MARKETNG 3505 - Management of Brands III

North Terrace Campus - Semester 1 - 2016

The course information on this page is being finalised for 2016. Please check again before classes commence.

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.

  • General Course Information
    Course Details
    Course Code MARKETNG 3505
    Course Management of Brands III
    Coordinating Unit 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 2501
    Corequisites MARKETNG 2503
    Course Description 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.
    Course Staff

    Course Coordinator: Dr Dean Wilkie

    Lecturer in Charge: Dr Dean Wilkie

    Location: Room 10.11, Nexus 10
    Telephone: 8313 7112
    Email: dean.wilkie@adelaide.edu.au
    Website: https://myuni.adelaide.edu.au/


    Tutor: Mrs Svetlana de Vos

    Email: svetlana.devos@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.

  • Learning Outcomes
    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

    No information currently available.

  • Learning Resources
    Required Resources
    Text Book:

    Uncles, M.D., 2011. Perspectives on Brand Management. Tilde University Press, Prahan.


    Recommended Resources
    Aaker, D. A. 2014. Aaker on branding. 20 principles that drive success. New York:
    Morgan James Publishing.

    Sharp, B.  2012. How Brands Grow: What Marketers Don’t Know. Oxford University Press, Melbourne.

    Online Learning
    All the information (course slides. recordings and case studies) will be uploaded on Myuni.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course entails 2-hour lectures and 1-hour tutorials over the semester. Lectures will commence on Monday the 29th of February and will conclude on Monday the 30th of May. Tutorials will commence on Monday the 7th of March and conclude on Friday the 3rd of June. Please attend the tutorial you are enrolled in. Attendance will be taken and participation marks will be allocated.

    Due to a number of public holidays falling on a Monday (i.e., Adelaide Cup on the 14th of March, Easter Monday on the 28th of March, and ANZAC day on the 25th of April), 3 lectures will be held on a Tuesday and will go for 3 hours in length as this will replace ALL tutorials for the week.


    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
    History of Brands and Brand Management
    29/02 Reading:
    Text Chapter 1 and Snapple case study
    No tutorials
    2
    Customer-Based Brand Equity (CBBE)
    07/03 Reading:
    Text Chapters 2 & 3
    Tutorial Activity: Qualitative research techniques
    3
    The Different Components of CBBE (Part 1) - Brand Salience and Attribute-based associations

    15/03- Tuesday
    Lecture
    (5pm to 8pm)

    Reading: Text Chapter 7

    No tutorials. In lecture activity: Means end chains

    4
    The Different Components of CBBE (Part 2) - Brand Attitude and Attachment
    21/03

    Reading:
    Text Chapters 14 & 16
    Tutorial Activity: Discuss group project and discussion on recent brand event
    5
    Brand positioning (Part 1) - The consumer perspective
    29/03- Tuesday
    Lecture (5pm to 8pm)
    Reading:
    Text Chapter 4
    No tutorials. In lecture activity: Positioning statements
    6
    Brand positioning (Part 2) - The employee perspective
    4/04

    Lecture: Mid semester exam Tutorial Activity: Case study (or discussion on recent brand event)

    Mid-Semester Break 11/4/2016-26/04/2016

    7
    Designing Marketing Programs to Build Brand Equity
    26/04- Tuesday
    Lecture (5pm to 8pm)
    Reading materials to be confirmed No tutorials. In lecture activity: How to evaluate a brand creative
    8
    Brands growth and revitalisation (Part 1) - Threats to brand relevance and the role of line and brand extensions
    2/05

    Reading: Text Chapter 12 Tutorial Activity: Case study (or discussion on recent brand event)
    9
    Brands growth and revitalisation (Part 2) - The role of the marketing mix and secondary brand associations
    9/05

    Reading: Text Chapter 8 Tutorial Activity: Case study (or discussion on recent brand event)
    10
    Different types of brands -  The importance of being first, or the market leader, or a challenger
    16/05 Reading:Text Chapter 13 Tutorial Activity: Brand Audit ‘snap-shot’ (Group Assessment)
    11
    Applications and implications from having an understanding of brand performance measures
    23/05 Reading: Text Chapters 5 and 6 Tutorial Activity: Case study (or discussion on recent brand event)
    12
    Closing observations
    30/05

    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.

  • 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 Due Date and Time Weight Learning Objectives
    Mid-Semester quiz
    (Individual Assessment)
    Week 6 15% 1,2,3,4,5
    Group project
    (Assessment in 2 parts)
    Snap Shot 5%
    May 16th,2016 in Tutorial

    Final report 25%
    June 10th, 2016 -submitted via
    Turnitin
    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 45% 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.


    In class quiz                      15%
    Due Date: April 4th, 2016

    The In class quiz will be based on concepts from the readings, lectures and issues raised in class discussions. True false, multiple choice and short essay questions can be expected.

    Brand Development Project     30%
    Due Date: Snap Shot on May 16, 2016 (5%), Final report on June 10, 2016 (25%).

    The brand management concepts discussed in the course contain a broad range of topics and examples from various industries. To
    demonstrate your understanding of the concepts discussed, you are required to conduct a brand audit on a chosen brand. You will be required to work in a group consisting of approximately 4-5 members (maximum allowable group size is 5 students) and you are free to choose the composition of your group (as long as they are members of your tutorial class).

    To assist you with the audit , the assignment is divided into different parts;

    1.   Market and Consumer review - the objective of the first part  is to become familiar with the consumer and the competitive dynamics between brands.  Therefore consider the following:

    ·  A review of each brand's heritage, the marketing environment and the competitive dynamics within the category.
    ·  Evaluate each brand's positioning. How does this affect your chosen brand? How is each brand trying to grow / stay relevant?
    ·  Better answers will evaluate and synthesise information from a variety of sources.
    ·  Provide a description of the consumer. What are their needs and desired benefits? What do they think and feel for each brand in the category? Understanding the means-end chains of consumers will assist with this.

    2. Brand review - the objective of the second part of this assignment is to provide an in-depth assessment of the chosen brand and include what has been learnt from Weeks 6 through to Week 9.  

    ·  Identify the sources of brand equity for each brand. More specifically you will need to understand the strength, favourability, and
    uniqueness of the associations each brand has.
    ·  Better audits usually apply various qualitative research techniques from week 2.
    ·  I also encourage youto apply techniques learnt through other courses.
    ·  Identify in depth the sources of brand equity for your chosen brand.
    ·  Review the role of the brand's marketing mix

    3. Brand Plan – Stretching the Brand

    This part is forward-looking. Your task is to assess the sources of brand strength for your selected brand and suggest ways
    to leverage that strength in terms of a specific line/brand extension (of your own choosing). Ongoing and new initiatives should be considered at a strategic level (brand positioning and extension, product and geographical portfolios, etc.) and at a tactical level (names, logos, designs, packaging, communications, etc.). Creative and executional detail with respect to names,
    logos, designs, etc. for your line/brand extension is expected.

    Don't forget to elaborate on the key issues for your chosen brand with a recommended plan of action. This not only involves a recommendation of the desired brand image, but also managing the growth of the brand - owning the positioning, product development, improving engagement etc.

     Things to consider:

    · I recommend students read “The Brand Report Card” by Kevin Keller (1999) as this will give you some guidance as to what to consider. A link will be placed on Blackboard.
    · Choose a category of interest and I recommend a category that will allow you to conduct primary research through friends and family.
    · Also, consider brands from an area of interest or future career direction. Doing this will make the assignment more enjoyable.
    · Each group should first agree on an appropriate level of analysis (corporate, umbrella, or product brand) and an appropriate geographical coverage (global, regional, or local).
    · Supplement your assignment with academic research.

    To assist with the process, assessing the brand audit consists of two parts

    Part 1. ‘Snap Shot’ 5 minute per group presentation will provide a very ‘short, sharp and shiny’ overview of the brand and the progress. This progress report will enable us to provide you with valuable feedback. 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%).

    Part 2. The final report should cover the three areas outlined.

    •  It should not be more than 10 pages (excluding executive summary, table of contents, reference list and appendices).

    •  Ensure each group member's name is on the cover as well as the date, the course name and the assignment topic are clearly identified on the front cover using the University’s Assignment Cover Sheet.

    • 1.5cm line spacing in an easy-to-read font such as 11pt Arial or 12 pt
    Times New Roman with appropriate headings throughout.

    • Keep your document clear and to the point without unnecessary padding.

    Submission

    The assignment is to be submitted electronically through the Turnitin application on Blackboard, on or before the due
    date.


    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)          45%

    The final exam will be based on concepts from the readings, lectures and issues raised in class discussions. Multiple choice and short essay questions can be expected.

    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
  • 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.