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 |
|---|---|---|---|---|---|
| 2025 | Bruce, Canberra | Winter Term | 26 May 2025 | On-campus | Mr Temple Uwalaka |
| 2025 | Bruce, Canberra | Semester 2 | 28 July 2025 | On-campus | Mr Temple Uwalaka |
| 2026 | Bruce, Canberra | Winter Term | 08 June 2026 | On-campus | Mr Temple Uwalaka |
| 2026 | Bruce, Canberra | Semester 2 | 10 August 2026 | 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.
Artificial intelligence
Students are not permitted to use generative artificial intelligence (GenAI) in assessments for this unit.
GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:
- the Unit Convener has authorised GenAI use for that assessment
- the student uses GenAI in the way that the assessment instructions allow
- the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.
Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.
The GenAI for StudentsLinks to an external site. Library Guide provides further information, including how to reference GenAI.
Special assessment requirements
The Pass Grade for this Unit is 50%
Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.
Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.
UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).
UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.
Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.
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 engaging with tutorials.
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
- Winter Term, 2025, On-campus, UC - Canberra, Bruce (225637)
- Semester 2, 2024, On-campus, UC - Canberra, Bruce (219300)
- Winter Term, 2024, On-campus, UC - Canberra, Bruce (216513)
- 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)
