Handbook : Unit informationEdith Cowan University

School: Arts and Humanities

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

• Unit Title

  Strategic Branding

• Unit Code

  ADV2107

• Year

  2016

• Enrolment Period

  1

• Version

  1

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  

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Description

This unit directs students in the application of brand communication theories and strategies and assists in understanding how these theories can be applied to the positive communication of products, services and personalities. Students develop a knowledge of unique brand attributes and various methods for presenting product, service and personality brands in an appropriate manner. Besides recognising brand strengths and weaknesses, students will investigate a range of brand management methodologies for products, services and personalities.

Equivalent Rule

Unit was previously coded ADV0211, ADV0212, ADV3107, ADV4107

Learning Outcomes

On completion of this unit students should be able to:

1. Demonstrate a high level of personal brand management and communication skills.
2. Discuss brand communication theory and use it to solve brand communication problems.
3. Evaluate a range of brand strategies.
4. Position a product, service or individual using brand communication theory.

Unit Content

1. Analysis of successful, weak and failed brands and the reasons for their brand position.
2. Brand equity and brand management theories and strategies.
3. Case studies of brand communication in products, services and individuals.
4. Personal branding and presentation.
5. Social brand aspects in products and individuals.

Additional Learning Experience Information

Reflective practice, Lectures, Workshops/tutorials, Case studies.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

* Assessment item identified for English language proficiency

Text References

• ^ Clifton, R., & Simmons, J. (2003). Brands and branding. London: Profile Books.
• Butterfield, L. (1999). Excellence in advertising: The IPA guide to best practice. (2nd ed.). Oxford: Butterworth-Heinemann.
• Chu, C. (1995). Thick face, black heart: Thriving and succeeding in everyday life and work using the ancient wisdom of the East. St. Leonards: Allen & Unwin.
• Gad, T., & Rosecreutz, A. (2002). Managing brand me. UK: Pearson Education.
• Van Auken, B. (2003). Brand aid. New York: Amacom.
• Haig, M. (2003). Brand failures. London: Kogan Page.
• Harris-Tuck, L., & Solomon, M. (2006). Brand you. (4th ed.). New Jersey: Prentice Hall.
• McCormack, M. (1996). Communicating. UK: Century.
• Ries, A., & Ries, L. (2002). The 22 immutable laws of branding. New York: Harper Collins.
• Aaker, R. (1996). Building strong brands. New York: The Free Press.
• Goleman, D. (1996). Emotional intelligence. London: Bloomsbury Publishing.

^ Mandatory reference

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