7008MMG Product and Brand Management
for Consumer Markets
Semester 2, 2002
COURSE OUTLINE
GRIFFITH UNIVERSITY GOLD COAST CAMPUS
School of Marketing & Management
1.0
7008MMG
Product & Brand Management for Consumer Markets
Identifying Information
Subject
Marketing
Year of Offer:
2002
Semester of Offer:
2
Credit point value:
10.00
Program for which course is designed:
Postgraduate
Enrolment Requirements:
Nil
Course Convenor
Name:
Margo Poole
Office:
GO1_2.25a
Telephone:
07 5552 8367
Teaching Team:
N/A
Lecture & tutorial details
Contact hours
3.00
Grading Basis
Graded
Status of course within program: Elective within the Master of Marketing
Management.
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2.0
Brief Description
The study of product and brand management is seen as a crucial area in marketing strategy
because they are amongst the most valuable assets a company can have in today’s highly
competitive marketplace. An understanding of the psychological aspects of consumers’
awareness, preference, and loyalty to brands is vital in developing strategies for long-term
company growth. This course will provide appropriate theories, models and other tools on
which to make better product and branding decisions. Particular emphasis will be placed on
decision-making by consumers between brands and products, developing critical skills in
building the product portfolio, measuring brand performance, and developing, implementing,
and monitoring brand equity strategies. This course is based upon the premise that the
ultimate consumer is the key to success of many marketing efforts and hence marketers
need to know how to manage their brands and products within these consumer markets.
3.0
Course Aims
The course aims to develop the necessary knowledge and skills needed to attain and
maintain strong brand equity in a competitive marketplace. As a result of studying this
course, you will better understand what is necessary to build and maintain strong and
powerful brands, one of the most valuable asset a company can have today. The course
aims to ensure that you will have the relevant skills and abilities needed to give you a
competitive advantage within the corporate world.
4.0
Objectives
In today’s highly competitive marketplace, brand equity is critical to ensure competitive
advantage, growth and profitability in companies large and small. Thus, the primary
objective of this course is learning how to develop, maintain and grow your product’s brand
equity. Other objectives of this course are:
™ To increase understanding of the important issues in planning and evaluating product
and brand strategies.
™ To provide and be able to work with the appropriate theories, models and other tools
to ensure better branding decisions, and to make these concepts relevant for any
type of organisation.
™ To provide “real world” experience and understanding of product and branding
strategies.
™ To understand product and branding concepts from the consumer’s point-of-view.
™ To explore contemporary issues in product and branding development and
sustainability.
™ To provide a strategic approach to product and branding issues.
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™
To provide an in-depth understanding on a topic that can be readily transferred to the
corporate world.
5.0
Links With Other Courses
The course links with many other marketing and management courses. In particular:
™ Consumer Marketing and New Product Innovation
™ Services Marketing
™ Consumer Behaviour
™ Marketing Strategy
™ Marketing Research
6.0
Course Content
Brand management today is a vital and integral part of any business, whether large or small
or predominantly oriented towards services or goods. The knowledge and skills developed
within this course will give you the opportunity, as a Marketing Manager, to strategically
maintain competitive advantage within the marketplace.
The course will provide insights into how profitable brand strategies can be created by
building, measuring and managing brand equity. With this, the course will address three
main questions:
1. How can brand equity be created?
2. How can brand equity be measured?
3. How can brand equity be used to expand business opportunities?
In addressing these questions, the course will cover:
1. The role of brands, the concept of brand equity and the advantages of
creating strong brands.
2. The three main ways to build brand equity by properly choosing brand
elements, designing supporting marketing programs and leveraging
secondary associations.
3. Different approaches to measuring brand equity and how to implement a
brand equity measurement system.
4. Alternative branding strategies and how to devise brand hierarchies and
brand portfolios.
5. The role of corporate brands, family brands, individual brands and modifiers,
and how they can be combined into sub-brands.
6. How to adjust branding strategies over time and geographic boundaries to
maximise brand equity.
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Your major project, which is in the form of a brand audit, will give you the opportunity to
experience brand management in the “real world”. The major project provides you with a
valuable opportunity to practice what you have learnt and a chance to further develop your
knowledge and its application in the area of brand management. You will approach this task
using the steps that are taught in this course. The case studies presented throughout the
course will assist in developing strong analytical skills in differing situations.
Weekly Class Schedule
During Weekly Seminars:
Some seminars will cover certain topics in greater depth while others will be covered by your
chapter readings. The chapters from your textbook to be covered each week are listed
below under Weekly Topics and Readings. It will be of great value to attend all seminars. It
will be expected that you have read the chapters from your textbook as well as all relevant
material allocated during the semester and be prepared to actively participate in discussions
relating to the topics.
During Weekly Workshops:
The workshops will be interactive and will cover the questions and case studies allocated for
the week listed below under Weekly Workshop Assigned Questions. We will also cover the
case studies as well as the oral presentations that commence in week 3.
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Weekly Topics and Readings
Week
1
Date
25 July
2
01 August
3
08 August
4
15 August
5
22 August
6
29 August
7
8
9
10
05 September
12 September
19 September
26 September
11
03 October
10 October
12
17 October
13
24 October
14
31 October
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Topics
Course Introduction
Overview of Assessment Items
Introduction To Brand Equity
The Scope of Branding Decisions
Brand Knowledge Structures
Readings
Chapter 1
Choosing Elements to Build Brand Equity
Designing Programs to Build Brand Equity
The Development of an Effective Branding
Strategy
Integrating Marketing Communications to Build
Brand Equity
Leveraging Secondary Brand Associations to
Build Brand Equity
Measuring Sources of Brand Equity
Measuring Outcomes of Brand Equity
Brand Equity Measurement System
Mid-Semester Exam
Branding Strategies
Introducing and Naming New Products and
Brand Extensions
[Mid-Semester Break]
Managing Brands Over Time
Chapter 4
Chapter 5
Managing Brands over Geographical
Boundaries, Cultures and Market Segments
Global Marketing
Brand Audit Project Due
Contemporary Issues in Product & Brand
Management
Overview and Review of Course
Chapter 2
Chapter 3
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
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Weekly Workshop Assigned Questions
Week
1
Date
25 July
Topics
Course Introduction
Overview of Assessment Items
Introduction To Brand Equity
The Scope of Branding Decisions
2
01 August
3
Chapter 1:Qns 1, 2, & 3
Chapter 2: Qn: 2
Case 1: Levi’s Qns 1, 2, & 3
08 August
Brand Knowledge Structures
Chapter 3: Qns: 1 & 3
4
15 August
Chapter 4: Qns: 1 & 3
Chapter 5: Qns: 1 & 2
Case 2: Intel: Qns 1, 2 & 3
Brand audit discussion
5
22 August
6
29 August
7
8
9
10
05 September
12 September
19 September
26 September
11
03 October
10 October
Choosing Elements to Build Brand Equity
Designing Programs to Build Brand
Equity
The Development of an Effective
Branding Strategy
Integrating Marketing Communications to
Build Brand Equity
Leveraging Secondary Brand
Associations to Build Brand Equity
Measuring Sources of Brand Equity
Measuring Outcomes of Brand Equity
Brand Equity Measurement System
Mid-Semester Exam
Branding Strategies
Introducing and Naming New Products
and Brand Extensions
[Mid-Semester Break]
Managing Brands Over Time
12
17 October
13
24 October
14
31 October
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Managing Brands over Geographical
Boundaries, Cultures and Market
Segments
Global Marketing
Brand Audit Project Due
Contemporary Issues in Product & Brand
Management
Overview and Review of Course
Readings
Chapter 6: Qns: 1 & 2
Chapter 7: Qns: 2 & 3
Chapter 8 Qns: 1 & 2
Chapter 9 Qns: 2 & 3
Chapter 10: Qns: 1 & 2
Chapter 11: Qns: 1 & 2
Chapter 12
Case 4: Nivea Qns: 1, 2, & 3
Chapter 13: Qn: 2
Case 3: California Milk:
Qns: 1, 2, & 3
Chapter 14: Qn: 2
Case 4: Nike: Qns: 1
(in your country), Qns: 2 & 3
Chapter 15 Qns: 1 & 2
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Organisation and Teaching Methods
This course is designed to occupy 10 hours per week for 14 weeks:
Seminars
Workshops
Reading/ preparation/assignments
TOTAL:
1.5 hours
1.5 hours
7 hours
10 hours
To perform well in this course you need to attend both seminars and workshops each week,
read your textbook and assigned articles as well as more widely, and meet all deadlines and
assessment criteria for assignments and exams. You will be assigned further reading,
usually of current journal articles, during the semester. Study at graduate level is largely selfdirected; therefore you need to allocate sufficient time for all this and to exercise selfdiscipline in time-management. Remember that you are studying to become a professional
in the field of marketing and the only way to achieve this is to be able to demonstrate
superior skills.
The course will be presented in a series of seminars and workshops that will include
chapters and case studies from the prescribed text, and oral presentations. All students
must come prepared, having read the chapters and case studies. All case studies have a
series of questions that must be attempted prior to class. The seminars will be interactive
and all students will be expected to take part in the discussions. All assessment material
must be submitted on the due date prior to the seminar. Please read carefully the section
under “Administration” regarding this course.
As we cover each topic, it will be important to then relate this to brands and products
currently in today’s marketplace. For this reason, there will be great advantages if you
collect relevant newspaper/magazine articles on products and brands over the semester that
can then be used for further discussion. Remember that you are studying to become a
professional in the field of marketing and the only way to achieve this is to be able to
demonstrate superior skills in the marketplace. An in-depth understanding of product and
brand management offers you the opportunity to have an invaluable and highly sought-after
advantage in the corporate world today.
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Assessment
The course’s assessment is primarily designed to test your knowledge of the material studied
and its application to the business world. It provides a measure of the level of skill and
knowledge developed during the course of your study. It also provides you with a valuable
opportunity to practice what you have learnt and a chance to further develop your knowledge
and its application in the area of product and brand management. Assessment includes an
oral presentation, a brand audit project, class participation, a mid-semester exam and a final
exam.
Assessment Items
Total
Marks/
Percentage
15
Individual
20 minutes
Weeks 3-13
during workshop
Mid-Semester
Exam
20
Individual
2 hours
Week 8 (12-0902)
3
Brand Audit
Project
25
Individual
3,500 words
Week 12 (17-1002)
4
Participation
10
Individual
Ongoing
Ongoing
5
Final Exam
30
Individual
2 hours
During exam
period
TOTAL:
100
No
Assessment Item
1
Oral Presentation
2
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Group/
Individual
Length
Week Due
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ASSESSMENT ITEMS – Rationale and Marking Guidelines
Oral Presentation (15%)
The oral presentation will be an individual piece of assessment. The presentation, of
approximately 20 – 30 imnutes, will develop your ability to analyse strategic aspects of
product and brand management and then apply it to the business world. You will need to
research the topic widely and then structure an oral presentation to the class. To achieve
this, it will be important to research beyond your textbook. Presentation topics will be
assigned from the following in WEEK 2:
Week
3
Topic
Presenter
1. Conducting a Brand Audit – an overview
2. When I Purchase a Product What am I Really Buying?
5
1. Brand Image – Mc Donald’s
2. Explaining Memorability and Meaningfulness By Example
6
1. This Brand’s Got Personality
2. Measuring Brand Attitude - By Example
7
1. Conducting a Brand Tracking Study - By Example
2. Explaining Consumer Price Perceptions - By Example
9
1. Explaining the Brand-Product Matrix - By Example
2. The Breadth & Depth of Product Mix - By Example
10
1. Building A Corporate Image – Shell
2. Creating a New Name for My Fantastic New Soft Drink
11
1. Explaining Regionalisation Strategies - By Example
2. Managing Products & Brands Over Time – Coke/Harley Davidson
13
1. Branding Me – Creating a Brand for Myself
2. Global Marketing Strategies: The Good News & the Bad News – By
Example
Marking Guidelines for Oral Presentation
Assessment Criteria
Use of relevant theory, concepts and ideas
Value
5 marks
Ability to relate theory to “real world” brands and discuss and critique
3 marks
Ability to answer questions relating to the course
3 marks
Presentation style
2 marks
Class involvement
2 marks
TOTAL
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15 marks
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Brand Audit Project (25%)
This is an individual piece of assessment. Your assignment is to take a brand and conduct a
brand audit. Every student must study a different brand, and brands are assigned on a “first
come, first serve” basis. You will conduct an in-depth examination of a brand to assess its
sources of brand equity and then suggest ways to improve and leverage brand equity. To
assemble this profile you can consult trade magazines and business publications, conduct
your own survey or consult with company sources.
After developing a detailed and accurate profile of the brand in terms of brand awareness
and image, you will then provide recommendations concerning how the brand should be
managed. How can brand equity be built and how can it be effectively leveraged into new
product categories to maximise profits? To answer these questions, you should critically
analyse current marketing programs and make suggestions for new marketing strategies
giving the relevant rationale behind your recommendations.
You must submit by Week 3 the brand you have chosen along with a brief description of how
you are going to measure its brand equity and any insights you might have gained. This will
form part of class discussions in Week 4. Projects are to be submitted in week 12, prior to the
commencement of the workshop.
Marking Guidelines for Brand Audit Project
Assessment Criteria
Research of existing brand (profile of the brand)
Value
5 marks
Analysis of current marketing programs
5 marks
Recommendations for the future (Rationale of recommendations)
10 marks
Logical sequence of report development
3 marks
Presentation of report
2 marks
TOTAL
25 marks
Participation (10%)
This assessment item acknowledges the importance of seminars/workshops in the learning
and teaching process. Completion of assigned questions, participating actively in group
discussions and responding to presentations combined with the ability to discuss lecture
content and text book readings are required to pass this assessment item. Your participation
is critical in the knowledge building process.
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Marking Guidelines for Participation
Assessment Criteria
In every class, student makes valuable observations, demonstrates a
thorough understanding of the readings, discovers additional readings, and
addresses related topics.
Student contributes regularly to the tutorial discussion and demonstrates a
reasonable understanding of the readings.
Irregular participation by student; his/her questions and answers reflect
inadequate or superficial preparation.
Little or no participation by student, and when called upon demonstrates little or
no comprehension of the topic or readings.
MAXIMUM POSSIBLE TOTAL:
Value
9-10 marks
5-8 marks
1-4 marks
0
10 marks
Mid-Semester (20%) & Final Examinations (30%)
The purpose of the exams is to assess your ability to integrate the text, workshop and
seminar material and assess your understanding of the course at both the practical and
theoretical level. The exams will focus on the materials covered in the assigned text,
workshops and seminars. Exams may take the form of short answer, essay, case study
and multiple-choice or any combination thereof. More information on the structure of each
exam will be provided during seminars.
9.0
Texts and Supporting Materials
Textbook:
Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand
Equity. Upper Saddle River, NJ: Prentice-Hall Inc.
Further Reading:
Advances in Consumer Research
Journal of Consumer Research
Journal of Marketing
Psychology and Marketing
Business Review Weekly
Journal of Brand Management
Journal of Marketing Communications
Journal of Product & Brand Management
Harvard Business Review
Blackett, T. & Boad, B. (Eds.). (1999). Co-Branding: The Science of Alliance. London:
Macmillan.
Duncan, T., & Moriarty, S. (1997). Driving Brand Value: Using Integrated Marketing to
Manage Profitable Stakeholder Relationships. New York.
Lindstrom, M. & Andersen, T. F. (2000). Brand Building on the Internet (First Edition
Translations Ltd, Trans.). (Third ed.). South Yarra, Australia: Hardie Grant Books.
Randall, G. (1997). Branding. London, UK: Kogan Page Ltd.
There are also various books by David A. Aaker that will be valuable for your assignments.
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10.0
Administration
1.
To be eligible to pass this course, students are required to complete all forms of
assessment and must demonstrate competence in the required course objectives as
examined in each form of assessment.
2.
All examination papers that are failed, and will result in a fail for the course, will be
cross-marked.
3.
Students may work together in researching their assignments but final submissions
must reflect the work and original contribution of each individual student.
4.
Full and detailed acknowledgement (eg notation, and/or bibliography) must be
provided if contributions are drawn from literature in preparation of reports and
assignments. Your written work must properly cite/ reference original work,
author(s), etc.
Citation and referencing must conform to APA (American
Psychological Association) format both in the body of your paper and its attached
reference section.
EXCERPT FROM GRIFFITH UNIVERSITY POLICY ON
MISCONDUCT
Full details: http://www.gu.edu.au/ua/aa/ppm/tal/content/Ac_misc.html
ACADEMIC
Students must conduct their studies at the University honestly, ethically and in
accordance with accepted standards of academic conduct. Any form of academic
conduct which is contrary to these standards is academic misconduct, for which the
University may penalise a student. Specifically it is academic misconduct for a
student to:
•
present copied, falsified or improperly obtained data as if it were the result of
laboratory work, field trips or other investigatory work;
•
include in the student's individual work material which is the result of
significant assistance from another person if that assistance was unacceptable
according to the instructions or guidelines for that work;
•
assist another student in the presentation of that student's individual work in a
way that is unacceptable according to the instructions or guidelines for that
work;
•
cheat; (Cheating is dishonest conduct in assessment);
•
plagiarise; (Plagiarism is knowingly presenting the work or property of another
person as if it were one's own.)
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Examples of plagiarism include:
a.
word for word copying of sentences or paragraphs from one or more sources
which are the work or data of other persons (including books, articles, thesis,
unpublished works, working papers, seminar and conference papers, internal
reports, lecture notes or tapes) without clearly identifying their origin by
appropriate referencing; [any word for word copying must be shown as a
direct quotation within quotation marks followed by appropriate referencing.]
b.
closely para-phrasing sentences or paragraphs from one or more sources
without appropriate acknowledgment in the form of a reference to the original
work or works;
c.
using another person's ideas, work or research data without appropriate
acknowledgment;
d.
submitting work which has been produced by someone else on the student's
behalf as if it were the work of the student;
e.
copying computer files in whole or in part without indicating their origin;
f.
submitting work which has been wholly or partially derived from another
student's work by a process of mechanical transformation. For example,
changing variable names in computer programs.
Penalties
On determination that academic misconduct has taken place, the penalty which may
be imposed on the student is one or more of the following:
a.
a reduced or nil result for the assessment item affected by the academic
misconduct;
b.
a fail grade for the course in which academic misconduct occurred;
c.
exclusion from enrolment in the program for a specified period;
d.
exclusion from the program; readmission to the program is at the discretion of
the Dean based on consideration of the student's case for readmission.
Where a student has been found guilty of academic misconduct on more than one
occasion and has previously been penalised as set out in above a. - c., the penalty
shall normally be exclusion from the program
5.
All assignments submitted for marking must be word processed or typed.
6.
Students must be able to produce a copy of all work submitted if so requested.
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7.
Submission Deadlines and Extensions
Submission deadlines will be strictly enforced. Assessment items must be
received by the Convenor (or submitted in the appropriate assignment box) by the
due date and time. Extensions will only be granted on medical or compassionate
grounds and will not be granted because of work or other commitments.
A request for extension must be made in writing to the unit coordinator and must be
approved by the coordinator prior to the submission deadline / due date and time
of the assessment item. Requests outside the above guidelines will not be granted.
Extensions may only be granted for periods of five (5) days at a time. Any request
for additional time will require another written request and approval for an extension.
This policy has been established to ensure fairness to those who complete their work
on time, yet accommodate the rare occasion when an extension of time may be
appropriate.
An assessment item submitted after the due date, without an approved extension,
will be penalised. The penalty is the reduction of the mark allocated to the
assessment item by 20% of the maximum mark applicable for the assessment item,
for each day or part day that the item is late. Weekends count as one day in
determining the penalty. Assessment items submitted more than five days after the
due date are awarded zero marks.
Assignment submission outside advertised date/time must be handed personally to
reception in the School of Marketing and Management located in the Business 1
Building (GO1), level 2, during office hours. Office hours are 9.00am to 4.00pm
Monday, Wednesday and Friday, and 9.00am to 3.00pm Tuesday and Thursday.
Under NO CIRCUMSTANCES should assignments be placed under doors or in
mailboxes unless prior arrangements have been made with your course convenor.
8.
Assignments must be submitted with the following information clearly displayed on
the cover:
• Student name
• Student number
• Course code and course name
• Course Convenor’s name
• Assignment due date and time
• Tutor’s name
• Tutorial day and time
Assignments submitted without this information may not be assessed.
9.
Students are expected to spend time outside formal teaching sessions developing
their skills and knowledge.
10.
Assignments received by fax or email will not be accepted.
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11.
Where appropriate, enrolment in this course is undertaken on the basis that prior
assumed knowledge has been gained by the attainment of a grade of “P” (pass) or
better in prerequisite course/s. Failure to adhere to this recommendation may result
in students experiencing difficulty with the course and not being able to successfully
complete it. Additional support or special assistance cannot be expected or
requested if students have not completed the recommended prerequisite course/s.
12.
Grades are awarded by the Faculty of Commerce and Management, not by your
lecturer. Cut-off marks for the various grades in this course as listed below, are
determined by the Faculty at the conclusion of the semester.
The following range of grades apply to this course:
High Distinction (HD)
Exceptional performance indicating complete and comprehensive understanding of
the course matter; genuine mastery of relevant skills; demonstration of an extremely
high level of interpretative and analytical ability and intellectual initiative; and
achievement of all major and minor objectives of the course.
Distinction (D)
Excellent performance indicating a very high level of understanding of the course
matter;development of relevant skills to a very high level; demonstration of a very
high level of interpretive and analytical ability and intellectual initiative; and
achievement of all major and minor objectives of the course.
Credit (C)
Good performance indicating a high level of understanding of course matter;
development of relevant skills to a high level; demonstration of a high level of
interpretive and analytical ability and achievement of all major objectives of the
course; some minor objectives not fully achieved.
Pass (P)
Satisfactory performance indicating an adequate understanding of most of the basic
course matter; partial development of relevant skills; adequate interpretive and
analytical ability and achievement of all major objectives of the course; failure to
achieve some minor objectives.
Fail (F)
Unsatisfactory performance indicating an inadequate understanding of the basic
course matter; failure to develop relevant skills; insufficient evidence of interpretive
and analytical ability; and failure to achieve major and minor objectives of the course.
Other grades which may be awarded are:
Fail, No Submission (FNS)
Did not present any work for assessment, to be counted as failure
Withdrawal with failure (WF)
Cancelled enrolment in the course after the final date for withdrawal without failure
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13.
Students who wish to lodge a grievance about the course or appeal their mark for a
specific item of assessment are advised to follow the process outlined below:
(1)
(2)
(3)
discuss the matter with the course convenor
if agreement can not be reached between the student and the course
convenor, the student is required to submit a written appeal to the course
convenor. The course convenor will appoint a suitably qualified third party to
review the appeal (this third party may be a tutor within the course or some
other member of academic staff with expertise in the course/ assessment
area).
if the student wishes to further appeal the outcome of the review of the third
party, the student is required to submit a written appeal to the Head of the
School of Marketing & Management. The decision of the Head of School is
final.
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