Managing Brands (11097.1)
| Available teaching periods | Delivery mode | Location |
|---|---|---|
| View teaching periods | On-Campus |
Bruce, Canberra |
| EFTSL | Credit points | Faculty |
| 0.125 | 3 | Faculty Of Arts And Design |
| Discipline | Study level | HECS Bands |
| School Of Arts And Communications | Level 1 - Undergraduate Introductory Unit | Band 2 2021 (Commenced Before 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905) |
Learning outcomes
After successful completion of this unit, students be able to:1. Interpret what a brand is and the key elements of brand management;
2. Analyse branding techniques for different sectors and audiences, and apply these to a variety of different issues; and
3. Work effectively in a team to execute a brand presentation to sustain a brand over time.
Graduate attributes
1. UC graduates are professional - communicate effectively1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - think globally about issues in their profession
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
Prerequisites
None.Corequisites
None.Incompatible units
None.Equivalent units
9118 Brand Management.Assumed knowledge
None.| Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
|---|---|---|---|---|---|
| 2024 | Bruce, Canberra | Winter Term | 27 May 2024 | On-Campus | Mr Temple Uwalaka |
| 2024 | Bruce, Canberra | Semester 2 | 29 July 2024 | On-Campus | Mrs Shara Ranasinghe |
Required texts
Readings are given on Canvas but majority usage is from below textbook chapters:
Riley, F. DO., Singh, J & Blankson, C. (2016). The Routledge Companion to Contemporary Brand Management, Routledge Companions, Routledge.
(you do not need to purchase the text book)
Other Highly Recommended Readings:
Brown, S. (2016). Brands and Branding. Sage.
de Chernatony, L., McDonald, M., Wallance, E. (2013). Creating powerful brands. Fourth Edition, London and New York: Routledge.
Fournier, S., Breazeale, M. & Avery, J. (2015). Strong Brands, Strong Relationships, Routledge.
Heding, T., Knudtzen, C. F. & Bjerre, M. (2016). Brand Management: Research, Theory and Practice, Second edition, Routledge.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity, Fourth Edition, Pearson.
Loken, B., Ahluwalia, R. & Houston, M. J. (2015). Brands and Brand Management: Contemporary Research Perspectives, Psychology Press, Taylor & Francis Group.
Melewar, T. C. & Alwi, S. F. S. (2015). Corporate Branding: Areas, Arenas and Approaches, Routledge.
Useful websites for all advertising and marketing communication units (not just this unit!):
https://www.thebrandingjournal.com/
www.advertisingstandardsbureau.com.au
www.dandad.org/education/student-awards/
https://www.thedrum.com/asia-pacific
www.warc.com - access via UC Library database
Submission of assessment items
Extensions & Late submissions
Students granted an extension should be made aware that the extension may result in delays in receiving grades on assignments, and/or course completion, and/or graduation. Detailed feedback will not be given on late assignments.
For assessment 3 the reasoning behind an extension request will be thoroughly investigated since it is a group assignment. If granted, the group must be willing to present on a day the convener allocates. Without presenting no marks will be awarded for the entire final assessment.
Special assessment requirements
You need to attempt all assessments to pass the unit. The Pass Grade for this Unit is 50%
Academic integrity
Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.
To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.
Use of Text-Matching Software
The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.
Participation requirements
Contribution in tutorials contributes to a deeper understanding of the content of the unit and assignment requirements. It may be difficult to pass the unit without attending tutorials.
When attending the class or for other purposes, students must play their part in keeping our campus and community safe by following these basic guidelines to reduce the risk of COVID-19 transmission:
- You need to wear a mask in the classroom throughout the semester;
- Practise good hand hygiene, washing hands regularly;
- If you do happen to cough or sneeze, please do so into the crook of your elbow, dispose of tissues immediately and wash hands immediately
- Practise effective physical distancing;
- Follow all directions of teaching and other UC staff regarding safety measures;
- Stay off campus if you are unwell and get tested according to ACT Government guidelines, and
- Follow University communications about campus arrangements https://www.canberra.edu.au/coronavirus-advice
Required IT skills
Students are expected to be able to access materials on the unit's Canvas site, and competency in PC-based MS operating systems is expected (PowerPoint, Word).
If we move to ONLINE learning, students will need a working computer, webcam and mic to engage with unit learning.
Work placement, internships or practicums
None
- Semester 2, 2023, On-Campus, UC - Canberra, Bruce (213869)
- Winter Term, 2023, On-Campus, UC - Canberra, Bruce (215399)
- Semester 2, 2022, On-Campus, UC - Canberra, Bruce (208622)
- Winter Term, 2022, On-Campus, UC - Canberra, Bruce (205220)
- Semester 2, 2021, On-Campus, UC - Canberra, Bruce (199684)
- Winter Term, 2021, On-Campus, UC - Canberra, Bruce (199505)
- Semester 2, 2020, On-Campus, UC - Canberra, Bruce (195357)
- Winter Term, 2020, On-Campus, UC - Canberra, Bruce (194867)
- Semester 2, 2019, On-Campus, UC - Canberra, Bruce (184412)
- Winter Term, 2019, On-Campus, UC - Canberra, Bruce (191825)
