coursemapLoading course
Research School of Management · ANU College of Business and Economics
This Brand Strategy course is divided into modules. The first module of this course will examine brand strategy from a customer based brand equity perspective. Students should be able to define and analyse the key elements that goes into creating a brand. They will also be able to critique the use of different elements of marketing in creating, maintaining and developing brand resonance with consumers. The second module of the course will discuss the role of brand narratives and brand imagery as a key tool of brand strategy. Students will consider the role of place and space in branding, and describe how experiential marketing can be used as part of a brand strategy. Finally students will design and create their own brand narrative through a film or video.
Typical assessments may include but are not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentations, and other assessments deemed appropriate to show the attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary.
Learning outcomes 1, 2, 3, 4, 5, 6
Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work. Work Integrated Learning Simulation/Virtual Brand Imagery Video The Brand Imagery Video assignment involves making a video on a list of topics to be provided on Wattle. This may include critically analysing the current imagery of a real-life brand, then creating and justifying revised imagery to support a given challenge or opportunity (e.g., reposition, expand segments, modernise). Or telling a story about a brand experience a student has undertaken, with a particular emphasis on experiences in Canberra such as Enlighten, which occurs early in the semester. Brand Strategy This assignment involves assessing the customer based brand equity of a real-life brand from a list provided on Wattle, and then suggesting creative ways, such as designing new brand imagery, to leverage that equity. Students can use the brand they did for the video item for this item as well, and as such can use that content as a reference for this item. It will be a requirement that students consider the ethical, social, cultural and other impacts on brands since the start of COVID. Students will also be required to upload a video summary of their work. Other Information This course was formerly known as the 7000-level course by a different name (MKTG7027 Brand Strategy). Students who have MKTG7027 in their Study Requirements are permitted to substitute with this course.
Information about the prescribed textbook (if any) will be made available via the Class Summary. Preliminary Reading Additional information about indicative readings (if any) will be made available via the Class Summary.