Course coordinator
Dr Anne-Maree O'Rourke
Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
Brands are an important resource for companies and consumers, perhaps one of the most valuable assets an organisation can invest and develop over time. This course provides a full and complete overview of the importance of brands to the organisation. Creating and nurturing strong brands presents considerable challenges. In this course, students will learn why brands are important, what they represent to consumers and what organisations should do to manage them effectively. The course focuses on how to create profitable brand strategies by building, measuring and managing brand equity. Students will learn and apply core branding concepts including brand equity, brand positioning and architecture strategies, brand value, corporate branding and digital brand strategies.
Course requirements
Assumed background
Students should have completed at least an introductory marketing course (MKTG1501), or have a good understanding of marketing principles.
Before attempting this course, students are advised that it is important to complete the appropriate prerequisite course(s) listed on the front of this course profile. No responsibility will be accepted by the School of Business, the Faculty of Business, Economics and Law or The University of Queensland for poor student performance occurring in courses where the appropriate prerequisite(s) has/have not been completed, for any reason whatsoever.
Prerequisites
You'll need to complete the following courses before enrolling in this one:
MKTG1501
Incompatible
You can't enrol in this course if you've already completed the following:
MKTG7502
Restrictions
Quota: Minimum of 35 enrolments
Course contact
Course staff
Lecturer
Dr Anne-Maree O'Rourke
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff doﾠnotﾠhave access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
Full name
Student ID
Course Code
Aims and outcomes
This course aims to introduce students to strategic marketing managementﾠwith the prime aims of enhancing their ability to understand the important issues involved in planning and evaluating brand strategies,ﾠand make more informed choices as to the most appropriate theories, modelsﾠand related tools for making effective branding decisions. In doing so, this course willﾠprovide students with a forum in which they canﾠapply the principles learned to practical business contexts.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Understand the value of brands, brand management concepts, principles and methods.
LO2.
Apply enhanced analytical thinking skills in a brand management context.
LO3.
Develop creative strategies and tactics to build, measure and manage brand equity.
LO4.
Enhance student ability to plan, evaluate and communicate brand strategies.
LO5.
Communicate more effectively via discussion and presentations considering alternative perspectives in brand analysis and decision making.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation | Brand Inventory Report | 25% Individual |
29/08/2024 3:00 pm |
| Project |
Brand Audit
|
45% Team/Individual; Peer Assessment |
Week 12 - Week 13
Your team's due date will be assigned in tutorials |
| Examination |
Final exam
|
30% Individual |
Exam week 1 - Exam week 2 |
Assessment details
Brand Inventory Report
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 25% Individual
- Due date
29/08/2024 3:00 pm
- Learning outcomes
- L01, L02, L03, L04
Task description
PART A: BRAND INVENTORY
Length: 5 pages + appendices (reference list and appendices are NOT included in the page count).
Based on the same brand selected by your group. You are required to produce a report on the internal and external environment of the brand. The report will summarise the situation analysis of the brand (brand Inventory). This will help you and your team to understand the brand and also find key information to develop the focus group/survey questions.
Use references to indicate the source of information (e.g., websites, industry reports, social media profiles, etc.).
The report should include:
Page 1-2: Brand Inventory (brief description/summary of each item).
- Brand portfolio (include portfolio figure in the appendix)
- Brand elements (include examples in the appendix)
- Product strategy
- Pricing strategy
- Distribution strategy
- Marketing communications (include an example in the appendix)
- Ambassadors/Sponsorships
Page 3: Brand Positioning (include a positioning map with key competitors).
Page 4: Brand Resonance Pyramid for this brand (sources of equity- strengths and weaknesses). Critique the factors (e.g. marketing activities) contributing to the brand performance on the CBBE model.
Page 5: Survey/focus group recommendations (include at least 4 main issues that emerged from the analysis and propose survey/focus group questions).
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
The assignment must be submitted electronically via the Online Submission Folder on the course Blackboard site.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Brand Audit
- Team or group-based
- In-person
- Mode
- Oral, Written
- Category
- Project
- Weight
- 45% Team/Individual; Peer Assessment
- Due date
Week 12 - Week 13
Your team's due date will be assigned in tutorials
- Other conditions
- Time limited.
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
Students will practice with and apply the brand strategy theory and methods to a real world brand of their choosing. This will be a team project. It will involve qualitative and quantitative research, and literature review. Students will analyse the current brand strategy and recommend a complete brand strategy plan.
Detailed project guidelines will be available on Blackboard by the first week of tutorials. This will cover action steps, outputs, and detailed marking criteria. There will be many references to the project throughout the semester in the tutorials. Examples of projects from prior semesters will be available on the Blackboard.
Student teams will present their completed brand strategy audit toward the end of the semester. Teams will also submit the written documents at the time of their presentation.
PART B: BRAND AUDIT PRESENTATION (TEAM 40%)
Due Date: During tutorials in teaching weeks 12 and 13.
Weight: 40%
Length: 18-20 minute presentation plus 5 minutes question and answer (Q&A) session
The assignment must be submitted electronically via the Online Submission Folder on the course Blackboard site. The digital copy must be submitted before the start of the tutorial.
In teams, you will present your brand strategy audit. The presentation will include a summary of the current brand strategy, the results of the focus group, survey, and strategic and tactical recommendations.
Teams will make presentations of their brand strategy audit toward the end of the semester, at dates to be assigned by the 3rd week of class at the latest. It is important that teams work well together and that everyone does their fair share of the work. Therefore, marks may be adjusted for team members who do less work than their fair share or fail to behave like good team members (e.g., don't show up to meetings), based on the evidence of peer assessment forms. Adjustments will only be made where there is a problem in the team. NOTE: You should keep notes on your participation and contribution to the project. Also, if/when a problem is developing, you need to keep notes on the relative contribution of team members. Instructions for how to submit the peer assessment form will be provided during the tutorial and on the course Blackboard website.
Survey Participation: You are required to complete at least 10 surveys.
PART C: PEER REVIEW OF FOCUS GROUP (Individual Assignment 5%)
Due Date: During tutorials in teaching Weeks 8 and 9
Weight: 5% (2.5% per feedback sheet- best 2 out of 3 will be selected). Students are required to be participants of at least 3 focus groups. Failure to attend at least 3 focus groups will result in 0 marks allocated for PART C.
Length: 3 x 1-page feedback sheets
Individually, participants of the focus group (non-presenting team) are to provide feedback and constructive criticism for at least three focus group sessions. The analysis should provide feedback in a supportive and non-confrontational environment to your colleagues. The reason to use a peer review is for its role in your skill development, improving learning and helping students to improve their performance and contribute with ideas for the survey and final presentation. You need to complete a feedback sheet and 1) upload it to Blackboard; 2) email it to the group conducting the focus group (before the end of the tutorial). The marks and comments for all reviews will be recorded on the same marking rubric and given back to you in Week 13.
Please Note: The presentation will be recorded for marking purposes.
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Students need to submit a copy of the slides and survey questionnaire (see Blackboard Assessments link).
Deferral or extension
You cannot defer or apply for an extension for this assessment.
Final exam
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 30% Individual
- Due date
Exam week 1 - Exam week 2
- Other conditions
- Time limited.
- Learning outcomes
- L01, L02
Task description
The final exam is designed to test your knowledge of key theoretical concepts taught in the course and apply it to hypothetical or actual real-life scenarios.
The exam is a 90-minute exam, held during the central examination period. It is a closed book exam.
Details regarding question type and included content will be delivered in class and on Blackboard in due course.
If you are unable to sit your exam, you must apply for a deferred exam (see section 5.4).
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 90 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - no written materials permitted |
| Materials | Pen, pencil, eraser, sharpener |
| Exam platform | Paper based |
| Invigilation | Invigilated in person |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Additional learning resources information
Learn (Blackboard)
All courses are supported by the UQ Learning Management System, Blackboard Learn, which provides an interactive environment for the students and teachers. This is accessible via PC or Mac or Mobile (Apps) environment.
To log on to Blackboard, go to https://learn.uq.edu.au.
- As Blackboard is a web‐based application, you will need a recently‐released browser for your computer. For the latest Release Notes for Bb Student, see http://en-gb.help.blackboard.com/Bb_Student/z_Release_Notes_Bb_Student.
- For help with Learn.UQ (Blackboard), see https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuq-blackboard-contacts or contact AskUs https://web.library.uq.edu.au/contact-us or telephone 334 64312.
Sustainable Development Goal
This course integrates the following Sustainable Development Goal through lectures and assessment.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Tutorial |
NO TUTORIALS There are no tutorials during Week 1. Tutorials will commence in Week 2. |
Lecture |
Brands & Brand Management Learning outcomes: L01, L02, L03 |
|
Week 2 |
Tutorial |
Brands & Brand Management Assessment Details. Initial group formation Learning outcomes: L01, L02, L03, L04 |
Lecture |
Brand Equity and Brand Positioning Learning outcomes: L01, L02, L03 |
|
Week 3 |
Tutorial |
Brand Equity and Brand Positioning Group refinements and brand choice discussions. Learning outcomes: L01, L02, L03, L04 |
Lecture |
Brand Resonance & Brand Value Chain Learning outcomes: L01, L02, L03 |
|
Week 4 |
Tutorial |
Brand Resonance & Brand Value Chain Royal Queensland Show Public Holiday - Wednesday 14 Aug 2024 - Check Blackboard for announcements about affected classes. Groups and brands finalisation (no changes allowed after this date) Learning outcomes: L01, L02, L03, L04 |
Lecture |
Brand Elements & Measuring Brand Performance Learning outcomes: L01, L02, L03 |
|
Week 5 |
Tutorial |
Brand Elements & Measuring Brand Performance Learning outcomes: L01, L02, L03, L04 |
Lecture |
Measuring Brand Performance (Quant) Learning outcomes: L01, L02, L03 |
|
Week 6 |
Tutorial |
Focus Group workshop Learning outcomes: L01, L02, L03, L04, L05 |
Lecture |
Designing Brand Marketing Programs Learning outcomes: L01, L02, L03 |
|
Week 7 |
Tutorial |
Survey Workshop I Learning outcomes: L01, L02, L03, L04 |
Lecture |
Integrating Marketing Communications Learning outcomes: L02 |
|
Week 8 |
Tutorial |
Focus Groups Groups presenting in week 12 run their focus groups this week Learning outcomes: L01, L02, L03, L04, L05 |
Lecture |
Branding in the Digital Era Learning outcomes: L01, L02, L03 |
|
Week 9 |
Tutorial |
Focus Groups Groups presenting in week 13 run their focus groups this week Learning outcomes: L01, L02, L03, L04, L05 |
Lecture |
Leveraging Secondary Associations Learning outcomes: L01, L02, L03 |
|
Mid Sem break |
No student involvement (Breaks, information) |
IN-SEMESTER BREAK NO TUTORIALS |
Week 10 |
Tutorial |
Survey Workshop II Learning outcomes: L01, L02, L03, L04, L05 |
Lecture |
Growing and Sustaining Brand Equity Learning outcomes: L01, L02, L03 |
|
Week 11 |
Tutorial |
Marketing Communications and Secondary Associations King's Birthday Public Holiday - Monday 7 Oct 2024 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02, L03, L04 |
Lecture |
Managing Brands over Time Learning outcomes: L01, L02, L03 |
|
Week 12 |
Tutorial |
Project Presentations In-class group presentations. Learning outcomes: L01, L02, L03, L04, L05 |
Lecture |
Guest Lecture Learning outcomes: L01, L02, L03 |
|
Week 13 |
Tutorial |
Project Presentations In-class group presentations. Learning outcomes: L01, L02, L03, L04, L05 |
Lecture |
Review Learning outcomes: L01, L02, L03 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.