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Conduct a Brand Audit

MKT 462
Closed
National University
National University
San Diego, California, United States
Steven Schaefer
certified core adjunct professor
1
Timeline
  • March 4, 2023
    Experience start
  • March 31, 2023
    Experience end
Experience
3 projects wanted
Dates set by experience
Preferred companies
Anywhere
Large enterprise, Small to medium enterprise
Retail, Food & beverage, Technology, Consumer goods & services, Hospital, health, wellness & medical

Experience scope

Categories
Marketing analytics Competitive analysis Market expansion Product or service launch Marketing strategy
Skills
digital marketing sales & marketing business analytics business strategy data analysis
Learner goals and capabilities

Looking to elevate your organization, and bring it to the next level? Bring on students from National University to be your student-consultants, in a project-based experience. Students will work on one main project over the course of the semester, connecting with you as needed with virtual communication tools.

Students in this program/course get an overview and practical application of brand management. It focuses on exploring the developing, sustaining, and leveraging brands in the marketplace. The course introduces brand research, brand development, and brand management and the importance for the modern marketer. Specific topic areas include brand management history, brand awareness, brand equity, and contemporary brand-sustaining strategies in the digital age.

Learners

Learners
Undergraduate
Any level
6 learners
Project
20 hours per learner
Educators assign learners to projects
Individual projects
Expected outcomes and deliverables

Deliverables are negotiable, and will seek to align the needs of the students and the organization.

Some final project deliverables might include:

Deliverables:

  • Brand audit report
  • Brand strategy document
  • Brand implementation plan

Timeline: This project is expected to take approximately [insert timeline], with the following milestones: 4 week course

  • [Insert milestone 1][Insert milestone 2][Insert milestone 3] To be agreed upon.
Project timeline
  • March 4, 2023
    Experience start
  • March 31, 2023
    Experience end

Project Examples

Requirements

Students in groups of 3-5 will work with your company to identify your needs and provide actionable recommendations, based on their in-depth research and analysis.

Project activities that students can complete may include, but are not limited to:


  • Evaluate the shaping application of the possibilities of AI in a brand strategy.
  • Conduct brand research and brand management for a business.
  • Provide a brand audit for a business.


Tasks:

1. Conduct a brand audit:

  • Evaluate the current brand identity, including the logo, tagline, brand messaging, and visual elements.Analyze the target audience and their perceptions of the brand.Evaluate the brand's online presence, including website, social media profiles, and other digital assets.Assess the brand's strengths, weaknesses, opportunities, and threats (SWOT analysis).

2. Develop a brand strategy:

  • Based on the findings of the brand audit, develop a brand strategy that aligns with the company's goals and objectives.Identify key brand attributes and messaging that will resonate with the target audience.Develop a visual identity system that aligns with the brand's personality and messaging.Outline specific tactics and channels to promote the brand and communicate its value proposition.

3. Develop a brand implementation plan:

  • Develop a timeline for implementing the new brand strategy.Identify key stakeholders and assign responsibilities for executing the brand strategy.Develop metrics for measuring the success of the new brand strategy.


Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Be available for a quick phone/virtual call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.

Provide a dedicated contact person who is available for weekly/bi-weekly drop-ins to address students’ questions as well as periodic messages over the duration of the project.

Provide an opportunity for students to present their work and receive feedback.

Provide relevant information/data as needed for the project.

How is your project relevant to the course?