24752 Brand Management

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 2024 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): ((24734 Marketing Management OR 24834 Marketing Decision Making) AND 24710 Customer Experience and Behaviour)
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.	Effectively apply concepts and knowledge to develop brand equity
2.	Critically assess branding decisions to ensure long-term brand profitability
3.	Design and implement brand marketing programs to improve brand performance
4.	Successfully formulate brand strategies to achieve and sustain brand growth
5.	Collaborate effectively in teams to achieve strategic brand-related outcomes

Course intended learning outcomes (CILOs)

This subject also contributes specifically to the following program learning objectives:

• Collaborate with colleagues and stakeholders to achieve strategic marketing and business outcomes. (2.2)

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 will, therefore build important knowledge and skills required for graduates in Marketing build important knowledge and skills required for graduates in Marketing and contribute to the development of 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 workshops. The first part of the lectures will provide the structure of the topic area, discussion of the theory and some practical examples. Readings, case studies and videos 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 class. The remainder of the lecture will consist of an in-class activity such as a case discussion, guest lectures etc. to make the class more activity focussed.

Workshops 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 workshop to engage in student-led group discussions, brand-relevant simulations, group debates etc.

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)

1. Developing a Brand Strategy
2. Designing and Implementing Brand Marketing Programs
3. Measuring and Interpreting Brand Performance
4. Growing and Sustaining Brand Equity
5. Analyse brand management case studies

Assessment

Assessment task 1: Case Exam (Individual)

Objective(s):	This addresses subject learning objective(s): 2 and 3
Weight:	30%
Length:	2 pages maximum (12 font size)
Criteria:	Application of branding concepts and frameworks Quality of arguments in favor of/against the proposed brand direction being debated in the case Quality and appropriateness of recommendations

Assessment task 2: Branding Simulation (Group)*

Objective(s):	This addresses subject learning objective(s): 3, 4 and 5 This addresses program learning objectives(s): 2.2
Weight:	30%
Length:	10 slides (powerpoint) maximum
Criteria:	Quality of decisions made in the simulation Appropriateness of key learnings identified through the simulation Quality of presentation Effective communication and collaboration between group members throughout the simulation *Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Assessment task 3: Brand Audit Project (Individual)

Objective(s):	This addresses subject learning objective(s): 1 and 4
Weight:	40%
Length:	Video duration: 10 minutes maximum
Criteria:	Appropriateness of brand overview Quality of primary consumer data and analysis Quality of recommendations for the brand Clarity of communication and presentation

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

A list of mandatory and optional readings for each session will be placed on Canvas.

Recommended texts

Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.

References

Larry Percy Simon Pervan and Richard Rosenbaum-Elliott (2015) Strategic Brand Management, Oxford University Press.