Brand Management (9118.3)
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|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|Discipline Of Communication And Media||Level 2 - Undergraduate Intermediate Unit|| 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 explores branding across goods, services, and ideas and introduces relevant theories used to design effective branding strategies. Among other issues, this unit captures brand equity, managing brands over time and across geographic boundaries and the application of the marketing mix to support brand strategies. Particular emphasis is placed on understanding the principles of branding at the consumer level that will improve managerial decision-making with respect to brands and brand management.
Learning outcomesAfter successfully completing this unit, students will be able to understand how brands are built, managed and evaluated. In particular, students will be able to:
1. Examine the brand and the elements of brand management;
2. Describe the various components of brands and how these interact;
3. Analyze branding techniques and apply these to a variety of different issues;
4. Critically evaluate how creative concepts and execution contribute to brand success; and
5. Work effectively in teams to analyze and prepare presentations on various topics of brand management.
Graduate attributes1. 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 - work collaboratively as part of a team, negotiate, and resolve conflict
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 - behave ethically and sustainably in their professional and personal 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
Incompatible unitsRestrictions: This unit is not open to students who have passed 6814 Brand Building
Equivalent units6814 Brand Building
Assumed knowledgeBasic concepts in marketing and advertising
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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
Landa, R. (2006). Designing Brand Experiences: creating powerful integrated brand solutions, Wadsworth Cengage Learning.
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.
Students must attempt all assessment items to be considered for a pass grade. 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 allocate. Without presenting no marks will be awarded for this assignment.
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.
Contribution and participation in tutorials contribute to a deeper understanding of the content of the unit and assignment requirements. Assessment 2 requires effective participation in-class. It may be difficult to pass the unit without attending 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).
Work placement, internships or practicums
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 of final results is practiced to ensure the maintenance and uniformity of consistent standards.
The Unit Convenor reserves the right to vary the lecture and tutorial schedule to take timely advantage of an advertising event, field trip opportunity or guest speaker. Notice of such variation will be made through Canvas announcement.
The standard practice of using referencing systems such as Harvard or the American Psychological Association (APS – 5th or 6th edition) Style Manual is preferred.
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.
Provision of information
Announcements made at lectures are deemed to be made to the whole group and will be recorded in that lecture. Recorded lectures will be available on the Canvas site of this unit.