MARKETNG 3505 - Management of Brands III

North Terrace Campus - Semester 1 - 2015

A company's brand will often be amongst the most valuable of their assets. Even startup companies and individuals need to be conscious of what their brand stands for. The "Brand Manager" in a large company is responsible for the maintaining and growing the value of the company's brand. This course prepares student for this role, for "products" that may be a good or a service, a tangible or an intangible. Industry standard brand metrics are used as an introduction to practical measurement and management and the course advances to the theory of brand equity, points of parity and points of difference. Brand co-creation is explored, with particular reference to social media marketing such as Facebook, Twitter and Blogs. The leveraging of brand equity into brand extensions (as with Virgin) is evaluated as a form of growth strategy.

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Course Details

Course Code	MARKETNG 3505
Course	Management of Brands III
Coordinating Unit	Adelaide Business School
Term	Semester 1
Level	Undergraduate
Location/s	North Terrace Campus
Units	3
Contact	Up to 3 hours per week
Available for Study Abroad and Exchange	Y
Prerequisites	MARKETNG 2500 or MARKETNG 1001 and MARKETNG 2501
Corequisites	MARKETNG 3500
Assessment	Exam/assignments/tests/tutorial work as prescribed at first lecture

Course Staff

Course Coordinator: Associate Professor Roberta Crouch

Lecturer in Charge: Dr Roberta Crouch

Location: Room 10.13, Nexus 10
Telephone: 8313 6892
Email: roberta.crouch@adelaide.edu.au
Website: https://myuni.adelaide.edu.au/

Tutor: Ms Bora Qesja

Email: bora.qesja@adelaide.edu.au

Your tutor is your first point of contact. They will be available during tutorials to answer any questions. Please use this time to ask questions.

Course Timetable

The full timetable of all activities for this course can be accessed from Course Planner.

Course Learning Outcomes

On successful completion of this course, you will be able to:

1. Discuss the role of branding in creating strong brands;

2. Identify and explain strategies that build brand equity;

3. Demonstrate how knowledge of branding can be applied to marketing;

4. Display critical thinking and problem solving skills;

5. Gain, evaluate, and synthesize information and existing knowledge from a number of sources and experiences;

6. Prepare a professional, logical and coherent brand audit within a specific context.

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

University Graduate Attribute	Course Learning Outcome(s)
Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised.	1,2
The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner.	5,7
An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems.	4
Skills of a high order in interpersonal understanding, teamwork and communication.	1,5
A proficiency in the appropriate use of contemporary technologies.	4,6
A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life.	3,4
A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community.	8,7
An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities.	8

Learning Resources

Required Resources

Text Book:
Keller, Kevin L. (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Fourth Global Edition). Pearson, Australia.8

Online Learning

All the information (course slides. recordings and case studies) will be uploaded on Myuni.

Learning & Teaching Modes

This course entails 2-hour face-to-face lectures and one 1-hour tutorial over the semester.

Please attend the tutorial you are enrolled in. Attendance will be taken and participation marks will be allocated.

Lectures will commence on Tuesday 3rd of March and will conclude on Tuesday 2nd of June. Tutorials will commence Tuesday 10th of March and conclude on Tuesday 2nd of June. No classes and tutorials will be held on the 17th of March.

Workload

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

Students in this course are expected to attend all lectures and tutorials.

Learning Activities Summary

Week	Topic and tasks
1	Brands and Brand Management
3/03 Roberta	Reading: Text Chapter 1	Tutorial Activity: - No Tutorials
2	Customer-Based Brand Equity, Brand Positioning, Resonance and Value
10/03 Roberta	Reading: Text Chapters 2 & 3	Tutorial Activity: - Ethical Fashion Case Study Discussion
3	Lectures and Tutorials Cancelled for this week
17/03	Both the Lectures and the Tutorials are cancelled for this week only
4	Developing and Selecting Brand Elements and Designing Marketing Programs
24/03 Bora	Reading: T Text Chapters 4 & 5	Tutorial Activity: - Body Shop Case Study Discussion
5	Communicating Brands and Leveraging Secondary Brand Knowledge
31/03 Bora	Reading: Text Chapters 6 & 7	Tutorial Activity: - Hugo Boss Case Study Discussion
6	Tracking and Measuring Brand Equity
7/04 Roberta	Reading: Text Chapter 9 & 10	Tutorial Activity: - Group Work on Brand Development - Hand out Case Study for Quiz – Explanation
Mid-Semester Break 11/4/2015-25/04/2015
7	Designing and Implementing Brand Architecture
28/04 Bora	Reading: Text Chapter 11	Tutorial Activity: - In Class Quiz - Case Study handed out in week 6
8	New Products and Brand Extensions
5/05 Roberta	Reading: Text Chapters 12	Tutorial Activity: - Weight Watchers Case Study Discussion
9	Managing brands over time
12/05 Roberta	Reading: Text Chapters 13	Tutorial Activity: - Group Work on Brand Development
10	Managing Brands Over Geographic Boundaries and market segments
19/05 Roberta	Reading: Chapters 14	Tutorial Activity: - Discussion of Premium Watch Branding Comparisons
11	Closing Observations
26/05 Bora	Reading: Chapter 15	Tutorial Activity: - Brand Development ‘snap-shot’ (Group Assessment)
12	Exam Preparation
2/06 Bora	Exam Revision – lectures and tutorial

Tutorials are an important component of your learning in this course. The communication skills developed in tutorials by regularly and actively participating in discussions are considered to be most important by the Business School and are highly regarded by employers and professional bodies.

The University's policy on Assessment for Coursework Programs is based on the following four principles:

Assessment must encourage and reinforce learning.
Assessment must enable robust and fair judgements about student performance.
Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
Assessment must maintain academic standards.

Assessment Summary

Assessment	Due Date and Time	Weight	Learning Objectives
Mid-Semester case study quiz (Individual Assessment)	April 28,2015 in Tutorial	20%	1,2,3,4,5
Developing an Original Brand (Group Assessment in 2 parts)	Sanp Shot 5% May 26,2015 in Tutorial Video Presentation 25% June 2, 2015-submitted via USB in Tutorial	Total of 30%	1,2,3,4,5,6
Tutorial Participation (Individual Assessment)	Ongoing	10%	1,2,3,4,5,6
Final Exam (Individual Assessment)	TBA	40%	1,2,3,4,5,6

Assessment Related Requirements

To gain a pass for this course, a mark of at least 50% must be obtained in the final exam, as well as a total of at least 50% overall. Students not achieving the minimum total final exam mark will be awarded no more than 49.

Assessment Detail

The assessment components are as follows.

Case Study Quiz                      20%
Due Date: April 28, 2015 – in tutorial

A case study will be handed out in tutorials held on April 7, 2015 and it will be posted on MyUni after that date. The quiz pertaining to the case study will be conducted in tutorials on April 28, 2015 and will be different for each tutorial group due to time differences of the tutorials throughout the day.

Brand Development Project    30%
Due Date: Snap Shot on May 26, 2015 (5%), Video presentation recording during the tutorial of June 2, 2015 (25%).

This is a group assignment (maximum of 5 people per group). The group is tasked with developing an original brand for a product or service. This will include (among other things) identity, brand elements, target audience, position and product value. More information on this will be provided in lectures and tutorials. The overall project is assessed in 2 parts:

1.
‘Snap Shot’ 5 minute per group presentation will provide a very ‘short, sharp and shiny’ overview of the brand that you have created. You are restricted to 3 slides! It is permissible for only 1 member of the group to present – all group members will get the same grade (5%).

2.
Video Recording of a 15-minute presentation that provides a succinct but comprehensive overview of your brand. This should include each member of your group. No group member can be allocated a mark for this if they are not present. In conjunction with the submission of your recording (video with audio), you must also provide a copy of your PowerPoint presentation so we can view both simultaneously when assessing your work (25%).

Tutorial Participation 10%

A mark is awarded for tutorial participation and attendance. Students are required to not only attend tutorials but to read and be prepared for case study discussions, and to take an active part.

Final Examination (TBA)          40%

Information regarding the exam format will be provided during lectures and tutorials on June 2, 2015.

Submission

Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on

illness or on exceptional personal circumstances must include the "Supporting Statement / Certification Form" at: http://www.adelaide.edu.au/student/exams/Medical_Compassionate_Application_Form_-_12_June_2013.pdf

Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University

form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. For supplementary examination on compassionate grounds refer to:

http://www.adelaide.edu.au/student/exam/Medical_Compassionate_Application_Form_-_12_June_2013.pdf

Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted because of poor hand-writing.

Assignment Guidelines including Referencing Details

A copy of the Postgraduate Programs: Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/documents/CSG_business_Web_final.pdf

This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your undergraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used.

Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism.

Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided in the Communication Skills Guide.

Late Assignment Submission

Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only

be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date using the appropriate university form. Each request will be assessed on its merits. No extensions will be awarded for group work. A late assignment where no extension has been granted will be penalised by a reduction of 10% of the mark given for each day, or part of a day, that it is late.

Return of Assignments

Lecturers/Tutors aim to mark and return assignments to students within two (2) weeks of the due date with written feedback.

Course Grading

Grades for your performance in this course will be awarded in accordance with the following scheme:

M10 (Coursework Mark Scheme)
Grade	Mark	Description
FNS		Fail No Submission
F	1-49	Fail
P	50-64	Pass
C	65-74	Credit
D	75-84	Distinction
HD	85-100	High Distinction
CN		Continuing
NFE		No Formal Examination
RP		Result Pending

Further details of the grades/results can be obtained from Examinations.

Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

Final results for this course will be made available through Access Adelaide.

Student Feedback

The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
Fraud Awareness

Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

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Maintained by:	Course Outlines Administrator