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 & Communication | 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
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - apply their knowledge to working with Indigenous Australians in socially just ways
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 |
|---|---|---|---|---|---|
| 2026 | Bruce, Canberra | Semester 2 | 10 August 2026 | On-campus | Mr Temple Uwalaka |
| 2027 | Bruce, Canberra | Semester 2 | 09 August 2027 | On-campus | Mr Temple Uwalaka |
| 2028 | Bruce, Canberra | Semester 2 | 07 August 2028 | On-campus | Mr Temple Uwalaka |
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.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.
Students are permitted to use generative artificial intelligence (GenAI) as indicated in the assessment instructions for this unit.
Students are permitted to use generative artificial intelligence (GenAI) for the images of their Brand Article (Assessment 2) and for their Assessment 3A and B.
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 attending and engaging with your peers in the 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
- Semester 2, 2026, On-campus, UC - Canberra, Bruce (232873)
- Semester 2, 2025, On-campus, UC - Canberra, Bruce (226151)
- 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)
