This course integrates previous studies in marketing into the strategic context of the organisation. Specific topics include strategic marketing models; the internal and external context in which marketing occurs; integrating marketing strategy with business goals, factors that impact on the effective development and implementation of marketing strategies and the management and implementation of marketing strategy in business-to-business and consumer markets.

Learning Outcomes

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

1. Describe the key components of different models of Customer Based Brand Equity (CBBE) models;
2. Discuss the practical application of CBBE in different contexts and situations;
3. Discuss the different methods which can be used for brand storytelling;
4. Critically analyse CBBE in different contexts and situations;
5. Develop a brand strategy plan for a brand that outlines how to build and maintain CBBE; and
6. Create practical examples of brand storytelling and narratives to help build CBBE, especially in digital contexts.

Research-Led Teaching

Marketing by its very nature is a constantly evolving discipline. Many of the areas of this course will undergo change during this course and this makes it essential for students to stay up to date as much as possible with what is going on in the business and marketing media and publications.

Field Trips

There are no field trips for this course

Examination Material or equipment

There are no exams for this course

Required Resources

Required resources will be placed online on Wattle and will be free to all to access. There are no costs involved other than your time.

Recommended Resources

Please make yourselves familiar with the Apple and Computer Labs on campus as this will help with some assessments (using software such as Adobe Premier, Final Cut Pro, Canva, iMovie etc). If in doubt about any details please contact the IT Helpdesk.

I'd also strongly recommend that you read Brands and Branding by Stephen Brown (found in the library), Keller's et.al., Marketing Management text (found in the library), and other works on branding (e.g. Michael Beverland Brand Management texts)

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	Introduction to the Course, Assessment & Branding 101
2	Brand Equity
3	Brand Positioning
4	Brand Elements
5	Brand Communication
6	Brand Engagement
7	Consumer-Brand Relationships
8	Luxury Brands
9	Managing Brand Portfolios
10	Measuring Brand Equity
11	Managing Brands over Time
12	Brand Crisis Management

Tutorial Registration

This course has weekly workshops

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
CBBE Report	30 %	12/03/2025	28/03/2025	1,2,4
Brand Case Memos	30 %	*	*	1,2,3,4,5
Major Brand Report	40 %	21/05/2025	26/06/2025	2,4,5,6

* 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

Students who seek to do well will be given plenty of opportunities to do exactly that. Participating in this course is always worth it and there is always a strong correlation between those who do so and the top end of the grade sheet.

Further, attendance at lectures, and workshops is expected in line with "Code of Practice for Teaching and Learning," Clause 2 paragraph (b). Where students will not be able to attend a lecture or workshop, they should advise the Convenor and discuss how to otherwise address the learning materials.

Examination(s)

There are no exams for this course

Assessment Task 1

CBBE Report

Due: March 12, 2025

Worth: 30%

Learning objectives: 1,2, 4.

Group or Individual: Individual

Word Count: 1000 words from the first word of the introduction to the last word of the conclusion (not including figures, tables or references). Anything over is not marked.

Form of submission: Written piece submitted via Wattle.

Return of submissions: by 28 March 2025

Description: 

The purpose of the CBBE Report is to create a business/start-up of your choosing and analyse the source of brand equity for two primary competitors (closest to what your business does) in the industry that your new business will operate in. For example, if you create a new fast food business, then two of your main competitors may be McDonalds and KFC.

You must then create a complete business with a clear idea of what product/service you will offer to the market, and what specific market gap and consumer needs your business will address. You must also justify why you think your product will sell. Then, using the Consumer-Based Brand Equity (CBBE) pyramid, you must analyse the source of brand equity of the two main competitors in the industry which your new business will operate in.

Additional information and including assessment specific instructions and marking rubrics will be found on Wattle from the start of semester.

AI USE: the use of AI such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high-quality works.

Assessment Task 2

Brand Case Memos

Due: Weekly as workshop participation

Worth: 30%

Learning objectives: 1,2,3,4,5.

Group or Individual: Individual

Word Count: 300 words max

Form of submission: Written piece by hand in class and submitted in class.

Return of submissions: approx.5 working days after submission.

Description: 

The purpose of the Brand Case Memos is to help you reflect on your learnings from each weekly assigned case study or reading and see how you can apply your learning to making concrete recommendations for a/the relevant brand. This will help you simulate the role of a brand manager in the workplace. There are a total of 6 cases throughout the semester in which you will submit a brand memo.

Full details and rubric for each item will be found on Wattle at least two weeks prior to the due date of each item.

Assessment Task 3

Major Brand Report

Due: May 21, 2025

Worth: 40%

Learning objectives: 2,4,5,6

Group or Individual: Individual

Description

The major assignment is more about critical thinking skills and demonstrating and applying what you have learnt in items that match your learning styles. 

As the final items in the course, this is where students need to demonstrate their learning throughout the semester. 

The Major Brand Report is the second part of the CBBE Report – where you will build on what you developed previously and develop a branding strategy for your new that applies learnings from the course content and materials. This Major Brand Report will include developing brand positioning, brand elements and a brand communication strategy for your new business/start up. The orientation of submission can be ether in the form of an audio-visual report, a written report, or a live presentation. Details regarding each will be provided during the first week.

As this is the final item in the course students who complete these items will only have summative feedback provided, after the release of result.

All assessment items will be submitted via Wattle.

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.

Please change the late submission information to this: All requests for extensions to assessment in RSM courses must be submitted through the CBE extension request portal: CBE Assessment Extension Request Form. Further information on this process can be found at https://rsm.anu.edu.au/study/students/extension-application-procedure

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.

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 assessment 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