Outline

Overview

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

Academic unit	Marketing
Credit points	6
Prerequisites ?	MKTG5001
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

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

Assessment

The census date for this unit availability is 31 March 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Written exam	Final exam 90 mins (Extended and short answer response format)	35%	Formal exam period	1.5 hours	AI prohibited
Outcomes assessed:
Contribution	Business Research Component Participation	2%	Ongoing	Ongoing	AI allowed
Outcomes assessed:
Contribution	Involvement & Participation Involvement & Participation	8%	Ongoing	Ongoing	AI allowed
Outcomes assessed:
Written test	Mid-semester exam 90 mins (extended essay and short answer response format)	20%	Week 07 Due date: 19 Apr 2026 at 15:40	1.5 hours	AI prohibited
Outcomes assessed:
Case studies	Brand Audit and Brand Repositioning Strategy Written report	35%	Week 12 Due date: 18 May 2026 at 23:59 Closing date: 26 May 2025	3000 words	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

Involvement & Partcipation: Each week you are expected to prepare and participate in discussions and experiential activities in the workshops. Weekly discussion topics and activities will be provided each week on Canvas.
Mid-semester exam: This exam will be timetabled by the Busienss Scholl Examination office in either Week 7 or 8 and will cover content we covered in Weeks 1 to 7
Assignment: Students in groups of 4 will be required to complete a Brand Audit & Brand Positioning Strategy Project that is assigned to you by your tutor on a brand that you will select from the list that will be on Canvas.
Final exam: The final exam will be 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	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 guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

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 University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

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.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	introduction to brands, brand management & customer-based brand equity (CBBE)	Lecture (1 hr)
Week 01	Introduction to Brands, Branding & CBBE	Tutorial (2 hr)
Week 02	Customer Based Brand Equity & Brand Positioning	Lecture (1 hr)
Week 02	Capturing Brand Knowledge to Enhance Customer Based Brand Equity	Tutorial (2 hr)
Week 03	Establishing & developing brand resonance and brand value	Lecture (1 hr)
Week 03	Brand Association Mapping, Customer Based Brand Equity & Brand Positioning	Tutorial (2 hr)
Week 04	Choosing Brand Elements to Build Brand Identity & Developing Brand Personality	Lecture (1 hr)
Week 04	Assessing Brand Resonance and Brand Value	Tutorial (2 hr)
Week 05	Leveraging Secondary Brand Associations to Build Brand Equity	Lecture (1 hr)
Week 05	Interaction and Choosing of Brand Elements to Build Brand Identify	Tutorial (2 hr)
Week 06	Developing Core Brand Values & Ethical Branding	Lecture (1 hr)
Week 06	Developing and designing brand management systems	Tutorial (2 hr)
Week 07	Developing Core Brand Values & Ethical Brandings	Lecture (1 hr)
Week 07	Developing and designing brand management systems	Tutorial (2 hr)
Week 08	Designing and Implementing Brand Architecture Strategies	Lecture (1 hr)
Week 08	Brand Audit Project Group Formative Presentations	Tutorial (2 hr)
Week 09	Developing core brand values and Ethical branding	Lecture (1 hr)
Week 09	Designing and Implementing Brand Architecture Strategies	Tutorial (2 hr)
Week 10	Managing Service brands & Brand touchpoints	Lecture (1 hr)
Week 10	Developing core brand values and Ethical branding	Tutorial (2 hr)
Week 11	B2B branding	Lecture (1 hr)
Week 11	Managing Service and B2B brands	Tutorial (2 hr)
Week 12	Introducing and naming new products and brand extensions	Lecture (1 hr)
Week 12	Introducing and naming new products and brand extensions	Tutorial (2 hr)
Week 13	Revision Lecture	Lecture (1 hr)
Week 13	Revision and exam review	Tutorial (2 hr)

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 workshops. In this unit, workshop 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. (2023) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Global edition. Pearson Higher Ed.

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

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. 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
Learning outcomes

Responding to student feedback

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

In previous offering of MKTG6016 a take home exam was given for the mid semester exam. The feedback was that students would prefer a different exam format or a format similar to the exam. So the mid-semester exam format was changed to short answer response. The students seemed to prefer the secured exam instead of the take home extended essay exam for the final exam. -USS survey students suggested that the peer review be more formalized. As a result, a more formalized peer review system was introduced. In 2024, students also indicated preference for a lecture and tutorial delivery format instead of a 3 hour seminar. Thus, we have adopted a 1 hr lecture plus 2 hours workshop delivery format.

Additional information

More information can be found on Canvas.

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

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

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

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

MKTG6016: Brand Management

Semester 1, 2026 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

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