Course outline. Code: MKG322 Title: Brand Management

Transcription

1 Faculty of Arts and Business School of Business Teaching Session: Semester 1 Year: 2016 Course Coordinator: Dr Wendy Spinks Room: K2.11 Phone: [email protected] Course outline Code: MKG322 Title: Brand Management 1. What is this course about? 1.1 Course description Effective brand management is the key to developing product and communication strategies which lead to marketing success. This course is designed to develop the necessary knowledge and skills for creating and managing brands which resonate with customers and allow the marketing organisation to build and maintain a loyal and profitable customer base. A range of branding theories, concepts, strategies and practices designed to build, measure and sustain brand equity will be addressed across a range of realworld contexts, product types and industries. 1.2 Course content Brands and brand management Customer-based branding equity Brand positioning Choosing brand elements to build brand equity Designing marketing campaigns to build brand equity Integrating marketing communications to build brand equity Using secondary brand associations to build brand equity Developing a brand equity measurement and management system Measuring sources and outcomes of brand equity: Capturing the customer mindset and market performance Designing and implementing branding strategies Introducing and naming new products and brand extensions Managing brands over time and geographic boundaries Synthesis and course summary 2. Unit value 12 units

2 Page 2 3. How does this course contribute to my learning? Specific Learning Outcomes Assessment Tasks Qualities On successful completion of this course you should be able to: You will be assessed on the learning outcome in task/s: Completing these tasks successfully will contribute to you becoming: Based on relevant marketing theory and concepts, gather, analyse and interpret relevant data for critically and creatively arriving at innovative marketing solutions. Demonstrate the capacity to work effectively as a part of a team and display effective interpersonal communication skills. Apply research skills needed to investigate markets and marketing related problems and make persuasive written and oral recommendations. Demonstrate sound disciplinary knowledge and skills which develop high personal and professional standards. 2 and 3 Creative and critical thinkers. 2 Engaged. 2 and 3 Empowered. 1, 2 and 3 Knowledgeable. 4. Am I eligible to enrol in this course? Refer to the Coursework Programs and Awards - Academic Policy for definitions of pre-requisites, corequisites and anti-requisites 4.1 Enrolment restrictions Nil 4.2 Pre-requisites BUS Co-requisites Nil 4.4 Anti-requisites Nil 4.5 Specific assumed prior knowledge and skills N/A

3 Page 3 5. How am I going to be assessed? 5.1 Grading scale Standard High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL) 5.2 Assessment tasks Task Assessment No. Tasks Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it? 1 Quick tests Individual 25% 20 minutes Week 3 and In tutorial (2 x 12.5%) Week 7 2 Brand storming creatives Group 15% (+ 10 % individual) 30 minutes Weeks 4 11 In tutorial 3a Brand strategy Individual 20% 1500 words Week 6 Safe assign report Part a 3b Brand strategy report Part b Individual 30% 2500 words Week 13 SafeAssign Assessment Task 1: Quick tests Goal: To demonstrate knowledge and understanding of key branding theories and concepts though a 15 minute multiple choice/one word answer test in tutorials in Weeks 3 and 7. Product: Concepts Test Format: This is an individual assessment. Criteria Demonstration of a comprehensive knowledge and well-rounded understanding of key branding theories and concepts. *More specific marking criteria for this assessment item can be accessed via Blackboard Generic skill assessed Skill assessment level Problem solving Assessment Task 2: Brand storming creatives Goal: To critically evaluate a branding issue, articulate key implications and decide on the most effective and parsimonious solution. Your group will be assigned a brand issue from a group of cases, or you may find your own brand issue. In presenting and analysing the branding issue, the group should: present the main facts arising from the branding issue identify and discuss any relevant branding theory or concepts critically evaluate key branding issues or branding practices raised in the branding issue supervise and collate solutions created by the class members in a workshop and assist the class to arrive at the most effective and parsimonious solution An individual peer review reflecting on your group work is to be submitted to the tutor in the week following the tutorial. Product: Presentation and workshop. Format: This is a group assessment task with an individual component. Criteria accurate identification and clear articulation of the main facts of the brand issue demonstration of a strong understanding of relevant branding theories and practice group decision management

4 Page 4 considered and well-rounded reflection on group work through peer review demonstrated effective oral presentation skills *More specific marking criteria for this assessment item can be accessed via Blackboard. Generic skill assessed Skill assessment level Collaboration Problem solving Assessment Task 3a: Brand strategy report Part a Goal: To provide an initial assessment of a brand for a branding strategy analysis. You will use relevant branding theories and concepts to critically analyse and evaluate the current branding strategy and practices being used by the organisation or person for their brand. This assessment will provide the base for Task 3b. Feedback from this assessment may enable you to improve your brand analysis before progressing to 3b. Product: Informal report Format: This is an individual assessment. Criteria demonstration of a comprehensive knowledge and clear understanding of key branding theories and concepts thorough and critical analysis and evaluation of one organisation s or individual s current branding strategy and practice professional written communication *Marking criteria for this assessment item is available on Blackboard. Generic skill assessed Skill assessment level Organisation Communication Assessment Task 3b: Brand strategy report Part b Goal: To critically analyse and evaluate one organisation s branding strategy and provide recommendations to improve brand equity. This assessment builds on the work you began in Task 3a Product: Report Format: This is an individual assessment. Criteria thorough and critical analysis and evaluation of one marketing organisation s current branding strategy and practice creative application of key branding theories and salient concepts for making feasible recommendations for improving the marketing organisation s branding strategy and building brand equity demonstrated effective written report writing skills *Marking criteria for this assessment item is available on Blackboard. Generic skill assessed Skill assessment level Communication Problem solving

5 Page Additional assessment requirements SafeAssign In order to minimise incidents of plagiarism and collusion, this course may require that some of its assessment tasks are submitted electronically via SafeAssign. This software allows for text comparisons to be made between your submitted assessment item and all other work that SafeAssign has access to. If required, details of how to submit via SafeAssign will be provided on the Blackboard site of the course. Eligibility for Supplementary Assessment Your eligibility for supplementary assessment in a course is dependent of the following conditions applying: a) The final mark is in the percentage range 47% to 49.4% b) The course is graded using the Standard Grading scale c) You have not failed an assessment task in the course due to academic misconduct 5.4 Submission penalties Late submission of assessment tasks will be penalised at the following maximum rate: 5% (of the assessment task s identified value) per day for the first two days from the date identified as the due date for the assessment task. 10% (of the assessment task s identified value) for the third day 20% (of the assessment task s identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome. 6. How is the course offered? 6.1 Directed study hours On campus Lecture: 2 hours in weeks 1-13 On campus Tutorial: 1 hour in weeks Teaching semester/session(s) offered Semester Course activities Teaching What key concepts/content will I Week / learn? Module What activities will I engage in to learn the concepts/content? Directed Study Independent Study Activities Activities 1 Brands and brand management Lecture only Ch. 1 2 Customer-based brand equity and Lecture and tutorial Ch. 2 Brand positioning 3 Brand Resonance and the Brand Value Chain Lecture and tutorial Ch. 3 Task 1a Quick test 4 Friday, 25 th March Choosing brand elements to build brand equity (If required there will be a makeup class in Week 5 due to the public Lecture and tutorial Ch. 4

6 Good Friday Public Holiday 8 Monday, 25 th April Anzac Day Public Holiday Page 6 holiday. Further information will be provided. Mid Semester Break 5 Designing marketing campaigns to Lecture and tutorial Ch. 5 build brand equity 6 Integrating marketing communications to build brand equity Lecture and tutorial Ch. 6 Assessment Task 3a 7 Using secondary brand associations to build brand equity Lecture and Tutorial Ch. 7 Task 1b Quick Test Designing and implementing branding Lecture and tutorial Ch. 11 strategies 9 Monday, 2 nd May Labour Day Public Holiday Introducing and naming new products and brand extensions 10 Managing brands over Time and Geographic boundaries and Market segments Lecture and tutorial Ch. 12 Lecture and tutorial Ch.13 & Developing a brand equity measurement and management system Lecture and tutorial 12 Measuring Sources of Brand Equity Measuring Outcomes of Brand Equity 13 Synthesis and course summary Lecture only no tutorial Task 2 drop in second hour of lecture Please note that the course activities may be subject to variation. Ch.8 Lecture and tutorial Ch. 9 and Ch What resources do I need to undertake this course? 7.1 Prescribed text(s) Please note that you need to have regular access to the resource(s) listed below: Author Year Title Publisher Keller, KL 2013, 4th ed. Strategic Brand Management, Global Edition Ch. 15 Assessment Task 3b Pearson: Upper Saddle 7.2 Required and recommended readings Lists of required and recommended readings may be found for this course on its Blackboard site. These materials/readings will assist you in preparing for tutorials and assignments, and will provide further information regarding particular aspects of your course. Journals Journal of Brand Management, Palgrave Macmillan Journal of Product and Brand Management, Emerald Insight

7 Page Specific requirements N/A 7.4 Risk management There is minimal health and safety risk in this course. It is your responsibility to familiarise yourself with the Health and Safety policies and procedures applicable within campus areas. 8. How can I obtain help with my studies? In the first instance you should contact your tutor, then the Course Coordinator. Student Life and Learning provides additional assistance to all students through Peer Advisors and Academic Skills Advisors. You can drop in or book an appointment. To book: Tel: or [email protected] 9. Links to relevant University policies and procedures For more information on Academic Learning & Teaching categories including: Assessment: Courses and Coursework Programs Review of Assessment and Final Grades Supplementary Assessment Administration of Central Examinations Deferred Examinations Student Academic Misconduct Students with a Disability Faculty specific information Locating Journal Articles If you have been notified that the journal articles in this course are available on e-reserve, use the on-line library catalogue to find them. For journal articles not on e-reserve, click on the "Journals and Newspapers" link on the Library Homepage. Enter the journal title e.g. History Australia, then search for the volume and issue or keyword as needed. Assignment Cover Sheets The Faculty of Arts and Business assignment cover sheet can be found on Blackboard or on the USC Portal at: Faculty of Arts and Business (Students) > Forms. It must be completed in full identifying student name, assignment topic, tutor and tutorial time. This must be attached securely to the front of each assessment item prior to submission. Claims of loss of assignments will not be considered unless supported by a receipt. Help: If you are experiencing problems with your studies or academic work, consult your tutor in the first instance or the Course Coordinator as quickly as possible. Difficulties: If you are experiencing difficulties relating to teaching and assessment you should approach your tutor in the first instance. If not satisfied after that you should approach in order your Course Coordinator, Program Coordinator then Head of School.

8 General enquiries Student Central - Building C Tel: Fax: [email protected] Page 8