Francois Du Rand, André Francois van der Merwe and Malan van Tonder
This paper aims to discuss the development of a defect classification system that can be used to detect and classify powder bed surface defects from captured layer images without…
Abstract
Purpose
This paper aims to discuss the development of a defect classification system that can be used to detect and classify powder bed surface defects from captured layer images without the need for specialised computational hardware. The idea is to develop this system by making use of more traditional machine learning (ML) models instead of using computationally intensive deep learning (DL) models.
Design/methodology/approach
The approach that is used by this study is to use traditional image processing and classification techniques that can be applied to captured layer images to detect and classify defects without the need for DL algorithms.
Findings
The study proved that a defect classification algorithm could be developed by making use of traditional ML models with a high degree of accuracy and the images could be processed at higher speeds than typically reported in literature when making use of DL models.
Originality/value
This paper addresses a need that has been identified for a high-speed defect classification algorithm that can detect and classify defects without the need for specialised hardware that is typically used when making use of DL technologies. This is because when developing closed-loop feedback systems for these additive manufacturing machines, it is important to detect and classify defects without inducing additional delays to the control system.
Details
Keywords
Michael M. Goldman, Mignon Reyneke and Tendai Mhizha
This case allows students to engage with classical marketing tenets of branding, media and communications decisions and content marketing within a management framework.
Abstract
Subject area
This case allows students to engage with classical marketing tenets of branding, media and communications decisions and content marketing within a management framework.
Study level/applicability
This case is appropriate for an undergraduate or graduate-level programme in marketing management.
Case overview
Suzanne Stevens was part of a group of four former senior employees of a large life insurance firm that decided to establish a new and innovative South African insurance company, BrightRock. They identified a gap in a large and highly competitive (albeit generic and opaque) insurance market and developed a distinctive positioning within the market. There was low consumer understanding of the technical aspects of life insurance products, and no existing life insurance product provided an individualized offering. Stevens developed the company’s brand and marketing strategy by drawing on reputation drivers, traditional advertising and a content marketing approach. BrightRock focused on change moments in consumers’ lives, including getting married, having children or getting a new job, and changed the standard insurance product model by launching an individualized flexible product that could adapt with the consumer through their various life stages. The case study documents the first three years of BrightRock’s operations, with a strong focus on brand and product development, distribution and communication. The case dilemma involves choices Stevens faced at the beginning of 2015 about marketing investments across paid, earned and owned media.
Expected learning outcomes
This study enables to critique the development of a services brand; integrate paid, owned and earned media to increase communication effectiveness and efficiency; and critique a content marketing strategy.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 8: Marketing.