Outline

Overview

The most important intangible asset of any organisation is its brand or portfolio of brands. Marketers use an array of internal and external communications approaches to deliver the brand's overall value proposition and experience to its key stakeholders and target customers, and thereby build brand equity. Names, symbols, and slogans along with their underlying associations, perceived quality, brand awareness, customer base and related proprietary resources form the basis for brand equity. Most brands fail because of the lack of proper market research and analysis that enables the brand's core values to be articulated, accurate positioning strategies to be developed, and complete alignment to be achieved between internal and external brand building communications. This unit helps students understand the concept of brand equity and the management of brand assets by learning how to strategically create, position, develop and sustain brand equity.

Unit details and rules

Unit code	MKTG3120
Academic unit	Marketing
Credit points	6
Prohibitions ?	None
Prerequisites ?	MKTG1001 or SIEN1000
Corequisites ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Margaret Matanda, margaret.matanda@sydney.edu.au

Type	Description	Weight	Due	Length
Final exam (Record+)	Final exam Written exam	30%	Formal exam period	2 hours
Outcomes assessed:
Small continuous assessment	Participation and Involvement Tutorial Participation & Contribution to Online Discussions	20%	Ongoing	Ongoing
Outcomes assessed:
Assignment	Personal Branding Strategy Individual Personal Branding Strategy Report	20%	Week 08 Due date: 19 Sep 2022 at 23:00	1500 words
Outcomes assessed:
Assignment	Brand Audit Written report	30%	Week 12 Due date: 24 Oct 2022 at 23:00 Closing date: 24 Oct 2022	3000 words
Outcomes assessed:
= group assignment ? = Type B final exam ?

Assessment summary

Brand Audit: Students in groups will undertake a brand audit and critically evaluate the positioning and branding strategies of an existing brand selected from a list provided by the Unit Coordinator. Each group must prepare a highly professional, informative and inspiring report that clearly identifies and evaluaes the brand's current equities and then develop a new positioning statement and positioning strategy for the brand.
Personal Branding Strategy: This assessment requires individual students to undertake undertaking a personal brand audit. Relying on the theoretical frameworks and concepts from brand management, students will be required to develop a self-positioning statement and personal branding strategy.
Involvement and Participation: Students are expected to prepare to effectively participate in weekly tutorial discussions boards as well as in online discussions on Canvas. Participation and involvement will not simply measure how much you contribute to the tutorial class activities and online discussions, but more importantly whether your comments are thoughtful and stimulating, provide insight into the topics of investigation, pose interesting questions to your peers and provide relevant examples to illustrate your point of view. Participation will also include a Business Research Component (BRC) and details about the BRC are on your Canvas.
Final exam: The questions for the final exam will be based on the topics covered in the lectures, textbook, and reading materials. Further details on the Final Exam will be provided to students in the Week 13.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Weekly schedule

WK	Topic	Learning activity
Week 01	Introduction to brands and brand management	Lecture and tutorial (3 hr)
Week 02	Customer-based brand equity and Brand positioning	Lecture and tutorial (3 hr)
Week 03	Brand Resonance and Brand Value Chain	Lecture and tutorial (3 hr)
Week 04	Personal branding	Lecture and tutorial (3 hr)
Week 05	Choosing brand elements to build brand equity	Lecture and tutorial (3 hr)
Week 06	Leveraging secondary brand associations to build brand equity	Lecture and tutorial (3 hr)
Week 07	Ethical Branding	Lecture and tutorial (3 hr)
Week 08	(a) Integrating marketing communications to build brand equity & (b) Branding in the Digital Era	Independent study (3 hr)
Week 09	Designing and implementing brand architecture strategies	Lecture and tutorial (3 hr)
Week 10	(a) Introducing and naming new products, and brand extensions & (b) Managing brands over time	Lecture and tutorial (3 hr)
Week 11	Developing brand management systems	Lecture and tutorial (3 hr)
Week 12	Measuring sources and outcomes of brand equity	Lecture and tutorial (3 hr)
Week 13	Unit revision and exam discussion	Lecture and tutorial (3 hr)

Attendance and class requirements

Lecture recordings: All lectures are recorded and will be available on Canvas for student use. However, presentations of guest presenters may not recorded. Thus, it is important for students to ensure they attend and participate in all schdules classes and activities.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

All readings for this unit can be accessed through the Library eReserve, available on Canvas.

Textbook:

Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: building, measuring, and managing brand equity (5th ed.). Pearson. ISBN: 978129231496

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. Identify the steps brand managers take in building strong brands for product and service offerings
LO2. Explain why brand strategy sets the overall direction for business strategy, and how it delivers value for the company, its customers and key stakeholders
LO3. Integrate the strategic issues involved in creating, revitalising, and sustaining a brand or portfolio of brands
LO4. Apply the various methodologies, processes, and tools available to conduct a brand audit to discover its sources of brand equity

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

The assessment and teaching and learning mode in tutorials has been changes based on student feedback. For instance, we used a Reflective Paper to facilitate critical thinking and evaluation of the personal branding process and help in improving the Personal Branding Strategy and this has been removed from the assessment. Whilst students found this process useful most found that the reflective paper increased the workload in the unit.

Additional information

More information can be found on Canvas.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect

Current students

MKTG3120: Building and Managing Brands

Semester 2, 2022 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect