Unit Outline

Brands and brand management are increasingly important for organisations in almost every industry. In many sectors, as products become increasingly similar, organisations are turning to branding as a way to differentiate their offerings and create customer preferences for them. In the modern world, branding goes well beyond the consumer goods markets, and is just as relevant to sporting teams, musicians, national parks and religions. In markets where competition is multifaceted, brands are valuable assets in developing effective marketing strategies and competitive advantage. Brands and brand equity need to be recognized as strategic assets and the basis of competitive advantage and long-term profitability. The focus of this unit is on developing students knowledge and skills to be able to develop and manage brands. The unit first builds the theoretical foundations that are needed to understand brands and brand management. It then investigates key aspects of brand management, such as the measurement of brand performance and brand equity. Students will learn how to plan and apply skills to develop and manage brands. They will also develop a critical understanding of the issues surrounding the planning and evaluating of brand strategies. The final sections of the unit focusses on contemporary issues that are particularly important for branding practice.

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 theories and concepts related to branding.
2.	Apply specific branding theory and concepts to solve a marketing case study
3.	Develop, implement, and evaluate brand strategies.
4.	Communicate a strategic brand marketing case study analysis orally and in written contexts.

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:	Individual Presentations	See the MyLO site for the due date	30 %	LO1, LO2, LO3, LO4
Assessment Task 2:	Multiple Choice Quiz	Refer to Assessment Description	25 %	LO1
Assessment Task 3:	Case Study Analysis	Refer to Assessment Description	45 %	LO1, LO2, LO3, LO4

Assessment details

Assessment Task 1: Individual Presentations

Task Description:

Individual Presentation: There will be three individual presentations, following the case study analysis. Each presentation worth 10%. The total weight for these assessments are 30% (3 presentations x 10%)

The topic for each presentation will be based on the learning materials from the Module just completed.

The topics and further information will be provided in MyLO: Assessment Item 3/ Assessment Item 3 Information and Assessment Item 3 Topics & Instructions

Task Length:

Each student will record a presentation: minimum length of 10 minutes and a maximum length of 15 minutes. Each student will present the case study analysis.

Due Date:

See the MyLO site for the due date

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Identify the unique characteristics of brand marketing.	LO1
2	Evaluate the role of theory and concepts in branding practice.	LO2
3	Apply branding theories.	LO2
4	Devise and implement brand marketing strategy and tactics to develop a brand.	LO3
5	Explain how to measure and evaluate brand performance results in terms of achieving the established objectives.	LO3
6	Communicate branding strategies, considering the cultural and social differences of customers in different geographical markets in order to promote sustainable consumption and productions patterns	LO4
7	Determine and justify which branding strategies are more appropriate for different target segments and communicate them in oral and written formats.	LO4

Assessment Task 2: Multiple Choice Quiz

Task Description:

Students are expected to complete weekly quizzes assigned to each of the ten module topics covered in this unit, as well as a quiz based on the Introduction. Quizzes can be found in the quiz section of MyLO.

Number of quizzes: 10 quizzes (1 quiz/ topic)

Due date: End of each week.

Task Length:

Each quiz will have a 20 minute time limit and be comprised of (10) ten questions.

Due Date:

Refer to Assessment Description

Weight:

25 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Identify the unique characteristics of brand marketing.	LO1
2	Explain the importance of branding for a range of products and services.	LO1

Assessment Task 3: Case Study Analysis

Task Description:

Students are required to write a case study analysis. The "case method" is an approach to learning that encourages you to extract valuable lessons from the real-life experiences of others ("cases"). Writing the analysis of a case study may be something you are unfamiliar with. However, developing the skills required for writing such a report is important. Analyse, don’t report! The analysis should not simply restate the facts in the case but instead should take our understanding of what is happening in the case to a higher level. Demonstrating a high level of understanding requires the application of the various concepts and models to bring greater clarity to the situation in the case.

In any scenario, the main idea is to identify a problem (or a set of problems), analyse/hypothesize critical drivers of that problem, and offer a solution, provided in a set of recommendations. The solution stage is typical can be proposed as a set of alternative solutions, evaluation of the alternatives, and then recommended course of action. The assessment should focus on sustainable consumption and production. Details will be posted in Mylo.

Brand case study analysis format:
I. Cover Page
II. Situation Analysis and Problem Statement
III. An Alternative Solutions and Recommendation

Task Length:

There will three case study analysis. The total weighting for this assessment is: 45% (3 x 15%). Students are required to write 1500 - 2000 words for each case study. Detailed information will be posted on MyLo.

Due Date:

Refer to Assessment Description

Weight:

45 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Explain the importance of branding for a range of products and services.	LO1
2	Evaluate the role of theory and concepts in branding practice.	LO2
3	Apply branding theories.	LO2
4	Devise and implement brand marketing strategy and tactics to develop a brand.	LO3
5	Explain how to measure and evaluate brand performance results in terms of achieving the established objectives.	LO3
6	Communicate branding strategies, considering the cultural and social differences of customers in different geographical markets in order to promote sustainable consumption and production patterns.	LO4

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.

Required Resources

Required reading materials

A textbook is not required for this unit.