MARKETNG 7032 - Strategic Brand Management (M)

North Terrace Campus - Trimester 3 - 2024

The course examines the development and implementation of marketing strategy by providing a framework from which to identify and evaluate strategic options and programs. Topics: forecasting and contextual possibilities, product category life cycles and strategic implications, product-market definition, relationships with channels of distribution, relationships with customers, competitive analysis, models for marketing strategists, portfolio models, strategic assessment of offerings, marketing strategy implementation systems. This course requires that students have a strong foundation of marketing knowledge gained from Introduction to Marketing (in particular a knowledge of market segmentation).

  • General Course Information
    Course Details
    Course Code MARKETNG 7032
    Course Strategic Brand Management (M)
    Coordinating Unit Marketing
    Term Trimester 3
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 7104
    Assessment Quiz, Project, Participation, Exam
    Course Staff

    Course Coordinator: Dr Dean Wilkie

    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course, students will be able to:

    1 Compare and contrast the key principles of marketing strategy
    2 Explain marketing and strategy concepts and ideas in their own words
    3 Think strategically about marketing issues and provide recommendations
    4 Successfully work as a team
    5 Deliver an oral presentation in a professional, engaging manner
    6 Prepare a professional, logical and coherent report in the form of a marketing plan
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1,2,3,6

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    1,2,3,6

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    4,5,6

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    ALL OBJECTIVES

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.

    4

    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

    4,5
  • Learning Resources
    Required Resources
    Due to the complexity of the subject, many texts can aid understanding. The main text is:
    • Walker, O,. Gountas, J,. , Mavondo, F,. Mullins, J,. Marketing Strategy: A Decision-Focused Approach. McGraw-Hill, 2015 (or an earlier version).
    • The key references (as recommended resources) are listed in 3.2.
    Aaker D, Mills M 2005 Strategic Marketing Management, Pacific Rim edition, Wiley 

    Best R, 2005, Market Based Management, 4th edition, Pearson 

    Brown L, 1997 Competitive Marketing Strategy, 2nd edition, Nelson ITP

    Jain S, 2004 Marketing Planning and Strategy, 6th edition, Thomson 

    Hou W C, 2013 Sun Tzu and The Art of War, Pearson
    Recommended Resources
    • Aaker, D.A., and Mills, M.K, Strategic Market Management, (Pacific Rim Edition): Brisbane, Wiley, 2005;
    • Best, R., Market-Based Management – fourth edition, Pearson, 2005;
    • Brown L., Competitive Marketing Strategy - second edition, Nelson ITP, 1997;
    • Jain, S. Marketing Planning & Strategy – sixth edition, Thomson. 2004;
    • Wee Chow Hou et al, Sun Tzu War & Management, Addison-Wesley, 1991
    • A range of additional articles is also provided to add depth of understanding on the subject area and to provide information on the latest thinking within the discipline.
    Periodicals:
    • Asian Wall Street Journal;
    • European Journal of Marketing;
    • Fortune;
    • Harvard Business Review;
    • The Economist.
    • Read also the Business Section of The Australian and The Age.

    Additional case studies and articles will be distributed in class or via MyUni.
    Online Learning
    To enhance online learning, sessions will be recorded. 
  • Learning & Teaching Activities
    Learning & Teaching Modes
    Seminars are 3 hours each week.  The classes will be a mix betweeen discussion, class exercises and/or student presentations along with the presentation of a new topic by the lecturer.  Students in this course are expected to attend all classes throughout the trimester. 

    Students will be expected to have reviewed the topic to be discussed and attempted any set questions/exercises prior to each seminar.  There is a strong assumption that students will engage in seminar discussions in an informed way as class participation is a major aspect of the learning experience. As some students are offshore due to COVID 19, there will be a participation question each week they can send through by the required deadline on the MyUni site to gain participation marks. 

    Students will be involved in a marketing simulation exercise and must be prepared to fully participate in a a group in order to make ongoing strategic decisions.
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students to devote a total of
    48 hours per week to thier studies.  This means that you are expected to
    commit approximately 9 hours for a three-unit course or 13 hours for a
    four-unit course, of private study outside of your regular clasess. 
    Students in this course are expected to attend all classes througout the semester.
    Learning Activities Summary
    The course has a range of activities and discussion points. Learning activities include discussion in class, case studies, lecture content, videos, among other activities.
    Specific Course Requirements
    Please note you must have passed Marketng 7104. 

    To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall.
    All assignments will be checked for plagiarism via TurnItIn through the MyUni website.
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary

    Assessment Task Task Type Weighting Learning Outcome
    Strategic marketing Plan Group 30% 1, 2, 3, 4, 6
    Marketing Strategy Reflection (x 2) Individual 30% 1, 2
    Participation in class or online Individual 10% 5
    Final Exam Individual 30% 1, 2, 3



    Assessment Related Requirements
    1. Criteria that will be used to assess student's work are available in course Assessment Detail.

    2. To gain a pass for this course, a mark of at least 50% must be obtained on the examination as well as a total of at least 50% overall. 

    3. Students not achieving the minimum exam mark will be awarded no more than 49.All assignments are to be lodged by the due date and time. 

    4. A late assignment where no extension has been granted will be penalised by a reduction of 5% of the mark given for each day, or part of a day, that it is late.
    Assessment Detail

    Assessment 1: Early Semester quizzes (Individual Assessment)

    Weighting:

    15% (3 x 5%; Weeks 2, 3, and 4)

    Purpose & Task Description:

    The early semester quizzes will be based on concepts from the readings, lectures and issues raised in class discussions. These quizzes aim to help students identify their grasp of fundamental theories, strategies, and issues related to branding, setting the stage for deeper exploration throughout the course.

    Format:

    Online quiz: True-false and multiple-choice questions can be expected.

    Learning Outcomes

    1. Discuss the role of branding in creating strong brands;
    2. Identify and explain strategies that build brand equity;
    3. Demonstrate how knowledge of branding can be applied to marketing;
    4. Display critical thinking and problem-solving skills;
    5. Gain, evaluate, and synthesize information and existing knowledge from a number of sources and experiences.

    Assessment 2: Brand development project: Part 1 - Internal brand Identity

    Weighting:

    10%

    Purpose & Task Description:

    An important part of building and managing brands is gathering information about the consumer, the competitors, as well as identifying any problems/opportunities facing a brand. To assist in this, we have the Internal Brand Identity and Positioning assessment (1,000 words)

    Draft Outline:

    Introduction (75 words): Briefly introduce the importance of internal brand identity and positioning in brand management. Highlight the role of gathering information about consumers, competitors, and brand challenges/opportunities.

    Brand Selection (100 words): Justify the choice of the brand, considering its relevance and significance in the market.

    Identification of Brand as a symbol (200 words): Detail the various elements that contribute to the brand's identity and perception. Discuss the 10 COMPONENTS. Explain how these influence consumer perception and brand recognition.

    Benefits associated with the Brand (200 words): Elaborate on the benefits that consumers derive from the brand. Discuss functional, emotional, and experiential benefits. Show how these benefits differentiate the brand from competitors.

    Articulation of Personality and Values (175 words): Define the brand's personality traits and core values. Explain how these attributes resonate with the target audience and build a connection. Give examples of how the brand's personality and values are communicated through marketing messages and actions.

    Defining the Brand Positioning (200 words): Detail the brand's positioning in the market using a positioning statement.

    Conclusion (75 words): Summarize the key points discussed in the assessment. Emphasize the importance of a well-defined internal brand identity and positioning for a brand's success. Highlight how this assessment aids in making informed brand management decisions.

    Format:

     Written report

    Learning Outcomes

    1. Discuss the role of branding in creating strong brands;
    2. Identify and explain strategies that build brand equity;
    3. Demonstrate how knowledge of branding can be applied to marketing;
    4. Display critical thinking and problem solving skills;
    5. Gain, evaluate, and synthesize information and existing knowledge from a number of sources and experiences.

    Assessment 3: Brand development project: Part 2 - Snapshots


    Weighting:

    not assessed

    Purpose & Task Description:

    Snapshot Presentation: Overview of Brand Development Progress

    The snapshot presentation in Week 11 serves as a pivotal moment in your brand development journey. Its purpose is to offer a succinct, yet insightful overview of your brand's progress, allowing you to receive valuable feedback from both your instructor and peers.

    Task:

    Your task is to encapsulate the essence of your brand development efforts within the constraints of 3 slides and a 5-minute presentation. This requires a strategic selection of information that effectively communicates the trajectory of your brand's evolution. While brevity is key, clarity should not be compromised.

    Key Points:

    1. Conciseness: The nature of this presentation demands clarity of thought and precise communication. Each slide should convey a specific aspect of your brand development process.

    2. Strategic Selection: Since you have limited slides and time, focus on the most critical components of your brand development. This might include elements like brand positioning, target audience, unique value proposition, competitive analysis, and initial visual identity concepts.

    3. Feedback Opportunity: The snapshot presentation is not just a formality. It provides you with a valuable chance to gain insights from both your instructor and your fellow students. Their feedback can guide you in refining and enhancing your brand strategy.

    Format:

     Presentation

    Learning Outcomes

    1. Discuss the role of branding in creating strong brands;
    2. Identify and explain strategies that build brand equity;
    3. Demonstrate how knowledge of branding can be applied to marketing;
    4. Display critical thinking and problem solving skills;
    5. Gain, evaluate, and synthesize information and existing knowledge from a number of sources and experiences.

    Assessment 4: Brand Development Report

    Weighting:

    20%

    Purpose & Task Description:

    The brand development report is an important assessment as it will help demonstrate your understanding of the brand-related concepts discussed throughout the semester. It will be a video recording of a 15-minute PowerPoint presentation. In conjunction with the submission of your recording (video with audio), you must also provide a copy of your PowerPoint presentation so we can view both simultaneously when assessing your work.

    With such an assignment, you will find that there is so much that you can say, however a common problem is that many assignments fail to communicate a strong, focused, and logical brand review. Part of the reason for this is that during the semester we will discuss a number of concepts and tools. You need to remember that these tools and concepts can help you, but they can also distract from your story. What is important is understanding how and when to apply these. Which of these concepts and tools assist your review and which do not? Below is a basic structure and a number of things to consider. 

     

    Introduction:

    • Provide a concise overview of the brand's history and current status.
    • Introduce a significant challenge or opportunity facing the brand, supported by data.
    • Present the current positioning statement of the brand and its relevance.
    1. Market and Consumer Review:
    • Utilize quadrant analysis to evaluate competitive positioning.
    • Assess key competitors' relevance and unique attributes.
    • Analyze consumer behavior, needs, and trends.
    1. Brand Review - Internal and External Identity Alignment:
    • Evaluate the brand's ongoing efforts to remain relevant and grow.
    • Apply brand funnel analysis to understand external perceptions.
    • Assure alignment between internal and external brand identity.
    1. Articulating a Strategic Positioning Plan:
    • Address the core challenge/opportunity through a strategic framework.
    • Propose adjustments in positioning based on comprehensive analysis.
    • Craft a compelling brand positioning statement that captures the way forward.
    1. Strategic Action Plan: Enhancing Positioning and Evolution:
    • Recommend specific tactical changes to better align with the brand's positioning.
    • Introduce innovative line/brand extensions to help own the positioning.
    • Suggest potential brand energizers to reinforce the brand's identity.
    • Articulate ways to evolve the brand to meet potential future changing market demands.

    Conclusion:

    • Summarize key insights and recommendations, highlighting the synergy between internal and external viewpoints.
    • Reinforce the strategy and how the proposed actions uphold the brand's strategic positioning.

    Appendices:

    • Include supporting visuals, data graphs, and relevant reference materials.
    • Ensure visuals enhance understanding without overwhelming the presentation.
    • List supplementary sources used for research and analysis.

    Presentation Approach:

    • Maintain a strong focus on the central challenge/opportunity throughout the presentation.
    • Seamlessly integrate internal and external perspectives for a comprehensive narrative.
    • Balance visuals with clear narration, reserving intricate data for appendices.
    • Craft a coherent, engaging, and structured presentation that emphasizes strategic action and positioning.

    By incorporating a strategic action plan, your brand development report becomes a comprehensive guide for enhancing the brand's positioning, presence, and identity. This approach ensures that your recommendations are both strategic and actionable, aligned with the brand's essence while effectively addressing challenges and seizing opportunities

    Format:

     

     the final report will be a video recording of a 15-minute PowerPoint presentation. You may think that 15 minutes is a challenging time limit, so you need to tell a focused story. To do this I recommend the following steps;

    1.    Of the key issues and opportunities, identify just one or two that really need to be addressed. These are the issues or opportunities that will have the biggest impact on the brand's performance.

    2.    Review the overview, market, consumer and brand review sections and remove whatever information that does not relate
    to these one or two issues/opportunities. Leaving this irrelevant information
    in will only distract the reader.

    3.   Once all this has been completed, watch the presentation and see if it tells a strong, focused, and consistent story.


    Supplementary material 
    • A copy of your PowerPoint presentation.
    • Do not fill the 15 minutes up with images, graphs and tables, be selective with what you use, but also put any relevant info you wish to show in the appendices and refer the viewer to them.
    • Provide a reference list of where you got all your information.
    • Ensure your (and each group member's name) is on the cover as well as the date, the course name and the assignment topic
    are clearly identified on the front cover using the University’s Assignment Cover Sheet.
    • If you did the assignment in a group, after the appendices you need to put together a summary of the contribution each
    student made to the project. This may include the sections that each student wrote or outline the responsibilities of each member.

    Learning Outcomes

    1. Discuss the role of branding in creating strong brands;
    2. Identify and explain strategies that build brand equity;
    3. Demonstrate how knowledge of branding can be applied to marketing;
    4. Display critical thinking and problem solving skills;
    5. Gain, evaluate, and synthesize information and existing knowledge from a number of sources and experiences.
    Submission

    All assignment submissions should be via Turnitin on MyUni.

    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.