Course Outline

BUS710 Digital Branding

Course Coordinator:Jacqueline Burgess (jburgess@usc.edu.au) School:School of Business and Creative Industries

2024Session 5

UniSC Sunshine Coast

UniSC Moreton Bay

Blended learning Most of your course is on campus but you may be able to do some components of this course online.

Online

Online You can do this course without coming onto campus.

Please go to usc.edu.au for up to date information on the
teaching sessions and campuses where this course is usually offered.

What is this course about?

Description

A brand is a firm’s most valuable asset and knowing how to develop and maintain a brand’s equity is a vital skill for every marketer. This course will provide you with an in-depth understanding of how to creatively design marketing strategies and activities to develop and maintain strong brands. Further, you will also learn how to evaluate the positioning and performance of a brand in the current market. Branding theories, concepts, strategies and practices will be examined across a range of real-world contexts, product types and industries.

How will this course be delivered?

Activity Hours Beginning Week Frequency
Blended learning
Learning materials – Interactive online learning activities. 2hrs Week 1 6 times
Tutorial/Workshop 1 – Scheduled face to face workshops. 3hrs Week 1 6 times
Information session – Task information sessions. 1hr Week 4 2 times
Online
Learning materials – Interactive online learning activities. 2hrs Week 1 6 times
Tutorial/Workshop 1 – Scheduled online workshops. 3hrs Week 1 6 times
Information session – Task information sessions. 1hr Week 4 2 times

Course Topics

  • Brands and brand management
  • Customer-based brand equity and brand positioning
  • Brand resonance and the brand value chain
  • Using brand elemnets to build brand equity
  • Designing marketing campaigns to build brand equity
  • Integrating marketing communications to build brand equity
  • Leveraging secondary brand associations to build brand equity
  • Developing a brand equity measurement and management sustem
  • Measuring sources of brand equity: capturing customer mind-set and capturing market performance
  • Designing and implementing brand architecture strategies
  • Introducing and naming new products and brand extensions
  • Managing brand over time and geographic boundaries and market segments

What level is this course?

700 Level (Specialised)

Demonstrating a specialised body of knowledge and set of skills for professional practice or further learning. Advanced application of knowledge and skills in unfamiliar contexts.

What is the unit value of this course?

12 units

How does this course contribute to my learning?

Course Learning Outcomes On successful completion of this course, you should be able to... Graduate Qualities Mapping Completing these tasks successfully will contribute to you becoming... Professional Standard Mapping * Association to Advance Collegiate Schools of Business
1 Demonstrate critical and creative thinking to identify and solve complex business problems and arrive at innovative solutions. Knowledgeable
Creative and critical thinker
PC3, PC3.1
2 Demonstrate capacity and competence in the application of business discipline specific knowledge. Knowledgeable
Empowered
PC6, PC6.2
3 Demonstrate advanced oral communication skills in a business context Empowered
PC1.2
4 Demonstrate advanced written communication skills in a business context Empowered
PC1.1

* Competencies by Professional Body

CODE COMPETENCY
Association to Advance Collegiate Schools of Business
PC1.1 Written Communication
PC1.2 Oral Communication
PC3 Creative and Critical Thinking
PC3.1 Problem Solving
PC6 Career-adaptive
PC6.2 Discipline Knowledge

Am I eligible to enrol in this course?

Refer to the UniSC Glossary of terms for definitions of “pre-requisites, co-requisites and anti-requisites”.

Pre-requisites

Enrolled in any PGRD Program

Co-requisites

Not applicable

Anti-requisites

Not applicable

Specific assumed prior knowledge and skills (where applicable)

Not applicable

How am I going to be assessed?

Grading Scale

Standard Grading (GRD)

High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL).

Details of early feedback on progress

In the workshops there will be interactive sessions that progressively reflect upon and re-cap course content to enable students to evaluate their understanding and learning.

Assessment tasks

Delivery mode Task No. Assessment Product Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it?
All 1 Oral Individual 40%
15 minutes
Week 4 Online Submission
All 2 Report Individual 60%
3000 words
Week 7 Online Assignment Submission with plagiarism check
All - Assessment Task 1:Brand Situation Analysis Digital Presentation
Goal:
To evaluate the current positioning of a brand drawing on branding theory.
Product: Oral
Format:
You will develop a digital presentation analysing the current positioning of the brand of your choice.
Please see Canvas for further assessment detail, brand eligibility and marking rubrics.
Criteria:
No. Learning Outcome assessed
1
Identification and critical analysis of pertinent issues in a brand management context
1
2
Use of appropriate verbal communication
3
3
Use of effective time management
3
All - Assessment Task 2:Brand Strategy Report –Business Report
Goal:
To apply theory in the development of an effective brand strategy report.
Product: Report
Format:
You will provide a thoroughly researched and justified brand strategy report building on Assessment Task 1. This task requires you to explain and justify your recommendations based on research and the sound application of branding theory.
Criteria:
No. Learning Outcome assessed
1
Application of discipline specific knowledge and skills in a brand management context
2
2
Demonstrate critical thinking to develop and evaluate appropriate solutions to brand management problems
1 2
3
Critical analysis of existing sources of secondary data and literature in the field
4
4
Accurate presentation of written work including English expression, report format and correct referencing
4

Directed study hours

A 12-unit course will have total of 150 learning hours which will include directed study hours (including online if required), self-directed learning and completion of assessable tasks. Student workload is calculated at 12.5 learning hours per one unit.

What resources do I need to undertake this course?

Please note: Course information, including specific information of recommended readings, learning activities, resources, weekly readings, etc. are available on the course Canvas site– Please log in as soon as possible.

Prescribed text(s) or course reader

Please note that you need to have regular access to the resource(s) listed below. Resources may be required or recommended.

Required? Author Year Title Edition Publisher
Recommended Kevin Lane Keller,Vanitha Swaminathan 0 Strategic Brand Management 5th ed. n/a

Specific requirements

Internet access, access to a computer/laptop

How are risks managed in this course?

Health and safety risks for this course have been assessed as low. It is your responsibility to review course material, search online, discuss with lecturers and peers and understand the health and safety risks associated with your specific course of study and to familiarise yourself with the University’s general health and safety principles by reviewing the online induction training for students, and following the instructions of the University staff.

What administrative information is relevant to this course?

Assessment: Academic Integrity

Academic integrity is the ethical standard of university participation.  It ensures that students graduate as a result of proving they are competent in their discipline.  This is integral in maintaining the value of academic qualifications. Each industry has expectations and standards of the skills and knowledge within that discipline and these are reflected in assessment.

Academic integrity means that you do not engage in any activity that is considered to be academic fraud; including plagiarism, collusion or outsourcing any part of any assessment item to any other person.  You are expected to be honest and ethical by completing all work yourself and indicating in your work which ideas and information were developed by you and which were taken from others. You cannot provide your assessment work to others. You are also expected to provide evidence of wide and critical reading, usually by using appropriate academic references.

In order to minimise incidents of academic fraud, this course may require that some of its assessment tasks, when submitted to Canvas, are electronically checked through Turnitin.  This software allows for text comparisons to be made between your submitted assessment item and all other work to which Turnitin has access.

Assessment: Additional Requirements

Eligibility for Supplementary Assessment

Your eligibility for supplementary assessment in a course is dependent of the following conditions applying:

The final mark is in the percentage range 47% to 49.4%
The course is graded using the Standard Grading scale
You have not failed an assessment task in the course due to academic misconduct

Assessment: Submission penalties

Late submission of assessment tasks may be penalised at the following maximum rate: 
- 5% (of the assessment task's identified value) per day for the first two days from the date identified as the due date for the assessment task. 
- 10% (of the assessment task's identified value) for the third day - 20% (of the assessment task's identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. 
- A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome.

SafeUniSC

UniSC is committed to a culture of respect and providing a safe and supportive environment for all members of our community. For immediate assistance on campus contact SafeUniSC by phone: 07 5430 1168 or using the SafeZone app. For general enquires contact the SafeUniSC team by phone 07 5456 3864 or email safe@usc.edu.au.

The SafeUniSC Specialist Service is a Student Wellbeing service that provides free and confidential support to students who may have experienced or observed behaviour that could cause fear, offence or trauma. To contact the service call 07 5430 1226 or email studentwellbeing@usc.edu.au.

Study help

For help with course-specific advice, for example what information to include in your assessment, you should first contact your tutor, then your course coordinator, if needed.

If you require additional assistance, the Learning Advisers are trained professionals who are ready to help you develop a wide range of academic skills. Visit the Learning Advisers web page for more information, or contact Student Central for further assistance: +61 7 5430 2890 or studentcentral@usc.edu.au.

Wellbeing Services

Student Wellbeing provide free and confidential counselling on a wide range of personal, academic, social and psychological matters, to foster positive mental health and wellbeing for your academic success.

To book a confidential appointment go to Student Hub, email studentwellbeing@usc.edu.au or call 07 5430 1226.

AccessAbility Services

Ability Advisers ensure equal access to all aspects of university life. If your studies are affected by a disability, learning disorder mental health issue, injury or illness, or you are a primary carer for someone with a disability or who is considered frail and aged, AccessAbility Services can provide access to appropriate reasonable adjustments and practical advice about the support and facilities available to you throughout the University.

To book a confidential appointment go to Student Hub, email AccessAbility@usc.edu.au or call 07 5430 2890.

Links to relevant University policy and procedures

For more information on Academic Learning & Teaching categories including:

  • Assessment: Courses and Coursework Programs
  • Review of Assessment and Final Grades
  • Supplementary Assessment
  • Central Examinations
  • Deferred Examinations
  • Student Conduct
  • Students with a Disability

For more information, visit https://www.usc.edu.au/explore/policies-and-procedures#academic-learning-and-teaching

Student Charter

UniSC is committed to excellence in teaching, research and engagement in an environment that is inclusive, inspiring, safe and respectful. The Student Charter sets out what students can expect from the University, and what in turn is expected of students, to achieve these outcomes.

General Enquiries

  • In person:
    • UniSC Sunshine Coast - Student Central, Ground Floor, Building C, 90 Sippy Downs Drive, Sippy Downs
    • UniSC Moreton Bay - Service Centre, Ground Floor, Foundation Building, Gympie Road, Petrie
    • UniSC SouthBank - Student Central, Building A4 (SW1), 52 Merivale Street, South Brisbane
    • UniSC Gympie - Student Central, 71 Cartwright Road, Gympie
    • UniSC Fraser Coast - Student Central, Student Central, Building A, 161 Old Maryborough Rd, Hervey Bay
    • UniSC Caboolture - Student Central, Level 1 Building J, Cnr Manley and Tallon Street, Caboolture
  • Tel:+61 7 5430 2890
  • Email:studentcentral@usc.edu.au