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:
- Engage in group based decision making activities including collaborative reporting and accepting joint responsibility;
- Engage in strategic thinking including projecting future outcomes, setting goals, and reflecting on the implementation process to reach those goals;
- Integrate marketing theory, prior practice and prior learning into the strategic marketing environment; and,
- Communicate effectively in oral and written forms about marketing strategy using appropriate concepts, logic and rhetorical conventions.
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. We will try to highlight instances of this, especially in the areas we research in and have an interest about. But we will also do so from the base of our own knowledge of marketing theory and practice.
Field Trips
There are no field trips for this course
Additional Course Costs
There are no additional class costs
Examination Material or equipment
There are no exams for this course
Required Resources
Students are required to have access to Brands and Branding by Stephen Brown, which costs around $35 as an e-book, slightly cheaper second hand of course through various outlets. Hard copy is $60 and should be available on short loan in the library by week 2 (it is coming from overseas). It is an enjoyable read and well worth the spend, plus I'll be referring to it a fair bit in lectures.
Recommended Resources
For those who decide to do the film option please make yourselves familiar with the Apple and Computer Labs on campus as this will help with making your film on Final Cut Pro or another similar software program. For the android or camera people Adobe Premiere is in some labs I've been assured by IT so please do a search.
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 | Week 1: Introduction to the Course, Assessment & Branding 101 | Brand Resonance & Relationship - The Customer-Based Brand Equity (CBBE) Model |
| 2 | Week 2: Introducing and Naming New Products and Brand Extensions | |
| 3 | Week 3: Brand Narratives & Brand Experiences | Assessment due: Group Assessment Portfolio |
| 4 | Week 4: Brand Positioning; Choosing Brand Elements to Build Brand Equity | Assessment due: Group Assessment Portfolio, The Single Item |
| 5 | Week 5: Designing Marketing Programs to Build Brand Equity | Assessment due: Group Assessment Portfolio |
| 6 | Week 6: Consumer Behaviour and Branding: Capturing the Heart, Mind & Wallet | Assessment due: Group Assessment Portfolio |
| 7 | Week 7: Leveraging Secondary Brand Associations to Build Brand Equity | Assessment due: Group Assessment Portfolio |
| 8 | Week 8: Pricing and Brands: I don’t want your money honey I want your love | Assessment due: Group Assessment Portfolio |
| 9 | Week 9: Branding of Place and Space | Assessment due: Group Assessment Portfolio |
| 10 | Week 10: Integrating Marketing Communications to Build Brand Equity | Assessment due: Group Assessment Portfolio |
| 11 | Week 11: Managing Brands over Time | Assessment due: Group Assessment Portfolio |
| 12 | Week 12: Story Telling | Assessment due: Group Assessment Portfolio |
Tutorial Registration
Wattle
Assessment Summary
| Assessment task | Value | Due Date | Return of assessment | Learning Outcomes |
|---|---|---|---|---|
| Group Assessment Portfolio | 40 % | 28/05/2019 | 14/06/2019 | 1,2,3,4 |
| Individual Assessment Menu (IAM) | 50 % | 28/05/2019 | 14/06/2019 | 1,2,3,4 |
| The Single Item | 10 % | 20/03/2019 | 01/04/2019 | 1,2,3,4 |
* 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 classes and assessment.
Examination(s)
There are no exams for this course
Assessment Task 1
Learning Outcomes: 1,2,3,4
Group Assessment Portfolio
Description
For the Group Assessment Portfolio students will complete a weekly blog on a given question or task that is set the week before. Groups are required to submit 8 items and can therefore choose to skip certain weeks if they require.
Blogs
Due: 1 hour before your scheduled tutorial start time, from weeks 3-12
Learning objectives: 1-4
Group: Self selected groups of 1-3 from tutorial groups.
Word Count: 500 words max.
Form of submission: Online as per wiki or blog
Return of submission: By the following tutorial
Description:
Tutorials will focus on providing an answer to a topic that will be set each week or based on an activity in that class. Each question will be unique to each specific tutorial. Students only need to answer 8 out of the total number of tutorials, so you can have weeks off which may come in handy if you fall ill or decide to attend a job interview. Answers will be done on a wiki or a blog, and your colleagues will be able to see your work and how you approached the question. Answers will also become a learning resource in the course, which past cohorts have specifically noted in feedback as being an important aspect of this course. This item will also provide you with evidence of your ability to practice and think like a marketer and may even be used as part of a portfolio at job interviews, as past students have successfully done.
Assessment Task 2
Learning Outcomes: 1,2,3,4
Individual Assessment Menu (IAM)
Description
The individual items are more about critical thinking skills and you demonstrating what you have learnt in the second half of the course. Falling at or near the end of the semester they are less about quantity and more about the quality of your work. These are competitive items and will sort those who are chasing the HD’s from those perhaps with less lofty ambitions.
Using a menu system means that you can choose items that best represent your strengths and what aspects of the course that you have really enjoyed over others. Full details and rubric for each item will be found on Wattle in due time.
You must choose only ONE menu ONLY. All marks are fixed. You do not need to tell the teaching team of your choice.
All assessment items will be submitted via Turnitin except where otherwise noted.
Menu 1: The Story Tellers
Video Story 1 (20%)
Due: Monday April 22
Learning objectives: 1-4
Group or Individual: Individual
Word Count: 5-8 minutes
Form of submission: Upload to YouTube and Vimeo
Return of submission: Monday May 21
Description:
Students will be given topics at the end of week 4 for this item.
Students who choose the videos MUST submit each individually. Whilst you can and most likely will have assistance when it comes to filming your work you can only submit as an individual.
Your work also must remain publicly available on YouTube or Vimeo UNTIL the official course results are released and then you can take them down. However past students have used their work as part of their portfolio to demonstrate to employers their skills and ability of brand story telling using videos, which is becoming a critical skill to have as a modern marketer.
To achieve a pass grade in this item you must be in this video (filmed from the waist up is fine) for at least 25% of the time.
Video Story 2 (40%)
Due: Thursday May 30
Learning objectives: 1-4
Group or Individual: Individual
Word Count: 5-9 minutes
Form of submission: Upload to YouTube or Vimeo
Return of submission: July 4 2019
Description:
Students who do this item will make a film on the following topic:
What is one experience or brand that you have consumed since January 1, 2018 that has changed your resonance to that brand.
Students who choose the videos MUST submit each individually. Whilst you can and most likely will have assistance when it comes to filming your work you can only submit as an individual.
Your work also must remain publicly available on YouTube or Vimeo UNTIL the official course results are released and then you can take them down. However past students have used their work as part of their portfolio to demonstrate to employers their skills and ability of brand story telling using videos, which is becoming a critical skill to have asd modern marketer.
Students will be given the chance to have their work shown in the lectures of week 11 and 12 and get feedback before submission from the cohort.
To achieve a pass grade in this item you must be in this video (filmed from the waist up is fine) for at least 25% of the time.
Menu 2: Personal Branding and Brand Startup
Personal Brand Story (30%)
Due: Friday May 31
Learning objectives: 2-4
Group or Individual: Individual
Word Count: At least 16 pages of an A4 scrapbook or larger.
Form of submission: Hard copy to the RSM office, please insert your cover sheet inside the front cover of your scrap book
Return of marks: July 4 2019
Description:
Using your own creative abilities make a scrapbook that tells the story of you from a brand perspective. Selecting a 3-4 word slogan that describes your life as the title, use that as a guide on how you should build your scrapbook to tell a story that is unique as it is creative. This was one of the best options in 2017 and 2018 based on student feedback, and many students used them in interviews for marketing positions.
Brand Startup - The Sustainable Competitive Advantage (20%)
Due: Friday May 24
Learning objectives: 2-4
Group or Individual: Individual
Word Count: 1500 words
Return of submission: June 8 2019
Description:
In this piece you will focus on writing about how the brand that you’ve created from scratch will have a sustainable competitive advantage for at the least the first 5 years of its life. Your budget is start up: $20,000. Think about issues such as how the different types of differentiation from competitors makes your brand stand out to consumers, or is there a point of comparison that also helps your brand sustainable beyond those first critical years of business life.
The Reality Item (10%)
Due: Tuesday May 7
Learning objectives: 2-4
Group or Individual: Individual (students will need to appear for at least 50% of the time in the video - from the waist up is fine)
Word Count: 500 words AND a 0-4 minute video
Return of submission: Tuesday May 21
Description:
Does money buy happiness? Does a low price = a weak relationship? These are some of the questions you need to consider when you do this item.
As a reality item this means that you will undertake an experience or consume a brand where the cost does not exceed $5. You will need to provide proof of the price paid through a receipt.
What you are examining though is does a low cost = a weak relationship or are there brands out there that can have a strong resonance with their target markets even if their price is low, something perhaps that many luxury brands may envy. Whilst the experience or product need necessarily not be purchased in Canberra, although that will help, it must be in Australia only.
Menu 3: I Think, Therefore I Am
Mini Evidence Critiques MEC (30%)
Due: April 8, May 6 and 20 (3 x 10%)
Learning objectives: 2-4
Group or Individual: Individual
Word Count: 500 words each - there will be a 10% penalty for every 10% over this limit.
Return of submissions: 10 working days after submission.
Description:
There will be 3 mini evidence critiques (each is worth 10%) that will start to wrap up the course. Each are only 500 words long and you will be given a question to answer about a mini case study about a brand, which could either be a news article or video about a brand or brand concept.
They should be written from a more critical perspective, and in a way are an expanded version of the blogs or wikis that are one of the formative assessment items.
Write Your Own Topic (WYOT) (20%)
Due: Friday May 31
Learning objectives: 2-4
Group or Individual: Individual
Word Count: 1500 words
Return of submissions: Friday July 4 2019
Description:
Write your own topic is where you write your own topic or question, and then answer it, about an important or emerging issue in branding. You could be simply answering a question found at the end of a journal paper, or perhaps one posed by a thought leader in business. Or this is your chance to write on something you’ve had a keen interest in through the course.
Whatever it is only you will decide.
The Reality Item (10%)
Due: Tuesday May 7
Learning objectives: 2-4
Group or Individual: Individual (students will need to appear for at least 50% of the time in the video - from the waist up is fine)
Word Count: 500 words AND a 0-4 minute video
Return of submissions: 10 working days after submission.
Description:
Does money buy happiness? Does a low price = a weak relationship? These are some of the questions you need to consider when you do this item.
As a reality item this means that you will undertake an experience or consume a brand where the cost does not exceed $5. You will need to provide proof of the price paid through a receipt. What you are examining though is does a low cost = a weak relationship or are there brands out there that can have a strong resonance with their target markets even if their price is low, something perhaps that many luxury brands may envy. Whilst the experience or product need necessarily not be purchased in Canberra, although that will help, it must be in Australia only.
Menu 4: Dog's Breakfast
Under this menu you may choose any item from the above list as long as the total comes to 60%. How this happens is your decision but as all item weights are fixed you will need to pull out the calculator to ensure that you hit that number.
If you can't find the right path then perhaps do one of the other existing menus.
Assessment Task 3
Learning Outcomes: 1,2,3,4
The Single Item
Choosing one question from a list provided you will write your answer in no more than 750 words, but incorporating images, figures, charts, tables and other visual information tools to help reinforce your point. A conversational tone will be encouraged, along with a blog style format, as the emphasis here is on getting you, and to quote learning objective 2 exactly, to "...engage in strategic thinking including projecting future outcomes, setting goals, and reflecting on the implementation process to reach those goals".
The emphasis here is getting your mind switched on to thinking strategically in a marketing context, and quality counts far more than quantity. This is your first evaluation of how exactly you are doing that, and progressing in the course.
Due March 20.
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 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
Convener
|
|
|||
Research Interests |
||||
Dr Andrew Hughes
|
|
|
Instructor
|
|
|
|||
Research Interests |
||||
Dr Andrew Hughes
|
|
|
