand personality that will be put in brand
communication to promote brand's positioning.

Identifies and justifies IMC approaches and media
selection

Creatively integrates relevant cultural narratives in
communication to create engagement.

An ad is created for the brand to some level.
The narration/script is coherent with the visuals,
and well-scripted to tell a coherent story of the
branding strategy.

Voice /written narration is enthusiastic, employing
varying communication tones that make the
writing/video/presentation engaging and easy to
understand.

Writing, Video, Presentation is clear and has good
continuity, scenes connect seamlessly, and visual
effects are used appropriately.

Narration is audible, and sound quality is clear
were applicable, with no background noise. Report
has excellent grammar, sound editing and mixing
(if needed).


MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 15
MRTG3023: Brand Case Memo Rubric
[30% towards your total marks]

Student name:

Requirements

The following standards describe effective brand case memos. Marks for 6 brand memos will
equal 30% of the total marks.

Criteria Ratings Total
Score
Excellent Very Good Good Fair No marks Pts.
Insight
● The insight is interesting
(intuitive or counterintuitive) and
is not just a copy and paste or
summary of the case.
● The insight uses branding
concepts and theories from the
lecture to draw out learnings
from different parts of the case
● The insight is well explained and
justified with evidence from the
case
2.0 Pts

Exceeds
expectation


1.5 Pts

Meets
expectation

1.0 Pts

Average
0.5 Pts

Below
average
0.0 Pts

Did not
answer the
question
2.0 pts
Recommendation
● The recommended
solution/approach is relevant,
practical and actionable, detailed,
and creative.
● The recommended
solution/approach is different
from what is provided in the case
● The recommended
solution/approach is linked to
your insight from the case
● The recommended
solution/approach applies
branding concepts and learnings
from the lectures.
3.0 Pts

Exceeds
expectation

2.0 pts

Meets
expectation

1.5 Pts

Average
1.0 Pts

Below
average
0.0 Pts

Did not
answer the
question
3.0 pts
5.0 pts

MKTG3023 Strategic Marketing – Semester 1, 2025 – Mark Buschgens 16
MRTG3023: Brand Case Memos Official Assessment Sheet

Your Name: SCORE:
Student ID:
Workshop
Week:

* You must submit this memo individually in class
ANSWER PROMPTS RELATED TO THE BRANS CASE MEMO BELOW.
USE BOTH SIDES OF THE PAPER IF NEEDED:


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