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Lecturer: Prof Ulrich Orth
Location: 10 Pulteney Street, Nexus Building (Rm 0928)
Email: uorth@ae.uni-kiel.de
Course Website: www.myuni.adelaide.edu.au

This course involves a series of alternating short lectures and group work assignments to facilitate students developing a detailed and well-rounded concept for a brand in the context of their choice. The lectures are designed to equip students with structured knowledge and understanding of the decisions involved in detailing a brand concept. Numerous real-world examples - some of them not available to the general public - will be used to illustrate concepts, approaches, and challenges. The group works will build upon each of the preceding lectures to provide students with the experience of creating, managing, and controlling a brand in small group settings, and assist them to understand some of the important areas of wine brand management from a business, research and academic perspective. The outcomes will be individual brand concepts, research reports, and reflective journals. In crafting a brand concept students will also have the opportunity to explore their particular areas of interest as related to their professional background and expertise.

Feb 15 - 9: 30 - 15: 30
Feb 21 - 9: 30 - 15: 30
Feb 22 - 9: 30 - 15: 30
Feb 25 - 9: 30 - 15: 30
Feb 26 - 9: 30 - 15: 30
Feb 27 - 9: 30 - 15: 30

The course requires students to engage in studentdriven research in a small team context working under the guidance of Prof Orth. To properly craft and refine their brand concept they must devise an appropriate research strategy to locate information from selfdetermined sources and, working together, rigorously evaluate the information using criteria based on experience, expertise and literature. They must identify specific knowledge gaps and determine and appropriate methodology for synthesising, organising and applying the knowledge to fill those gaps.

The art and science of successful brand management requires adopting a highly structured approach that applies the insights obtained through the lectures to creatively solve a practical problem. In addition, students are required to persuasively communicate their brand concept to a range of audiences using discipline specific and appropriate language.

Hence, this course aims to develop and enhance the skills needed to effectively create and manage a brand, work in a small team context, show leadership and cooperation to achieve the required outcome. This involves data collection, interviewing, and ultimately, report writing including strategic recommendations. Finally, the continuing development of good research, teamwork, interpersonal and communication skills is widely recognised as important for all graduates.

On successful completion of this course, students will be able to:

1	A comprehensive understanding of how to create a brand. Specifically: (1) to understand how to synchronize a brand with a product, (2) to recognize the range and options for brand communications, (3) to understand how to match a brand to target groups, (4) to recognize the potential of brand communication means, and (5) to understand strategic options for building brandconsumer relationships.
2	The ability to work effectively as a team member, showing leadership and cooperation as required to enhance group outcomes
3	The ability to design a simple experiment and conduct it to effectively collect relevant primary information
4	A comprehensive understanding of and the ability to apply basic secondary data collection and evaluation
5	The ability to communicate, clarify, and present to professional audiences
6	The ability to produce a logical and coherent group Research Report that provides value to stakeholders

There is no prescribed text for this course, but a comprehensive reading list relevant to topic discussions is provided below. However, it is expected that students will look beyond these resources and find additional literature of value.
ï‚· Aaker, Jennifer L. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, 34(August), 347-356.
ï‚· Aaker, Jennifer L. (1999). “The Malleable Self: The Role of Self-Expression in Persuasion”, Journal of Marketing Research, 36 (February): 45-57.
ï‚· Johnson, T., and J. Bruwer (2003). “An Empirical Confirmation of Wine-related Lifestyle Segments in the Australian Wine Market.” International Journal of Wine Marketing, 15(1): 5-33.
ï‚· Ulrich R. Orth, and Roberta C. Crouch (2014), Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex Contexts, Journal of Retailing, Available online 14 June 2014, ISSN 0022-4359, http://dx.doi.org/10.1016/j.jretai.2014.05.004.
ï‚· Orth, U.R., Bouzdine-Chameeva, and Brand, K. (2013), "Trust during retail encounters: A touchy proposition,” Journal of Retailing, 89(3), 301-314.
ï‚· Orth, U., Heinrich, F., Malkewitz, K. (2012), "Servicescape interior design and consumers' personality impressions," Journal of Services Marketing, Vol. 26 (3), 194 – 203.
ï‚· Orth, U. R., Stöckl, A., Veale, R., Brouard, J., Cavicchi, A., Faraoni, M., Larreina, M., Lecat, B., Olsen, J., Rodriguez-Santos, C., Santini, C., Wilson, D. (2011), "Using attribution theory to explain tourists' attachments to place-based brands," Journal of Business Research, 65 (9), 1321-1327.
Orth, U., D. Campana, and K. Malkewitz (2010): "Formation of Consumer Price Expectation based on Package Design: Attractive and Quality Routes," Journal of Marketing Theory and Practice, 18(1), 23-40.
ï‚· Orth, Ulrich R., Lynn R. Kahle (2008), "Intrapersonal Variation in Consumer Susceptibility to Normative Influence: Toward a Better Understanding of Brand Choice Decisions," Journal of Social Psychology, 148(4), 423-448.
ï‚· Orth, Ulrich R. and Keven Malkewitz (2008), "Holistic Package Design and Consumer Brand Impressions, "Journal of Marketing, Vol. 72 (May), 64–81.
ï‚· Orth, Ulrich R. and Renate De Marchi (2007),"Understanding the Relations between Functional, Symbolic, and Experiential Brand Beliefs, Product Experiential Attributes, and Product Schema: Advertising-Trial Interactions Revisited," Journal of Marketing Theory and Practice, 15 (3), 219-233.
ï‚· Orth, Ulrich R. (2005), "Consumer Personality and other Factors in Situational Brand Choice Variation," Journal of Brand Management, 13(2), 115-133.
ï‚· Orth, Ulrich R., Marianne McGarry Wolf and Tim H. Dodds (2005), "Dimensions of Wine Region Equity and Their Impact on Consumer Preferences, "Journal of Product and Brand Management, 14(2), 88-97.
ï‚· Orth, U. and P. Krska (2002), "Quality Signals in Wine Marketing," International Food and Agribusiness Management Review, 4, 385-397.

Students have access to library and electronic databases and use of these and other sources of legitimate information, such as industry journals and other publications are recommended when appropriate.

All topic lectures and most discussions will be recorded for the benefit of those that can’t attend the sessions. A comprehensive reading list will also be available in addition to lecture slides (although this is not a ‘slide intensive’ course) etc. All resources will be available via the course MyUni site. All assessments are to be provided electronically and will be marked and returned electronically via the Turnitin portal on the MyUni site.

This course is delivered during 6 semi-intensive days of teaching over the trimester period. During these sessions (which of course will include lunch and short breaks) students will engage in lectures, tutorial discussions and applied problem solving via group works. The focus of the course will be an interactive brand concept development with Prof Orth and fellow group members. For students studying remotely, all lecture and tutorial sessions will be recorded. However, it is expected that group members will maintain close contact between intensive sessions in order to complete the required tasks and maximise learning outcomes.

This information is provided as a guide to assist students in engaging appropriately with the course requirements. The University expects full-time students to commit approximately 9 hours for a three-unit course of private study outside of your regular classes. Students in this course are expected to attend sessions in this intensive delivery mode course if at all possible. Students studying remotely must review session recordings and stay in touch with the lecturer and their group members as required to maintain contact and group cohesion.

1st Session
· Course overview and assessments.
· Background introduction to Prof Orth and students.
· Form groups.
· Task 1: Describe the product and company setting.
· Each group will make a short presentation to the course illustrating their work and findings thus far respective to the first task they’ve completed. Prof Orth and the other groups' members will provide some verbal feedback to each group.
· Task 2: Draft the outline of a concept for your brand.
· Short group presentations on Task 2 and feedback.
· Task 3: Synchronize product and brand.

2nd Session
· Task 4: Detail consumerbrand
relationships.
· Short group presentations on Task 4 and feedback.
· Task 5: Describe brand positioning and target segments.
· Short group presentations on Task 5 and feedback.

3rd Session
· Task 6: Detail brand communications. Design, conduct, and analyse experiment to evaluate alternative options.
· Short group presentations on Task 6 and feedback.
· Task 7: Set price(s).
· Short group presentations on Task 7 and feedback.

4th Session
· Task 8: Design a brandscape.
· Short group presentations on Task 8 and feedback.
· Task 9: Advanced Topics (multisensory branding, crosscultural issues, creating emotional attachment).
· Short group presentations on Task 9 and feedback.

5th Session
· Task 10: Groups refine their brand concept by going repeatedly through tasks 19 and check for internal consistency.
· Feedback on group experiences and achieving group objectives (presentation by each group – 5 or 6 minutes only)
· Study and meeting times, group meeting with Lecturer.
· Final day to meet with group members and Lecturer prior to completing report. Again this is NOT a ‘free day’ but should be used wisely to work together on the project and make good use of access to the Lecturer for advice and support.

6th Session
· Updating and finetuning the concept front to back and back to front

The University’s policy on Assessment for Coursework Programs is based on the following five principles: 1) assessment must encourage and reinforce learning; 2) assessment must measure achievement of the stated learning objectives; 3) assessment must enable robust and fair judgements about student performance; 4) assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned; and 5) assessment must maintain academic standards (see: http://www.adelaide.edu.au/policies/700/)

Assessment Task	Weighting	Learning Outcome
Peer Assessment	15%
Individual Critique	35%
Research Report	50%
Total	100%

Each assessment must be attempted, and an overall grade of at least 50% must be achieved to pass the course
overall. Additionally, a poor peer review rating by fellow team members (lower than 5 out of 10 for all team related
performance elements assessed) will result in a 5% reduction in a student’s overall grade.

1. Peer assessment (Individual Assessment) 15%
Working in a group setting can, and usually is, challenging. This is true whether it is in a study or work context.
However, the reality of life (especially our working life) is that we must just ‘get on with it’ and work productively with
others to achieve common goals. Something that makes this easier is each person making a commitment to sharing
work appropriately, allocate tasks according to strengths within the team and to making a strong effort to achieve
success.
There are 5 criteria that each of your team members will assess each other group in their team against on a scale of 1
to 10, where 1 is poor performance and 10 is virtually ‘perfect’ performance, the criteria are explained below:
Openness and flexibility
Trust and cooperation
Dutifulness
Dependability
Achievement of goals and tasks
These elements will be explained in more detail in lectures and through provided readings, although students are
encouraged to seek additional insights via personal investigations and discussions.
Due Feb 27, 2016 and submitted individually

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. Each request will be assessed on its merits. A late assignment (without
prior arrangement) will be penalised by a 5% mark reduction for each day that it is late. All assignments are to be
submitted by the due date using the Turnitin facility on the course MyUni website. Assignments will be marked
electronically and returned that way too. Please remember to keep a copy of all your work. Each assignment must also
have an assignment cover sheet as its first page and title page after that.
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. Each request will be assessed on its merits. A late assignment (without
prior arrangement) will be penalised by a 5% mark reduction for each day that it is late.
Return of Assignments
Lecturers aim to marked and return assignments to student within two (2) weeks of the due date.