最新糖心Vlog

Lecturer in Charge: Dr Dean Wilkie

Location: Room 10.11, Nexus 10
Telephone: 8313 7112
Email: dean.wilkie@adelaide.edu.au
Website: https://myuni.adelaide.edu.au/

Tutor: Mrs Svetlana de Vos

Email: svetlana.devos@adelaide.edu.au


Your tutor is your first point of contact. They will be available during tutorials to answer any questions. Please use this time to ask questions.

On successful completion of this course, you will be able to:

1. Discuss the role of branding in creating strong brands;

2. Identify and explain strategies that build brand equity;

3. Demonstrate how knowledge of branding can be applied to marketing;

4. Display critical thinking and problem solving skills;

5. Gain, evaluate, and synthesize information and existing knowledge from a number of sources and experiences;

6. Prepare a professional, logical and coherent brand audit within a specific context.

Text Book:

Uncles, M.D., 2011. Perspectives on Brand Management. Tilde 最新糖心Vlog Press, Prahan.

Aaker, D. A. 2014. Aaker on branding. 20 principles that drive success. New York:
Morgan James Publishing.

Sharp, B.  2012. How Brands Grow: What Marketers Don’t Know. Oxford 最新糖心Vlog Press, Melbourne.

All the information (course slides. recordings and case studies) will be uploaded on Myuni.

This course entails 2-hour lectures and 1-hour tutorials over the semester. Lectures will commence on Monday the 29th of February and will conclude on Monday the 30th of May. Tutorials will commence on Monday the 7th of March and conclude on Friday the 3rd of June. Please attend the tutorial you are enrolled in. Attendance will be taken and participation marks will be allocated.

Due to a number of public holidays falling on a Monday (i.e., Adelaide Cup on the 14th of March, Easter Monday on the 28th of March, and ANZAC day on the 25th of April), 3 lectures will be held on a Tuesday and will go for 3 hours in length as this will replace ALL tutorials for the week.

Students in this course are expected to attend all lectures and tutorials.

Week	Topic and tasks
1	History of Brands and Brand Management
29/02	Reading: Text Chapter 1 and Snapple case study	No tutorials
2	Customer-Based Brand Equity (CBBE)
07/03	Reading: Text Chapters 2 & 3	Tutorial Activity: Qualitative research techniques
3	The Different Components of CBBE (Part 1) - Brand Salience and Attribute-based associations
15/03- Tuesday Lecture (5pm to 8pm)	Reading: Text Chapter 7	No tutorials. In lecture activity: Means end chains
4	The Different Components of CBBE (Part 2) - Brand Attitude and Attachment
21/03	Reading: Text Chapters 14 & 16	Tutorial Activity: Discuss group project and discussion on recent brand event
5	Brand positioning (Part 1) - The consumer perspective
29/03- Tuesday Lecture (5pm to 8pm)	Reading: Text Chapter 4	No tutorials. In lecture activity: Positioning statements
6	Brand positioning (Part 2) - The employee perspective
4/04	Lecture: Mid semester exam	Tutorial Activity: Case study (or discussion on recent brand event)
Mid-Semester Break 11/4/2016-26/04/2016
7	Designing Marketing Programs to Build Brand Equity
26/04- Tuesday Lecture (5pm to 8pm)	Reading materials to be confirmed	No tutorials. In lecture activity: How to evaluate a brand creative
8	Brands growth and revitalisation (Part 1) - Threats to brand relevance and the role of line and brand extensions
2/05	Reading: Text Chapter 12	Tutorial Activity: Case study (or discussion on recent brand event)
9	Brands growth and revitalisation (Part 2) - The role of the marketing mix and secondary brand associations
9/05	Reading: Text Chapter 8	Tutorial Activity: Case study (or discussion on recent brand event)
10	Different types of brands -  The importance of being first, or the market leader, or a challenger
16/05	Reading:Text Chapter 13	Tutorial Activity: Brand Audit ‘snap-shot’ (Group Assessment)
11	Applications and implications from having an understanding of brand performance measures
23/05	Reading: Text Chapters 5 and 6	Tutorial Activity: Case study (or discussion on recent brand event)
12	Closing observations
30/05

Tutorials are an important component of your learning in this course. The communication skills developed in tutorials by regularly and actively participating in discussions are considered to be most important by the Business School and are highly regarded by employers and professional bodies.

Assessment	Due Date and Time	Weight	Learning Objectives
Mid-Semester quiz (Individual Assessment)	Week 6	15%	1,2,3,4,5
Group project (Assessment in 2 parts)	Snap Shot 5% May 16th,2016 in Tutorial Final report 25% June 10th, 2016 -submitted via Turnitin	Total of 30%	1,2,3,4,5,6
Tutorial Participation (Individual Assessment)	Ongoing	10%	1,2,3,4,5,6
Final Exam (Individual Assessment)	TBA	45%	1,2,3,4,5,6

To gain a pass for this course, a mark of at least 50% must be obtained in the final exam, as well as a total of at least 50% overall. Students not achieving the minimum total final exam mark will be awarded no more than 49.

The assessment components are as follows.


In class quiz                      15%
Due Date: April 4th, 2016

The In class quiz will be based on concepts from the readings, lectures and issues raised in class discussions. True false, multiple choice and short essay questions can be expected.

Brand Development Project     30%
Due Date: Snap Shot on May 16, 2016 (5%), Final report on June 10, 2016 (25%).

The brand management concepts discussed in the course contain a broad range of topics and examples from various industries. To
demonstrate your understanding of the concepts discussed, you are required to conduct a brand audit on a chosen brand. You will be required to work in a group consisting of approximately 4-5 members (maximum allowable group size is 5 students) and you are free to choose the composition of your group (as long as they are members of your tutorial class).

To assist you with the audit , the assignment is divided into different parts;

1.   Market and Consumer review - the objective of the first part  is to become familiar with the consumer and the competitive dynamics between brands.  Therefore consider the following:

·  A review of each brand's heritage, the marketing environment and the competitive dynamics within the category.
·  Evaluate each brand's positioning. How does this affect your chosen brand? How is each brand trying to grow / stay relevant?
·  Better answers will evaluate and synthesise information from a variety of sources.
·  Provide a description of the consumer. What are their needs and desired benefits? What do they think and feel for each brand in the category? Understanding the means-end chains of consumers will assist with this.

2. Brand review - the objective of the second part of this assignment is to provide an in-depth assessment of the chosen brand and include what has been learnt from Weeks 6 through to Week 9.  

·  Identify the sources of brand equity for each brand. More specifically you will need to understand the strength, favourability, and
uniqueness of the associations each brand has.
·  Better audits usually apply various qualitative research techniques from week 2.
·  I also encourage youto apply techniques learnt through other courses.
·  Identify in depth the sources of brand equity for your chosen brand.
·  Review the role of the brand's marketing mix

3. Brand Plan – Stretching the Brand

This part is forward-looking. Your task is to assess the sources of brand strength for your selected brand and suggest ways
to leverage that strength in terms of a specific line/brand extension (of your own choosing). Ongoing and new initiatives should be considered at a strategic level (brand positioning and extension, product and geographical portfolios, etc.) and at a tactical level (names, logos, designs, packaging, communications, etc.). Creative and executional detail with respect to names,
logos, designs, etc. for your line/brand extension is expected.

Don't forget to elaborate on the key issues for your chosen brand with a recommended plan of action. This not only involves a recommendation of the desired brand image, but also managing the growth of the brand - owning the positioning, product development, improving engagement etc.

 Things to consider:

· I recommend students read “The Brand Report Card” by Kevin Keller (1999) as this will give you some guidance as to what to consider. A link will be placed on Blackboard.
· Choose a category of interest and I recommend a category that will allow you to conduct primary research through friends and family.
· Also, consider brands from an area of interest or future career direction. Doing this will make the assignment more enjoyable.
· Each group should first agree on an appropriate level of analysis (corporate, umbrella, or product brand) and an appropriate geographical coverage (global, regional, or local).
· Supplement your assignment with academic research.

To assist with the process, assessing the brand audit consists of two parts

Part 1. ‘Snap Shot’ 5 minute per group presentation will provide a very ‘short, sharp and shiny’ overview of the brand and the progress. This progress report will enable us to provide you with valuable feedback. You are restricted to 3 slides! It is permissible for only 1 member of the group to present – all group members will get the same grade (5%).

Part 2. The final report should cover the three areas outlined.

•  It should not be more than 10 pages (excluding executive summary, table of contents, reference list and appendices).

•  Ensure each group member's name is on the cover as well as the date, the course name and the assignment topic are clearly identified on the front cover using the 最新糖心Vlog’s Assignment Cover Sheet.

• 1.5cm line spacing in an easy-to-read font such as 11pt Arial or 12 pt
Times New Roman with appropriate headings throughout.

• Keep your document clear and to the point without unnecessary padding.

Submission

The assignment is to be submitted electronically through the Turnitin application on Blackboard, on or before the due
date.


Tutorial Participation   10%

A mark is awarded for tutorial participation and attendance. Students are required to not only attend tutorials but to read and be prepared for case study discussions, and to take an active part.

Final Examination (TBA)          45%

The final exam will be based on concepts from the readings, lectures and issues raised in class discussions. Multiple choice and short essay questions can be expected.

 
 
Late Assignment Submission

Return of Assignments

Lecturers/Tutors aim to mark and return assignments to students within two (2) weeks of the due date with written feedback.