Student teams will practice with and apply our brand strategy model and methods to a real world brand of their choosing. The project involves qualitative and quantitative consumer research, so that students learn brand analysis not based on the students' own opinions of the brand but on the evidence of consumer perceptions of the brand. Students analyse the current brand strategy and recommend a complete brand strategy plan. This project will help students learn the theory, will help students understand how it is applied, and will help students acquire the skill of how to do a brand audit.

In this semester-long, scaffolded assessment, students collaborate in small groups to complete a community-based research project, drawing on discipline-specific methodologies and conceptual frameworks. The assessment is divided into three tasks focusing on (1) quantitative research skills, (2) qualitative research skills, and (3) presenting key research findings.

This assessment introduces students to the theories, methodologies, and technologies related to the collection, modelling and analysis of digital social data. Students are required to operate a variety of data curation and analysis software systems to produce a dataset, and then perform both qualitative and quantitative analyses of these datasets.

In this assessment students are asked to collect and analyse some basic qualitative and quantitative data from a site of their choosing, and then present their findings. Students are asked to choose a site to collect their data (examples of sites can be provided but they can also be given freedom to choose one that is not listed in the examples). They are then asked to design a research question, collect some basic quantitative data and qualitative data that relates to the themes of the course, conduct some basic analysis (in the case of quantitative typically just some frequencies), link their findings to existing academic literature, and present their findings in their tutorial.