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

This course draws insights from scholarly research, industry publications, case studies, and market analyses. Students are able to develop and apply their understanding of the content 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. & Swaminathan, V. (2019). Strategic Brand Management, Global Edition (5e), Pearson Australia.

eBook

ISBN: 9781292314990

Publisher’s link: https://pearson.com.au/9781292314990

Cost: approx. $60.00

 

Print Edition

ISBN: 9781292314969

Publisher’s Link: https://pearson.com.au/9781292314969

Cost: approx. $120

 

Library

A copy of the new 2019 edition ebook will be available from the Library for short loan. Copies of the previous 2013 edition are also available.

Pre-Used

The previous edition (i.e., Keller, 2013) is reasonably similar and second-hand copies are likely to be available online or from used book sites.

Recommended Resources

The lectures include insights from various marketing journals, trade magazines, and business media – the references for which will be on the lecture slides.

 

For contemporary issues and examples in marketing practice, the following sources are recommended;

Harvard Business Review https://hbr.org/

Marketing Week https://www.marketingweek.com/

Marketing Mag https://www.marketingmag.com.au/news-c/

The Conversation https://theconversation.com/au/business

Staff Feedback

Students will receive written and verbal feedback in the following forms:

·       Feedback to the whole class, groups, and individuals during class activities and discussions

·       Feedback via marked assessments, including marking rubrics, quickmarks and written comments

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 Introduction to Brands and MKTG7027 (Ch. 1 & 12)
2	Part 2: Brand Strategy and Frameworks CBBE and Brand Resonance (Ch. 2 & 3) Workshop: CAT assignment
3	Brand Imagery and Experiences (Ch. 3) Workshop: Brand Imagery Video assignment
4	Brand Positioning (Ch. 2)	CAT - 1 due 10.00am Monday
5	Part 3: Measuring Performance Measuring and Managing Brand Equity (Ch. 9) Workshop: Brand Audit assignment
6	Capturing the Customer’s Mind-set (Ch. 10) Workshop: Finalising your video	CAT - 2 due 10.00am Monday
7	Part 4: Brand Marketing Tactics Brand Elements (Ch. 4)	Brand Imagery Video due 10.00am Monday
8	Designing Marketing Programs (Ch. 5)	CAT - 3 due 10.00am Monday
9	Integrated Marketing Communication (Ch.6)
10	Digital and Secondary Brand Associations (Ch. 7 & 8)	CAT - 4 due 10.00am Monday
11	Brand Audit Presentations and Peer Feedback Activity	Brand Audit Presentations due in class; presentation handout due before class
12	Part 5: Growing and Sustaining Brands Managing and Extending Brands (Ch. 13 & 14)	Brand Audit Report due 4.00pm Friday

Tutorial Registration

This course has a weekly 3-hour seminar. Seminar registration is via the course Wattle site.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Continuous Assessment Task (CAT)	40 %	16/03/2020	28/05/2020	1,2,3,4,5
Brand Imagery Video	30 %	20/04/2020	04/05/2020	3,4,6
Brand Audit	30 %	18/05/2020	*	1,2,4,5

* 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

This course is designed for in-person delivery, with active learning techniques with in-class formative feedback. Attendance is not compulsory and best efforts will be made to record the seminars. However, preparing for and participating in weekly classes is highly encouraged to co-create the intended learning experience and outcomes.

Examination(s)

This class does not have an examination.

Assessment Task 1

Continuous Assessment Task (CAT)

Worth: 40%

Learning Objectives: 1, 2, 3, 4, 5, 6

Type: Individual

Format: 300-500 words x 4 mini-tasks

Submission: via Turnitin

Due: 10.00am Monday of Weeks 4, 6, 8 and 10

 

Overview:

The Continuous Assessment Task (CAT) supports progressive learning, engagement, and feedback across the semester. The task comprises 4 mini-tasks worth 10% each. For each mini-task, a set of questions will be assigned in the seminar before the due week. Students are required to answer the questions individually and to submit their answers to Turnitin by Monday 10.00am of the due week. The answers will then be discussed as a class in that week’s seminar (the mini-task due week).

 

Active learning, timely feedback, and reflection are key elements of this CAT. Students will receive an overall mark out of 10 for each mini-task (usually within a week of submission) but should not expect separate marks for each question or detailed written comments. Instead, students obtain detailed feedback by engaging with the class discussion and peer feedback.

 

Further information, including the marking rubric and learning resources, will be posted on Wattle and discussed during the CAT assignment workshop (Week 2 seminar). 

 

Note: Late submissions are not accepted for this assignment.

Assessment Task 2

Brand Imagery Video

Worth: 30%

Learning Objectives: 3, 4, 6

Type: Individual

Format: 6-7 minute Narrated PowerPoint Video (.mp4)

Submission: via Wattle (video file and pdf handout)

Due: 10.00am Monday Week 7

Return: Within two weeks of submission

 

Overview:

The Brand Imagery Video assignment involves analysing the current imagery of a real-life brand then creating and justifying revised imagery to support a given challenge or opportunity (e.g., reposition, expand segments, modernise). Students deliver their work as a PechaKucha-style narrated PowerPoint presentation saved as a video (.mp4 file). PechaKucha is a specific format that primarily uses images rather than text-based content. Students also submit a pdf handout of their PowerPoint slides.

 

Further information, including a detailed assignment guide, marking rubric, brand registration and learning resources, will be posted on Wattle no later than Week 3. Workshops for this assignment will also be held in the Week 3 and 6 seminars.  

 

Note: Students MUST obtain approval from the Course Coordinator regarding brand selection to ensure that the option is suitable for this assignment (see assignment guide for details).

Assessment Task 3

Brand Audit

Worth: 30%

Learning Objectives: 1,2,4,5

Type: Group

Format: 10 minute presentation plus 3000-word written report

Submission: In seminars and via Turnitin

Due: Presentation (10%) – Week 11 seminar

         Written Report (20%) - 4.00pm Friday Week 12

 

Overview:

The Brand Audit assignment involves assessing the brand equity of a real-life brand and suggesting creative ways to leverage that equity. The main sections of the audit include the brand inventory, brand exploratory and strategic recommendations. Groups deliver their audit in two parts. The first deliverable is an ‘In Progress’ presentation (and handout) where groups present their creative strategy ideas for class discussion and formative feedback (Week 11). The second deliverable is the finalised written brand audit report (Week 12).

 

The assignment workshop, with group registration and brand allocation, occurs in Week 5. Groups should comprise 4-5 five members. The Course Convenor will finalise the group size and membership based on enrolments. Further information, including a detailed assignment guide, marking rubric and learning resources, will be posted on Wattle no later than Week 4. Presentations in seminar will be recorded.

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 submissions for the Continuous Assessment Tasks are not accepted.  

 

For other assessments, all requests for extensions must use the RSM Extension Application Form and Procedure. The form and further information are available at https://www.rsm.anu.edu.au/education/education-programs/notices-for-students/extension-application-procedure/   

 

Assessments submitted late without an approved extension are penalised at a rate of 5% of the possible mark per day or part thereof. Late submissions are not accepted 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.

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