Page 58 - FSH MKT 3300 Brand Management

FALL TERM I 2024• BRAND MANAGEMENT • FSH MKT 3300 • 555
Alison M. Wolfe MBA, MS, PhD, Professor

TEAM TERM PROJECT

Overview 

TEAM TERM PROJECT: 360° BRAND AUDIT / CASE ANALYSIS PRESENTATION

 Each team will prepare a creative case /brand audit presentation and apply the course concepts from the course
to the case.
 One electronic version of the creative case presentation with the 360° creative review on what you learned in
the course.

OVERVIEW

The 360° Brand Audit / Case Analysis And Presentation will give you the opportunity to utilize your understanding
of the concepts and practices learned in the course as you conduct a term-long project. The project serves as a means
(i.e., an assessment tool) for measuring your success in reaching the course objectives. Some of the learning
objectives for this project are the following:
 Development of your ability to integrate marketing / fashion concepts and principles into a comprehensive
logically coherent and creative presentation.
 Development of your skills in establishing and evaluating fashion marketing concepts and strategies.
 Enhancement of your team building skills.
 Improvement of your time-management and communication skills.

THE ASSIGNMENT

Remember to include the 360° learned concepts into your case analysis.

Swaminathan, V., & Keller, K.L (2020). Strategic Case and brand audit.
brand management (5 edition). Upper Saddle Case information to be provided by the instructor.
th
River, NJ: Pearson.

Wheeler, A., & Meyerson, R. (2024). Designing
Brand Identity: A comprehensive guide to the
th
world of brands and branding (6 Edition).
Hoboken, New Jersey: John Wiley & Sons

AMW ❖ FALL TERM I 2024 ❖09.02.2024
❖ Page 58 of 90 ❖