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. Describe the key components of different models of Customer Based Brand Equity (CBBE) models;
2. Discuss the practical application of CBBE in different contexts and situations;
3. Discuss the different methods which can be used for brand storytelling;
4. Critically analyse CBBE in different contexts and situations;
5. Develop a brand strategy plan for a brand that outlines how to build and maintain CBBE; and
6. Create practical examples of brand storytelling and narratives to help build CBBE, especially in digital contexts.

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

Examination Material or equipment

There are no exams for this course

Required Resources

Required resources will be placed online on Wattle and will be free to all to access. There are no costs involved other than your time.

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.

I'd also strongly recommend that you read Brands and Branding by Stephen Brown (found in the library), Keller's et.al., Marketing Management text (found in the library), and other works on branding by either Aaker or Kotler. Seth Godin's blog is also worth the read on a daily basis.

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
4	Brand Positioning; Choosing Brand Elements to Build Brand Equity
5	Designing Marketing Programs to Build Brand Equity
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
9	Branding of Place and Space
10	Integrating Marketing Communications to Build Brand Equity
11	Managing Brands over Time
12	Story Telling

Tutorial Registration

This course has no tutorials. You should consider attending the weekly workshop though.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
The Value Experience: Understanding the CBBE	30 %	12/03/2024	26/03/2024	1,2,4
Minor Assignment	30 %	22/04/2024	06/05/2024	1,2,3,4,5
Major Assignment	40 %	03/06/2024	27/06/2024	2,4,5,6

* 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

Students who seek to do well will be given plenty of opportunities to do exactly that in seminars and workshops. Participating in this course is always worth it and there is always a strong correlation between those who do so and the top end of the grade sheet.

Further, attendance at seminars, lectures, and tutorials, while not compulsory, is expected in line with "Code of Practice for Teaching and Learning," Clause 2 paragraph (b). Where students will not be able to attend a seminar, lecture and tutorial, they should advise the Convenor and discuss how to otherwise address the learning materials.

Examination(s)

There are no exams for this course

Assessment Task 1

The Value Experience: Understanding the CBBE

Due: 4pm, March 12, 2024

Worth: 30%

Learning objectives: 1,2, 4.

Group or Individual: Individual

Word Count: 1000 words from first word of the introduction to last word of the conclusion. Anything over is not marked.

Form of submission: Written piece submitted via Wattle.

Return of submissions: 10 working days after submission.

Description: 

Using a model of CBBE, describe how an experience or consumption you have undertaken yourself in 2024 has created value in you as a consumer. Although you can consider using different models in your critical analysis it is recommended that you choose one, such as Keller’s CBBE. For example, if you went to the Drone Show (held in late January 2024) add value to your perception of Canberra? Was attending Taylor Swift worth it for how it added value to you? This is you being the C in CBBE.

As the CBBE experience is about discussing how the theory applies in a practical experience you have undertaken, those who can convey proof of the experience or consumption can expect to receive higher marks than those who do not.

If you want to differentiate yourself from others then you should be prepared to think outside the box on this topic as those who have done well in the past have done precisely this. Doing a Macca’s Happy Meal is not proof of that. 

The marking rubric and further information will be found on Wattle at least two weeks prior to the due date of this item but students are encouraged to be creative with this task, and to think about a wide range of resources to support their analysis of their experience or brand consumption. 

AI USE: the use of AI such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works.

Assessment Task 2

Minor Assignment

You must choose, and can submit, ONLY ONE MINOR ASSIGNMENT ITEM FROM THE LIST OF ITEMS THAT ARE AVAILABLE ON WATTLE

Description

This assignment is more about critical thinking skills and demonstrating and applying what you have learnt in items that match your learning styles in the second half of the course. They are less about quantity and more about the quality of your work. These are competitive items and will sort those chasing the HDs 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 you have really enjoyed over others. 

Full details and rubric for each item will be found on Wattle at least two weeks prior to the due date of each item.

You must choose, and can submit, ONLY ONE MINOR ASSIGNMENT ITEM.

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.

Description: Choose from Option 1 (Video story), Option 2 (Postcards) and Option 3 (Brand Start up) (see details on Wattle)

Assessment Task 3

Major Assignment

You must choose, and can submit, ONLY ONE MAJOR ASSIGNMENT ITEM FROM THE LIST OF ITEMS BELOW.

 

Description

The major assignment is more about critical thinking skills and demonstrating and applying what you have learnt in items that match your learning styles in the second half of the course. Falling at the end of the semester they are less about quantity and more about the quality of your work.

As the final items in the course, this is where students need to demonstrate their learning throughout the semester. 

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 the due date of each item.

You must choose, and can submit, ONLY ONE MAJOR ASSIGNMENT ITEM.

As the final item in the course students who complete these items will only have summative feedback provided.

All assessment items will be submitted via Turnitin except where otherwise noted.

Choose from Option 1 (Video story), Option 2 (Scrapbook) and Option 3 (Brand Start up) (see details on Wattle)

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.

Please change the late submission information to this: All requests for extensions to assessment in RSM courses must be submitted through the CBE extension request portal: CBE Assessment Extension Request Form. 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