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 in Australian Dollars (or equivalent in a foreign currency for remote students) 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. 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.

Print copy - https://library.anu.edu.au/record=b5807489

Online copy - https://library.anu.edu.au/record=b6849268

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. 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	Introduction to the Course, Assessment & Branding 101, Brand Resonance & Relationship - The Customer-Based Brand Equity (CBBE) Model
2	Introducing and Naming New Products and Brand Extensions
3	Brand Narratives & Brand Experiences	Assessment due: Group Assessment Portfolio by 9am Friday
4	Brand Positioning; Choosing Brand Elements to Build Brand Equity	Assessment due: Group Assessment Portfolio by 9am Friday, Reality Item by 5pm Friday
5	Designing Marketing Programs to Build Brand Equity	Assessment due: Group Assessment Portfolio by 9am Friday Note: Individual Assessment Menu (IAM) items start being due this week - refer to Assessment Task 3 for more details about menu choices and due dates
6	Consumer Behaviour and Branding: Capturing the Heart, Mind & Wallet
7	Leveraging Secondary Brand Associations to Build Brand Equity
8	Pricing and Brands: I don’t want your money honey I want your love	Assessment due: Group Assessment Portfolio by 9am Friday
9	Branding of Place and Space	Assessment due: Group Assessment Portfolio by 9am Friday
10	Integrating Marketing Communications to Build Brand Equity	Assessment due: Group Assessment Portfolio by 9am Friday
11	Managing Brands over Time
12	Story Telling

Tutorial Registration

Wattle

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Group Assessment Portfolio	40 %	*	01/07/2022	1,2,3,4
The CBBE Experience	10 %	14/03/2022	01/04/2022	2,3,4.
Individual Assessment Menu (IAM)	50 %	*	01/07/2022	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

Lectures may be streamed live through ZOOM or pre-recorded and made available on Echo360 and Wattle; and tutorials will be carried out both face-to face and online synchronously and recorded through ZOOM. Participation is expected in all classes and assessment.

Examination(s)

There are no exams for this course

Assessment Task 1

Group Assessment Portfolio

Description

For the Group Assessment Portfolio, students will complete a either a weekly blog on a given question or task that is set the week before OR they will answer 4 x 750 word items based on the CBBE theory. Your choice needs to be made in week 3.

Students are not allowed to transfer between options for ANY reason.

This item is group optional - students select 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 3 seminar. After week 3 groups are not subject to change with the exception of those who wish to leave a group and complete the item individually.

Blogs

Due: Week 3, 4,5,6 and weeks 8,9,10,11.

Learning objectives: 1-4

Worth: Each blog topic is worth 5% with the exception of the week 10 and 11 tasks which will be combined and be worth a total of 10%.

Group: Group optional 1-4 (self-selected)

Word Count: 750 words as a guide.

Form of submission: Online as per wiki or blog

Return of submission: A mark for each weekly submission will be given within 10 working days, with a cumulative 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 formative assessment items.

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

Description:

Answers will be done on a wiki or a blog, such as Wordpress or Blogger, which MUST be available to anyone to view. Your colleagues will be able to see your work and how you approached the question. This recognises that in marketing your strategy is open view at all times.

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, including in 2021, something which is now becoming a requirement for many roles in marketing. Therefore those seeking employment in the industry should strongly consider doing this item.

Penalties: In the past some have made their work unavailable for a multitude of reasons and then used this time to obtain an advantage on their cohort. Therefore, if any work is unavailable for any reason the group will be notified and a late penalty of 5% per working day will be applied until such time the item is available for assessment. No extension will be available for group work.

Marking rubric and further information will be found on Wattle by the end of Week 1.

CBBE Topics

Due: Week 3, 6, 8 and 10.

Weighting: Week 3 is 10%, week 6 is 5%, week 8 is 5% and week 10 is 20%.

Learning objectives: 1-4

Group: Group optional 1-4 (self-selected)

Word Count: 750 words as a guide.

Form of submission: Via Turnitin on Wattle.

Return of submission: A mark for each weekly submission will be given within 10 working days. 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 formative assessment items.

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

Description

Students will be provided with a list of journal papers on brand equity, including the seminal paper for the course, Keller's Customer Based Brand Equity (CBBE). Students will be asked to answer a question related to these papers which also incorporates practical examples. The difference from this item compared to the blogs is that answers are submitted via Wattle, and the emphasis will be on a more critical perspective on brand equity and how it is applied as a strategy by firms around the world, especially since tha onset of COVID.

However students should also write using an engaging, conversational style with the emphasis on being direct, concise and clear from the first word. Those that engage in overly descriptive writing should be prepared to follow the guidelines on ANU's Academic Skills and Learning Centre website on how to write in different styles and prose, a key skill for any marketer.

Assessment Task 2

The CBBE Experience

Due: 9am March 14 2022

Learning objectives: 2-4

Group or Individual: Individual

Word Count: 750 words AND an optional 3-6 minute video. There are no time or word count penalties on either for exceeding the maximum.

Form of submission: Written piece submitted via Wattle. Video as upload to either YouTube or Vimeo. It is also strongly recommended you keep a personal backup of the video file you submit.

Return of submissions: 10 working days after submission.

Description: 

The CBBE experience is about understanding how the theory applies in a practical experience you undertake at a low cost.

As an experience item this means that you will undertake an experience or consume a brand where the cost does not exceed $5 in Australian Dollars (or equivalent in a foreign currency for remote students) - 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. This is done to ensure equity in assessment so it will be STRICTLY enforced. You will need to provide proof of the price paid through a receipt or through the video if you choose to do one. 

You will be asked to complete the brand equity pyramid for the experience you undertake, and explain the relevance of brand equity theory to it. You should be prepared to think outside the box on this topic as those who have done well in the past have done exactly this.

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, processing times and picture quality. Note: Your work also must remain available on YouTube or Vimeo UNTIL the official course results are released and then you can take them down.

Marking rubric and further information will be found on Wattle at least two weeks prior to due date of this item.

Assessment Task 3

Individual Assessment Menu (IAM)

Description

The individual items are more about critical thinking skills and demonstrating and applying what you have learnt in items which match your learning styles 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 at least two weeks prior to due date of each item.

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 Tuesday 26 April 2022.

Learning objectives: 1-4

Group or Individual: Individual

Time limit: 5-8 minutes

Form of submission: Upload to either YouTube or Vimeo. It is also strongly recommended you keep a personal backup of the video file you submit.

Return of submission: Monday May 16, 2022

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.

Note: 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 but we do need to see your face) for at least 25% of the time and must be uploaded to YouTube or Vimeo. A 10% penalty will be applied to those who do not meet this criteria.

Video's under the minimum length of 5m0s will be penalised as follows:

0-10 seconds under, 10% of the total marks available for the item.

10-20 seconds under, 20% of the total marks available for the item.

30 seconds or more under, 30% of the total marks available for the item.

In addition to the above penalties any work not publicly available, that is not password protected, privately listed, or otherwise restricted from being found by searching for MKTG3023 code on YouTube will receive an automatic penalty of 20% of the total marks available for the item.

Video Story 2 (30%)

Due: 9am June 10 2022.

Learning objectives: 1-4

Group or Individual: Individual

Time limit: 5-9 minutes

Form of submission: Upload to either YouTube or Vimeo. It is also strongly recommended you keep a personal backup of the video file you submit.

Return of submission: Official release of results on 01 July 2022

Description: 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.

Note: 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 and must be uploaded to YouTube or Vimeo.

Video's under the minimum length of 5m0s will be penalised as follows:

0-10 seconds under, 10% of the total marks available for the item

10-20 seconds under, 20% of the total marks available for the item

30 seconds or more under, 30% of the total marks available for the item

In addition to the above penalties any work not publicly available, that is not password protected, privately listed, or otherwise restricted from being found by searching for MKTG3023 code on YouTube will receive an automatic penalty of 20%.

Menu 2: Personal Branding and Story Telling (Hard Copy Sub Only)

Personal Brand Story (30%)

Due: 9am June 8 2022.

Learning objectives: 2-4

Group or Individual: Individual

Word Count: At least 16 pages of an A3 scrapbook.

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 on 01 July 2022 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, 2022 so please pick them up the moment they become available.

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 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 has been the most popular student assessment option in this course since introduced, 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. Past students have told me that they also become important memories of their time at ANU and sometimes in life itself. This demonstrates the power of story telling in modern marketing.

Storylines (20%)

Due: 9am April 20 2022

Learning objectives: 2-4

Group or Individual: Individual

Word Count: Students will create and tell a story using a minimum of 10 postcards.

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 on 01 July 2022 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, 2022 so please pick them up the moment they become available.

Description:

Back in the day we used to send postcards to tell stories about our holidays. Whilst Instagram has replaced that now, this applies the same concept. Using a single method to tell a story. This was done as an in class activity in 2021 and proved to be once of the most popular activities in the room.

Using your own creative abilities tell a story using your postcards. The story can be a simple one, or a series of interconnecting ones, or even singular ones on a theme. Either way marks will also be awarded for how much of an experience your card is - is it simply something whipped up at the last minute or are they something which when aligned to the CBBE pyramid become their own unique, valuable experience which become a collector's item in years to come a la NFT's or the work of Banksy.

Menu 3: I Think, Therefore I Am

Brand Startup - Year 1 (30%)

Due: 9am June 6 2022 via Turnitin on the course Wattle site

Learning objectives: 2-4

Group or Individual: Individual

Word Count: 1500 words min

Return of submission: June 10, 2022

Description:

In this piece you will focus on writing about how the brand that you’ve created earlier in the course (it cannot be an existing brand) will survive the first year of its life. Focusing only on the marketing budget of $10,000 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.

Write Your Own Topic (WYOT) (20%)

Due: 5pm Friday 20 May 2022 via Turnitin on the course Wattle site.

Learning objectives: 2-4

Group or Individual: Individual

Word Count: 1500 words

Return of submissions: 10 working days after submission.

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.

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.

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://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