MARKETNG 3505NA - Management of Brands III
Ngee Ann Academy - Trimester 1 - 2017
General Course Information
Course Code MARKETNG 3505NA Course Management of Brands III Coordinating Unit Business School Term Trimester 1 Level Undergraduate Location/s Ngee Ann Academy Units 3 Contact Up to 3 hours per week Available for Study Abroad and Exchange 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 WilkieLocation: Room 10.11, Nexus 10
Telephone: 8313 7112
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 ResourcesAaker, 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.
Learning & Teaching Activities
Learning & Teaching ModesThere will be 2 x 2 hours seminars each day. Typically there will be a mix between discussion and class exercises along with the presentation of a new topic by the lecturer. The seminar program schedule will be contained in this course outline and students will
be expected to have reviewed the topic to be discussed and attempted any set questions/exercises prior to each seminar.
The information below is provided as a guide to assist students in engaging appropriately with the course requirements.The information below is provided as a guide to assist students in engaging appropriately with the course requirements.The
University expects full-time students (i.e. those taking 12units per semester) to devote a total of 48 hours per week to theirstudies.
This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes.
Learning Activities Summary
Topic and tasks
History of Brands and Brand Management
Reading: Text Chapters 1 & 2, Snapple case study Pre-tutorial activity: Be familiar with the case study
Tutorial Activity: Discuss case study
The Different Components of CBBE (Part 1) - Brand Salience and Attribute-based associations
Reading: Text Chapters 6, 7 & 8,
Chapter 2 from Rosenbaum-Elliot et al. (2007), Mike Moser chapter
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 and qualitative research techniques
The Different Components of CBBE (Part 2) - Brand Attitude and Attachment
Reading: Text Chapters 3, 4 & 5,Means-end paper by TJ Reynolds et al (1995) 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)
Tutorial Activity: What is your brand's personality and core brand values?
No lectures or tutorials
Reading: Text Chapter 9, Rossiter brand positioning chapter Pre-tutorial activity: Collect the means-end chain of three category users.
Tutorial activities: Discuss the means end chains, writing positioning statements
Mid Semester online quiz
Designing Marketing Programs to Build Brand Equity
Reading: Text Chapter 10, 11, 12,
Chapter 8 Riezebos (2003)
Pre-tutorial activity: Review a recent advertisement from a competitor and try and determine their positioning.
Tutorial activity: How to evaluate a brand creative
Brand growth and revitalisation (Part 1) - Threats to brand relevance and the role of line and brand extensions
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 studies will involve a brand or a key competitor).
Tutorial Activity: What is the issue facing the brand?
Brand growth and revitalisation (Part 2) - The role of secondary brand associations
Reading: Text Chapter 16 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
Chapter 5 from Kompella (2014) Tutorial Activity: Brand Audit consultations
Applications and implications from having an understanding of brand performance measures Chapter 6 from Perspectives in Brand Management Tutorial Activity: Discussion on cross purchasing of brands
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 Task Weighting Learning Outcome End of Session 1 quiz
15% 1,2,3,4,5 Group project
Total of 30%
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.
Mid semester online quiz - 15%
Due Date: 17th of February, 2017
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 17th of February between 5pm and 7pm (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. Please take this as advanced warning to save this date for those who may anticipate a conflict with work commitments.
Brand Development Project - 30%
Due Date: 31st of March.
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. Overview- the objective of the first part is to provide the reader of a clear understanding of what is coming. Better answers set up the problem or opportunity facing the brand. 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.2. 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.3. Brand review - the objective of this part of this assignment is to provide an in-depth assessment of the chosen brand and include what has been learnt from the second week.· 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 discussed in the first week. This also includes the development of a cross purchasing of brands matrix· I also encourage you to 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 mix4. Brand Plan – Stretching the BrandThis 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 tacticallevel (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:
- 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.
The final report should cover the 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 12pt 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 Canvas, 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. 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.
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 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
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.
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.
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.
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