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Unit of study_

MKTG6016: Brand Management

Semester 1, 2021 [Normal day] - Camperdown/Darlington, Sydney

The most important intangible asset of any business is its brand. The company's name, symbols and slogans along with their underlying associations, perceived quality, name awareness, customer base and related proprietary resources form the basis for brand equity. Most new brands that are introduced, fail because of the lack of proper market research and analysis about positioning. The core of successfully establishing a brand lies in accurate positioning strategies. This unit helps students understand the concept of brand equity and the management of brand assets by learning to strategically create, position, develop and protect brand equity.

Unit details and rules

Unit code MKTG6016
Academic unit Marketing
Credit points 6
Assumed knowledge


Available to study abroad and exchange students


Teaching staff

Coordinator Margaret Matanda,
Type Description Weight Due Length
Final exam (Record+) Type B final exam Final exam
60mins (MCQ and short answer questions)
35% Formal exam period 1 hour
Outcomes assessed: LO1 LO2 LO3
Participation Participation in tutorials and online Discussion Board
8% Ongoing Ongoing
Outcomes assessed: LO1 LO2 LO3
Participation Business Research Component
2% Ongoing Ongoing
Outcomes assessed: LO1 LO2 LO3
In-semester test (Record+) Type B in-semester exam Mid-semester exam
50 mins (MCQ and short answer questions)
20% Week 07
Due date: 24 Apr 2021 at 18:00
50 minutes
Outcomes assessed: LO1 LO2 LO3
Assignment group assignment Assignment
Written report
35% Week 11
Due date: 21 May 2021 at 23:00

Closing date: 21 May 2021
2500 words
Outcomes assessed: LO1 LO2 LO3
group assignment = group assignment ?
Type B final exam = Type B final exam ?
Type B in-semester exam = Type B in-semester exam ?

Assessment summary

  • Online class participation: Each week you are expected to prepare and participate in an online or face-to-face class discussion in the tutorial. The weekly discussion topics and activities will be provided each week on Canvas. ​
  • Business Research Component: As part of your participation, you are also required to participate in business research by completing The Business Research Component (BRC) assessment. The BRC assessment has its own dedicated Canvas site and you will have automatic access to this dedicated site.
  • Mid-semester exam: This exam will be an online exam and cover material for weeks 1-6
  • Assignment: Students in groups of 5 will be required to complete a Brand Audit and develop a Brand Plan on a brand that you will select from the list on Canvas. 
  • Final exam: The final exam will be an online exam and will cover all the materials presented during the semester including textbook material, lecture notes, assigned readings and videos.

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


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. 


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.


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.


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. 


0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see

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.

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.

WK Topic Learning activity Learning outcomes
Week 01 Introduction to Brand and branding Lecture and tutorial (3 hr) LO1
Week 02 Customer-Based Brand Equity and Brand Positioning Lecture and tutorial (3 hr) LO1 LO2
Week 03 Brand Resonance and Brand Value Chain Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 04 Choosing Brand Elements to Build Brand Equity Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 05 Leveraging Secondary Brand Associations to Build Brand Equity Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 06 Service Branding & Digital branding Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 07 Mid-semester exam week Independent study (3 hr) LO1 LO2 LO3
Week 08 B2B branding Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 09 Measuring Sources and Outcomes of Brand Equity Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 10 Designing and Implementing Brand Architecture Strategies Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 11 Introducing and Naming New Products and Brand Extensions Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 12 Ethical Branding Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 13 Revision and exam review Lecture and tutorial (3 hr) LO1 LO2 LO3

Attendance and class requirements

Lecture recording: All lectures and seminars are recorded and will be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes and tutorials. Tutorial attendance is compulsory and if for any reason you are unable to attend, please contact your tutor.


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

Keller. K. L. and Swaminathan, V. (2019) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global, 5th edition. Pearson Higher Ed. USA

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


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.

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

  • LO1. apply the theoretical concepts of branding strategies to managing brand in a range of business and cultural contexts
  • LO2. analyse and diagnose business issues facing organisations in terms of specific brands and develop strategies to manage, consolidate and increase market share of the specific brand within the category
  • LO3. utilise various methodologies, processes and tools and undertake a brand audit, critically addressing market issues in the development of key recommendations and present these findings in a clear and concise manner.

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

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

- In 2018, a take home exam was given for the mid semester exam. The feedback was that students would prefer a different exam format. So the mid-semester exam format was changed in 2019 & 2020. The students seemed to prefer the MCQ instead of the take home extended essay exam for the mid semester. -USS survey students suggested that the peer review be more formalized. As a result, a more formalized peer review system will be introduced. In 2020, students also indicated preference for a lecture and tutorial delivery format instead of a 3 hour seminar. Thus, in 2021 we have adopted a 1 hr lecture and 2 hours tutorial delivery format.


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.