MARK5821 Brand Management

Subject Code

MARK5821

Study Level

Postgraduate

Commencing Term

Term 1

Total Units of Credit (UOC)

Delivery Mode

On Campus and Online

School

Marketing

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This course outline is provided in advance of offering to guide student course selection. Please note that while accurate at time of publication, changes may be required prior to the start of the teaching session. To view other versions, visit the archives .

1. Course Details

Summary of Course

Brands are strategic assets that can provide firms with long-lasting competitive advantage and financial value. How this may be achieved is the central theme of Brand Management. To accomplish that, the course considers the nature of brands and the organization’s strategic environment in which its brands compete. This environmental audit establishes the foundation from which brand opportunities may be identified, at the concept stage, during launch and growth, and in decline. We discuss brand positioning and move from there to consider how the brand position can be established using the marketing mix. The course closes with a consideration of branding issues, including brand extensions, architecture, migration, and valuation.

The course will use conceptual frameworks to develop a systematic approach to brand management, and will harness this scaffolding to address real industry branding problems, drawing from numerous practical examples. Students will be challenged to generate, analyse and evaluate branding options that will meet customer needs and enable the organization to realize its objectives.

Teaching Times and Locations

Please note that teaching times and locations are subject to change. Students are strongly advised to refer to the Class Timetable website for the most up-to-date teaching times and locations.

View course timetable

Course Policies & Support

The Business School expects that you are familiar with the contents of this course outline and the UNSW and Business School learning expectations, rules, policies and support services as listed below:

Program Learning Outcomes
Academic Integrity and Plagiarism
Student Responsibilities and Conduct
Special Consideration
Protocol for Viewing Final Exam Scripts
Student Learning Support Services

Further information is provided in the Assessment and Policies and Support sections.

Students may not circulate or post online any course materials such as handouts, exams, syllabi or similar resources from their courses without the written permission of their instructor.

Course Aims and Relationship to Other Courses

The course aims to:

Provide an understanding of the meanings of brands and provide a process by which they can be created, managed, and harnessed
Develop the elements of that process reflecting strong brand management practice
Enhance students’ ability to apply and evaluate creative and critical strategies and tactics involved in developing, positioning, leveraging, managing a brand, and measuring its value
Examine the application of branding principles to a variety of business and other problems to see how successful brand management may be undertaken in different situations.

Student Learning Outcomes

The Course Learning Outcomes (CLOs) are what you should be able to demonstrate by the end of this course, if you participate fully in learning activities and successfully complete the assessment items.

CLOs also contribute to your achievement of the Program Learning Outcomes (PLOs), which are developed across the duration of a program. PLOs are, in turn, directly linked to UNSW graduate capabilities. More information on Coursework PLOs is available under Policies and Support. For PG Research PLOs, including MPDBS, please refer to the UNSW HDR Learning Outcomes.

The following table shows how the CLOs for this course relate to the overall PLOs and indicates where each CLO and PLO is assessed:

Course Learning Outcomes	Program Learning Outcomes	Course Assessment Item
On successful completion of the course, you should be able to:	This course helps you to develop the following Program Learning Outcomes:	This learning outcome will be assessed in the following items:
Evaluate different viewpoints on brand and think cogently and critically about these viewpoints;	PLO 1: Business knowledge PLO 2: Problem solving	Case Study Individual Presentation Group Project Individual Work
Understand specific problems and challenges in brand management, and to devise sound and practical solutions to these problems;	PLO 1: Business knowledge PLO 2: Problem solving PLO 5: Responsible business practice PLO 6: Global and cultural competence	Case Study Individual Presentation Group Project Individual Work
Use resources (e.g., marketing research, research studies, expert advice, etc.) in an informed and skillful way as part of the process of developing and assessing ideas, plans and solutions	PLO 1: Business knowledge PLO 2: Problem solving PLO 5: Responsible business practice PLO 6: Global and cultural competence	Case Study Individual Presentation Group Project
Effectively communicate branding knowledge in oral and written contexts;	PLO 3: Business communication	Case Study Individual Presentation Group Project Individual Work
Work individually and as an effective member of a team	PLO 4: Teamwork N/A	Case Study Individual Presentation Group Project

2. Staff Contact Details

Position	Title	Name	Email	Location	Phone	Consultation Times
Lecturer-in-charge	AProf	Liem Viet Ngo		Room 3023B, Quadrangle Building East (E15 on the campus map)	+61 2 9065 1542	Thursdays 10am-11am

To successfully complete this course, effective communication between us is vital. I will use Moodle to send you information between lectures and you need to check it regularly. In return, please send an email if you have any general questions about the course. Specific questions are best dealt with during the lecture, consultation times or by appointment. Please use your student-email to communicate with me. I will not open your email coming from yahoo, hotmail, gmail, and the like, even if it gets through the spam filters, as I will not know you are a student. Student-email messages get first priority in being answered. Please note any question related to the tutorials should be first addressed to your respective tutors.

3. Learning and Teaching Activities

Use of your Webcam and Digital Devices: If you enrol in an online class, or the online stream of a hybrid class, teaching and associated activities will be conducted using Teams, Zoom, or similar a technology. Using a webcam is optional, but highly encouraged, as this will facilitate interaction with your peers and instructors. If you are worried about your personal space being observed during a class, we encourage you to blur your background or make use of a virtual background. Please contact the Lecturer-in-Charge if you have any questions or concerns.

Some courses may involve undertaking online exams for which your own computer or digital devices will be required. Monitoring of online examinations will be conducted directly by University staff and is bound by the University's privacy and security requirements. Any data collected will be handled accordance with UNSW policies and standards for data governance. For more information on how the University manages personal information please refer to the UNSW Student Privacy Statement and the UNSW Privacy Policy.

Approach to Learning and Teaching in the Course

This course is designed to be:

• Rigorous and informed, in that we consider and analyse what is known about brand management through business practice, research and scholarship;

• Encouraging of critical and independent thinking, including an assessment of the validity of claims made about brands and brand management;

• Professionally relevant – by looking at workable frameworks, industry best practices, and developing knowledge/skill that will be of value in the workplace;

• Engaging, in the sense of actively having to resolve theoretical and practical problems through written assignments, exercises, classroom/group discussions, and a major project

• Thought provoking since the best approach to many marketing projects is contingent on the context, and so we must be able to recognize the branding tools that will be most useful in a given situation;

• Reflective, by relating formal approaches to brand management to experiences in daily life (we are, after all, surrounded by brands).

Learning Activities and Teaching Strategies

This course will be conducted through a combination of lectures and tutorials. It will draw upon the experience we have as consumers and as marketers. Lectures will provide students the opportunity to be presented with and discuss key brand management tools and strategies firms use today. Students will read and review cases, readings and research papers as it will form much of the basis of discussions and analyses in tutorials.

Small group learning in tutorials will consist of working within groups and presenting recommendations for case analyses. In both lectures (online) and tutorials (online/offline), students are encouraged to participate through contributing:

• Theoretical insights they have read.

• Practical examples they have come across.

• Their own experiences with brands.

4. Assessment

Formal Requirements

In order to pass this course, you must:

achieve a composite mark of at least 50 out of 100;
meet any additional requirements described in the Assessment Summary section.

You are expected to attempt all assessment requirements in the course.

Assessment Structure

Assessment Task	Weighting	Length	Due Date
TUTORIAL: Case Study (20%) Individual Presentation (10%)	30%	Case Study (20% - max 1,000 words, Times New Roman, 12-point font, 1.5-spaced; excluding references) Individual Presentation (10% - 10 minutes - each group member presents a section from Group Project)	Case Study (20%): submitted via Turnitin by 4pm Monday 27 February 2023 (Week 3). Individual Presentation (10%): due in Tutorials 4-8 (Week 5, 6, 7, 8, 9); see Individual Presentation brief for details (on Moodle).
Group Project (30%) (Brand audit and brand plan)	30%	Max 20 pages excluding references and appendices (Times New Roman, 12-point font, 1.5- spaced)	One group member on behalf of the group submits the Group Project Report via Turnitin by 4pm Friday 21 April 2023 (Week 10)
Individual Work (40%) (Knowledge test/reflection)	40%	See the brief of Individual Work available in Week 1 on Moodle.	Submitted via Turnitin by 4pm Thursday 27 April 2023 (Week 11).

Assessment Task

Weighting

Length

Due Date

TUTORIAL:

Case Study (20%)

Individual Presentation (10%)

30%

Case Study (20% - max 1,000 words, Times New Roman, 12-point font, 1.5-spaced; excluding references) Individual Presentation (10% - 10 minutes - each group member presents a section from Group Project)

Case Study (20%): submitted via Turnitin by 4pm Monday 27 February 2023 (Week 3).

Individual Presentation (10%): due in Tutorials 4-8 (Week 5, 6, 7, 8, 9); see Individual Presentation brief for details (on Moodle).

Group Project (30%)

(Brand audit and brand plan)

30%

Max 20 pages excluding references and appendices (Times New Roman, 12-point font, 1.5- spaced)

One group member on behalf of the group submits the Group Project Report via Turnitin by 4pm Friday 21 April 2023 (Week 10)

Individual Work (40%)

(Knowledge test/reflection)

40%

See the brief of Individual Work available in Week 1 on Moodle.

Submitted via Turnitin by 4pm Thursday 27 April 2023 (Week 11).

Assessment Summary

Case Study (20%)

Description

Case Study (20%) is available on Moodle in Week 1. Students will be expected to have read the case study and any corresponding questions and prepare typed answers as a basis for discussion prior to attending Tutorial 2 in Week 3 as per the tutorial schedule on Moodle.

Students are expected to (a) upload typed responses to each case study (approximately 1,000 words, Times New Roman, 12-point font, 1.5-spaced; excluding references) to Turnitin by 4pm Monday 27 February 2023 (Week 3) and (b) bring typed answers to the tutorial as during the tutorial, students may be called upon to answer questions, lead discussion and debate case related issues.

Due date

Typed responses to Case Study (20%) to be uploaded to Turnitin by 4pm Monday 27 February 2023 (Week 3).

Tutors will not accept late cases/assignments (i.e. uploaded AFTER the tutorial) as case studies are discussed in tutorial, where suggested solutions are given. After the tutorial has begun, tutors don’t want to see it on your laptop computer as evidence you have done the assignment. Only responses to case studies uploaded with a date/time stamp on Turnitin will be marked.

Criteria on assessment (rubrics) is available on Moodle in Week 1.

Individual Presentation (10%)

Description

One aspect of developing a good plan is to do good research and get feedback on improvements prior to putting the final report together. As part of the team, students will be given time to work on their group projects and will present their findings to the class/tutor for feedback. The tutor will develop the presentation schedule for each tutorial (with dates for each student’s presentation) and present it on Moodle.

Due date - Tutorials 4, 5, 6, 7, 8 (Week 5, 6, 7, 8, 9)

One member of each group will prepare and deliver an individual presentation (10 minutes) with respect to one of the following sections of the Group Project Report.

 Internal Analysis (Tutorial 4 – Week 5)
 Competitive Analysis (Tutorial 5 – Week 6)
 External Analysis (Tutorial 6 – Week 7)
 Crafting a New Brand (Tutorial 7 – Week 8)
 Brand Positioning and HVM (Tutorial 8 - Week 9)

Lectures are scheduled for these weeks. You are expected to make progress on the assignment on your own. However, consultations can be arranged.

Criteria on assessment (rubrics) is available on Moodle in Week 1.

Group Project (30%) - The Brand Audit & Brand Plan

Description

You will be fully briefed in class about the content and format of this assignment in Week 1. You are required to work in a group consisting of approximately 3-5 members (maximum allowable group size is 5 students) and you are free to choose the composition of your group within your tutorial (to be formed in Week 1 or Week 2). Each group will be allocated (randomly) to one of the available brands and notified in Week 2 (in Tutorial 1). There are two components to the assignment: Brand Audit (18%) and Brand Plan (12%). See the Group Project brief on Moodle for details.

Due date

The final report is due by 4pm Friday 21 April 2023 (Week 10). This should contain both the brand audit and the proposed plan for your line/brand extension, taking more than 20 pages excluding references and appendices (Times New Roman, 12-point font, 1.5-spaced).

From Tutorials 4-8 (Week 5, 6, 7, 8, 9), one member of each group will prepare and deliver an individual presentation (10 minutes) with respect to one section of the Group Project Report. See Individual Presentation Brief for details.

Criteria on assessment (rubrics) is available on Moodle in Week 1 .

Individual Work (40%)

Description of the task

This is a written individual work for knowledge test/reflection. You will be fully briefed in class about the content and format of this assignment in Lecture 1 (Week 1).

Due Date

Individual Work to be submitted via Turnitin by 4pm Thursday 27 April 2023 (Week 11).

Purpose of Individual Work

The rationale for Individual Work is:

For us to assess your comprehension and understanding of the course material;
For you to demonstrate an ability to synthesize and integrate course material;
To provide an opportunity for you to make links between ideas, theories, frameworks, and practical problems in the field of brand management, drawing on material from within and beyond the course;
To show you can work independently.

Assignment Submission Procedure

Assessment Feedback

Feedback on student performance from formative and summative assessment tasks will be provided to students in a timely manner. Assessment tasks completed within the teaching period of a course, other than a final assessment, will be assessed and students provided with feedback, with or without a provisional result, within 10 working days of submission, under normal circumstances. Feedback on continuous assessment tasks (e.g. laboratory and studio-based, workplace-based, weekly quizzes) will be provided prior to the midpoint of the course.

Special Consideration

You can apply for special consideration when illness or other circumstances beyond your control interfere with your performance in a specific assessment task or tasks, including online exams. Students studying remotely who have exams scheduled between 10pm and 7am local time, are also able to apply for special consideration to sit a supplementary exam at a time outside of these hours.

Special consideration is primarily intended to provide you with an extra opportunity to demonstrate the level of performance of which you are capable. To apply, and for further information, see Special Consideration on the UNSW Current Students page.

Special consideration applications will be assessed centrally by the Case Review Team, who will update the online application with the outcome and add any relevant comments. The change to the status of the application immediately sends an email to the student and to the assessor with the outcome of the application.

Please note the following:

Applications can only be made through Online Services in myUNSW. Applications will not be accepted by teaching staff. The lecturer-in-charge/course coordinator will be automatically notified when your application is processed.
Applying for special consideration does not automatically mean that you will be granted a supplementary exam or other concession.
If you experience illness or misadventure in the lead up to an exam or assessment, you must submit an application for special consideration, either prior to the examination taking place, or prior to the assessment submission deadline, except where illness or misadventure prevent you from doing so.
If your circumstances stop you from applying before your exam or assessment due date, you must apply within 3 working days of the assessment or the period covered by your supporting documentation.
Under the UNSW Fit To Sit/Submit rule, if you sit the exam/submit an assignment, you are declaring yourself well enough to do so and are cannot subsequently apply for special consideration.
If you become unwell on the day of – or during – an exam, you must stop working on your exam, advise your course coordinator or tutor and provide a medical certificate dated within 24 hours of the exam, with your special consideration application. For online exams, you must contact your course coordinator or tutor immediately via email, Moodle or chat and advise them you are unwell and submit screenshots of your conversation along with your medical certificate and application.
Special consideration requests do not allow the awarding of additional marks to students.

Further information on Business School policy and procedure can be found under “Special Consideration” on the Policies and Support page.

Late Submission Penalties

For assessments other than examinations, late submission will incur a penalty of 5% per day or part thereof (including weekends) from the due date and time. An assessment will not be accepted after 5 days (120 hours) of the original deadline unless special consideration has been approved. An assignment is considered late if the requested format, such as hard copy or electronic copy, has not been submitted on time or where the ‘wrong’ assignment has been submitted.

For assessments which account for 10% or less of the overall course grade, and where answers are immediately discussed or debriefed, the LIC may stipulate a different penalty. Details of such late penalties will be available on the course Moodle page.

Late submission will incur a penalty of 5% of the percentage weight of the assessment component per day or part thereof (including weekends) after the due date, and will not be accepted after 5 days. An assignment is considered late if the requested format such as hard copy or electronic copy has not been submitted on time.

Protocol for Viewing Final Exam Scripts

UNSW students have the right to view their final exam scripts, subject to a small number of very specific exemptions. The UNSW Business School has set a protocol under which students may view their final exam script. Individual schools within the Faculty may also set up a local process for viewing final exam scripts, so it is important that you check with your School. Further school-specific information may be included below.

Quality Assurance

The Business School is actively monitoring student learning and quality of the student experience in all its programs. A random selection of completed assessment tasks may be used for quality assurance, such as to determine the extent to which program learning goals are being achieved. The information is required for accreditation purposes, and aggregated findings will be used to inform changes aimed at improving the quality of Business School programs. All material used for such processes will be treated as confidential.

5. Course Resources

Resources:

Perspectives on Brand Management: CLOs 1-2

o Traditional lecture slides based on various resources including key readings for each lecture (available on Moodle)

o Key readings on different perspectives of branding

o Case studies and discussion on different perspective of brands and branding

o Videos on best practices in branding

o Tutorial exercises and online discussion forum questions and quizzes.

Brand Management Operations: CLOs 1-3

o Traditional lecture slides based on key readings for each lecture (available on Moodle)

o Key readings and discussion on brand management operations

o Practical tools on brand management operations

o Tutorial exercises and discussion questions

Tutorials: (CLO 4-5)

o Key readings on discussion topics

o 1 case study + 1 sample case study discussion

o Five group presentations on topics related to the group project

Activities:

• 9 times 2-hour lectures

o techniques: non-flipped teaching mode with annotated slides and worked out examples

o practice areas: exclusively discussions based on videos and articles

• 8 times 2-hour tutorials with case studies, group presentations and discussions to be discussed in teams in class (teams are created for major assignment based on their tutorial enrollment)

Support:

• 3 hour consultations per week (1 with LIC, 2 with tutors)

• Faculty PASS classes

• Interactions in the tutorials. Note that tutorial teams also have their own team space in Teams

• Anonymous feedback on the course delivery and structure

• Weekly e-mails of what students are expected to do in the following week (mentioning all RASE elements for the next week) .

Supplementary resources:

• Kevin Lane Keller and Vanitha Swaminathan, 2019, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, 5/E, ISBN:9781292314969, Pearson.

• Batey, M. (2015). Brand Meaning: Meaning, myth and mystique in today’s brands. Routledge.

• Jean-Noel Kapferer (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5th edition), Kogan Page, London (ISBN-10: 0749465158; ISBN-13: 978-0749465155).

• Leslie de Chernatony, Malcolm McDonald, & Elaine Wallace (2011), Creating Powerful Brands (4th edition), Butterworth-Heinemann.

• Supplementary readings are not mandatory, but they should be read selectively to give you a broader and deeper understanding of the material presented in the course. Keep in mind that they have been chosen to illustrate a point or provide a perspective on a subject under discussion. You should try to track down additional readings.

Sources of Further Information

There are several specialist brand management journals (such as the Journal of Brand Management, and the Journal of Product & Brand Management), as well as numerous textbooks, monographs and coffee table books on the subject. For the main assignment you are encouraged to read more widely. Textbooks, specialist books, popular books, case histories, journals, websites, etc. – all these can be of help.

6. Course Evaluation & Development

Feedback is regularly sought from students and continual improvements are made based on this feedback. At the end of this course, you will be asked to complete the myExperience survey, which provides a key source of student evaluative feedback. Your input into this quality enhancement process is extremely valuable in assisting us to meet the needs of our students and provide an effective and enriching learning experience. The results of all surveys are carefully considered and do lead to action towards enhancing educational quality.

Each year feedback is sought from students and other stakeholders about the courses offered in the School and continual improvements are made based on this feedback. Based on the feedback from last year, some changes were made including Lecture Slides, Cases Studies, and Group Project. UNSW's ‘My Experience’ online student evaluation process is one of the ways in which student evaluative feedback is gathered. By all means give me comments during the course as well.

7. Course Schedule

Note: for more information on the UNSW academic calendar and key dates including study period, exam, supplementary exam and result release, please visit: https://student.unsw.edu.au/new-calendar-dates

Week	Activity	Topic	Assessment/Other
Week 1:	Lecture (Thursday 16 February)	Lecture 1 - Fundamental of brand management	No tutorial Sample Case Study (not graded) and Case Study (20%) are available on Moodle
Week 2:	Lecture (Thursday 23 February)	Lecture 2 – Brands exist in the mind of the customer	–
Week 2:	Tutorial	Tutorial 1: Group formation for Group Project in Tutorial. Discussion on Sample Case Study (not graded) in Tutorial 1.	–
Week 3:	Lecture (Thursday 02 March)	Lecture 3 - Positioning brands	–
Week 3:	Tutorial	Tutorial 2: Case Study (20%) - Discussion in Tutorial 2.	Case Study (20%): Students upload typed answers to Case Study (20%) to Turnitin by 4pm Monday 27 February 2023. A progress report of Group Project (not graded) submitted to tutor-in-charge in Tutorial 2 (Week 3). This report comprises the names of your team members, the brand allocated to you for audit, an outline of how you are planning to carry out the assignment, progress to date, and a note of any difficulties or problems that might impede your progress.
Week 4:	Lecture (Thursday 09 March)	Lecture 4 - Managing brand portfolios	–
Week 4:	Tutorial	Tutorial 3: Group Project Brief and Discussion	–
Week 5:	Lecture (Thursday 16 March)	Lecture 5 - Leveraging existing brands
Week 5:	Tutorial	Tutorial 4: Individual Presentation - In Tutorial 4, the first member of each group will prepare and deliver an individual presentation (10 minutes) with respect to the Internal Analysis of the Group Project (see Individual Presentation Brief for details)	Individual Presentation (10%) Note: each group member delivers only one presentation.
Week 6:	Lecture (Thursday 23 March)	Lecture 6: Brands exist and belong to a greater culture	–
Week 6:	Tutorial	Tutorial 5: Individual Presentation - In Tutorial 5, the second member of each group will prepare and deliver an individual presentation (10 minutes) with respect to the Competitive Analysis of the Group Project (see Individual Presentation Brief for details).	Individual Presentation (10%) Note: each group member delivers only one presentation.
Week 7:	Lecture (Thursday 30 March)	Lecture 7: Marketing research to support branding (Guest lecturer: David Donnelly)	–
Week 7:	Tutorial	Tutorial 6: Individual Presentation - In Tutorial 6, the third member of each group will prepare and deliver an individual presentation (10 minutes) with respect to the External Analysis of the Group Project (see Individual Presentation Brief for details).	Individual Presentation (10%) Note: each group member delivers only one presentation.
Week 8:	Lecture (Thursday 06 April)	Lecture 8: Marketing Mix to support the Brand: Product and Communications	–
Week 8:	Tutorial	Tutorial 7: Individual Presentation - In Tutorial 7, the fourth member of each group will prepare and deliver an individual presentation (10 minutes) with respect to the Crafting a New Brand of the Group Project (see Individual Presentation Brief for details).	Individual Presentation (10%) Note: each group member delivers only one presentation.
Week 9:	Lecture (Thursday 13 April)	Lecture 9: Brand management in practice (Guest lecturer: Damian Borchok)
Week 9:	Tutorial	Tutorial 8: Individual Presentation: In Tutorial 8, the fifth member of each group will prepare and deliver an individual presentation (10 minutes) with respect to the Brand Positioning and HVM of the Group Project (see Individual Presentation Brief for details).	Individual Presentation (10%) Note: each group member delivers only one presentation.
Week 10:	Lecture (Thursday 23 April)	Lecture 10: Branding in the connected age	Group Project Report (30%): submitted via Turnitin by 4pm Friday 21 April 2023. Individual Work (40%): submitted via Turnitin by 4pm Thursday 27 April 2023 (Week 11).

8. Policies and Support

Information about UNSW Business School program learning outcomes, academic integrity, student responsibilities and student support services. For information regarding special consideration, supplementary exams and viewing final exam scripts, please go to the key policies and support page.

Program Learning Outcomes

The Business School places knowledge and capabilities at the core of its curriculum via seven Program Learning Outcomes (PLOs). These PLOs are systematically embedded and developed across the duration of all coursework programs in the Business School.

PLOs embody the knowledge, skills and capabilities that are taught, practised and assessed within each Business School program. They articulate what you should know and be able to do upon successful completion of your degree.

Upon graduation, you should have a high level of specialised business knowledge and capacity for responsible business thinking, underpinned by ethical professional practice. You should be able to harness, manage and communicate business information effectively and work collaboratively with others. You should be an experienced problem-solver and critical thinker, with a global perspective, cultural competence and the potential for innovative leadership.

All UNSW programs and courses are designed to assess the attainment of program and/or course level learning outcomes, as required by the UNSW Assessment Design Procedure. It is important that you become familiar with the Business School PLOs, as they constitute the framework which informs and shapes the components and assessments of the courses within your program of study.

PLO 1: Business knowledge

Students will make informed and effective selection and application of knowledge in a discipline or profession, in the contexts of local and global business.

PLO 2: Problem solving

Students will define and address business problems, and propose effective evidence-based solutions, through the application of rigorous analysis and critical thinking.

PLO 3: Business communication

Students will harness, manage and communicate business information effectively using multiple forms of communication across different channels.

PLO 4: Teamwork

Students will interact and collaborate effectively with others to achieve a common business purpose or fulfil a common business project, and reflect critically on the process and the outcomes.

PLO 5: Responsible business practice

Students will develop and be committed to responsible business thinking and approaches, which are underpinned by ethical professional practice and sustainability considerations.

PLO 6: Global and cultural competence

Students will be aware of business systems in the wider world and actively committed to recognise and respect the cultural norms, beliefs and values of others, and will apply this knowledge to interact, communicate and work effectively in diverse environments.

PLO 7: Leadership development

Students will develop the capacity to take initiative, encourage forward thinking and bring about innovation, while effectively influencing others to achieve desired results.

These PLOs relate to undergraduate and postgraduate coursework programs. For PG Research PLOs, including Master of Pre-Doctoral Business Studies, please refer to the UNSW HDR Learning Outcomes

Business School course outlines provide detailed information for students on how the course learning outcomes, learning activities, and assessment/s contribute to the development of Program Learning Outcomes.

UNSW Graduate Capabilities

The Business School PLOs also incorporate UNSW graduate capabilities, a set of generic abilities and skills that all students are expected to achieve by graduation. These capabilities articulate the University’s institutional values, as well as future employer expectations.

UNSW Graduate Capabilities	Business School PLOs
Scholars capable of independent and collaborative enquiry, rigorous in their analysis, critique and reflection, and able to innovate by applying their knowledge and skills to the solution of novel as well as routine problems.	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication PLO 4: Teamwork PLO 7: Leadership development
Entrepreneurial leaders capable of initiating and embracing innovation and change, as well as engaging and enabling others to contribute to change	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication PLO 4: Teamwork PLO 6: Global and cultural competence PLO 7: Leadership development
Professionals capable of ethical, self-directed practice and independent lifelong learning	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication PLO 5: Responsible business practice
Global citizens who are culturally adept and capable of respecting diversity and acting in a socially just and responsible way.	PLO 1: Business knowledge PLO 2: Problem solving PLO 3: Business communication PLO 4: Teamwork PLO 5: Responsible business practice PLO 6: Global and cultural competence

While our programs are designed to provide coverage of all PLOs and graduate capabilities, they also provide you with a great deal of choice and flexibility. The Business School strongly advises you to choose a range of courses that assist your development against the seven PLOs and four graduate capabilities, and to keep a record of your achievements as part of your portfolio. You can use a portfolio as evidence in employment applications as well as a reference for work or further study. For support with selecting your courses contact the UNSW Business School Student Services team.

Academic Integrity and Plagiarism

Academic Integrity is honest and responsible scholarship. This form of ethical scholarship is highly valued at UNSW. Terms like Academic Integrity, misconduct, referencing, conventions, plagiarism, academic practices, citations and evidence based learning are all considered basic concepts that successful university students understand. Learning how to communicate original ideas, refer sources, work independently, and report results accurately and honestly are skills that you will be able to carry beyond your studies.

The definition of academic misconduct is broad. It covers practices such as cheating, copying and using another person’s work without appropriate acknowledgement. Incidents of academic misconduct may have serious consequences for students.

Plagiarism

UNSW regards plagiarism as a form of academic misconduct. UNSW has very strict rules regarding plagiarism. Plagiarism at UNSW is using the words or ideas of others and passing them off as your own. All Schools in the Business School have a Student Ethics Officer who will investigate incidents of plagiarism and may result in a student’s name being placed on the Plagiarism and Student Misconduct Registers.

Below are examples of plagiarism including self-plagiarism:

Copying: Using the same or very similar words to the original text or idea without acknowledging the source or using quotation marks. This includes copying materials, ideas or concepts from a book, article, report or other written document, presentation, composition, artwork, design, drawing, circuitry, computer program or software, website, internet, other electronic resource, or another person's assignment, without appropriate acknowledgement of authorship.

Inappropriate Paraphrasing: Changing a few words and phrases while mostly retaining the original structure and/or progression of ideas of the original, and information without acknowledgement. This also applies in presentations where someone paraphrases another’s ideas or words without credit and to piecing together quotes and paraphrases into a new whole, without appropriate referencing.

Collusion: Presenting work as independent work when it has been produced in whole or part in collusion with other people. Collusion includes:

Students providing their work to another student before the due date, or for the purpose of them plagiarising at any time
Paying another person to perform an academic task and passing it off as your own
Stealing or acquiring another person’s academic work and copying it
Offering to complete another person’s work or seeking payment for completing academic work

Collusion should not be confused with academic collaboration (i.e., shared contribution towards a group task).

Inappropriate Citation: Citing sources which have not been read, without acknowledging the 'secondary' source from which knowledge of them has been obtained.

Self-Plagiarism: ‘Self-plagiarism’ occurs where an author republishes their own previously written work and presents it as new findings without referencing the earlier work, either in its entirety or partially. Self-plagiarism is also referred to as 'recycling', 'duplication', or 'multiple submissions of research findings' without disclosure. In the student context, self-plagiarism includes re-using parts of, or all of, a body of work that has already been submitted for assessment without proper citation.

To see if you understand plagiarism, do this short quiz: https://student.unsw.edu.au/plagiarism-quiz

Cheating

The University also regards cheating as a form of academic misconduct. Cheating is knowingly submitting the work of others as their own and includes contract cheating (work produced by an external agent or third party that is submitted under the pretences of being a student’s original piece of work). Cheating is not acceptable at UNSW.

If you need to revise or clarify any terms associated with academic integrity you should explore the 'Working with Academic Integrity' self-paced lessons available at: https://student.unsw.edu.au/aim.

For UNSW policies, penalties, and information to help you avoid plagiarism see: https://student.unsw.edu.au/plagiarism as well as the guidelines in the online ELISE tutorials for all new UNSW students: http://subjectguides.library.unsw.edu.au/elise. For information on student conduct see: https://student.unsw.edu.au/conduct.

For information on how to acknowledge your sources and reference correctly, see: https://student.unsw.edu.au/referencing. If you are unsure what referencing style to use in this course, you should ask the lecturer in charge.

Student Responsibilities and Conduct

Students are expected to be familiar with and adhere to university policies in relation to class attendance and general conduct and behaviour, including maintaining a safe, respectful environment; and to understand their obligations in relation to workload, assessment and keeping informed.

Information and policies on these topics can be found on the 'Managing your Program' website.

Workload

It is expected that you will spend at least ten to twelve hours per week studying for a course except for Summer Term courses which have a minimum weekly workload of twenty to twenty four hours. This time should be made up of reading, research, working on exercises and problems, online activities and attending classes. In periods where you need to complete assignments or prepare for examinations, the workload may be greater. Over-commitment has been a cause of failure for many students. You should take the required workload into account when planning how to balance study with employment and other activities.

We strongly encourage you to connect with your Moodle course websites in the first week of semester. Local and international research indicates that students who engage early and often with their course website are more likely to pass their course.

View more information on expected workload

Attendance and Engagement

Your regular attendance and active engagement in all scheduled classes and online learning activities is expected in this course. Failure to attend / engage in assessment tasks that are integrated into learning activities (e.g. class discussion, presentations) will be reflected in the marks for these assessable activities. The Business School may refuse final assessment to those students who attend less than 80% of scheduled classes where attendance and participation is required as part of the learning process (e.g. tutorials, flipped classroom sessions, seminars, labs, etc.). If you are not able to regularly attend classes, you should consult the relevant Course Authority.

View more information on attendance

General Conduct and Behaviour

You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class.

View more information on student conduct

Health and Safety

UNSW Policy requires each person to work safely and responsibly, in order to avoid personal injury and to protect the safety of others.

View more information on Health and Safety

Keeping Informed

You should take note of all announcements made in lectures, tutorials or on the course web site. From time to time, the University will send important announcements to your university e-mail address without providing you with a paper copy. You will be deemed to have received this information. It is also your responsibility to keep the University informed of all changes to your contact details.

Student Support and Resources

The University and the Business School provide a wide range of support services and resources for students, including:

Business School Learning Support Tools
Business School provides support a wide range of free resources and services to help students in-class and out-of-class, as well as online. These include:

Academic Communication Essentials – A range of academic communication workshops, modules and resources to assist you in developing your academic communication skills.
Learning consultations – Meet learning consultants who have expertise in business studies, literacy, numeracy and statistics, writing, referencing, and researching at university level.
PASS classes – Study sessions facilitated by students who have previously and successfully completed the course.
Educational Resource Access Scheme – To support the inclusion and success of students from equity groups enrolled at UNSW Sydney in first year undergraduate Business programs.

The Nucleus - Business School Student Services team
The Nucleus Student Services team provides advice and direction on all aspects of enrolment and graduation. Level 2, Main Library, Kensington 02 8936 7005 / https://nucleus.unsw.edu.au/en/contact-us

Business School Equity, Diversity and Inclusion
The Business School Equity, Diversity and Inclusion Committee strives to ensure that every student is empowered to have equal access to education. The Business School provides a vibrant, safe, and equitable environment for education, research, and engagement that embraces diversity and treats all people with dignity and respect. BUSEDI@unsw.edu.au

UNSW Academic Skills
Resources and support – including workshops, individual consultations and a range of online resources – to help you develop and refine your academic skills. See their website for details.
academicskills@unsw.edu.au

Student Support Advisors
Student Support Advisors work with all students to promote the development of skills needed to succeed at university, whilst also providing personal support throughout the process.
John Goodsell Building, Ground Floor.
advisors@unsw.edu.au
02 9385 4734

International Student Support
The International Student Experience Unit (ISEU) is the first point of contact for international students. ISEU staff are always here to help with personalised advice and information about all aspects of university life and life in Australia.
Advisors can support you with your student visa, health and wellbeing, making friends, accommodation and academic performance.
International.student@unsw.edu.au
02 9385 4734

Equitable Learning Services
Equitable Learning Services (formerly Disability Support Services) is a free and confidential service that provides practical support to ensure that your health condition doesn't adversely affect your studies. Register with the service to receive educational adjustments.
Ground Floor, John Goodsell Building.
els@unsw.edu.au
02 9385 4734

UNSW Counselling and Psychological Services
Provides support and services if you need help with your personal life, getting your academic life back on track or just want to know how to stay safe, including free, confidential counselling.
Level 2, East Wing, Quadrangle Building.
counselling@unsw.edu.au
02 9385 5418

Library services and facilities for students
The UNSW Library offers a range of collections, services and facilities both on-campus and online.
Main Library, F21.
02 9065 9444

Moodle eLearning Support
Moodle is the University’s learning management system. You should ensure that you log into Moodle regularly.
externalteltsupport@unsw.edu.au
02 9385 3331

UNSW IT
UNSW IT provides support and services for students such as password access, email services, wireless services and technical support.
UNSW Library Annexe (Ground floor).
02 9385 1333

Support for Studying Online

The Business School and UNSW provide a wide range of tools, support and advice to help students achieve their online learning goals.

The UNSW Guide to Online Study page provides guidance for students on how to make the most of online study.

We recognise that completing quizzes and exams online can be challenging for a number of reasons, including the possibility of technical glitches or lack of reliable internet. We recommend you review the Online Exam Preparation Checklist of things to prepare when sitting an online exam.

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Accreditation

MARK5821 Brand Management - 2023

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1. Course Details

Summary of Course

Teaching Times and Locations

Course Policies & Support

Course Aims and Relationship to Other Courses

Student Learning Outcomes

2. Staff Contact Details

3. Learning and Teaching Activities

Approach to Learning and Teaching in the Course

Learning Activities and Teaching Strategies

4. Assessment

Formal Requirements

Assessment Structure

Assessment Summary

Assignment Submission Procedure

Assessment Feedback

Special Consideration

Protocol for Viewing Final Exam Scripts

Quality Assurance

5. Course Resources

6. Course Evaluation & Development

7. Course Schedule

8. Policies and Support

UNSW Graduate Capabilities

Plagiarism

Cheating

Workload

Attendance and Engagement

General Conduct and Behaviour

Health and Safety

Keeping Informed

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