BMAR222

EXAM ASSIGNMENT
INTEGRATED BRAND MANAGEMENT PLAN
Your group was appointed as the brand managers, and you are tasked with writing a brand-
new brand management plan for Jukebox Restaurant. Your first drafts were assessed and
feedback will follow shortly. You needed to consider various aspects of the branding sphere,
conduct a thorough analysis, and incorporate them into the company’s current standing in
the marketplace. You have to complete and improve on your existing ideas for part 2 of the
assignment.
The purpose of this assignment is to teach you how to practically apply textbook content and
assist an existing business to succeed by compiling a brand management plan. This is close
to what corporate brand managers must do as part of their portfolios – managing companies
and positioning them in the market. You will therefore use the assessment criteria below and
use the textbook and internet sources to guide your plan.

IMPORTANT: It is important to remember you do not have to only apply in the same
way as in a test, you now need to go one step further and give practical and real-life
advice to the business owner, for her brand plan. Thus, do not only repeat what she is
doing or lacking, but ALSO include new suggestions and ways she should improve.
You are tasked with using your creativity and create examples/suggestions to fill in
the missing gaps for the Jukebox Restaurant.

**OPTIONAL** PART 1: Main assignment RESUBMISSIONS

You have a choice to resubmit your part 1 (or not to).
If you have achieved less than 60% for your part 1 assignment, you are strongly advised to
resubmit your part 1 after improvements have been made, to ensure your part 2 also
complies with the assessment criteria.

Marks will be calculated as follows for Part 1

Submission 1: 50% & Submission 2: 50%
OR
Submission 1: 100%

You can collect your marked scripts from my office (E3-257) in the following time slots:
Wednesday, 28 September: 12:00-13:00
Thursday, 29 September: 9:00-13:00
Friday, 30 September: 9:00-13:00

BMAR222 Examination Assignment PART 2 | 2022[PC] 1

How to improve your existing brand plan
Use the feedback, and video recording on tips and suggestions for the brand plan and make
the needed changes to your brand plan. (Available on eFundi, Wednesday, 28 September)

Submission should be as follows:

Resubmit the hard copy of your marked main assignment 1, and also a hardcopy of your
improved resubmission, on 31 October IN CLASS (7:30)- NO LATE SUBMISSIONS.
Complete the peer contribution evaluation. (Only members who contributed will get the
marks for the resubmission).

PART 2: Main assignment presentation

Once you completed your written section (resubmission), you will now prepare a
presentation to present to your lecturer and the owner of the business.
You are task to present:
1) Your new proposed logo design with reasoning, explanation, and motivation.
2) New ideas and improvement opportunities from part 1 of the assignment.
3) A short brand contact plan (SU 6)
4) An integrated digital brand plan for the business (SU 7).
Use the following rubric to guide your presentations. Each component is assessed on a
scale equivalent of 1 to 4, where one is the lowest and 4 is the highest score. Remember the
best presentations and overall brand plan is in line for the incentive provided by the business
owner.
Component Emerging Developing Proficient Advanced
1 2 3 4

Candidates There is some There is Candidate

failed to meet evidence of sufficient shows
the basic this evidence of proficiency in

Total
requirements component but this this
of the lacks the component but component of
component. substance to is not the highest
get a higher distinguishing merit, where
score. enough to little to no
merit the improvement
highest score. is possible.
Layout
The presentation matches /10
what was reported in the
written assignment and is
professionally designed and
follows a logical flow of
events.
Notes:

Verbal and non-verbal skills

Enthusiasm, delivery, and /10
engagement. Eye contact,
body language, and
professionalism.

BMAR222 Examination Assignment PART 2 | 2022[PC] 2

 Did the candidates deliver the presentation with enthusiasm and was it audible; did the
candidates engage the audience? Did the candidates make eye contact, were they tense or
relaxed and were they dressed professionally and was the conduct professional?
Notes:

Content
The candidates provided /20
sufficient and applicable
ideas for SU1-3
These ideas relate to and provide suitable information to Jukebox that can be implemented.
Notes:

The candidates provided /20

sufficient and applicable
ideas for SU4-5
These ideas relate to and provide suitable information to Jukebox that can be implemented.
Notes:

The candidates provided /20

sufficient and applicable
ideas for SU6
These ideas relate to and provide suitable information to Jukebox that can be implemented.
Notes:

The candidates provided /20

sufficient and applicable
ideas for SU7
These ideas relate to and provide suitable information to Jukebox that can be implemented.
Notes:

/100

Presentations and submission

 Unfortunately, we cannot let everyone present, and only the top 5 groups will present
in person (chosen from the marks of part 1 submissions).
 These presentations will be done the 31st of October in class @ 7:30.
 These groups will be identified on the 28th of September.
 All other groups need to submit their hardcopy power point presentations in class
and their recorded presentations on eFundi by 13:00.
 The winning group will only be announced after assessment (as the improved and
resubmitted part 1 assignments might change the game).

Presentation recording guidelines

 It should be a physical presentation on a screen/TV.

 Presented by ALL of the member of the group.
 Please wear a name tag to identify yourself during the presentation.

BMAR222 Examination Assignment PART 2 | 2022[PC] 3

  Be professional, and make sure you present yourself as a united marketing agency.
 You can book a small venue at the library, which gives you access to a presentation
screen for the recording. Book this well in advance, to ensure you get a spot.
 Make sure your presentation complies with all the assessment criteria in the rubric
above.

BMAR222 Examination Assignment PART 2 | 2022[PC] 4