This Brand Strategy course is divided into modules. The first module of this course will examine brand strategy from a customer based brand equity perspective. Students should be able to define and analyse the key elements that goes into creating a brand. They will also be able to critique the use of different elements of marketing in creating, maintaining and developing brand resonance with consumers.  

The second module of the course will discuss the role of brand narratives and brand imagery as a key tool of brand strategy. Students will consider the role of place and space in branding, and describe how experiential marketing can be used as part of a brand strategy. Finally students will design and create their own brand narrative through a film or video.  

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Identify the elements of the CBBE model
2. Describe how a brand can be positioned
3. Critically appraise the relationship of brand narratives and imagery with brand resonance
4. Analyse the effectiveness of brand experiences
5. Produce a CBBE brand audit taking into account theoretical advances, managerial practices and ethical considerations
6. Design a film or video that could be used as a brand narrative or imagery

Research-Led Teaching

Marketing is a dynamic, constantly evolving discipline. Staying up to date with the latest research is a vital part of understanding and responding to contemporary developments. This class draws insights from scholarly research, industry publications, case studies, and market analyses. Students are also able to develop and apply their skills in this area through assessments that link research and practice. 

Field Trips

This class does not have field trips.

Additional Course Costs

This class does not have additional costs.

Examination Material or equipment

This class does not include an examination.  

Required Resources

Keller, K.L., (2013). Strategic Brand Management, Global Edition (4e), Pearson Australia.

eBook

Cost: approx. $60.00

ISBN: 9780273780045

Publisher’s link: http://www.pearson.com.au/9780273780045

Print Edition

Cost: approx. $141.00

ISBN: 9780273779414

Publisher’s Link: http://www.pearson.com.au/9780273779414

Pre-Used

Second-hand copies of this widely used textbook are often available online from used book sites (check the ISBN before purchasing).

Library

Two copies of the textbook are available from the Library for 2-hour short loan.

Staff Feedback

Students will be given feedback in the following forms in this course:

• Written comments
• Verbal comments
• Feedback to the whole class, to groups, to individuals, focus groups

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Part 1: Introduction Brand Management and MKTG7027 Reading: Ch. 1 plus p.294-299
2	Part 2: Developing a Brand Strategy Customer-Based Brand Equity and Positioning Workshop: Group Assessment Reading: Ch. 2
3	Brand Resonance and Value Workshop: Individual Assessments Reading: Ch. 3
4	Part 3: Brand Marketing Programs Choosing Brand Elements Reading: Ch. 4	Online Assignment Due Monday evening 11.59pm
5	Designing Marketing Programs Reading: Ch. 5
6	Marketing Communications and Brand Associations Reading: Ch. 6 & 7
7	Part 4: Measuring Brand Performance Measuring and Managing Brand Equity Workshop: Topic Reports Reading: Ch. 8
8	Capturing the Customer’s Mind-set Reading: Ch. 9	Topic Report Due Monday evening 11.59pm
9	Part 5: Growing and Sustaining Brands Brand Architecture Strategies Reading: Ch. 11
10	New Products and Brand Extensions Reading: Ch. 12
11	Managing Brands over Time and Markets Reading: Ch. 13 & 14
12	Part 6: Closing Perspectives Observations and Contemporary Issues Workshop: Brand Audits Reading: Ch. 15	Brand Audit Due Friday evening 11.59pm

Tutorial Registration

This class does not have tutorials or tutorial registration. The class format is weekly three-hour seminars

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Online Assignment	30 %	18/03/2019	01/04/2019	1, 2, 3, 4
Topic Report	40 %	29/04/2019	13/05/2019	1, 2, 3, 4
Brand Audit	30 %	31/05/2019	04/07/2019	5, 6

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

Participation is expected in all seminar classes and assessment.

Examination(s)

This class does not have an examination.

Assessment Task 1

Online Assignment

Worth: 30%

Type: Individual

Words: 2000 words

Submission: via Turnitin

Due: Monday 11.59pm Week 4

Return: Within two weeks of submission

Overview:

The online assignment comprises short-answer questions that assess understanding and application of content from weeks 1 to 3 (inclusive). This is a time-limited task that starts in Wattle at 9.00am on Thursday of Week 3 and closes at 11.59pm on Monday of Week 4. Information regarding the question style, learning resources, marking criteria, and online instructions will be posted on Wattle and discussed in seminars.

Late submissions are not accepted.

Assessment Task 2

Topic Report

Worth: 40%

Type: Individual

Words: 2000 words

Submission: via Turnitin

Due: Monday 11.59pm Week 8

Return: Within two weeks of submission

Overview:

The topic report involves examining the nature and relevance of a contemporary issue in Brand Management, exploring real-life examples of the issue, and developing practical yet creative recommendations for marketers. Information about the topics from which to select, the report requirements, and the marking criteria will be posted on Wattle and discussed in seminars no later than Week 5.

Assessment Task 3

Brand Audit

Worth: 30%

Type: Group

Words: 3000 words

Submission: via Turnitin

Due: Friday 11.59pm Week 12

Return: After release of final grades

Overview:

The group project involves conducting a CBBE-based audit of a real brand and making evidence-based recommendations for moving forward. Work on the project commences in Week 2 with group formation and brand nominations. Various workshops, class activities, and learning resources are in place to support progressive and collaborative completion of the audit. Information about project requirements, activities, and resources will be posted on Wattle and discussed in seminars.

Academic Integrity

Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.

Online Submission

The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Please see relevant assessment task details above.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Unless specified otherwise in the assignment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information. In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service — including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy. If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes. Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students