MART468 Branding
COURSE OUTLINE
Semester Two, 2016
Contents
Paper Description and Aims .............................................................................................................. 1
Learning Outcomes .......................................................................................................................... 1
Teaching Staff .................................................................................................................................. 1
Course Delivery ................................................................................................................................. 2
Expectations and Workload .............................................................................................................. 2
Assessment....................................................................................................................................... 2
Learning Outcomes....................................................................................................................... 3
Course Calendar................................................................................................................................ 3
MART468 Branding
Paper Description and Aims
This paper will equip you with the skills to analyse and manage brands effectively. These
skills are based on current theoretical understanding in the academic branding literature
and its application to contemporary cases. Branding concepts will be applied to an audit of
a brand of your choice.
Learning Outcomes
Upon successful completion of this paper, you should be able to
1)
Explore the theoretical underpinning of branding concepts (Critical Thinking,
Research, Discipline Knowledge)
2)
Examine methods for positioning and branding products or services in the
marketplace (Discipline Knowledge, Lifelong Learning)
3)
Critically evaluate branding theory and apply this knowledge to branding campaigns
(Critical Thinking, Discipline Knowledge, Communication)
4)
Produce a brand audit by analyzing an organisation’s brand, its brand management,
and its marketing effectiveness. (Communication, Information Literacy, Critical
Thinking)
Teaching Staff
Paper Coordinator /Lecturer
Name:
Professor John Knight
Office:
Co 6.19
Email:
john.knight@otago.ac.nz
Office Hours: Please refer to Blackboard
You should contact the Paper Coordinator with any administrative enquiries about the paper, e.g.
tutorial changes, or requests for late submission of assignments.
Page 1
Course Delivery
Lecture Day/Time: Tuesday 10.00am – 11.50am
Room: Co 6.26
Seminars:
These will be interactive sessions rather than formal lectures. Initial classes will be led by the paper
coordinator or a guest speaker. In subsequent classes, each student will prepare and lead a balanced
discussion on a specific topic, with an emphasis on critical evaluation of the literature. To get the
most out of this course, it is important that students read widely and cover the papers and books
that form the basis for discussion led by other students.
Expectations and Workload
MART468 is a 20 point paper and has a workload of 240 hours. As a result you should anticipate spending an
average on 18-20 hours per week on this subject for the duration of this 13 week course.
Assessment
Literature Review
Undertake a detailed literature review on a topic related to strategic brand management (broad
topic areas are suggested; refine one of these and develop your own specific research question).
Identify approximately 20 academic journal articles in addition to those provided as starting
material. 3000-word (maximum): references, tables, figures are not included in the word limit.
Presentation
Present a 20 minute seminar on this topic.
Brand Audit Report
According to Van Auken (Van Auken B. 2002 “The Brand Management Checklist”. Kogan Page.
Close Reserve: HD69 B7 V6222), p.286:
“A brand audit provides an analysis of an organization’s brand and its brand management and
marketing effectiveness. It assesses a brand’s strengths, weaknesses, opportunities and threats. It
identifies brand growth opportunities, including those achieved by brand repositioning and brand
extension. The audit should result in recommendations to improve brand equity, brand positioning,
brand management and marketing effectiveness.”
“Bottom Line Questions that a brand audit will attempt to answer:
 Does this company have a profound understanding of its consumers?
 Is the brand well-positioned in its marketplace? Does it own a relevant and compelling point
of difference?
 Do the leaders of this company have a vision for their brand(s)?
 Is this company’s marketing staff competent? (You probably have no way of assessing this!)
 Is the organization mobilized to deliver upon its brand’s promise?
 Does the corporate culture reinforce the brand essence, promise and personality?
 Are the brand identity standards and systems simple, robust and powerful?
 Does this organization accurately and consistently reinforce its brand identity and
positioning in external communication?
 Does the brand create an emotional connection with its consumers?”
Page 2
Assessment
Due date
% of
final grade
Literature Review
Various
35
Seminar
Various
25
Brand Audit
TBC
40
Learning Outcomes
Enter the learning outcomes from page one in the first column and name each assessment, and tick the
appropriate box in the assessment columns to indicate the learning outcome(s) being assessed.
Explore the theoretical underpinning of branding
concepts
2)
Examine methods for positioning and branding
products or services in the marketplace
3)
Critically evaluate branding theory and apply this
knowledge to branding campaigns
Produce a brand audit by analyzing an organisation’s
brand, its brand management, and its marketing
effectiveness
4)
Percentage of final grade






35
25
Brand Audit
1)
Seminar
Literature
Review
Learning Outcome



40
Total
100%
Course Calendar
Lecture/
Tutorial
Number
Week Commencing*
Topic
1
11 July
Course overview
2
18 July
Issues in branding – case study
3
25 July
Current issues in branding
4
1 August
Current issues in branding
5
8 August
Current issues in branding
6
15 August
7
22 August
Readings
Student-led seminars (topics
1-3)
Student-led seminars (topics
4-6)
Mid Semester Break 29 August to 2 September
Page 3
Notes
8
5 September
9
12 September
10
19 September
11
26 September
12
3 October
13
10 October
Student-led seminars (topics
7-9)
Student-led seminars (topics
10-12)
Student-led seminars (topics
13-15)
Student-led seminars (topics
16-18)
Student-led seminars (topics
19-22)
Student-led seminars (topics
23-26)
* First week of Semester 2 is ACADEMIC WEEK 28
Lectures end Friday 14 October 2016
University Exam Period Second Semester Begins 15 October 2016
End 12 November 2016
Page 4