• Offered by Research School of Management
  • ANU College ANU College of Business and Economics
  • Classification Transitional
  • Course subject Marketing
  • Areas of interest Marketing
  • Academic career PGRD
  • Course convener
    • Dr Andrew Hughes
  • Mode of delivery In Person
  • Offered in First Semester 2018
    See Future Offerings

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:

Upon successful completion of the requirements for this course, students will be able 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

Other Information

See the course outline on the College courses page. Outlines are uploaded as they become available. 

Indicative Assessment

  • Rapid Evidence Assessments 20%
  • CBBE Brand  Audit   25%
  • Self-Reflection  5%
  • Brand Imagery Film  15%
  • Brand Film   30%
  • Self-Reflection  5%

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Workload

The average student workload for this course is 10 hours per week. For on-campus students this includes time spent in scheduled classes and self-directed study time. For on-line students this includes time spent reading, researching, studying and participating in on-line activities.

Requisite and Incompatibility

To enrol in this course you must have previously completed MKTG7260.

Assumed Knowledge

Knowledge of marketing and basic research methods

Specialisations

Fees

Tuition fees are for the academic year indicated at the top of the page.  

If you are a domestic graduate coursework or international student you will be required to pay tuition fees. Tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.

Student Contribution Band:
3
Unit value:
6 units

If you are an undergraduate student and 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). You can find your student contribution amount for each course 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
Domestic fee paying students
Year Fee
2018 $4080
International fee paying students
Year Fee
2018 $5400
Note: Please note that fee information is for current year only.

Offerings, Dates and Class Summary Links

The list of offerings for future years is indicative only.
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
4692 19 Feb 2018 27 Feb 2018 31 Mar 2018 25 May 2018 In Person N/A

Responsible Officer: Registrar, Student Administration / Page Contact: Website Administrator / Frequently Asked Questions