Course coordinator
Dr Ursula Bougoure
Consultation hours: Tuesday 9-11am
Colin Clarke Building Room 406
Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
Marketing theory and practice emphasising management decisions; strategic marketing planning; advanced concepts in product management, pricing strategy and promotion; strategic brand management; emphasis on positioning as the core of marketing strategy; examine the strategy of company of your teams' choice as the course content is applied to the analysis of a real-world business.
This course is intended for postgraduate students who want to learn about brand strategy. Building on students' understanding of core marketing principles, brand positioning is viewed as the core marketing strategy decision and provides a major source of equity for contemporary firms. This course considers the fundamentals of branding and how to use brand strategy to grow and maintain equity for the firm by studying theories and perspectives of brand management. Knowledge of these foundational theories will equip students with an evidence-based marketer's toolkit to develop their ownﾠbrand strategies in a range of applied brand contexts.
Course requirements
Assumed background
Students should have completed at least an introductory marketing course (MKTG7501), or have a good understanding of marketing principles.
Recommended prerequisites
We recommend completing the following courses before enrolling in this one:
MKTG7501
Restrictions
Quota: Minimum of 15 enrolments
Course contact
Course staff
Lecturer
Dr Ursula Bougoure
Tutor
Mr Demetrios Hughes
Dr David Spriggs
Mrs Viobillyn Lapore
Mr Sajeeb Saha
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have 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
Increasingly, firms of all types have come to the realisation that one of the most valuable assets they can strategically utilise is the brand name reputation associated with their products or services. This course introduces you (students) to strategic marketing managementﾠwith the prime aims of enhancing your ability to : 1) increase your understanding of the important issues involved in planning and evaluating brand strategies, 2) make more informed choices as to the most appropriate theories, models, and related tools for making effective branding decisions, and 3) provide a forum whereby you may apply the principles learned to practical business contexts. In other words, a core aspect of contemporary strategy from a marketing perspective is strategic brand management.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
explain strategic brand marketing concepts, principles, and application
LO2.
conduct analysis of brand evidence to evaluate brand strategy
LO3.
justify strategic choices to maintain and grow brand equity in a range of business contexts
LO4.
develop group work and communication skills to consider alternative perspectives in brand analysis and decision making
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Examination |
In-Semester Concept Exam
|
25% |
In-semester Saturday 29/03/2025 - 12/04/2025 |
| Presentation, Project |
Brand Strategy Audit
|
40% |
Week 11 - Week 13
In tutorials in Weeks, 11, 12 and 13. |
| Examination |
Final Examination
|
35% |
End of Semester Exam Period 7/06/2025 - 21/06/2025 |
Assessment details
In-Semester Concept Exam
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 25%
- Due date
In-semester Saturday
29/03/2025 - 12/04/2025
- Other conditions
- Time limited.
- Learning outcomes
- L01
Task description
The In-Semester Exam will be centrally scheduled on a Saturday during the central In-Semester Exam period.
The In-Semester Exam will cover the course content from weeks 1 to 6. However if the exam is scheduled on the earliest Saturday, it will only cover weeks 1 to 5. More details will be given when the In-Semester Exam scheduled is released.
This includes the following 8 chapters from your course textbook: 1, 2, 3, 4, 5, 6, 9 and 10.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 60 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - no written materials permitted |
| Materials | pen, pencil, eraser, white out. |
| Exam platform | Paper based |
| Invigilation | Invigilated in person |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Brand Strategy Audit
- Team or group-based
- In-person
- Mode
- Oral, Product/ Artefact/ Multimedia
- Category
- Presentation, Project
- Weight
- 40%
- Due date
Week 11 - Week 13
In tutorials in Weeks, 11, 12 and 13.
- Other conditions
- Peer assessed.
- Learning outcomes
- L01, L02, L03, L04
Task description
Students will practice with and apply the brand strategy theory and methods from the course to a brand of their choosing from a pre-approved list.
This is a team project with 4-5 students per group.
In teams, students will research brand evidence, conduct a focus group with students in their tutorial as participants, analyse the focus group data and prepare a multimodal (PowerPoint) presentation of their findings with strategic recommendations for their chosen brand, which all team members will present during a live oral presentation during tutorials to their tutorial classmates and tutor. Students will analyse the current brand strategy and make recommendations for brand strategy planning.
Please Note: The presentation will be recorded for marking purposes per UQ Policy.
Detailed project guidelines will be available on Blackboard. Student teams will present their completed brand strategy audit in class time during their allocated weeks during tutorial 10 (week 11) and tutorial 11 (week 12). Tutorial 12 will be used only for groups that missed their presentation in tutorials 10 and 11 (week 11 and 12).
Peer Assessment. It is important that groups work well together and that everyone does their fair share of the work. This course uses the UQ Group Peer Assessment tool called Buddycheck. All students must complete Buddycheck on Blackboard. If the peer assessment result indicates that a team member has not been doing their fair share of the work, their marks may be adjusted downward based on peer assessment results. Peer assessment forms are due by the end of the day after your project presentation. To facilitate a shared understanding about how the team will function, team members should agree on a team charter for how the team will operate (a model team charter will be provided as a starter for your team). If your group is having problems, see your tutor as early as possible. If you fear that your team may assess you unfairly, it is important to discuss this with your tutor well before the project is finished.
For help with how to effectively function in teams by building teams and managing team conflict see the online edX course “Working in Teams: A Practical Guide” www.edx.org/course/working-in-teams-a-practical-guide (link on the Blackboard website).
AI Statement:
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
Presentations will be performed during scheduled tutorial times, as per the schedule. One member of the group will submit a copy of the group presentation slides on the day of the presentation via the Learn.UQ site. All presentations will be audio and video recorded by the tutor for the purpose of moderation and potential re-marking as per University requirements.
Deferral or extension
You cannot defer or apply for an extension for this assessment.
Extensions or deferrals are not available for this presentation due to the intensive nature of the course. An extension may be available for the submitted material only.
Late submission
You will receive a mark of 0 if this assessment is submitted late.
Failure to submit within the timeframe will result in a mark of zero for the whole group. It is your responsibility to communicate effectively with your tutor during this period to ensure you are allocated a time and date to submit during the last 3 weeks of tutorials.
Final Examination
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 35%
- Due date
End of Semester Exam Period
7/06/2025 - 21/06/2025
- Other conditions
- Time limited.
- Learning outcomes
- L01, L02, L03
Task description
The final assessment will be a formal exmination to be held during exam week. The exam may include multiple choice questions, short answer questions and/or a case study. All content covered in the course may be drawn upon for the topics. Further details will be discussed during the semester, particularly in the lecture for week 13 and noted in the Assessment folder in Blackboard.
Students are advised to allow enough time in their schedule for preparation which should focus on reviewing all the topics covered in the course.
AI Statement:
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.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 120 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - no written materials permitted |
| Materials | pen, white out, pencil, eraser |
| 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.
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 |
Lecture |
Course introduction Introduction to branding, considering brand management perspectives and contexts. Course assessment overview and resources to support the assessment. Read text Chapter 1. Learning outcomes: L01, L04 |
Week 2 |
Tutorial |
Course introduction Introduce yourself to your peers and tutor. Introduction to tutorial expectations, technology and plans. Course assessment overview, discuss A1 and A2 task and marking rubrics. Initial group formation and brand choice discussions for A2. Learning outcomes: L01, L04 |
Lecture |
Brand equity and brand positioning Examination of customer-based and financial-based perspectives of equity, as well as an introduction to brand basics and emerging perspectives. Foundations of positioning and guidelines for implementation and development of valued associations. Read text Chapter 2 Learning outcomes: L01, L02, L04 |
|
Week 3 |
Tutorial |
Brand equity and brand positioning Exploring brand equity in practice and consider brand positioning. Refine groups and discuss the role of the peer review process for A2. Concept check on CBBE and financial equity. Overview of referencing guidelines for A2. Learning outcomes: L01, L02, L04 |
Lecture |
Brand Resonance and Audit Examination of the brand resonance pyramid. Consideration of how to use a brand audit (including the difference between a brand inventory versus a brand exploratory) to measure and manage brand equity. Read text chapters 3 and 9. Learning outcomes: L01, L02, L04 |
|
Week 4 |
Tutorial |
Brand Resonance and Audit Practical activities to understand resonance and to conduct a brand audit, including discussion of the major assessment. A2 group finalisation and registration, with group contracts and brand choice due in tutorials. Learning outcomes: L01, L02, L03 |
Lecture |
Brand strategy designing elements Examination of seven distinct brand elements, including brand name, logos and symbols, characters, slogans, jingles, packaging and URLs to build brand equity. Different criteria for strategically choosing brand elements as part of a brand strategy. Read text chapter 4. Learning outcomes: L01, L02, L04 |
|
Week 5 |
Tutorial |
Brand Strategy Designing Elements Practical discussions and activities to understand the nuances of brand elements and to explore marketing of the brand. A2 focus groups commence: In your group, you will collect focus group data from your tutorial classmates during your tutorial. Focus group order will be pre-determined either by groups volunteering to present first or random allocation. All group members must come ready to collect data. Learning outcomes: L01, L02, L03 |
Lecture |
Brand Strategy Using Marketing Programs Examining how brand strategies can be implemented to build equity, using marketing programs. Read text chapters 5 and 10. Learning outcomes: L01, L02, L03, L04 |
|
Week 6 |
Tutorial |
Brand Strategy Using Marketing Programs A2 focus groups continue: In your group, you will collect focus group data from your tutorial classmates during your tutorial. Focus group order will be pre-determined either by groups volunteering to present first or random allocation. All group members must come ready to collect data. A1 information, plus example questions. Learning outcomes: L01, L02, L04 |
Lecture |
Brand Marketing Communication Integrated marketing communications to build brand equity. Understanding the new media environment and how integrated marketing communications can aid brand equity. Read text chapter 6. Learning outcomes: L01, L02, L03 |
|
Week 7 |
Tutorial |
Brand Marketing Communication Activities to explore the ways in which brands are communicated to their customer, digital brands and digital branding practices. A2 focus groups for those yet to present. In-class time to work on your group assessment with your tutor present. Learning outcomes: L01, L02, L03, L04 |
Lecture |
Brand Equity and Managment Systems Chapter 9 Learning outcomes: L01, L02, L03, L04 |
|
Week 8 |
Tutorial |
Measuring Brand Equity Activities for measuring brand equity. (Chapters 10 and 11) In-class time to work on your group assessment with your tutor present. Good Friday Public Holiday - Friday 18 April 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02, L03, L04 |
Lecture |
Managing Brands Over Time, Geography, and Segments Exploring the ongoing management of brands to maintain and grow equity: Consider the differences between brand reinforcement or brand revitalization strategies to manage brands over time and different ways to segment a market. Read text chapters 11, 14 and 15. Good Friday Public Holiday - Friday 18 April 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02, L03 |
|
Mid-sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 9 |
Tutorial |
Managing Brands Over Time, Geography, and Segments Activities for managing brands over time, geography and segments. In-class time to work on A2 with your tutor present. Learning outcomes: L01, L02, L03, L04 |
Lecture |
Branding in the Digital Era Exploring brand management implications in the digital age. Read text chapter 7 Learning outcomes: L01, L02, L03 |
|
Week 10 |
Tutorial |
Branding in the Digital Era Activities involving digital brands and digital branding practices. A2 final Q&A session. Discuss features of effective oral presentations and considerations for designing effective PowerPoint slides. Labour Day Public Holiday - Monday 5 May 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02, L03, L04 |
Lecture |
Leveraging Secondary Associations Considering secondary brand associations as mechanisms for brand equity growth. Read text chapter 8. Learning outcomes: L01, L02, L03 |
|
Week 11 |
Tutorial |
In-class Presentations A2 due this week during tutorials via in-class group presentations. All group members must be ready to present. Group presentation order will be pre-determined either by students volunteering or random allocation where no volunteers are present. Note: Peer review is also due at the time of your A2 group presentation. Learning outcomes: L01, L02, L03, L04 |
Lecture |
Brand Equity Growth Considering the design and implementation of brand architecture strategies to grow and sustain brand equity. Read text chapter 12. Learning outcomes: L01, L02, L03 |
|
Week 12 |
Tutorial |
In-Class Presentations. Secondary Associations, Brand Equity Growth A2 presentations during tutorials via in-class group presentations only for groups that missed their presentation last week. Learning outcomes: L01, L02, L03, L04 |
Lecture |
Introducing New Products and Brand Extensions Exploring the role of new products brand extensions and their impact on brand equity. Read text chapter 13. Learning outcomes: L01, L02, L03 |
|
Week 13 |
Tutorial |
New Products, Brand Extensions, and Course Review Discussion of new products and brand extensions. Course review and A3 preparation with Q&A. Any groups yet to present A2 will present this week. Learning outcomes: L01, L02, L03, L04 |
Lecture |
Course Review A brief overview of lecture and tutorial content covered throughout the semester. Q & A for A3 Read text chapter 16. 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.