Managing Brands (11097.1)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|| On-Campus
|| UC - Canberra, Bruce
|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|School Of Arts And Communications||Level 1 - Undergraduate Introductory Unit|| Band 1 2013-2020 (Expires 31 Dec 2020)
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 outcomesAfter 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 attributes1. UC graduates are professional - communicate effectively
1. 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
|Year||Location||Teaching period||Teaching start date||Delivery mode||Unit convener|
|2021||UC - Canberra, Bruce||Winter Term||01 June 2021||On-Campus||Miss Clare O'Leary|
|2021||UC - Canberra, Bruce||Semester 2||02 August 2021||On-Campus||Mrs Shara Ranasinghe|
|2022||UC - Canberra, Bruce||Winter Term||30 May 2022||On-Campus||Miss Clare O'Leary|
|2022||UC - Canberra, Bruce||Semester 2||01 August 2022||On-Campus||Mrs Shara Ranasinghe|
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.
Champniss, G. & Rodés Vilà, F. (2011). Brand valued: how socially valued brands hold the
key to a sustainable future and business success, Chichester, West Sussex: Wiley.
Haig, M. (2011). Brand success [electronic resource]: how the world's top 100 brands thrive
and survive, 2nd ed London : Kogan Page.
Zarantonello, L. & Pauwels-Delassus, V. (2016). The Handbook of Brand Management
Useful websites for all advertising and marketing communication units (not just this unit!):
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 of 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 this assignment.
Special assessment requirements
You need to attempt all assessments to pass the unit and the Pass Grade for this Unit is 50%
Contribution and participation in tutorials contribute to a deeper understanding of the content of the unit and assignment requirements. It may be difficult to pass the unit without attending tutorials.
Students who attend campus for class or other purposes must play their part in keeping our campus and community safe by following these basic guidelines to reduce the risk of COVID-19 transmission:
- 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). You will need to have the equipment to study online along with the ability to contribute and present (mic & camera).
Work placement, internships or practicums