ASSESSMENT 3 BRIEF

Subject Code and Title DSO 103 Design Studio 2

Assessment Brand Pitch and Reflective Review

Individual/Group Individual.

Length As a rough indicator, we approximate 750 written words is

equivalent to 5 minutes of presentation delivery.

Learning Outcomes The Subject Learning Outcomes demonstrated by successful

completion of the task below include:
a) Can explain the fundamental theories of brand
development and position

b) Competently utilise specified design software to

digitize brand position and touchpoints

c) Can apply brand theories to develop an emotional

brand experience

d) Have demonstrated capacity to research and report

the role of the consumer in the brand building process

e) Work Independently to fulfill project requirements, can

demonstrate a customer brand journey applied across
a continuum of 2D and 3D brand touch points
supported by iterative research processes.

Submission Due by 11:55pm AEST/AEDT Sunday end of Week 12.

Weighting 30%

Total Marks 100 marks

Context:

This subject has introduced you to the fundamental principles of developing a brand. The final
assessment will give you the skills and methods to reflect on your brand and the customer
experiences and touchpoints you have designed.

DSO103_Assessment _3 Page 1 of 6
Assessment 3 – Instructions
This assessment consists of one submission for upload.

Brand Pitch
You will pitch your brand through a formal presentation to the class (this is the first assessment
attribute on the A3 learning rubric). Your pitch will be in the form of a slideshow (or another format
of your choosing) showcasing the highlights of your brand.

Reflective Review
A reflective review of your journey with this subject will be included in your slideshow. You will
consider your work in Assessments 1 and 2 and incorporate the learnings you have gained from the
subject overall.
You are to reflect on your research processes for Assessment 1 and your research and brand
development for Assessment 2.
Begin this process by considering your research journey for Assessment 1; think about what you
discovered and how it prepared you for Assessment 2. When reflecting on Assessment 2, consider
everything, the research, your values, the positioning, various experiences, and touchpoints.
The items you should reflect on will include:
• Critically evaluate whether you accomplished what you envisaged for Assessment 2.
• What additional learning have you gained by completing these assessments?
• What would you do differently if you were to complete the assessments again, and why?
• What advice would you give to the next cohort of students undertaking this subject?
• Please ensure your response to this assessment includes all of the above.

Due Date:
You will present Assessment 3 in class Week 12.

Referencing – This is the 5th learning attribute in the rubric.

You must use the appropriate APA style for citing and referencing research. Please see more
information about referencing on the Academic Skills webpage.

Submission Instructions
Submit your project via the Assessment link in the main navigation menu in DSO103 Design Studio 2,
making sure that the size of your submission is no more than 20mb. Your Learning Facilitator will
provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.
Save your file as a pdf document if the format allows. If you are submitting a film or a website,
please upload a PDF document with instructions for viewing and use the following file naming
convention:
DSO103>LastName>FirstName>Assessment2.pdf
DSO103>LastName>FirstName>Assessment2.mp4

Final submission deadline: 11:55pm AEST/AEDT Sunday end of Week 12.

DSO103_Assessment _3 Page 2 of 6
Academic Integrity
All students are responsible for ensuring that all work submitted is their own and is appropriately
referenced and academically written according to the Academic Writing Guide. Students must also
read and be aware of Torrens University Australia Academic Integrity Policy and Procedure and
subsequent penalties for academic misconduct. These are viewable online.
Students must also keep a copy of all submitted material and assessment drafts.

Special Consideration
To apply for special consideration for a modification to an assessment or exam due to unexpected or
extenuating circumstances, please consult the Assessment Policy for Higher Education Coursework
and ELICOS and, if applicable to your circumstance, submit a completed Application for Assessment
Special Consideration Form to your Learning Facilitator.

DSO103_Assessment _3 Page 3 of 6
Assessment Rubric
Fail
Pass Credit Distinction High Distinction
Assessment (Yet to achieve
(Functional) (Proficient) (Advanced) (Exceptional)
Attributes minimum standard)
50-64% 65-74% 75-84% 85-100%
0-49%

A professional Student fails to identify Student clearly identifies Student demonstrates Student provides a range of Student critically evaluates
presentation that learning from the learning issues appropriate to evidence how the issue evidence to demonstrate how the issue resolution
communicates the achievement of the the subject content by resolution led to learning how the issue resolution resulted in a range of
student’s resolution of resolution demonstrating demonstrating knowledge of appropriate to the subject resulted in a range of learnings appropriate to
the application of limited understanding of emotional brand content by thorough learnings appropriate to the the subject content,
relevant brand emotional brand development process and understanding and subject content through demonstrating a
strategies involving development process and brand strategies application of emotional highly developed sophisticated
customer experience brand strategies. Most components of the brand development process understanding and understanding of emotional
and design and Key components of the assessment addressed. and brand strategies All application of emotional brand development process
touchpoints for a brand assessment are not The presentation of work components of the brand development process and brand strategies
identity. addressed. could have been more assessment addressed and brand strategies All All components of the
The presentation of work professional or convincingly showing creative components of the assignment addressed
30% was not professional or communicated. applications of relevant assignment addressed systematically and critically
convincingly brand strategies. showing advanced and showing exceptionally
communicated. The presentation of work creative applications of creative applications of
was professional and relevant brand strategies. relevant brand strategies
convincingly The presentation of work The presentation of work
communicated. was very professional and was extremely professional
convincingly and convincingly
communicated. communicated.

Unique customer Student makes no clear Student broadly notes how Student addresses how Student clearly linked the Student articulates
experiences have been link between the the learning outcomes overall each learning outcome was learning outcomes with the specifically how each of the
mapped and designed assessment design and were addressed in the main met in the main assessment main assessment design learning outcomes was
via reflection on the the subject learning assessment demonstrating design providing well- providing thoroughly applied to the resolution of
application of learning outcomes by providing some design of customer developed design of developed design of the issue

DSO103_Assessment _1 Page 4 of 6
 outcomes to effectively limited design of experience and engagement customer experience and customer experience and providing highly
engage the target customer experience evidenced. engagement evidenced. engagement evidenced. sophisticated and creative
audience with the engagement evidence. Limited customer experience Competent customer Very well-developed design of customer
brand. Unconvincing or mapping. experience mapping. customer experience experience and
unfinished customer mapping engagement evidenced.
25% experience mapping. A sophisticated customer
experience mapping.

Demonstration of Student does not Students adequately applies Student coherently applies Student presents a clear Student clearly justifies the
detailed reflection adequately apply the the assessment rubric to their the assessment rubric to argument for the application of the
including detail of a assessment of rubric to own assessment submission their own assessment application of the assessment rubric to their
creative and engaging their own assessment providing limited details submission by providing assessment rubric to their own assessment
touchpoint to engage submission through representing how customers well-developed ideas and own assessment submission submission providing highly
the target audience provision of limited ideas will engage with the brand. creativity have been providing thoroughly sophisticated ideas and
with the brand. and creative creativity demonstrated in the developed ideas and creativity have been
evidenced in touchpoint Touchpoint design. creativity have been demonstrated in the
25% design. Unconvincing or Competent details demonstrated in the Touchpoint design. Highly
unfinished details representing how Touchpoint design. Very sophisticated
representing how customers will engage with well executed and communication of details
customers will engage the brand. communicated details and representing how
with the brand. representing how customers will engage with
customers will engage with the brand.
the brand.

Reflection on new Student does not clearly Student makes some attempt Student clearly reflects on Student clearly reflects on Student clearly reflects on
knowledge gained from reflect on the negotiated to reflect on the negotiated the negotiated assessment the negotiated assessment the negotiated assessment
the negotiated assessment process. assessment process. process. process and draws out process and evaluates the
assessment process. learnings for next time. learning process and
lessons for next time.
10%

DSO103_Assessment _1 Page 5 of 6
 Correct image and text Limited research which Research resembles a recall Research is substantiated Research is substantiated Research is substantiated
referencing has been has not been or summary of key ideas. by evidence from the by robust evidence from by robust evidence from
demonstrated by the substantiated. Information is not accurately research/course materials. the research/course the research/course
students in accordance Information is not referenced or from an Information is accurately materials and extended materials and extended
with the APA a accurately referenced or inadequate variety of referenced from the reading. reading.
referencing system. from an inadequate sources. required number of Information is accurately Information is accurately
variety of sources sources. referenced from a variety of referenced from a wide
10% sources. variety of sources.

The following Subject Learning Outcomes are addressed in this assessment

SLO a) Can explain the fundamental theories of brand development and position
SLO b) Competently utilise specified design software to digitize brand position and touchpoints
SLO c) Can apply brand theories to develop an emotional brand experience

SLO d) Have demonstrated capacity to research and report the role of the consumer in the brand-building process

Work Independently to fulfill project requirements, can demonstrate a customer brand journey applied across a continuum of 2D and 3D brand touch
SLO e)
points supported by iterative research processes.

DSO103_Assessment _1 Page 6 of 6