MARKETNG 3505 - Management of Brands III
North Terrace Campus - Semester 1 - 2018
General Course Information
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 Coordinator: Dr Dean Wilkie
Lecturer in Charge: Dr Dean WilkieLocation: Room 10.13, Nexus 10
Telephone: 8313 7112
Tutors: Catherine Duryea and Gediminas Lipnickas
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.
The full timetable of all activities for this course can be accessed from Course Planner.
Course Learning OutcomesOn successful completion of this course, students 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) Deep discipline knowledge
- informed and infused by cutting edge research, scaffolded throughout their program of studies
- acquired from personal interaction with research active educators, from year 1
- accredited or validated against national or international standards (for relevant programs)
1, 2, 3, 5, 6 Critical thinking and problem solving
- steeped in research methods and rigor
- based on empirical evidence and the scientific approach to knowledge development
- demonstrated through appropriate and relevant assessment
4,5 Teamwork and communication skills
- developed from, with, and via the SGDE
- honed through assessment and practice throughout the program of studies
- encouraged and valued in all aspects of learning
Required ResourcesText Book:
Aaker, D. A. 2014. Aaker on branding. 20 principles that drive success. New York: Morgan James Publishing.
Recommended ResourcesMoser, M. 2003. United We Brand. Harvard Business School Press, Boston.
Sharp, B. 2012. How Brands Grow: What Marketers Don’t Know. Oxford University Press, Melbourne.
Uncles, M.D., 2011. Perspectives on Brand Management. Tilde University Press, Prahan.
Online Learning - All the information (course slides. recordings and case studies) will be uploaded on Myuni.
Online LearningAll the information (course slides. recordings and case studies) will be uploaded on Myuni.
Learning & Teaching Activities
Learning & Teaching ModesThis course entails 2-hour lectures and 1-hour tutorials over the semester. Lectures will commence on Friday the 3rd of March and will conclude on Friday the 2nd of June. Tutorials will commence on Monday the 6th of March and conclude on Friday the 26th of May. Please attend the tutorial you are enrolled in. Attendance will be taken and participation marks will be allocated.
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
Topic and tasks
Using history and key concepts to understand branding
2nd of March (3hr lecture) No readings No tutorials but the case study will be discussed. Please be familiar with the case study.
The 10 C.O.M.P.O.N.E.N.T.S
9th of March Reading: Text Chapters 1 & 2 Pre-tutorial activity: (1) List the behaviours of successful groups, and (2) List what you think better group assignments will contain.
Tutorial Activity: Discuss group project.
Understanding the brand offer
16th of March
Reading: Text Chapters 6, 7 & 8
Chapter 2 from Rosenbaum-Elliot et al. (2007), Means-end paper by TJ Reynolds et al (1995)
Pre-tutorial activity: Fill in the 10 C.O.M.P.O.N.E.N.T.S template for a chosen brand.
Tutorial activity: Discuss and evaluate the strength of these components
The brand vision and narrative
23rd of March Reading: Text Chapters 3, 4 & 5, Mike Moser chapter on personality
Pre-tutorial activity: Collect the means-end chain of three category users.
Tutorial activity: Discuss qualitative research techniques and the means end chains
Finding the best position
**Lecture to be rescheduled due to Good Friday* Reading: Text Chapter 9,
Rossiter brand positioning chapter
Pre-tutorial activity: Investigate the core values of your brand and its two closest competitors. (Hint: A good place to start is with a brand vision or mission statement). Also, there is a great chapter in Moser (2003) about core values. A copy of the book is in the high use section of the library.
Tutorial Activity: What is your brand's personality? Using core brand values and brand narrative to determine a personality.
Mid-semester online class quiz during lecture time
2oth of April Lecture: Online mid semester exam to be held between 10am and 12pm on the 20th of April Pre-tutorial activity: Based on the current products and advertisements of your brand, write a positioning statement and assess brand personality congruence.
Tutorial activity: Review positioning statements and personality
Note: Due to mid semester test, attendance to tutorials this week is optional.
Designing Marketing Programs to Build Brand Equity
27th of April Reading: Text Chapter 10, 11, 12
Chapter 8 Riezebos (2003)
Pre-tutorial activity: Based on the current products and advertisements of your brand, write a positioning statement.
Tutorial activity: Review positioning statements. Note: Due to mid semester test, attendance to tutorials this week is optional.
Brands growth and revitalisation (Part 1) - Threats to brand relevance and the role of line and brand extensions
4th of May Reading: Text Chapter 18 & 19 Pre-tutorial activity: Find information (e.g., market share, category growth) that indicates what is going in the category. Is the brand growing (declining)?
And is the category growing (declining)? (Hint: A good place to start is with text books in the library. Often the case studieswill involve a brand or a key competitor).
Tutorial Activity: What is the issue facing the brand?
Brands growth and revitalisation (Part 2) - The role of the marketing mix and secondary brand associations
11th of May Reading: Text Chapter 16 Pre-tutorial activity: Revise your positioning statement and come ready to brainstorm opportunities
Tutorial Activity: Using your positioning to choose growth opportunities.
Different types of brands - The importance of being first, or the market leader, or a challenger
18th of May Chapter 5 from Kompella (2014) Tutorial Activity: Brand Audit ‘snap-shot’ (Group Assessment)
Applications and implications from having an understanding of brand performance measures
25th of May Chapter 6 Perspectives in Brand Management Tutorial Activity: Discussion on cross purchasing of brands
1st of June
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 must maintain academic standards.
Assessment Task Weighting Learning Outcome Mid-Semester quiz
1,2,3,4,5 Group project
(Assessment in 2 parts)
Total of 30% 1,2,3,4,5,6 Tutorial Participation
10% 1,2,3,4,5,6 Final Exam
45% 1,2,3,4,5,6 Total 100%
Assessment Related RequirementsTo 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 DetailThe assessment components are as follows.
In class quiz 15%
Due Date: April 20th, 2018
The mid semester 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.
The mid semester exam will be conducted on Friday the 7th of April between 10am and 12pm (lecture time). It will be an online
test so you do not need to come to uni, but it is your responsibility to ensure that you have reliable connection to the internet. Furthermore, this will only be available at this time as this ensures that everyone has the same opportunity. If we had it during tutorial times, people with tutorials later in the week would have more time to prepare than those who have tutorials on a
Monday. Please take this as advanced warning to save this date for those who may anticipate a conflict with work commitments. Also note that tutorial attendance is optional this week.
Brand Development Project 30%
Due Date: Snap Shot w/c May 14th, 2018 (5%), Final report on June 8th, 2018 (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;
Overview- the objective of the overview is to provide the reader of a clear understanding of what is coming. Better answers set
up the problem or opportunity facing the brand (see Brand Relevance quadrant). They also contain a brand positioning statement so that when the reader goes thropugh the document, they get a sense of why the brand is pursuing such strategies and how your recommendations are consistent with this
1. Brand review - the objective of the first part is to become familiar with the brand. Put simply, be a brand
historian. Therefore, consider the following:· Review the 10 C.O.M.P.O.N.E.N.T.S and assess the strength of these compared to key competitors· Identify key associations with the brand - you will need to understand the strength, favourability, and uniqueness of these associations. Better audits usually apply various qualitative research techniques discussed in week 4 tutorial.· Assess the brand’s vision. Does it provide the right strategic direction? Is it inspirational? How consistent is it compared to the brands history?· I also encourage you to apply techniques learnt through other courses as well as what has been learnt from Week 6 through to Week 9.
2. Market and consumer review - Market and Consumer review with the consumer and the competitive dynamics between brands. Therefore, consider the following:· A review of each brand's position within Dean’s Brand Relevance quadrant.· Includes the insights gained through the analysis of the four patterns of buyer behaviour (e.g., cross purchasing of brands matrix)· 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.· Evaluate each brand's positioning. How does this affect your chosen brand? Use the quadrant analysis tool to assist.· Better answers will evaluate and synthesise information from a variety of sources.
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.
• After the appendices, groups need to put together a summary of the contribution each student made to the project. This may include the sections that each student wrote or outline the responsibilities of each member.
• 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.
The assignment is to be submitted electronically through the Turnitin application on Blackboard, on or before the due
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. The activities have been set up to not only help understand the topics each week, but also to help collect information for the group project. The work from these activities may be collected for the purpose of reviewing the level of participation.
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.
SubmissionExtensions to the due date of individual assessment may be granted under special circumstances. An extension request based onillness 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.pdfStudents applying for an extension based on medical reasons must visit their medical practitioner, with that approved Universityform, 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.pdfLegible 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 DetailsA 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.pdfThis 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 onlybe 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.
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.
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