MARKETNG 2506OUA - Building and Managing Brands

OUA - Trimester 3 - 2024

A company's brand will often be amongst the most valuable of their assets. Even start-up 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.

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Course Details

Course Code	MARKETNG 2506OUA
Course	Building and Managing Brands
Coordinating Unit	Marketing
Term	Trimester 3
Level	Undergraduate
Location/s	OUA
Units	3
Contact	Up to 3 hours per week
Available for Study Abroad and Exchange	N
Incompatible	MARKETNG 2506, MARKETNG 3505
Assumed Knowledge	MARKETNG 1001
Restrictions	Available only to 成人大片 Open Universities Australia students
Assessment	Exam/assignments/tests/tutorial work as prescribed at first lecture

Course Staff

Course Coordinator: Mr Nigel Barker

Email: nigel.barker@adelaide.edu.au

Phone: 08 8313 0424

Location: Room 13.30, Level 13, Nexus 10 Building

Course Timetable

The full timetable of all activities for this course can be accessed from .

Course Learning Outcomes

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

discuss the role of branding in creating strong brands

identify and explain strategies that build brand equity

demonstrate how knowledge of branding can be applied to marketing

display critical thinking and problem-solving skills

gain, evaluate, and synthesise information and existing knowledge from a number of sources and experiences

prepare a professional, logical and coherent brand development report 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)
Attribute 1: Deep discipline knowledge and intellectual breadth Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.	1, 2, 3, 6
Attribute 2: Creative and critical thinking, and problem solving Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.	4, 5
Attribute 3: Teamwork and communication skills Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.	6
Attribute 4: Professionalism and leadership readiness Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.	4, 5, 6
Attribute 5: Intercultural and ethical competency Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.	4, 5, 6
Attribute 6: Australian Aboriginal and Torres Strait Islander cultural competency Graduates have an understanding of, and respect for, Australian Aboriginal and Torres Strait Islander values, culture and knowledge.	5, 6
Attribute 7: Digital capabilities Graduates are well prepared for living, learning and working in a digital society.	5
Attribute 8: Self-awareness and emotional intelligence Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.	6

Learning Resources

Required Resources

Required text:

Keller, K, & Swaminathan, V 2019, Strategic Brand Management: Building, Measuring, and Managing Brand EquityLinks to an external site., 5th edn, Pearson, Melbourne,

Recommended Resources

Resources for this course are available from the relevant MyUni site.

The 成人大片’s Barr Smith virtual library provides a range of learning resources including texts, journals, periodicals, magazines, and access to online databases and information services.

Online Learning

Resources for this course are available from the relevant MyUni site.

The 成人大片 believes that education needs to be available to everyone, which means supporting the creation of accessible educational resources. We are actively committed to increasing the accessibility and usability of the courses we produce.

This course has been designed to meet Web Content Accessibility Guidelines 2.0, level AALinks to an external site. by incorporating these features:

Keyboard navigation through all pages and interactions

Alternate text and description text for visual content

Closed captions, text transcripts and audio-only alternatives for all video content

Text transcripts for audio content

Colour and contrast considerations for visual content

Links, headings, tables, and images have been designed to work with screen readers

Font size can be increased with the use of browser control, and

Microsoft Immersive Reader is enabled for all content pages.

While we strive to ensure that this course is as accessible and as usable as possible, we might not always get it right. We always aim to communicate clearly and simply, but this is not always possible when discussing technical subjects.

If there are any issues, please raise this with your tutor as the first point of contact. If you require further assistance, please contact Disability Support.
Learning & Teaching Activities

Learning & Teaching Modes

No information currently available.

Workload

No information currently available.

Learning Activities Summary

No information currently available.

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 Summary

No information currently available.

Assessment Detail

No information currently available.

Submission

No information currently available.

Course Grading

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 .

Student Feedback

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.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
Fraud Awareness

Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student鈥檚 disciplinary procedures.

The 成人大片 is committed to regular reviews of the courses and programs it offers to students. The 成人大片 therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator

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