Brand, Strategy and Integration PG (9106.4)

Please note these are the 2020 details for this unit
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Brand, Strategy and Integration PG
Available teaching periods Delivery mode Location
View teaching periods
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
School Of Arts And Communications Post Graduate Level Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
This unit will focus on strategic development of brands from integrated marketing communications. This is achieved through developing expertise in understanding the role of advertising and other communication options to build and maintain brands.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Synthesise the strategic level requirements for developing effective brands;
2. Critically analyse various roles of key stakeholders in brand communication;
3. Identify the value of different communication options in branding;
4. Appreciate the importance of and apply creative strategy in branding; and
5. Design, plan, and evaluate integrated marketing communication programs that are designed to build brands.


Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
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 - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - take pride in their professional and personal integrity
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
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
3. UC graduates are lifelong learners - be self-aware


Prerequisites

None

Corequisites

None.

Incompatible units

None

Equivalent units

None

Assumed knowledge

None.
Year Location Teaching period Teaching start date Delivery mode Unit convener
Not available

Required texts

As no single book covers all the material considered in this unit, a list of readings (and other related links) will be provided through on Canvas to complement the main topics.  Despite the material provided, nothing will substitute active engagement and immersion with the unit contents.   

 
Recommended readings
1.  de Chernatony, L., McDonald, M., Wallance, E. (2013). Creating powerful brands. Fourth Edition, London and New York: Routledge.
2.  Fournier, S., Breazeale, M. & Avery, J. (2015). Strong Brands, Strong Relationships, Routledge.
3.  Heding, T., Knudtzen, C. F. & Bjerre, M. (2016). Brand Management: Research, Theory and Practice, Second edition, Routledge.
4.  Loken, B., Ahluwalia, R. & Houston, M. J. (2015). Brands and Brand Management: Contemporary Research Perspectives, Psychology Press, Taylor & Francis Group.
5.  Melewar, T. C. & Alwi, S. F. S. (2015). Corporate Branding: Areas, Arenas and Approaches, Routledge.
6.  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.
7.  Haig, M. (2011). Brand success [electronic resource]: how the world's top 100 brands thrive and survive, 2nd ed London : Kogan Page.
8.  Zarantonello, L. & Pauwels-Delassus, V. (2016). The Handbook of Brand Management Scales, Routledge.

 

Advertising – Marketing Communication Industry Association websites:

1.  Australian Association of National Advertisers (AANA) http://www.aana.com.au/
2.  The Communications Council (formerly AFA) http://www.afa.org.au/
3.  Media Federation of Australia http://mediafederation.org.au/
4.  International Advertising Association (IAA) http://www.iaaglobal.org/
5.  American Advertising Federation (AAF) http://www.aaf.org/
6.  American Academy of Advertising (AAA) http://www.aaasite.org/
7.  American Association of Advertising Agencies (4As) http://www2.aaaa.org/Portal/Pages/default.aspx
8.  Association of National Advertisers (ANA) http://www.ana.net/
9.  Incorporated Society of British Advertisers (ISBA) http://www.isba.org.uk/isba/home/
10. Institute of Practitioners of Advertising (IPA) http://www.ipa.co.uk/
11. World Federation of Advertisers (WFA) http://www.wfanet.org/

Periodicals

  1. Advertising Age - UC Library via http://www.canberra.edu.au/library/research-gateway/ejournals
  2. Admap - UC Library Individual Holdings, or go to WARC.com at  http://www.warc.com.ezproxy2.canberra.edu.au/Default.asp?ID=1
  3. AdWeek www.adweek.com
  4. BusinessWeek - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
  5. Campaign Brief - UC Library Individual Holdings
  6. Campaign (London) UC Library Individual Holdings, or via http://www.canberra.edu.au/library/research-gateway/e-journals
  7. Harvard Business Review – UC Library via  http://www.canberra.edu.au/library/researchgateway/e-journals
  8. The Journal of Marketing - UC Library via  http://www.canberra.edu.au/library/researchgateway/e-journals
  9. The Journal of Advertising - UC Library via  http://www.canberra.edu.au/library/researchgateway/e-journals
  10. The Journal of Advertising Research - UC Library via  http://www.canberra.edu.au/library/research-gateway/e-journals

Participation requirements

Contribution and participation in online discussion forums contribute to a deeper understanding of the content of the unit and assignment requirements. 

Required IT skills

Students are expected to be able to access materials on the unit's Canvas page, and competency in PC based MS operating systems is expected (PowerPoint, Word).

Work placement, internships or practicums

None

Additional information

Enrolment
It is the student's responsibility to ensure that they are correctly enrolled in each unit and that the units are correct for their course of study. Students should confirm their unit enrolment details via MyUC before the end of Week 2.

Moderation
Moderation of final results is practiced to ensure the maintenance and uniformity of consistent standards.

Schedule
The Unit Convenor reserves the right to vary the lecture and seminar schedule to take timely advantage of an advertising event, field trip opportunity or guest speaker. Notice of such variation will be made through Moodle announcement.

Referencing requirements
The standard practice of using referencing systems such as Harvard or the American Psychological Association (APA – 5th or 6th edition) Style Manual is preferred. 

Student responsibility
If there is any doubt on the requirements of any particular assignment or assessment procedure, the onus of clarification rests with the student who should contact the lecturer about the matter. Students have a responsibility to:

  • read, understand and respect the rules concerning plagiarism;
  • familiarise themselves with the conventions of referencing in their discipline; and avoid all acts, which could be considered plagiarism. Refer to the Academic Skills Centre for more information.