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:
- Identify the elements of the CBBE model;
- Describe how a brand can be positioned;
- Critically appraise the relationship of brand narratives and imagery with brand resonance;
- Analyse the effectiveness of brand experiences;
- Produce a CBBE brand audit taking into account theoretical advances, managerial practices and ethical considerations; and
- Design a film or video that could be used as a brand narrative or imagery.
Work Integrated Learning
Simulation/Virtual
Brand Imagery Video
The Brand Imagery Video assignment involves making a video on a list of topics to be provided on Wattle. This may include critically 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). Or telling a story about a brand experience a student has undertaken, with a particular emphasis on experiences in Canberra such as Enlighten, which occurs early in the semester.
Brand Strategy
This assignment involves assessing the customer based brand equity of a real-life brand from a list provided on Wattle, and then suggesting creative ways, such as designing new brand imagery, to leverage that equity. Students can use the brand they did for the video item for this item as well, and as such can use that content as a reference for this item.
It will be a requirement that students consider the ethical, social, cultural and other impacts on brands since the start of COVID. Students will also be required to upload a video summary of their work.
Other Information
This course was formerly known as the 7000-level course by a different name (MKTG7027 Brand Strategy). Students who have MKTG7027 in their Study Requirements are permitted to substitute with this course.
Indicative Assessment
- Typical assessments may include but are not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentations, and other assessments deemed appropriate to show the attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary. (100) [LO 1,2,3,4,5,6]
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.
Workload
Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work.
Inherent Requirements
This course has no inherent requirements.
Requisite and Incompatibility
Prescribed Texts
Information about the prescribed textbook (if any) will be made available via the Class Summary.
Preliminary Reading
Additional information about indicative readings (if any) will be made available via the Class Summary.
Assumed Knowledge
Knowledge of basic research methods.
Fees
Tuition fees are for the academic year indicated at the top of the page.
Commonwealth Support (CSP) Students
If you 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). More information about your student contribution amount for each course at Fees.
- Student Contribution Band:
- 34
- Unit value:
- 6 units
If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found 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 |
Course fees
- Domestic fee paying students
| Year | Fee | Description |
|---|---|---|
| 2024 | $4680 | Standard Rate |
| 2024 | $3720 |
Grandfathered Rate*
*continuing students in nominated programs only. See fee website |
- International fee paying students
| Year | Fee |
|---|---|
| 2024 | $6000 |
Offerings, Dates and Class Summary Links
ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.
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 |
|---|---|---|---|---|---|---|
| 4125 | 19 Feb 2024 | 26 Feb 2024 | 05 Apr 2024 | 24 May 2024 | In Person | View |
