24211 Branding
Warning: The information on this page is indicative. The subject outline for a
particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2025 is available in the Archives.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): 24108 Marketing Foundations OR 24109 Marketing and Customer Value
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
This subject focuses on the important role brands play in the marketing process. Branding not only involves the brand name, but also the brand identity, image, equity, reputation, and strategy. Topics include branding and brand management, trademarks, brand positioning, building brand equity, designing brand strategies, naming new products and brand extensions, and international branding. This is a practical subject which analyses theory with current industry practice.
Subject learning objectives (SLOs)
| 1. | Explain functions of brand management, components of a brand, and how they interact, for both goods and services |
|---|---|
| 2. | Demonstrate how brands can be used to position a good or service in the marketplace to create equity |
| 3. | Prepare a brand audit for an existing business |
| 4. | Evaluate outcomes of different brand related decisions |
| 5. | Reflect on brand related decision-making and its implications for brand growth |
Contribution to the development of graduate attributes
This subject makes an important contribution to the course because brands are an integral part of marketing and there are several business concepts that can only be understood in the context of branding. The idea of brand equity, brand associations, managing a portfolio of brands etc. are very specific to brands and are yet very important to understand when it comes to marketing in general.
The subject is aligned with the following graduate attributes:
- Intellectual rigour and innovative problem solving
- Communication and collaboration
- Professional and technical competence
Teaching and learning strategies
The subject will be taught using a combination of collaborative style lectures and tutorials. The lectures provide the structure of the topic area, discussion of the theory and some practical examples. Readings, videos and/or case studies will be provided online prior to the lectures. Students are expected to review these materials before class and to be able to discuss them with other students during the course of the lecture.
Tutorials will provide an opportunity to discuss ideas, issues and make practical application of the theory, as well as encouraging students to think in a creative manner to solve real world problems, using learning from other core subjects. Students are expected to prepare answers to any discussion questions posted online before attending each tutorial to engage in student-led group discussions.
The UTS Learning Management System is used extensively and will be used to share information, provide feedback and encourage interaction between staff and students.
Content (topics)
- Brands and Brand Management
- Developing a Brand Strategy
- Designing and Implementing Brand Marketing Programs
- Measuring and Interpreting Brand Performance
- Growing and Sustaining Brand Equity
Assessment
Assessment task 1: Two Quizzes (15% each)*
| Objective(s): | This addresses subject learning objective(s): 1 and 2 |
|---|---|
| Groupwork: | Individual |
| Weight: | 30% |
| Criteria: | *Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Assessment task 2: Branding Simulation
| Objective(s): | This addresses subject learning objective(s): 4 and 5 |
|---|---|
| Groupwork: | Group, group assessed |
| Weight: | 30% |
| Length: | 8 slides (Powerpoint) maximum |
Assessment task 3: Brand Audit Project
| Objective(s): | This addresses subject learning objective(s): 3, 4 and 5 |
|---|---|
| Groupwork: | Individual |
| Weight: | 40% |
| Length: | Video duration: 10 minutes maximum |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Keller, K.L. & Swaminathan, V. 2020, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Global Edition, Harlow, Pearson UK
References
Larry Percy, Simon Pervan and Richard Rosenbaum-Elliott (2015) Strategic Brand Management, Oxford University Press.