MKTG601 - Brand Management

Year

Credit points

Campus offering

Prerequisites

MKTG600 Managerial Marketing

Teaching organisation

Unit rationale, description and aim

This unit is designed to introduce students to the concept of strategic brand management. Product and corporate brands will be studies in this unit. The historical development of the brand, brand structure, brand positioning and the brand as an intangible asset are discussed. Concepts underlying the corporate brand such as corporate identity, corporate image and corporate reputation are introduced.

Learning outcomes

To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.

Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.

Explore the graduate capabilities.

On successful completion of this unit, students should be able to:

LO1 - Demonstrate an understanding of the history and evolution of branding; (GA 4, 5, 8)

LO2 - Assess and report on brand positioning and brand structure and identify critical organisational and ethical issues in branding; (GA 2, 3, 4, 5, 8)

LO3 - Analyse and explain the rationale for the move from product to corporate brands; (GA 4, 5, 6, 8)

LO3 - Critically evaluate a brand using visual, behavioural and communication audits; (GA 4, 5, 6, 8)

LO5 - Identify and analyse issues involved in communicating the corporate brand to various stakeholders; (GA 4, 5, 6, 8)

LO6 - Analyse and apply principles and strategies of corporate rebranding. (GA 3, 4, 5, 6, 8)

Graduate attributes

GA2 - recognise their responsibility to the common good, the environment and society 

GA3 - apply ethical perspectives in informed decision making

GA4 - think critically and reflectively 

GA5 - demonstrate values, knowledge, skills and attitudes appropriate to the discipline and/or profession 

GA6 - solve problems in a variety of settings taking local and international perspectives into account

GA8 - locate, organise, analyse, synthesise and evaluate information 

Content

Topics covered:

1. The history and evolution of the brand.
2. Brand positioning.
3. Brand structures.
4. Key decisions in relation to product brands versus corporate brands.
5. Concepts underpinning corporate brands
6. Corporate identity, image and reputation.
7. Stakeholders for the corporate brand.
8. The brand audit.
9. Evaluating corporate brands.
10. Brand responses to changing market conditions.
11. Communicating the corporate brand.
12. Corporate rebranding principles and strategies.

Learning and teaching strategy and rationale

Mode of delivery: Lectures, seminars and workshops on campus or mixed mode  

Pattern of attendance and duration: 12 week-semester or equivalent. Students should anticipate undertaking 150 hours of study for this unit, including class attendance, readings and assignment preparation.

This unit takes an active learning approach to guide students in the analysis and synthesis of knowledge associated with brands, and the art and science of branding (as a specialist area within marketing). Students are able to explore the knowledge base underpinning modern corporate and product branding, in a series of on campus seminars. These seminars allow students to actively acquire knowledge both individually and collaboratively. Students will systematically develop their understanding of the role of branding within the academic literature and as a functional activity within marketing practice. Students will acquire knowledge about the role and significance of branding, branding terminology, options when branding, as well as how to analyse existing brands. In doing so individual and collaborative verbal and non-verbal communication skills are developed.

Assessment strategy and rationale

To pass this unit, students are required to complete and submit three graded assessment tasks and achieve an aggregate mark of at least 50%. Marking will be in accordance with rubrics specifically developed to measure levels of achievement of the learning outcomes for each assessment item.

The assessment strategy for this Unit allows students to demonstrate mastery and understanding of the fundamentals underwriting modern branding by performing a brand analysis on a single brand (Assignment 1), apply branding theories and concepts to a comparative analysis of two competing brands in a product category, as well as generate insights about these brands (Assignment 2) and to demonstrate competency in brand knowledge, (including its role and significance of branding within marketing) in the Final Examination.

Overview of assessments

Representative texts and references

Required text

Keller. K. 2012, Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th Global Edition. Pearson, United States.  

Recommended references

Balmer J M T, Illia L & del valle Brena A, 2013, Corporate Marketing: Contemporary Perspectives on Corporate Branding, Marketing and Communications, Routledge, London.  

Fill C & Roper S, 2012, Corporate Reputation, Brand and Communication, Financial Times Press, London.   

Ind N & Iglesias O, 2016, Brand Desire: How to Create Consumer Involvement and Inspiration, Bloomsbury Press, United Kingdom.  

Rosenbaum-Elliott, R, Percy, L and Pervan, S 2015, Strategic Brand Management, 3rd edn, Oxford University Press, United States.   

Further references

Extended reading

Journal of Brand Management  

The Journal of Product & Brand Management  

Other journal articles on branding from Business Source Complete.