成人大片

Lecturer in Charge: Dr Dean Wilkie

Location: Room 10.11, Nexus 10
Telephone: 8313 7112
Email: dean.wilkie@adelaide.edu.au

On successful completion of this course, you 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 development report within a specific context.

Text Book:  Aaker, D. A. 2014. Aaker on branding. 20 principles that drive success. New York: Morgan James Publishing.
Available as an eBook through the library.

Moser, 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.

All the information (course slides. recordings and case studies) will be uploaded on Myuni

This course involves a dual education program. That is, it seeks to incorporate part theory and part practical with primary research data. The reason for this is that we seek to expose students to techniques used in practice as well as challenge many myths that exist within brand management.

The course entails 2-hour lectures and 1-hour tutorials over the semester. Lectures will commence in Week 1 and will conclude in Week 13. Tutorials will commence in Week 2 and conclude in Week 12. 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. 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.

Schedule

Week No.	Topic and Tasks
Week 1	Getting to know branding through history and key concepts
(3hr lecture)	Snapple case study	No tutorials but the case study will be discussed. Please be familiar with the case study.
Week 2	The 10 C.O.M.P.O.N.E.N.T.S
	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.
Week 3	Understanding the brand offer
	Reading: Text Chapters 6, 7 & 8. Chapter 2 from Rosenbaum-Elliot et al. (2007).	Pre-tutorial activity: Consider the 10 C.O.M.P.O.N.E.N.T.S. for a brand and fill in the activity sheet Tutorial activity: Discuss the importance of the 10 C.O.M.P.O.N.E.N.T.S and assess how a brand may strengthen these
Week 4	The brand vision and narrative
	Reading: Text Chapters 3, 4 & 5, and Mike Moser chapter on personality. Go through the library website and get Means-end paper by TJ Reynolds et al (1995), paper by Urde, Mats on Core value-based corporate brand building." (2003).	Pre-tutorial activity: Collect the means-end chain of three category users. Tutorial activity: Discuss qualitative research techniques and the means end chains
Week 5	Mid-semester online class quiz during lecture time
	No readings due to Mid semester	Review Brand surveys. Note: Due to mid semester test, attendance to tutorials this week is optional.
Week 6	Finding the best position
	Reading: Text Chapter 9, Rossiter brand positioning chapter	Pre-tutorial activity: Based on the current products and advertisements of your brand, write a positioning statement. Tutorial activity: Review positioning statements.
Mid-Semester Break 15/4/2019 - 26/04/2019
Week 7	Designing marketing programs to build brand equity
	Reading: Text Chapter 10, 11, 12. Chapter 8 Riezebos (2003)	Pre-tutorial activity: Review three recent advertisements from a competitor and try and determine their positioning. Tutorial activity: How to evaluate a brand creative
Week 8	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?
Week 9	Brand growth and revitalisation (Part 2) - The role of secondary brand associations
	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.
Week 10	Different types of brands - The importanceof being first, the market leader, or a challenger
	Chapter 5 from Kompella (2014)	Tutorial Activity: Brand Development report ‘snap-shot’
Week 11	Applications and implications from having an understanding of brand performance measures
	Chapter 6 Perspectives in Brand Management	Tutorial Activity: Discussion on cross purchasing of brands
Week 12	Closing observations

Assessment Task	Due	Weighting	Learning Outcome
Mid-Semester quiz (Individual Assessment)	Week 5, during the lecture time	15%	1,2,3,4,5
Brand Development Project (Assessment in four parts)	Part 1: Survey design	7.5%	1,2,3,4,5
	Part 2: Data collection	Nil	1,2,3,4,5
	Snap Shot week 9, in tutorial	Nil	1,2,3,4,5
	Brand development report, submitted via Turnitin	22.5%	1,2,3,4,5
Tutorial Participation (Individual Assessment)	Ongoing	10%	1,2,3,4,5
Final Exam (Individual Assessment)	TBA	45%	1,2,3,4,5

To 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.

The assessment components are as follows.

Mid semester online quiz   - Due Date: Week 5 (April 3rd), 2019 – in lecture time. (Weight = 15%)

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 quiz will be conducted on Wednesday the 3rd of April between 9am and 11am (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 other commitments. Also note that tutorial attendance is optional this week.

Brand Development Project (Weight = 30% in total)

The brand management concepts discussed in the course contain a broad range of concepts, theories, topics and examples from
various industries. To demonstrate your understanding of these, you are required to conduct a brand development report on a chosen brand. The first two parts will require you to work in a group consisting of approximately 5-6 members and you are free to choose the composition of your group (as long as they are members of your tutorial class). The third and fourth part can be in the same group or a smaller group of two members, again they must be from of your tutorial class. The third part is optional for those students who wish to seek some early feedback on their report.

Part 1: Survey design (group project). Due date of the 12th of April, 2019 (Weight = 7.5%)

An important part of building and managing brands is gathering information about the consumer, the competitors, as well as
identifying any problems/opportunities facing a brand. To assist in this, we have a survey framework for students to use (See MyUni for supporting documents and files), which will provide the information needed to complete the Brand development report. In groups of between 5 and 6 students, your task is as follows;

·        Choose a product/service category that is of interest to all group members.
·       You will then need to modify the survey template (on MyUni called “Brand Survey Template”) to suit the product/service category. This will involve a number of things such as adding the relevant brand names. You will need to do this through a program
called Qualtrics to complete this, so please view the video in the MyUni supporting documents and files called “Using Qualtrics explained”.

·        Of particular importance when making these modifications is the choice of attributes and benefits used to assess what is important to consumers when making a purchase decision (Question 9 in the template). The reason this is important is that it will guide the recommended positioning of the brand, which is the most important strategic part in building and managing a brand.

·        To assist in the selection of attributes and benefits, please consider the following. ·        Finally, you can add questions to the survey if you like, but please do not delete any. If you delete a question, you run the risk of not having all the necessary information in order to complete the Brand Development report.  

What is due on the 12th of April?

·        A copy of your proposed survey in Microsoft Word or as a PDF and submitted to Turnitin with a 1 to 2-page justification for the attributes and benefits used in the survey.

·      These surveys will be reviewed, and feedback provided, so please do not start recruiting respondents until this has been done.

Part 2: Data collection (group project). Due date of the 8th of May, 2019 (Weight = 0.0%)

An important part of the survey is getting a sample of reliable respondents. The task in this part is to simply recruit respondents.
Ideally, groups will gather around 50 valid respondents, at a minimum a group needs 25. The validity of a response can be checked by a number of factors such as the speed of response, the pattern of answers, and a number of manipulation checks inserted into the survey.

Part 3: Snap shot presentation. Due date of the Week commencing 15th of May, 2019 in tutorial (Weight = 0.0%). This assessment is optional.

To assist you with the brand development process, in Week 10 you can present a very ‘short, sharp and shiny’ overview of the
brand and the progress. This progress report will then enable us to provide you with valuable feedback.

The third (and fourth) part can be in the same group or a smaller group of two members, again they must be from of your
tutorial class. Please not, if you choose to do the assignment in a smaller group, the expectations will be the same as groups with more members even though the workload will be more.

You are restricted to 3 slides and 5 minutes. We are also limited to time so only 7 presentations are allowed within the tutorial. If you want to present, please inform the tutor and it will be a first in, first served policy. Remember, you can also talk to your tutor during the weekly consultation times.

Part 4: Brand Development report. Due date of the 9th of June, 2019  (Weight = 22.5%)

The brand development report is an important assessment as it will help demonstrate your understanding of the brand-related concepts discussed throughout the semester. With such an assignment, you will find that there is so much that you can say, however a common problem is that many assignments fail to communicate a strong, focused, and logical brand review. Part of the reason for this is that during the semester we will discuss a number of concepts and tools. You need to remember that these tools and concepts can help you, but they can also distract from your story. What is important is understanding how and when to apply these. Which of these concepts and tools assists your review and which do not? Below is a basic structure and a number of things to consider.

2.   Market and Consumer review - the objective of this section is to become familiar with the consumer and the competitive dynamics between brands. When considering the competitive dynamics, most categories have a high number of competitors, therefore you need to identify those competitors that are most relevant to your chosen brand. A great way to find this out is through the quadrant analysis as it will help you understand which brands are targeting the same position. Also, a duplication of purchase table (discussed in Week 11) will highlight which brands share the same consumers. In completing this section, consider the following;
3. Brand review - the objective of this part of this assignment is to provide an in-depth assessment of the chosen brand. There is a huge overlap with the market and consumer review. My advice is to make sure that there is a logical flow between the sections and that you are not repeating information
4. Brand Plan – Stretching the Brand

This part is forward-looking. Using the understanding gained from the first two parts, key issues or opportunities will emerge. Your task is to develop a recommended plan of action for your chosen brand. 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;
The final report should cover the three areas outlined.

It should not be more than 8 pages (excluding executive summary, table of contents, reference list and appendices) with1.5cm line spacing in an easy-to-read font such as 11pt Arial or 12pt Times New Roman with appropriate headings throughout. Do not fill the 8 pages up with images, graphs and tables, put these in the appendices and refer the reader to them in the main document.   
You may think that 8 pages is a challenging page limit, however in reality many of us are forced to present such plans using only four PowerPoint slides. 8 pages also means that you need to tell a focused story. To do this I recommend the following steps;

1.    Of the key issues and opportunities, identify just one or two that really need to be addressed? These are the issues or opportunities that will have the biggest impact on the brands performance.

2.    Review the overview, market, consumer and brand review sections and remove whatever information that does not relate
to these one or two issues/opportunities. Leaving this irrelevant information
in will only distract the reader.

3.   Once all this has been completed, read the 8 pages and see if it tells a strong, focused, and consistent story.

• Ensure your (and 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.

• If you did the assignment in a group, after the appendices you 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.


Submission

The assignment is to be submitted electronically through the Turnitin application on Blackboard, on or before the due date of the 9th of June (11:59pm) 2019.


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.