Brand Management

May 25, 2020AdminUncategorized

Brand Management

Instructions
1. Summative Assessment 2 (SA 2) must be submitted online before or on the day of
the Summative Assessment 1 (SA 1) sitting.
2. The essay must be a minimum of 500 (five hundred) words, and should not exceed
650 (six hundred and fifty) words.
3. The essay structure must be as follows:
● Cover Page:
o Name
o Surname
o Student Number
o Name of your Support Centre (i.e. Boston, Braamfontein)
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● Introduction: Tells the reader what the essay is about.
● Body / Main Content: Is based on research and relates to the essay question or
topic that has been set.
● Conclusion: Is a summary of what has been covered in the essay, it may also
include suggestions / recommendations.
● Reference list: (not included in the word count): the Harvard Referencing Method
must be adhered to with regards to in-text citations and the reference list.
Please make sure you read and adhere to Boston’s Harvard Method of
Referencing: A Beginner’s Guide when referencing, as well as The Beginners
Guide to Plagiarism, both are available in the HE Library module on ColCampus.
4. The essay must be typed, using the following format settings only:
● Font: Arial
● Font Size: 12
● Line Spacing: 1.5
5. For this assessment the following must be adhered to:
● You have been provided with 1 (one) academic source (see below) this source is
compulsory and must be consulted and referenced when answering the research
question.
● The compulsory source must be accessed using the HE Library module on
ColCampus unless otherwise stated e.g. through a hyperlink.
● Compulsory source to use:
Journal article: Sabinet
Joubert, J. 2019. Medical schemes – where to from here? MoneyMarketing,
2019(10):26.
6. Academic sources and accessing credible e-Resources:
Not all sources / texts can be classified as academic sources. Wikipedia, for
example, is not a credible academic source since authors are not identifiable, and
editing an article on this site is very easy. Also, blog posts often provide valuable
information, but are not academically sound. To judge whether a source is credible,
consider the following criteria:
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• The author should be identifiable through author information, affiliations, and/or
qualifications.
• An academic source has usually been peer-reviewed.
• Academic textbooks or academic journals should be published by a recognised
authority/publisher like a university, an academic publishing house, research
organisation etc.
• A list of references should be present, that is, full citations for sources used.
Thorough reference to research is a crucial characteristic of legitimate academic
work.
7. You must make use of the Harvard Method of Referencing. Refer to the examples
of referencing below:
Book, single author:
Holt, D.H. 2017. Management principles and practices. Sydney: Prentice-Hall.
Book, 2 or 3 authors:
McCarthey, E.J., William, D.P. & Pascale, G.Q. 2017. Basic marketing. Cape Town:
Juta.
Book, more than 3 authors:
Bond, W.R., Smith, J.T., Brown, K.L. & George, M. 2016. Management of small
firms. Sydney: McGraw-Hill.
Book, no author:
Anon. 2009. A history of Greece. Athens: Cengage.
eBook:
Case, J., Marshall, D. & McKenna, S. 2018. Going to university: The influence of
higher education on the lives of young South Africans [E-book]. Cape Town: African
Minds. Retrieved from https://www.africanminds.co.za/wpcontent/uploads/2017/06/9781928331698_web.pdf [Accessed 3 June 2019].
Academic journal article with one author:
Waghid, Y. 2019. On the polemic of academic integrity in higher education. South
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African Journal of Higher Education, 33(1):1–5.
Academic journal with 2 or more authors:
Waghid, Y. & Davids, N. 2019. On the polemic of academic integrity in higher
education. South African Journal of Higher Education, 33(1):1–5.
Newspaper article from a webpage:
Motshwane, G. 2019. A missed opportunity: Shakes slams Bafana’s Afcon plans.
Sowetan Live, 7 June. Retrieved from
https://www.sowetanlive.co.za/sport/soccer/2019-06-07-a-missed-opportunityshakes-slams-bafanas-afcon-plans/ [Accessed 8 June 2019].
Court case:
Gold Circle (Pty) Ltd v Maharaj (1313/17) [2019] ZASCA 93 (3 June 2019).
Web based images (figures, graphs, maps, artwork):
Boston City Campus & Business College. 2019. Welcome [Image]. Retrieved from
https://www.boston.co.za/ [Accessed 3 June 2019].
Music or recording:
Makeba, M. 1960. The Click Song [Recording]. YouTube. Retrieved from
https://www.youtube.com/watch?v=Qg4Fp-A7IRw [Accessed 8 June 2019].
Chapter in an edited book (collected work):
Velez, C. 1978. Youth and aging in central Mexico. In B. Myerhoff & A. Simic (eds.).
Life′s career-aging: Cultural variations on growing old. San Francisco, CA: Sage,
107–162.
8. Boston expects you to approach your work with honesty and integrity. Honesty is
the basis of respectable academic work. Whether you are working on a formative
assessment, a project, a paper (read at a conference), an article (published by a
journal), or a summative assessment essay, you should never engage in
plagiarism, unauthorised collaboration (collusion), cheating, or academic
dishonesty.
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Plagiarism occurs when a writer duplicates another writer’s language or ideas, and
then calls the work their own. Simply put, plagiarism is academic fraud. This
includes the ‘copy and paste’ of work from textbooks, study guides, journal articles,
etc. The Plagiarism Declaration, included in this assessment brief, must be signed
and attached to the front of your essay. Refer to the Plagiarism Information Sheet in
your Course Outline for further information.
9. To obtain maximum results, please consult the rubric included in this brief to ensure
that you adhere to and meet all the given criteria.
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Question 1: (20 Marks)
You are the Brand Manager at Discovery Health. You are concerned about the newly
proposed National Health Insurance Bill (NHI) as announced by the Government.
Discovery Health is forced to implement certain changes as a reaction to the
proposed Bill.
You have been tasked to write a response in the form of an essay to the proposed
Bill in which you discuss possible strategies to continue operating alongside the
proposed NHI.
You should access more than just the compulsory source in order to answer this
question.
Some background information relating to the NHI:
Adapted excerpt:
The draft bill aims to:
• provide mandatory prepayment health care services in the Republic in pursuance
of section 27 of the Constitution;
• establish a National Health Insurance Fund and to set out its powers, functions
and governance structures;
• provide a framework for the active purchasing of health care services by the
Fund on behalf of users;
• create mechanisms for the equitable, effective and efficient utilisation of the
resources of the Fund to meet the health needs of users;
• preclude or limit undesirable, unethical and unlawful practices in relation to the
Fund and its users; and
• provide for matters connected herewith.
SabinetLaw. 2018. Plan to Implement NHI by 2025 – Sabinet Law. Retrieved from
https://legal.sabinet.co.za/articles/plan-to-implement-nhi-by-2025/ [Accessed 30
October 2019].
After reading the compulsory as well as the recommended sources, the following is
required of you:
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Required:
1. Explain the Government’s reasons for the implementation of the Bill and discuss
the most important changes that you should be aware of.
2. Explain Discovery Health’s concerns about the effects of a NHI in South Africa
and why they think they should take action and cannot simply ignore the NHI
proposal.
Compulsory source to peruse:
Journal article: Sabinet
Joubert, J. 2019. Medical schemes – where to from here? MoneyMarketing,
2019(10):26.
Additional sources to peruse:
SabinetLaw. 2018. Plan to Implement NHI by 2025 – Sabinet Law. Retrieved from
https://legal.sabinet.co.za/articles/plan-to-implement-nhi-by-2025/ [Accessed 30
October 2019].
Hedley, N. 2019. Discovery says NHI bill’s restriction of medical schemes
‘counterproductive’. BusinessLIVE, 16 August. Retrieved from
https://www.businesslive.co.za/bd/companies/healthcare/2019-08-16-discoverysays-nhi-bill-counterproductive-but-not-a-deathblow/ [Accessed 5 September 2019].
Writer, S. 2019. These are the 10 massive medical aid changes you need to know
about. BusinessTech, 21 June. Retrieved from
https://businesstech.co.za/news/government/253207/these-are-the-10-massivemedical-aid-changes-you-need-to-know-about/ [Accessed 5 September 2019].
The following Learning Outcome is assessed in this assessment:
Explain and apply Greiner’s growth phases model.
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Assignment
Content
Total
12 – 10 9 – 7 6 – 4 3 – 1 0
Understanding of
topic and
relevancy
Topic understood
comprehensively.
The following are well
explained:
At least 4 reasons from
Government for
implementation of the
NHI.
At least 6 changes that
the consumer should be
aware of.
The concerns of
Discovery the effects of
a National Health
Insurance on healthcare
in South Africa.
Why the business has to
take action and not
simply ignore the
matter.
The essay is well
presented and
comprehensively meet
the demands of the
question.
Sufficient understanding of
topic.
The learner provide
sufficient information on:
At least 3 reasons from
Government for
implementation of the NHI.
At least 5 changes that the
consumer should be aware
of.
Effects of a National Health
Insurance on healthcare in
SA.
Why the business has to take
action and not simply ignore
the matter.
The essay is a good attempt.
Limited understanding of topic.
The following are partially
explained:
Reasons from Government for
implementation of the NHI.
Changes that the consumer
should be aware of.
Why the business has to take
action and not simply ignore the
matter.
Unrelated suggestions provided
that do not explain how
Discovery Health should deal
with the situation.
Demonstrates satisfactory
knowledge of the content area.
Topic not understood at all.
Responses not aligned and
does not address topic.
Failed to identify ways of
addressing the situation.
Displays only rudimentary
knowledge of the content area.
No research was done.
None
4 3 2 1
0
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Presentation and
Format
Structure
(Introduction,
body,
recommendations
& conclusion)
Type settings correct
(font & font size).
Plagiarism declaration
signed and adhered to.
Structure accurate &
correct.
Some formatting issues e.g.
incorrect font, incorrect
spacing.
Plagiarism declaration signed
and adhered to.
Structure mostly correct.
Omitted one (1) component
only e.g. conclusion.
Some formatting issues e.g.
incorrect font, incorrect spacing.
Plagiarism declaration signed
and adhered to.
Structure incorrect.
Omitted two (2) components
e.g. introduction and conclusion.
Some formatting issues.
Plagiarism declaration not
signed.
Structure completely incorrect
e.g. single paragraph essay, no
breaks to determine where one
section starts and ends.
None
4 3 2 1
0
Referencing Consulted the
compulsory source and
3 additional sources.
Referenced the provided
source throughout the
essay.
Correct Harvard
referencing.