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:
- Identify the elements of the CBBE model
- Describe how a brand can be positioned
- Critically appraise the relationship of brand narratives and imagery with brand resonance
- Analyse the effectiveness of brand experiences
- Produce a CBBE brand audit taking into account theoretical advances, managerial practices and ethical considerations
- Design a film or video that could be used as a brand narrative or imagery
Other Information
Indicative Assessment
- Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentation, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary. (100) [LO 1,2,3,4,5,6]
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.
Workload
Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work.
Where this course is offered in intensive delivery mode as a continuous block over a shorter period of time, the expected total time commitment for this course will be 130 hours.
Inherent Requirements
This course has no inherent requirements.
Requisite and Incompatibility
Prescribed Texts
Information about the prescribed textbook (if any) will be made available via the Class Summary.
Assumed Knowledge
Knowledge of marketing and basic research methods
Fees
Tuition fees are for the academic year indicated at the top of the page.
Commonwealth Support (CSP) Students
If you have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). More information about your student contribution amount for each course at Fees.
- Student Contribution Band:
- 34
- Unit value:
- 6 units
If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
Where there is a unit range displayed for this course, not all unit options below may be available.
| Units | EFTSL |
|---|---|
| 6.00 | 0.12500 |
Course fees
- Domestic fee paying students
| Year | Fee | Description |
|---|---|---|
| 2022 | $4440 | Standard Rate |
| 2022 | $3510 |
Grandfathered Rate*
*continuing students in nominated programs only. See fee website |
- International fee paying students
| Year | Fee |
|---|---|
| 2022 | $5700 |
Offerings, Dates and Class Summary Links
ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.
First Semester
| Class number | Class start date | Last day to enrol | Census date | Class end date | Mode Of Delivery | Class Summary |
|---|---|---|---|---|---|---|
| 4274 | 21 Feb 2022 | 28 Feb 2022 | 31 Mar 2022 | 27 May 2022 | In Person | View |