Unit Outline

This unit examines the storytelling tactics and strategies associated with the design and communication of brand narratives. The unit addresses the ways in which, in the changing media environment, brand narratives are now communicated via social networks and key ‘influencers’ as much as they are communicated via traditional methods and channels of storytelling. Case studies range from the study of personal brands through to the brands of organisations as diverse as corporations, sporting clubs, consumer brands, government agencies, and charities and not-for-profits. You will be equipped to undertake brand research and analysis incorporating key theoretical, ethical and regulatory concepts in contemporary brand narrative development. You will also produce materials central to the implementation of effective brand communications.

Intended Learning Outcomes

As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.

On completion of this unit, you will be able to:


1.	Explain the role and impact of brand communication drawing on the key concepts and debates in media and communication studies
2.	Evaluate the effectiveness of strategies for communicating and managing brands and brand identity in the contemporary media environment
3.	Synthesise and apply relevant theoretical and applied concepts to produce materials that inform or support the delivery of effective brand communication
4.	Drawing on concepts learned in this unit, analyse and critique the production of your campaign and its related to materials

Requisites


REQUISITE TYPE	REQUISITES
Pre-requisite	50 credit points in Media and Communications

Alterations as a result of student feedback

How will I be Assessed?

For more detailed assessment information please see MyLO.

Assessment schedule


ASSESSMENT TASK #	ASSESSMENT TASK NAME	DATE DUE	WEIGHT	LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:	Terms Test	See the MyLO site for the due date	10 %	LO1, LO3
Assessment Task 2:	Concepts test	See the MyLO site for the due date	10 %	LO1, LO2, LO3
Assessment Task 3:	Campaign Analysis.	See the MyLO site for the due date	40 %	LO1, LO2, LO3, LO4
Assessment Task 4:	Brand Media Kit	See the MyLO site for the due date	40 %	LO1, LO2, LO3, LO4

Assessment details

Assessment Task 1: Terms Test

Task Description:

Week 1-4 introduces students to a variety of terms related to the
concept and practice of branding.
Students will be tested on branding concepts in this MyLObased
quiz. They are required to complete the test by the end of
Week 4.

Task Length:

10 Multiple Choice Questions

Due Date:

See the MyLO site for the due date

Weight:

10 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Identify key branding theories and concepts	LO1
2	Understand the connection between branding theory and practice	LO1, LO3

Assessment Task 2: Concepts test

Task Description:

The test covers the key themes and concepts from the first half
of the semester.
Through MyLO students are required to answer five short answer questions.

Task Length:

Five short answer questions

Due Date:

See the MyLO site for the due date

Weight:

10 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Understand key concepts and theories relating to branding	LO1, LO2
2	Organise the information into a short, informative and accurate answers	LO1, LO2, LO3

Assessment Task 3: Campaign Analysis.

Task Description:

This assignment will critically examine the relationship between the theory and practice of strategic communications as it relates to effective brand storytelling.
You will need to select a major international or Australian brand and analyse the strategies used to construct the brand’s narrative and identity, and to build brand reputation and equity among target audiences.

Task Length:

1500 words

Due Date:

See the MyLO site for the due date

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Clarity and strength of analysis; knowledge, awareness and application of key branding theories and concepts	LO1, LO2, LO3
2	The use of appropriate scholarly evidence to support the argument	LO1, LO2
3	Effective written expression; correct use of Harvard referencing	LO3, LO4

Assessment Task 4: Brand Media Kit

Task Description:

Working with a real-world client you will need to develop a brand media kit. This should be prepared as a professional document that demonstrates both your strategic and creative expertise.
The brand media kit must include the following:
• Cover page
• Brand narrative and proposition (what makes the brand distinctive)
• Short feature-style article about the brand(max.1page)
• FAQs, fun-facts or quotes from the client (for media use)
• Social media links
• Brand visuals
• Contact details
Your brand media kit should be prepared as a Word document or PowerPoint presentation, and then converted and saved to PDF for final submission.

Task Length:

Due Date:

See the MyLO site for the due date

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Each element (including the feature, the press release and the visuals) conforms to its genre-specific functions	LO1, LO2
2	The production of a clear and engaging Brand Media Kit designed to inform its target audience about the client’s organisation	LO1, LO2, LO3
3	Correct use of appropriate branding concepts and theories are used in both the Brand Media Kit and the Reflexive Essay	LO3, LO4
4	Reflexive Essay is clearly written using scholarly sources with correct use of Harvard referencing	LO1, LO3

How your final result is determined

To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.

Submission of assignments

Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.

Academic integrity

Academic integrity is about acting responsibly, honestly, ethically, and collegially when using, producing, and communicating information with other students and staff members.

In written work, you must correctly reference the work of others to maintain academic integrity. To find out the referencing style for this unit, see the assessment information in the MyLO site, or contact your teaching staff. For more detail about Academic Integrity, see Important Guidelines & Support.

Requests for extensions

If you are unable to submit an assessment task by the due date, you should apply for an extension.

A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.

The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.

Late penalties

Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.

Review of results and appeals

You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.