Course Coordinator:Jacqueline Burgess (jburgess@usc.edu.au) School:School of Business and Creative Industries
UniSC Sunshine CoastUniSC 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.
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.
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 |
700 Level (Specialised)
12 units
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
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4 | Demonstrate advanced written communication skills in a business context | Empowered |
PC1.1
|
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 |
Refer to the UniSC Glossary of terms for definitions of “pre-requisites, co-requisites and anti-requisites”.
Enrolled in any PGRD Program
Not applicable
Not applicable
Not applicable
Standard Grading (GRD)
High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL). |
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.
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. |
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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. |
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Criteria: |
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Generic Skills: | Communication, Problem solving |
All - Assessment Task 2:Brand Strategy Report –Business Report | ||||||||||||||||
Goal: | To apply theory in the development of an effective brand strategy report. |
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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. |
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Criteria: |
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Generic Skills: | Communication, Problem solving |
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.
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.
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 |
Internet access, access to a computer/laptop
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.
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
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.
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