• Class Number 2598
  • Term Code 3030
  • Class Info
  • Unit Value 6 units
  • Mode of Delivery In Person
    • Dr Andrew Hughes
    • Dr Andrew Hughes
  • Class Dates
  • Class Start Date 24/02/2020
  • Class End Date 05/06/2020
  • Census Date 08/05/2020
  • Last Date to Enrol 02/03/2020
SELT Survey Results

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. Engage in group based decision making activities including collaborative reporting and accepting joint responsibility;
  2. Engage in strategic thinking including projecting future outcomes, setting goals, and reflecting on the implementation process to reach those goals;
  3. Integrate marketing theory, prior practice and prior learning into the strategic marketing environment; and,
  4. 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

Up to $5 for the reality item.

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 an enjoyable read and well worth the spend, plus I'll be referring to it in lectures and some assessment items, such as story telling.

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. If in doubt about any details please contact the IT Helpdesk.

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, Reality Item.
5 Week 5: Designing Marketing Programs to Build Brand Equity Assessment due: Group Assessment Portfolio Note: Individual Assessment Menu (IAM) items start being due this week - refer to Assessment Task 2 for more details about menu choices and due dates
6 Week 6: Consumer Behaviour and Branding: Capturing the Heart, Mind & Wallet
7 Week 7: Leveraging Secondary Brand Associations to Build Brand Equity
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
12 Week 12: Story Telling

Tutorial Registration


Assessment Summary

Assessment task Value Due Date Return of assessment Learning Outcomes
Group Assessment Portfolio 30 % 13/03/2020 29/05/2020 1,2,3,4
Individual Assessment Menu (IAM) 50 % 23/03/2020 02/07/2020 1,2,3,4
The Reality Item 20 % 20/03/2020 03/04/2020 1,2,3,4

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details


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:

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 is expected in all classes and assessment.


There are no exams for this course

Assessment Task 1

Value: 30 %
Due Date: 13/03/2020
Return of Assessment: 29/05/2020
Learning Outcomes: 1,2,3,4

Group Assessment Portfolio


For the Group Assessment Portfolio students will complete a weekly blog on a given question or task that is set the week before. This item is group optional - you decide if that is a group of 1,2, 3 or 4. Group membership will be completed via Wattle and should be done by no later than the end of the week 2 seminar.


Due: 9am Friday March 13, 20, 27 and May 1, 8 and 15.

Learning objectives: 1-4

Group: Group optional 1-4.

Word Count: 500 words max.

Form of submission: Online as per wiki or blog

Return of submission: A formative mark for weekly submissions will be given within 5 working days, with a summative mark awarded 10 working days after the final item is submitted. This allows for rapid and easy feedback whilst students learn how to complete these tasks, but recognises the learning and development which will take place over the duration of the items.

All students will receive feedback on this assessment by the end of week 6.


Tutorials will focus on providing an answer to a topic that will be set each week or based on an activity in that class. 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. Apart from writing, using a wiki or blog means you are highly recommended to use as many visual resources to support your answer as necessary. Some examples include videos, music, graphs, infographics, photos and even sound recordings. Examples of successful blogs from previous years will be provided where still available. When writing an answer to a topic or question treat like a conversation with the reader, and less of a formal answer. So a conversational style over a conventional style for sure!

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 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, something which is now becoming a requirement for many roles in marketing.

Assessment Task 2

Value: 50 %
Due Date: 23/03/2020
Return of Assessment: 02/07/2020
Learning Outcomes: 1,2,3,4

Individual Assessment Menu (IAM)


The individual items are more about critical thinking skills and demonstrating and applying what you have learnt in items which match your learning styles 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: 9am Monday April 27

Learning objectives: 1-4

Group or Individual: Individual

Word Count: 5-8 minutes

Form of submission: Upload to either YouTube or Vimeo.

Return of submission: Monday May 21


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 nearly all past students who have selected this menu have done so as they wanted to use their work as part of a 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 passing 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 (30%)

Due: 5pm Friday May 29

Learning objectives: 1-4

Group or Individual: Individual

Word Count: 5-9 minutes

Form of submission: Upload to YouTube or Vimeo

Return of submission: Official release of results


Students who do this item will make a film on one of the following topics:

  1. Documentary on the story behind a Canberra based brand
  2. A story about something which means something to you
  3. Topic to be released in week 6 based on cohort discussion

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 passing 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: 9am Monday May 4

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: Official release of marks but return of scrapbooks within 2 weeks. Please note that in accordance with ANU policy the RSM office will securely dispose of any uncollected scrapbook after the end of the third week of semester 2, 2020 so please pick them up the moment they become available.


Using your own creative abilities make a scrapbook that tells the story of you from a brand perspective. Selecting a 3-4 word slogan or theme, i.e. Student Life at ANU or Overcoming Adversity, you will create a story based on that slogan or theme on the strongest and most authentic story you know of - yours. This was the most popular student assessment option in 2019, and the best option based on student feedback. Many students used these as a critical visual aid in interviews for marketing positions as it is a great demonstration of what you can do as a marketer in an offline platform whilst telling a firm a bit more about your strengths and ability to turn challenges into opportunities.

Brand Startup - Year 1 (20%)

Due: 5pm Friday May 29

Learning objectives: 2-4

Group or Individual: Individual

Word Count: 1500 words

Return of submission: June 8 2019


In this piece you will focus on writing about how the brand that you’ve created from scratch in week 1 will survive the first year of its life. Focusing only on the marketing budget of $20,000 you need to develop resonance quickly with a target market lest you lose everything. There are no higher stakes. 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. This item alone has seen 5 assignments turned into real brands so it may be an item which appeals to the entrepreneurs and dreamers in the room.

Menu 3: I Think, Therefore I Am

Mini Evidence Critiques MEC (30%)

Due: 9am Monday March 23, April 20 and May 4

Learning objectives: 2-4

Group or Individual: Individual

Word Count: 600 words each - there will be a 10% penalty for every 10% over this limit. 

Return of submissions: 10 working days after submission.


There will be 3 mini evidence critiques (each is worth 10%) of 600 words each which will be based around either a question or mini case study about a brand. The case will have a practical focus and may for example be a news article or video about a brand or brand concept. They should be written from a more conversational and critical perspective, very similar to the blogs, and being only 600 words long mean you need to get straight into it so long worded introductions and mains will do you more harm than good here.

Write Your Own Topic (WYOT) (20%)

Due: 5pm Friday May 15.

Learning objectives: 2-4

Group or Individual: Individual

Word Count: 1500 words

Return of submissions: Official release of results


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.

Menu 4: Dog's Breakfast

Under this menu you may choose any item from the above list as long as the total comes to 50%. 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

Value: 20 %
Due Date: 20/03/2020
Return of Assessment: 03/04/2020
Learning Outcomes: 1,2,3,4

The Reality Item

Due: 5pm Friday March 20 (Week 4)

Learning objectives: 2-4

Group or Individual: Individual

Word Count: 750 words AND an optional 2-4 minute video

Return of submissions: 10 working days after submission.


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 - if the item is made up of components, such as a cake or biscuits, then those components can only cost $5 in total. I really do mean $5 in total.

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. You have the option of including or using a video to help support or explain your work. Whilst this video does not need to be public, it must be uploaded to either YouTube or Vimeo as in the past there have been issues with works uploaded to Wattle due to file size and picture quality.

Whilst the experience or product need necessarily not be purchased in Canberra, although that will help, it must be in Australia only.

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.

All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/notices-for-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 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).
Dr Andrew Hughes
02 6125 4872

Research Interests

Emotions in marketing, emotional responses and measurement, advertising, brands and brand storytelling

Dr Andrew Hughes

Friday 14:00 16:00
Friday 14:00 16:00
Dr Andrew Hughes
6125 4872

Research Interests

Dr Andrew Hughes

Friday 14:00 16:00
Friday 14:00 16:00

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