AMN446 Brand Analytics
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMN446 |
|---|---|
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| Domestic tuition unit fee | $4,092 |
| International unit fee | $4,584 |
Unit Outline: Semester 1 2024, Gardens Point, Internal
| Unit code: | AMN446 |
|---|---|
| Credit points: | 12 |
| Coordinator: | Frank Mathmann | f.mathmann@qut.edu.au |
Overview
Brands are critical assets to firms due to their ability to establish and sustain relationships with their consumers. Consequently, understanding the effects brands have on consumers is critical to future brand managers, market analysts and entrepreneurs across virtually all industries and types of organisations. This unit introduces students to the practical analytic skills needed to engage in consumer-focused brand management.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate an applied understanding of the brand equity concept and a brand's value in real world contexts.
- Effectively communicate brand strategies and consumer insights using a range of written and oral formats.
- Evaluate and utilise data collection and analysis methods to generate customer insights relevant to brand management.
- Use brand equity management systems effectively to capture customer mindset and market performance through sources and outcomes of brand equity.
Content
This unit provides students with insights and skills into how profitable brand strategies can be created in a data-driven and customer-focused manner. Particular emphasis will be placed on brand equity, its consequences and antecedents, measurement of brand equity, and the collection and analysis of brand-relevant consumer data.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Learning Approaches
This unit is delivered internally and online as an integrated learning experience. Students choose how they want to learn, the platforms they want to learn from and when they want to learn, according to their learning style and personal situation. To facilitate this, the student experience is built in three parts. (1) Learning - involves students accessing the specially developed learning content to understand the key concepts (which comprise the topic area of the unit) and the main theories (which explain these concepts). (2) Applying and Understanding - uses interactive workshops in-class and online to apply the learning (key concepts and theories) and develop understanding. (3) Practicing and Mastering - relates to the practice and development of competence in the assessment tasks.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester, which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to whole class
Assessment
Overview
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Brand Research Project
Students will assess the brand positioning of a selected brand which includes the analysis of the frame of reference (target market and nature of competition) and the assessment of optimal points-of-parity and points-of-difference. In addition to this, students will gather and analyse data pertaining to the brands equity.
Formative of Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), HO (2.2), PC (3.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Brand Equity Report
Students will analyse quantitative data to report on a brand's observed sources of equity and make recommendations with regards to brand strategy and integrated marketing communications.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1, 2.2), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
References:
MIT Sloan Management Review
References:
Keller, K. (2020). Strategic Brand Management: Global Edition. Pearson Higher Ed.
Aaker, D. A. (2009). Managing brand equity. Simon and Schuster.
Aaker, D. A. (2012). Building strong brands. Simon and Schuster.
Generally, all of the main business publications (e.g., Business, Week, Fortune, Forbes, and The Economist) as well as newer business publications (e.g., Fast Company) have marketing articles frequently dealing with branding issues. The Wall Street Journal has a daily column in Section 2 on advertising that often addresses branding issues.
Two extremely useful industry trade publications are Advertising Age and ADWEEK. Both are excellent sources of current information about advertising, branding, and marketing in general.
Harvard Business Review
Journal of Brand Management
Journal of Consumer Research
Journal of Marketing Research
Journal of Marketing
Journal of the Academy of Marketing Science
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page Publishers.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Unit Outline: Semester 1 2024, Online
| Unit code: | AMN446 |
|---|---|
| Credit points: | 12 |
Overview
Brands are critical assets to firms due to their ability to establish and sustain relationships with their consumers. Consequently, understanding the effects brands have on consumers is critical to future brand managers, market analysts and entrepreneurs across virtually all industries and types of organisations. This unit introduces students to the practical analytic skills needed to engage in consumer-focused brand management.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate an applied understanding of the brand equity concept and a brand's value in real world contexts.
- Effectively communicate brand strategies and consumer insights using a range of written and oral formats.
- Evaluate and utilise data collection and analysis methods to generate customer insights relevant to brand management.
- Use brand equity management systems effectively to capture customer mindset and market performance through sources and outcomes of brand equity.
Content
This unit provides students with insights and skills into how profitable brand strategies can be created in a data-driven and customer-focused manner. Particular emphasis will be placed on brand equity, its consequences and antecedents, measurement of brand equity, and the collection and analysis of brand-relevant consumer data.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Learning Approaches
This unit is delivered internally and online as an integrated learning experience. Students choose how they want to learn, the platforms they want to learn from and when they want to learn, according to their learning style and personal situation. To facilitate this, the student experience is built in three parts. (1) Learning - involves students accessing the specially developed learning content to understand the key concepts (which comprise the topic area of the unit) and the main theories (which explain these concepts). (2) Applying and Understanding - uses interactive workshops in-class and online to apply the learning (key concepts and theories) and develop understanding. (3) Practicing and Mastering - relates to the practice and development of competence in the assessment tasks.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester, which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to whole class
Assessment
Overview
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Brand Research Project
Students will assess the brand positioning of a selected brand which includes the analysis of the frame of reference (target market and nature of competition) and the assessment of optimal points-of-parity and points-of-difference. In addition to this, students will gather and analyse data pertaining to the brands equity.
Formative of Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), HO (2.2), PC (3.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Brand Equity Report
Students will analyse quantitative data to report on a brand's observed sources of equity and make recommendations with regards to brand strategy and integrated marketing communications.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1, 2.2), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
References:
MIT Sloan Management Review
References:
Keller, K. (2020). Strategic Brand Management: Global Edition. Pearson Higher Ed.
Aaker, D. A. (2009). Managing brand equity. Simon and Schuster.
Aaker, D. A. (2012). Building strong brands. Simon and Schuster.
Generally, all of the main business publications (e.g., Business, Week, Fortune, Forbes, and The Economist) as well as newer business publications (e.g., Fast Company) have marketing articles frequently dealing with branding issues. The Wall Street Journal has a daily column in Section 2 on advertising that often addresses branding issues.
Two extremely useful industry trade publications are Advertising Age and ADWEEK. Both are excellent sources of current information about advertising, branding, and marketing in general.
Harvard Business Review
Journal of Brand Management
Journal of Consumer Research
Journal of Marketing Research
Journal of Marketing
Journal of the Academy of Marketing Science
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page Publishers.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.