BUSMGT 756 : Branding Strategy
Business and Economics
2021 Quarter Two (1214) (15 POINTS)
Course Prescription
Course Overview
This course will help you to deepen your understanding of the important role brands play in society, the nature of brands as assets and the relationship between branding and marketing communication. This course will provide you with the frameworks required to truly understand brands and manage them successfully.
In particular, the course challenges participants to:
1. Understand the role of brands in society as well as the components that comprise brand equity.
2. Use established frameworks to develop and manage strong brands in a variety of contexts.
3. Gain insight into the strategic role brands play in local and global competition.
4. Obtain the tools required to become a professional brand strategist.
Capabilities Developed in this Course
| Capability 1: | Disciplinary Knowledge and Practice |
| Capability 2: | Critical Thinking |
| Capability 4: | Communication and Engagement |
| Capability 6: | Social and Environmental Responsibilities |
Learning Outcomes
- Understand and apply branding concepts to a business context. (Capability 1 and 4.3)
- Create a comprehensive brand strategy to fit a particular competitive situation. (Capability 2 and 4.2)
- Identify the positive and negative effects that brands have on society and the environment. (Capability 4.1 and 6)
- Demonstrate an understanding of the nature of brands and how to manage them effectively. (Capability 1 and 4.3)
Assessments
| Assessment Type | Percentage | Classification |
|---|---|---|
| Final case | 30% | Individual Coursework |
| Key Learning Notes | 25% | Individual Coursework |
| Branding Strategy and Advertising campaugn | 35% | Group & Individual Coursework |
| Literature presentations | 10% | Group & Individual Coursework |
| 4 types | 100% |
| Assessment Type | Learning Outcome Addressed | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |||||||
| Final case | ||||||||||
| Key Learning Notes | ||||||||||
| Branding Strategy and Advertising campaugn | ||||||||||
| Literature presentations | ||||||||||
Workload Expectations
This course is a standard 15 point course and students are expected to spend 15 hours per week involved in each 15 point course that they are enrolled in.
For this course, you can expect 15 hours of lectures, 20 hours of tutorials, 20 hours of TBLs( team-based learning sessions ) 20 hours of reading and thinking about the content and about 90 hours of work on assignments and/or test preparation.
Delivery Mode
Campus Experience
Student Feedback
At the end of every semester students will be invited to give feedback on the course and teaching through a tool called SET or Qualtrics. The lecturers and course co-ordinators will consider all feedback and respond with summaries and actions.
Your feedback helps teachers to improve the course and its delivery for future students.
Class Representatives in each class can take feedback to the department and faculty staff-student consultative committees.
Digital Resources
Course materials are made available in a learning and collaboration tool called Canvas which also includes reading lists and lecture recordings (where available).
Please remember that the recording of any class on a personal device requires the permission of the instructor.
Academic Integrity
The University of Auckland will not tolerate cheating, or assisting others to cheat, and views cheating in coursework as a serious academic offence. The work that a student submits for grading must be the student's own work, reflecting their learning. Where work from other sources is used, it must be properly acknowledged and referenced. This requirement also applies to sources on the internet. A student's assessed work may be reviewed against online source material using computerised detection mechanisms.
Inclusive Learning
All students are asked to discuss any impairment related requirements privately, face to face and/or in written form with the course coordinator, lecturer or tutor.
Student Disability Services also provides support for students with a wide range of impairments, both visible and invisible, to succeed and excel at the University. For more information and contact details, please visit the Student Disability Services’ website http://disability.auckland.ac.nz
Special Circumstances
If your ability to complete assessed coursework is affected by illness or other personal circumstances outside of your control, contact a member of teaching staff as soon as possible before the assessment is due.
If your personal circumstances significantly affect your performance, or preparation, for an exam or eligible written test, refer to the University’s aegrotat or compassionate consideration page https://www.auckland.ac.nz/en/students/academic-information/exams-and-final-results/during-exams/aegrotat-and-compassionate-consideration.html.
This should be done as soon as possible and no later than seven days after the affected test or exam date.
Learning Continuity
In the event of an unexpected disruption we undertake to maintain the continuity and standard of teaching and learning in all your courses throughout the year. If there are unexpected disruptions the University has contingency plans to ensure that access to your course continues and your assessment is fair, and not compromised. Some adjustments may need to be made in emergencies. You will be kept fully informed by your course co-ordinator, and if disruption occurs you should refer to the University Website for information about how to proceed.
It is our top priority to keep students, staff, and faculty safe. This course will adhere to all University and government guidelines regarding Covid-19. If the Quarter is interrupted because of a change in Covid alert levels, we will immediately shift to lectures and tutorials being delivered remotely via videoconferencing. Your instructor will inform you immediately of any changes in course administration via Canvas announcements.
Student Charter and Responsibilities
The Student Charter assumes and acknowledges that students are active participants in the learning process and that they have responsibilities to the institution and the international community of scholars. The University expects that students will act at all times in a way that demonstrates respect for the rights of other students and staff so that the learning environment is both safe and productive. For further information visit Student Charter https://www.auckland.ac.nz/en/students/forms-policies-and-guidelines/student-policies-and-guidelines/student-charter.html.
Disclaimer
Elements of this outline may be subject to change. The latest information about the course will be available for enrolled students in Canvas.
In this course you may be asked to submit your coursework assessments digitally. The University reserves the right to conduct scheduled tests and examinations for this course online or through the use of computers or other electronic devices. Where tests or examinations are conducted online remote invigilation arrangements may be used. The final decision on the completion mode for a test or examination, and remote invigilation arrangements where applicable, will be advised to students at least 10 days prior to the scheduled date of the assessment, or in the case of an examination when the examination timetable is published.