最新糖心Vlog

Course Coordinator and Lecturer in charge: Dr Rahat Ullah
Email: rahat.ullah@adelaide.edu.au

Tutors: Harrison de Picot and Gergia Wastell
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 development report within a specific context.

Text Book:  Aaker, D. A. 2014. Aaker on branding. 20 principles that drive success. New York: Morgan James Publishing.
Available as an eBook through the library.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, 5th edition

Moser, M. 2003. United We Brand. Harvard Business School Press, Boston.

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

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

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

This course will be delivered on campus. That is, it seeks to incorporate part theory and part practical with primary research data. The reason for this is that we seek to expose students to techniques used in practice as well as challenge many myths that exist within brand management.

The course entails pre-recorded modiles and 1-hour tutorials over the semester. Modules will be released sequentially commencing in Week 1 and will conclude in Week 12. Tutorials will commence in Week 2 and conclude in Week 12. Please attend the tutorial you are enrolled in. Attendance will be taken and participation marks will be allocated.

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

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

To access the updated schedule regarding the Semester 1, 2024 schedule, which is available on myuni page with the below link

Assessment Task	Due	Weighting	Learning Outcome
Early Semester quizzes (Individual Assessment)	Weeks 2, 3, 4	15% (3 x 5%)	2,3,4
Brand Development Project (Assessment in four parts)	Part 1: Survey design	7.5%	4,5
	Part 2: Data collection	0%
	Snap Shot week 10, in tutorial	0%	1,2,3,4,5,6
	Brand development report	22.5%	1,2,3,4,5,6
Tutorial Participation (Individual Assessment)	Ongoing	10%	1,2,3,4,5
Final Exam (Individual Assessment)	TBA	45%	1,2,3,4,5

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.

Early semester online quizzes   - (weight = 15%)

The early semester quizzes are provided to give an early indication of how you are going in the course. They will be based on concepts from the readings, lectures and issues raised in class discussions. True-false and multiple choice questions can be expected.

They will be available each Friday of weeks 2, 3 and 4, between 7 am and 7 pm. It will be an online
test, so you do not need to come to uni, but it is your responsibility to ensure that you have a reliable connection to the internet. Furthermore, this will only be available at this time as this ensures that everyone has the same opportunity. If we had it during tutorial times, people with tutorials later in the week would have more time to prepare than those who have tutorials on a
Monday. Please take this as an advanced warning to make time for this for those who may anticipate a conflict with other commitments.

Brand Development Project (Weight = 30% in total)

The brand management concepts discussed in the course contain various concepts, theories, topics and examples from
various industries. To demonstrate your understanding of these, you are required to conduct a brand development report on a chosen brand. The first two parts will require you to work in a group consisting of approximately 5-6 members, and you are free to choose the composition of your group (as long as they are members of your tutorial class). The third and fourth parts can be in the same group or a smaller group of two members, again they must be from your tutorial class. The third part is optional for those students who wish to seek early feedback on their report.

Part 1: Survey design (group project).  (Weight = 7.5%) Due April 7th (11:59 pm), 2023

An important part of building and managing brands is gathering information about the consumer, the competitors, as well as
identifying any problems/opportunities facing a brand. To assist in this, we have a survey framework for students to use (See MyUni for supporting documents and files), which will provide the information needed to complete the Brand development report. In groups of between 5 and 6 students, your task is as follows;

·        After Week 3, you will be given a list of 10 product/service categories. As a group, decide which category you will base the survey on. ·       You will need to modify the survey template (on MyUni called “Brand Survey Template”) to suit the product/service category. This will involve several things such as adding the relevant brand names. Of particular importance when making these modifications is the choice of attributes and benefits used to assess what is important to consumers when making a purchase decision (Question 9 in the template). The reason this is important is that it will guide the recommended positioning of the brand, which is the most important strategic part of building and managing a brand.

·        To assist in selecting attributes and benefits, please consider the following. ·        Finally, you can add questions to the survey if you like, but please do not delete any.  

What is due?

·        A copy of your proposed survey in Microsoft Word or as a PDF and submitted to Turnitin with a 1 to 2-page justification for the attributes and benefits used in the survey.


Part 2: Data collection (group project). (Weight = 0.0%)

An important part of the survey is getting a sample of reliable respondents. The task in this part is to simply recruit respondents.
Ideally, groups will gather around 50 valid respondents, at a minimum a group needs 25. The validity of a response can be checked by a number of factors such as the speed of response, the pattern of answers, and a number of manipulation checks inserted into the survey.

Part 3: Snap shot presentation. (Weight = 0.0%). This assessment is optional.

To assist you with the brand development process, in Week 10 you can present a very ‘short, sharp and shiny’ overview of the
brand and your progress. This progress report will then enable us to provide you with valuable feedback.

The third (and fourth) part can be in the same group or a smaller group of two members, again they must be from your
tutorial class. Please note, if you choose to do the assignment in a smaller group, the expectations will be the same as groups with more members even though the individual workload will be more.

You are restricted to 3 slides and 5 minutes. We are also limited in time, so only 7 presentations are allowed within the tutorial. If you want to present, please inform the tutor, and it will be a first-in, first-served policy. Remember, you can also talk to your tutor during the weekly consultation times.

Part 4: Brand Development report.  (Weight = 22.5%) Due 5th of June (11:59 pm) 2023.

The brand development report is an important assessment as it will help demonstrate your understanding of the brand-related concepts discussed throughout the semester. It will be a video recording of a 15-minute PowerPoint presentation. In conjunction with the submission of your recording (video with audio), you must also provide a copy of your PowerPoint presentation so we can view both simultaneously when assessing your work.

With such an assignment, you will find that there is so much that you can say, however a common problem is that many assignments fail to communicate a strong, focused, and logical brand review. Part of the reason for this is that during the semester we will discuss a number of concepts and tools. You need to remember that these tools and concepts can help you, but they can also distract from your story. What is important is understanding how and when to apply these. Which of these concepts and tools assist your review and which do not? Below is a basic structure and a number of things to consider.

2.   Market and Consumer review - the objective of this section is to become familiar with the consumer and the competitive dynamics between brands. When considering the competitive dynamics, most categories have a high number of competitors, therefore you need to identify those competitors that are most relevant to your chosen brand. A great way to find this out is through the quadrant analysis as it will help you understand which brands are targeting the same position. Also, a duplication of purchase table (discussed in Week 11) will highlight which brands share the same consumers. In completing this section, consider the following;
3. Brand review - the objective of this part of this assignment is to provide an in-depth assessment of the chosen brand. There is a huge overlap with the market and consumer review. My advice is to make sure that there is a logical flow between the sections and that you are not repeating information
4. Brand Plan – Stretching the Brand

This part is forward-looking. Using the understanding gained from the first two parts, key issues or opportunities will emerge. Your task is to develop a recommended action plan for your chosen brand. This not only involves a recommendation of the desired brand image but also managing the brand's growth - owning the positioning, product development, improving engagement etc. Things to consider;
The final report should cover the three areas outlined.

As discussed, the final report will be a video recording of a 15-minute PowerPoint presentation. You may think that 15 minutes is a challenging time limit, so you need to tell a focused story. To do this I recommend the following steps;

1.    Of the key issues and opportunities, identify just one or two that really need to be addressed. These are the issues or opportunities that will have the biggest impact on the brand's performance.

2.    Review the overview, market, consumer and brand review sections and remove whatever information that does not relate
to these one or two issues/opportunities. Leaving this irrelevant information
in will only distract the reader.

3.   Once all this has been completed, watch the presentation and see if it tells a strong, focused, and consistent story.


Supplementary material 
• A copy of your PowerPoint presentation.
• Do not fill the 15 minutes up with images, graphs and tables, be selective with what you use, but also put any relevant info you wish to show in the appendices and refer the viewer to them.
• Provide a reference list of where you got all your information.
• Ensure your (and 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.
• If you did the assignment in a group, after the appendices you need to put together a summary of the contribution each
student made to the project. This may include the sections that each student wrote or outline the responsibilities of each member.


Submission

The assignment is to be submitted electronically through the Turnitin application on MyUni, on or before the due date of the 5th of June (11:59 pm) 2023.


Tutorial Participation   10%

A mark is awarded for active 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. The activities have been set up to not only help understand the topics each week, but also to help collect information for the group project. The work from these activities may be collected for the purpose of reviewing the level of participation.



Final Examination  45%

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