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  2. Advertising and Brand Awareness [CMM5170]

Faculty of Education and Arts

School: Communications and Arts

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

    Advertising and Brand Awareness

  • Unit Code

    CMM5170

  • Year

    2015

  • Enrolment Period

    1

  • Version

    1

  • Credit Points

    20

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

Description

This unit examines brands and their strategic management in communicating with their intended target audiences. Students investigate the brand process from development to expression across multiple communication platforms.

Learning Outcomes

On completion of this unit students should be able to:

  1. Appreciate the impact of culture and language on advertising and brand expression and demonstrate an ability to reflect on and incorporate these perspectives into personal and professional contexts.
  2. Critically evaluate and apply specialist information to manage an effective brand strategy.
  3. Demonstrate a sound understanding of the theories, historical evolution, trends, characteristics and methods required to successfully plan and execute professional projects.
  4. Evaluate the brand process from development to exploitation in the context of recent national and international developments.
  5. Generate, research and explore ideas, concepts and processes in the design of an effective brand creative brief.

Unit Content

  1. Brand equity and evaluation.
  2. Practical brand management models and theories.
  3. Significance of culture and language in global brand strategies.
  4. Strategic brand design.
  5. The interdependence between brands and business.

Additional Learning Experience Information

Seminars and Workshops.

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.

ON CAMPUS
TypeDescriptionValue
PresentationResearch Presentation50%
ProjectProject Presentation50%

Text References

  • Keller, K. L. (2012). Strategic brand management. (4th ed.). USA: Prentice Hall.
  • Clifton, R., & Simons, J. (2004). Brands and branding. (2nd ed.). UK: The Economist Books.
  • Rolls, M. (2005). Asian brand strategy. UK: Palgrave McMillan.
  • Wheeler, A. (2012). Designing brand identity. (4th ed.). USA: Wiley.

Journal References

  • USA Journal of Brand Strategy.
  • UK Journal of Brand Management.

Website References

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

CMM5170|1|1

Faculty of Education and Arts

School: Communications and Arts

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

    Advertising and Brand Awareness

  • Unit Code

    CMM5170

  • Year

    2015

  • Enrolment Period

    2

  • Version

    1

  • Credit Points

    20

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

Description

This unit examines brands and their strategic management in communicating with their intended target audiences. Students investigate the brand process from development to expression across multiple communication platforms.

Learning Outcomes

On completion of this unit students should be able to:

  1. Appreciate the impact of culture and language on advertising and brand expression and demonstrate an ability to reflect on and incorporate these perspectives into personal and professional contexts.
  2. Critically evaluate and apply specialist information to manage an effective brand strategy.
  3. Demonstrate a sound understanding of the theories, historical evolution, trends, characteristics and methods required to successfully plan and execute professional projects.
  4. Evaluate the brand process from development to exploitation in the context of recent national and international developments.
  5. Generate, research and explore ideas, concepts and processes in the design of an effective brand creative brief.

Unit Content

  1. Brand equity and evaluation.
  2. Practical brand management models and theories.
  3. Significance of culture and language in global brand strategies.
  4. Strategic brand design.
  5. The interdependence between brands and business.

Additional Learning Experience Information

Seminars and Workshops.

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.

ON CAMPUS
TypeDescriptionValue
PresentationResearch Presentation50%
ProjectProject Presentation50%

Text References

  • Rolls, M. (2005). Asian brand strategy. UK: Palgrave McMillan.
  • Keller, K. L. (2012). Strategic brand management. (4th ed.). USA: Prentice Hall.
  • Clifton, R., & Simons, J. (2004). Brands and branding. (2nd ed.). UK: The Economist Books.
  • Wheeler, A. (2012). Designing brand identity. (4th ed.). USA: Wiley.

Journal References

  • USA Journal of Brand Strategy.
  • UK Journal of Brand Management.

Website References

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

CMM5170|1|2