The University of Adelaide
Course Outlines

MARKETNG 2506OUA - Building and Managing Brands

OUA - Trimester 2 - 2023

A company's brand will often be amongst the most valuable of their assets. Even start-up 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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  • General Course Information
    Course Details
    Course Code MARKETNG 2506OUA
    Course Building and Managing Brands
    Coordinating Unit Marketing
    Term Trimester 2
    Level Undergraduate
    Location/s OUA
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange N
    Incompatible MARKETNG 2506, MARKETNG 3505
    Assumed Knowledge MARKETNG 1001 or MARKETNG 1001UAC or MARKETING 1001UACM
    Restrictions Available only to University of Adelaide Open Universities Australia students
    Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture
    Course Staff

    Course Coordinator: Mr Nigel Barker

    Course Coordinator: Mr Nigel Barker

    Email: nigel.barker@adelaide.edu.au

    Phone: 08 8313 0424

    Location: Room 13.30, Level 13, Nexus 10 Building
    Course Timetable

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

  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course, you will be able to:

    discuss the role of branding in creating strong brands

    identify and explain strategies that build brand equity

    demonstrate how knowledge of branding can be applied to marketing

    display critical thinking and problem-solving skills

    gain, evaluate, and synthesise information and existing knowledge from a number of sources and experiences

    prepare a professional, logical and coherent brand development report 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)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    		 1, 2, 3, 6

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    		 4, 5

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    		 6

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    		 4, 5, 6

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.

    		 4, 5, 6

    Attribute 6: Australian Aboriginal and Torres Strait Islander cultural competency

    Graduates have an understanding of, and respect for, Australian Aboriginal and Torres Strait Islander values, culture and knowledge.

    		 5, 6

    Attribute 7: Digital capabilities

    Graduates are well prepared for living, learning and working in a digital society.

    		 5

    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

    		 6
  • Learning Resources
    Required Resources
    Required text:

    Keller, K, & Swaminathan, V 2019, Strategic Brand Management: Building, Measuring, and Managing Brand EquityLinks to an external site., 5th edn, Pearson, Melbourne,
    Recommended Resources
    Resources for this course are available from the relevant MyUni site.

    The University of Adelaide’s Barr Smith virtual library provides a range of learning resources including texts, journals, periodicals, magazines, and access to online databases and information services.
    Online Learning
    Resources for this course are available from the relevant MyUni site.

    The University of Adelaide believes that education needs to be available to everyone, which means supporting the creation of accessible educational resources. We are actively committed to increasing the accessibility and usability of the courses we produce.

    This course has been designed to meet Web Content Accessibility Guidelines 2.0, level AALinks to an external site. by incorporating these features:

    Keyboard navigation through all pages and interactions

    Alternate text and description text for visual content

    Closed captions, text transcripts and audio-only alternatives for all video content

    Text transcripts for audio content

    Colour and contrast considerations for visual content

    Links, headings, tables, and images have been designed to work with screen readers

    Font size can be increased with the use of browser control, and

    Microsoft Immersive Reader is enabled for all content pages.

    While we strive to ensure that this course is as accessible and as usable as possible, we might not always get it right. We always aim to communicate clearly and simply, but this is not always possible when discussing technical subjects.

    If there are any issues, please raise this with your tutor as the first point of contact. If you require further assistance, please contact Disability Support.
  • Learning & Teaching Activities
    Learning & Teaching Modes

    No information currently available.

    Workload

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

    This course is comprised of 12 modules, over 12 weeks.

    You do not have to spend a full week on each module if you would like to progress through them more intensively, but we recommend that you move through each module in sequence (start with Orientation, then Module 1, then Module 2, etc.), as the modules are linked to each other, and to the requirements and timing of assessments.

    Key readings are pointed out to you and accessible from within the lesson pages. You can also always find them under the Course Readings tab, marked according to whether they are recommended or optional.

    The Assignments tab is where you will find the most up-to-date information on each of the assessments for this course. We recommend that you spend some time at the start of this course getting familiar with the assessments: make sure you know the structure of each assessment and when it is due.

    Each week, an interactive session will be held. The interactive sessions will focus on supporting you with the weekly topics and also the assessments. See the Interactive sessions page for details of when these are held.

    Throughout the modules, there are also some discussion pages, which provide touchpoints for class discussion of key topics, cases, and issues. These can feed into the interactive sessions, and also provide a way for you to engage with your peers if you cannot attend that week's interactive session. You can find these within the module's lesson sequence, and also find all the discussion pages organised at any time under the Discussions tab.

    Finally, keep an eye out for announcements from the teaching team. If we need to provide you with any quick alerts, reminders, or updates, we will make use of the announcements feature, and so recommend that you either regularly check the Announcements tab when engaging with the course materials, or manage your Canvas (MyUni) account notifications (by going to Account > Notifications, and setting your announcement notifications to immediate), so that whenever there are new announcements you receive an email notification.
    Learning Activities Summary

    No information currently available.

    Specific Course Requirements
    As part of its commitment to academic integrity, the University has provided a module to prepare you for your studies. The module is available as part of your Online Student Orientation course, with the expectation that you will complete the module in your first study period. The module contains a quiz.

    All students are required to complete this module and achieve a score of 100% in the quiz.

    You can take the module and quiz as many times as you wish.

    Once you have scored 100%, that score will be permanently recorded, so you can retake the module again for revision.

    The orientation course and the Academic Integrity module will remain available via your MyUni account as a resource that you can come back to at any point during your studies.

    How to complete the module
    You only need to complete the Academic Integrity module once, and your completion will be recorded. Visit this link to view our FAQs.
  • Assessment

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

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

    Assessment Summary
    Assessment 1: Graded Discussions
    In each week, there is a graded discussion in which you must post a reponse to the discussion prompt, then reply to at least one of your peers' responses.
    Due date: End of each week, Sunday 11.59pm (ACST)
    Weighting total: 10%

    Assessment 2: Brand Analysis Questions

    Assessment 2 Part A
    Due date: End of Week 4, Sunday 11.59pm (ACST)
    Weighting: 15%

    Assessment 2 Part B
    Due date: End of Week 8, Sunday 11.59pm (ACST)
    Weighting: 15%

    Assessment 3: Written Reports

    Assessment 3 Part A - Report: Brand analysis
    Due date: End of Week 9, Sunday 11.59pm (ACST)
    Weighting: 20%

    Assessment 3 Part B - Report: Brand development
    Due date: End of Week 12, Sunday 11.59pm (ACST)
    Weighting: 40%
    Assessment Related Requirements
    Assessment extensions
    Extensions are granted on medical, compassionate or other special circumstances recognised under the University’s Modified Arrangements 
for Coursework Assessment policy.

    Extension Application form
    The completed extension application form and any documentation (such as a medical or counsellor's certification) should be emailed to your tutor, and submitted 2 days before the due date. Your tutor will consider the request in the light of the case made, and University deadlines and may grant an extension of up to 3 days. You will be notified of the result of your request by email.

    Late penalties
    For each assessment, your grade will be penalised by 5% per day if submitted after the due date and time, unless you have an extension approved by the Course Coordinator.

    Academic grievance
    If you are dissatisfied with the mark awarded for a particular assessment task, please refer to the University Policy on Student Grievance
    Assessment Detail

    No information currently available.

    Submission

    No information currently available.

    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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The University of Adelaide
Adelaide, South Australia
5005 Australia

Australian University Provider Number PRV12105
CRICOS Provider Number 00123M


Telephone: +61 8 8313 4455

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Authorised by:Deputy Vice-Chancellor and Vice-President (Academic)
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