- Code MKTG7027
- Unit Value 6 units
- Offered by Research School of Management
- ANU College ANU College of Business and Economics
- Course subject Marketing
- Areas of interest Marketing
- Academic career PGRD
- Dr Andrew Hughes
- Mode of delivery In Person
First Semester 2021
See Future Offerings
This course is accessible to both on campus and remote students. See the Class Summary for further information.
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.
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
- Design a film or video that could be used as a brand narrative or imagery
- Rapid Evidence Assessments (20) [LO null]
- CBBE Brand Audit (25) [LO null]
- Self-Reflection (5) [LO null]
- Brand Imagery Film (15) [LO null]
- Brand Film (30) [LO null]
- Self-Reflection (5) [LO null]
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The average student workload for this course is 10 hours per week. For on-campus students this includes time spent in scheduled classes and self-directed study time. For on-line students this includes time spent reading, researching, studying and participating in on-line activities.
Requisite and Incompatibility
Knowledge of marketing and basic research methods
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:
- 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.
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Offerings, Dates and Class Summary Links
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.