AMB211 Branding for the Real World
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: | AMB211 |
|---|---|
| Prerequisite(s): | 48 credit points of completed study |
| Equivalent(s): | AMX211 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| CSP student contribution | $2,040 |
| Pre-2021 CSP student contribution | $1,597 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $3,024 |
| International unit fee | $4,176 |
Unit Outline: Semester 1 2024, Gardens Point, Internal
| Unit code: | AMB211 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed studies. |
| Equivalent: | AMX211 |
| Coordinator: | Frank Mathmann | f.mathmann@qut.edu.au |
Overview
The study and understanding of fundamental brand management concepts is relevant to students pursuing a variety of career outcomes (marketing, advertising, public relations, consulting, entrepreneurship, etc.) because brands are some of a firm's most valuable assets. Brands are an investment and an asset and help firms attract and, more importantly, keep customers.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate understanding of brands and brand management, specifically the brand equity concept and how the various components of a brand interact to create and grow the brand's value.Relates to: UG Business Capabilities: KS (1.1)
- Explain the key components of brand positioning and how these components work together in creating brand strategy.Relates to: UG Business Capabilities: KS (1.1)
- Evaluate how a brand equity management system can capture customer mindset and market performance through sources and outcomes of brand equity.Relates to: UG Business Capabilities: HO (2.1)
- Design specific strategies to grow and/or sustain brand equity over the long-term.Relates to: UG Business Capabilities: HO (2.2)
Content
This unit provides students with insights into how profitable brand strategies can be created. Using branding theory it addresses two important questions: (1) How do you build brand equity'; and (2) How do you capitalise on brand equity to expand your business' In particular, this unit will investigate brands in different contexts (e.g. internationally and in a digital environment) and will cover topics such as customer-based brand equity; brand vision, positioning and values; brand elements; building a consistent integrated brand strategy; brand extension strategies; branding of new products; and reinforcing and revitalising brands.
QUT Business Capabilities (Undergraduate)
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 and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The teaching and learning approach used in this unit aims to provide facilitated learning, practical exploration, and peer learning. A lecture format will be used to present the theoretical concepts while tutorials are designed to encourage active participation via practical examples, discussions, debates and presentations. Students will furthermore get the opportunity to directly learn from and engage with real industry practitioners in authentic ways.
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 Positioning Analysis
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.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Brand Plan
Students will form brand management teams to conduct a brand analysis and provide strategic and tactical recommendations for a real brand.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.2), TS (4.2)
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
Prescribed text(s)
Keller, K. (2020). Strategic Brand Management: Global Edition. Pearson Higher Ed.
Other resources
Additional Readings will be available on the Unit Canvas site.
Risk Assessment Statement
This unit requires you to work with your team to complete Assessment 3. Accordingly, students enrolling in this unit are expected to consistently engage with team discussions and equitably contribute to the work produced by the team. If you know that you will be absent from classes and/or be unavailable to liaise (digitally) with your team for a prolonged period of the semester (i.e. due to work commitments, travel plans, etc.), please consider taking this unit in a semester that you can more equitably commit your time to working with others for completing assessment.
Beyond the above consideration for the team-based nature of the unit, 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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO3, Brand Positioning Analysis, Brand Plan
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO4, Brand Plan
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Brand Positioning Analysis, Brand Plan
KS (1.2): Technical and Technological Skills
Relates to: Brand Plan
PC (3.1): Professional Communication (Written)
Relates to: Brand Positioning Analysis
PC (3.2): Professional Communication (Oral)
Relates to: Brand Plan
TS (4.2): Teamwork Knowledge and Skills
Relates to: Brand Plan
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.KC40 Bachelor of Communication
- Communicate and apply specialised knowledge of the policies and practices that shape contemporary societies and cultures in the local and global communications sector.
Relates to: ULO1, ULO2 - Apply the theoretical, conceptual, professional and creative skills of the communication industries knowledges in transdisciplinary and multimodal media contexts.
Relates to: ULO4 - Apply socially responsible and ethical judgements to industry, community and professional practices in the communication industries.
Relates to: ULO4 - Identify and develop effective professional networks that exemplify independence, leadership and collaboration in the communication industries.
Relates to: ULO4
Unit Outline: Semester 1 2024, Online
| Unit code: | AMB211 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed studies. |
| Equivalent: | AMX211 |
Overview
The study and understanding of fundamental brand management concepts is relevant to students pursuing a variety of career outcomes (marketing, advertising, public relations, consulting, entrepreneurship, etc.) because brands are some of a firm's most valuable assets. Brands are an investment and an asset and help firms attract and, more importantly, keep customers.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate understanding of brands and brand management, specifically the brand equity concept and how the various components of a brand interact to create and grow the brand's value.Relates to: UG Business Capabilities: KS (1.1)
- Explain the key components of brand positioning and how these components work together in creating brand strategy.Relates to: UG Business Capabilities: KS (1.1)
- Evaluate how a brand equity management system can capture customer mindset and market performance through sources and outcomes of brand equity.Relates to: UG Business Capabilities: HO (2.1)
- Design specific strategies to grow and/or sustain brand equity over the long-term.Relates to: UG Business Capabilities: HO (2.2)
Content
This unit provides students with insights into how profitable brand strategies can be created. Using branding theory it addresses two important questions: (1) How do you build brand equity'; and (2) How do you capitalise on brand equity to expand your business' In particular, this unit will investigate brands in different contexts (e.g. internationally and in a digital environment) and will cover topics such as customer-based brand equity; brand vision, positioning and values; brand elements; building a consistent integrated brand strategy; brand extension strategies; branding of new products; and reinforcing and revitalising brands.
QUT Business Capabilities (Undergraduate)
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 and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The teaching and learning approach used in this unit aims to provide facilitated learning, practical exploration, and peer learning. A lecture format will be used to present the theoretical concepts while tutorials are designed to encourage active participation via practical examples, discussions, debates and presentations. Students will furthermore get the opportunity to directly learn from and engage with real industry practitioners in authentic ways.
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 Positioning Analysis
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.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Brand Plan
Students will form brand management teams to conduct a brand analysis and provide strategic and tactical recommendations for a real brand.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.2), TS (4.2)
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
Prescribed text(s)
Keller, K. (2020). Strategic Brand Management: Global Edition. Pearson Higher Ed.
Other resources
Additional Readings will be available on the Unit Canvas site.
Risk Assessment Statement
This unit requires you to work with your team to complete Assessment 3. Accordingly, students enrolling in this unit are expected to consistently engage with team discussions and equitably contribute to the work produced by the team. If you know that you will be absent from classes and/or be unavailable to liaise (digitally) with your team for a prolonged period of the semester (i.e. due to work commitments, travel plans, etc.), please consider taking this unit in a semester that you can more equitably commit your time to working with others for completing assessment.
Beyond the above consideration for the team-based nature of the unit, 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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO3, Brand Positioning Analysis, Brand Plan
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO4, Brand Plan
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Brand Positioning Analysis, Brand Plan
KS (1.2): Technical and Technological Skills
Relates to: Brand Plan
PC (3.1): Professional Communication (Written)
Relates to: Brand Positioning Analysis
PC (3.2): Professional Communication (Oral)
Relates to: Brand Plan
TS (4.2): Teamwork Knowledge and Skills
Relates to: Brand Plan
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.KC40 Bachelor of Communication
- Communicate and apply specialised knowledge of the policies and practices that shape contemporary societies and cultures in the local and global communications sector.
Relates to: ULO1, ULO2 - Apply the theoretical, conceptual, professional and creative skills of the communication industries knowledges in transdisciplinary and multimodal media contexts.
Relates to: ULO4 - Apply socially responsible and ethical judgements to industry, community and professional practices in the communication industries.
Relates to: ULO4 - Identify and develop effective professional networks that exemplify independence, leadership and collaboration in the communication industries.
Relates to: ULO4
Unit Outline: Semester 2 2024, Gardens Point, Internal
| Unit code: | AMB211 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed studies. |
| Equivalent: | AMX211 |
| Coordinator: | Frank Mathmann | f.mathmann@qut.edu.au |
Overview
The study and understanding of fundamental brand management concepts is relevant to students pursuing a variety of career outcomes (marketing, advertising, public relations, consulting, entrepreneurship, etc.) because brands are some of a firm's most valuable assets. Brands are an investment and an asset and help firms attract and, more importantly, keep customers.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate understanding of brands and brand management, specifically the brand equity concept and how the various components of a brand interact to create and grow the brand's value.Relates to: UG Business Capabilities: KS (1.1)
- Explain the key components of brand positioning and how these components work together in creating brand strategy.Relates to: UG Business Capabilities: KS (1.1)
- Evaluate how a brand equity management system can capture customer mindset and market performance through sources and outcomes of brand equity.Relates to: UG Business Capabilities: HO (2.1)
- Design specific strategies to grow and/or sustain brand equity over the long-term.Relates to: UG Business Capabilities: HO (2.2)
Content
This unit provides students with insights into how profitable brand strategies can be created. Using branding theory it addresses two important questions: (1) How do you build brand equity'; and (2) How do you capitalise on brand equity to expand your business' In particular, this unit will investigate brands in different contexts (e.g. internationally and in a digital environment) and will cover topics such as customer-based brand equity; brand vision, positioning and values; brand elements; building a consistent integrated brand strategy; brand extension strategies; branding of new products; and reinforcing and revitalising brands.
QUT Business Capabilities (Undergraduate)
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 and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The teaching and learning approach used in this unit aims to provide facilitated learning, practical exploration, and peer learning. A lecture format will be used to present the theoretical concepts while tutorials are designed to encourage active participation via practical examples, discussions, debates and presentations. Students will furthermore get the opportunity to directly learn from and engage with real industry practitioners in authentic ways.
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 Positioning Analysis
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.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Brand Plan
Students will form brand management teams to conduct a brand analysis and provide strategic and tactical recommendations for a real brand.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.2), TS (4.2)
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
Prescribed text(s)
Keller, K. (2020). Strategic Brand Management: Global Edition. Pearson Higher Ed.
Other resources
Additional Readings will be available on the Unit Canvas site.
Risk Assessment Statement
This unit requires you to work with your team to complete Assessment 3. Accordingly, students enrolling in this unit are expected to consistently engage with team discussions and equitably contribute to the work produced by the team. If you know that you will be absent from classes and/or be unavailable to liaise (digitally) with your team for a prolonged period of the semester (i.e. due to work commitments, travel plans, etc.), please consider taking this unit in a semester that you can more equitably commit your time to working with others for completing assessment.
Beyond the above consideration for the team-based nature of the unit, 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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO3, Brand Positioning Analysis, Brand Plan
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO4, Brand Plan
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Brand Positioning Analysis, Brand Plan
KS (1.2): Technical and Technological Skills
Relates to: Brand Plan
PC (3.1): Professional Communication (Written)
Relates to: Brand Positioning Analysis
PC (3.2): Professional Communication (Oral)
Relates to: Brand Plan
TS (4.2): Teamwork Knowledge and Skills
Relates to: Brand Plan
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.KC40 Bachelor of Communication
- Communicate and apply specialised knowledge of the policies and practices that shape contemporary societies and cultures in the local and global communications sector.
Relates to: ULO1, ULO2 - Apply the theoretical, conceptual, professional and creative skills of the communication industries knowledges in transdisciplinary and multimodal media contexts.
Relates to: ULO4 - Apply socially responsible and ethical judgements to industry, community and professional practices in the communication industries.
Relates to: ULO4 - Identify and develop effective professional networks that exemplify independence, leadership and collaboration in the communication industries.
Relates to: ULO4
Unit Outline: Semester 2 2024, Online
| Unit code: | AMB211 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed studies. |
| Equivalent: | AMX211 |
Overview
The study and understanding of fundamental brand management concepts is relevant to students pursuing a variety of career outcomes (marketing, advertising, public relations, consulting, entrepreneurship, etc.) because brands are some of a firm's most valuable assets. Brands are an investment and an asset and help firms attract and, more importantly, keep customers.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate understanding of brands and brand management, specifically the brand equity concept and how the various components of a brand interact to create and grow the brand's value.Relates to: UG Business Capabilities: KS (1.1)
- Explain the key components of brand positioning and how these components work together in creating brand strategy.Relates to: UG Business Capabilities: KS (1.1)
- Evaluate how a brand equity management system can capture customer mindset and market performance through sources and outcomes of brand equity.Relates to: UG Business Capabilities: HO (2.1)
- Design specific strategies to grow and/or sustain brand equity over the long-term.Relates to: UG Business Capabilities: HO (2.2)
Content
This unit provides students with insights into how profitable brand strategies can be created. Using branding theory it addresses two important questions: (1) How do you build brand equity'; and (2) How do you capitalise on brand equity to expand your business' In particular, this unit will investigate brands in different contexts (e.g. internationally and in a digital environment) and will cover topics such as customer-based brand equity; brand vision, positioning and values; brand elements; building a consistent integrated brand strategy; brand extension strategies; branding of new products; and reinforcing and revitalising brands.
QUT Business Capabilities (Undergraduate)
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 and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The teaching and learning approach used in this unit aims to provide facilitated learning, practical exploration, and peer learning. A lecture format will be used to present the theoretical concepts while tutorials are designed to encourage active participation via practical examples, discussions, debates and presentations. Students will furthermore get the opportunity to directly learn from and engage with real industry practitioners in authentic ways.
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 Positioning Analysis
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.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Brand Plan
Students will form brand management teams to conduct a brand analysis and provide strategic and tactical recommendations for a real brand.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.2), TS (4.2)
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
Prescribed text(s)
Keller, K. (2020). Strategic Brand Management: Global Edition. Pearson Higher Ed.
Other resources
Additional Readings will be available on the Unit Canvas site.
Risk Assessment Statement
This unit requires you to work with your team to complete Assessment 3. Accordingly, students enrolling in this unit are expected to consistently engage with team discussions and equitably contribute to the work produced by the team. If you know that you will be absent from classes and/or be unavailable to liaise (digitally) with your team for a prolonged period of the semester (i.e. due to work commitments, travel plans, etc.), please consider taking this unit in a semester that you can more equitably commit your time to working with others for completing assessment.
Beyond the above consideration for the team-based nature of the unit, 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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO3, Brand Positioning Analysis, Brand Plan
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO4, Brand Plan
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Brand Positioning Analysis, Brand Plan
KS (1.2): Technical and Technological Skills
Relates to: Brand Plan
PC (3.1): Professional Communication (Written)
Relates to: Brand Positioning Analysis
PC (3.2): Professional Communication (Oral)
Relates to: Brand Plan
TS (4.2): Teamwork Knowledge and Skills
Relates to: Brand Plan
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.KC40 Bachelor of Communication
- Communicate and apply specialised knowledge of the policies and practices that shape contemporary societies and cultures in the local and global communications sector.
Relates to: ULO1, ULO2 - Apply the theoretical, conceptual, professional and creative skills of the communication industries knowledges in transdisciplinary and multimodal media contexts.
Relates to: ULO4 - Apply socially responsible and ethical judgements to industry, community and professional practices in the communication industries.
Relates to: ULO4 - Identify and develop effective professional networks that exemplify independence, leadership and collaboration in the communication industries.
Relates to: ULO4