Assignment 1
Semester 1, 2022

Report (2,000 words)
Worth: 40%


In the context of what the experts say about branding, describe and analyse the visual and communication brand attributes of an arts/cultural organisation by reviewing marketing material the company provides online.

The report should include:

• Cover page (including name, student number, course, assignment topic, organisation & word count)
• Introduction, body, conclusion, bibliography
• Define a brand (and use that definition to provide a framework for and to support your analysis)
• Brief summary about the chosen organisation including their mission/vision statement
• The organisation’s key audience segments
• Analysis of key elements of how the organisation presents itself to the public including (but limited to):
o Logo
o Use of colour
o Communication style
o Use of social media
o Design style
o Use of images
o Tagline
• What brand persona/personality are they communicating?
• Does the brand match their mission/vision?
• Does the brand make sense given their audience?
• What’s your response to the brand?

Provide visual images to illustrate your points.

You can choose any arts/cultural company except those used as examples in the Tutorial for Week 2 i.e. don’t use MIFF, Potter Museum of Art, the Wheeler Centre, Victorian Opera or the Esplanade, Singapore.

Assessment criteria:
• 2,000 words
• Clear description of organisation
• Analysis of brand elements including examples/illustrations
• Critical examination of persona/personality
• Effective linkage between brand attributes and audience
• Effective linkage between brand attributes and mission/vision
• Reference to a range of relevant reading material (at least 3 academic sources)
• Appropriate introduction and conclusion
• Quality of argument and analysis
• Originality and insight
• Quality of written presentation (including spelling, grammar and punctuation)
• Appropriate referencing and bibliography.

Essay submission: All written work should be submitted on LMS.
Keep a copy of the final text of all written work submitted. The Faculty of Arts requires that students keep a duplicate of all submitted written work which is part of the year’s assessment to ensure against accidental loss.
Brief comments will be included on assignments, together with a grade on the following scale: H1 = 80-100%, H2A = 75-79%, H2B = 70-74%, H3 = 65-69%, P = 50-64%, N = 0-49%.
Due dates should be treated as examination dates. Late submissions will result in the deduction of marks at the rate of 2% per day.

Extensions will be granted only in extenuating circumstances and with supporting documentation for a period of 10 working days. As much as possible, please discuss any difficulties with the subject coordinator well in advance of the due date. Extensions are not available for the following:
• Time management problems
• Computer failure
• Assessment in other subjects due at the same time
• Employment responsibilities and routine financial support
• Social activities and commitments
• Stress or ‘normal’ anxiety
• Study difficulties
• Language difficulties
• Minor inconvenience – minor illness or mishap that has only a few days impact.

After the 10 day extension period has expired, students will need to apply for special consideration: and must have medical certification to submit with their application.

The School style guide and essay writing guide can be found at:

Because academic integrity is vital to the well-being of the university community, the University of Melbourne takes academic misconduct very seriously. The penalties for academic misconduct can be very severe. Examples of academic misconduct include plagiarism and collusion. The following section is an excerpt from the University of Melbourne’s webpage on academic honesty and plagiarism, available here:

What is plagiarism?

Plagiarism is the act of representing as one’s own original work the creative works of another, without appropriate acknowledgment of the author or source. (Creative works may include published and unpublished written documents, interpretations, computer software, designs, music, sounds, images, photographs, and ideas or ideological frameworks gained through working with another person or in a group. These works may be in print and/or electronic media).

Examples of plagiarism

The following are examples of plagiarism where appropriate acknowledgement or referencing of the author or source does not occur:

• Copying directly (or allowing to be copied) paragraphs, sentences, a single sentence or significant parts of a sentence. An end reference without quotation marks around the copied text may also constitute plagiarism;

• Copying ideas, concepts, research results, statistical tables, computer programs, designs, images, sounds or text or any combination of these;

• Paraphrasing of another’s work closely, with minor changes but with the essential meaning, form and/or progression of ideas maintained;

• Relying on a specific idea or interpretation that is not one’s own without identifying whose idea or interpretation it is;

• Cutting or pasting statements from multiple sources or piecing together work of others and representing them as original work;

• Presenting as independent, work done in collaboration with other people (e.g., another student, a tutor);

• Submitting, as one’s own, all or part of another student’s original work;

• Preparing an original and correctly referenced assignment and submitting part or all of the assignment twice for separate subjects or marks;

• Cheating in an exam, either by copying from other students or by using unauthorised notes or aids.


The School of Culture & Communication Essay Writing Guide provides precise style requirements for citing references. The Harvard approach is recommended for Arts Management students but a different style can be used as long as it is used consistently.