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7008MMG Product and Brand Management for Consumer Markets Semester 2, 2002 COURSE OUTLINE GRIFFITH UNIVERSITY GOLD COAST CAMPUS School of Marketing & Management 7008MMG Product & Brand Management for Consumer Markets 1.0 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. Date of last edit: 11 July, 2002 1 of 16

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7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002

COURSE OUTLINE

GRIFFITH UNIVERSITY GOLD COAST CAMPUS

School of Marketing & Management

7008MMG Product & Brand Management for Consumer Markets

1.0 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.

Date of last edit: 11 July, 2002 1 of 16

7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002 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.

Date of last edit: 11 July, 2002 2 of 16

7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002

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.

Date of last edit: 11 July, 2002 3 of 16

7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002 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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7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002

Weekly Topics and Readings

Week Date Topics Readings

1 25 July Course Introduction Overview of Assessment Items

Chapter 1

2 01 August Introduction To Brand Equity The Scope of Branding Decisions

Chapter 2

3 08 August Brand Knowledge Structures

Chapter 3

4 15 August Choosing Elements to Build Brand Equity Designing Programs to Build Brand Equity The Development of an Effective Branding Strategy

Chapter 4 Chapter 5

5 22 August Integrating Marketing Communications to Build Brand Equity Leveraging Secondary Brand Associations to Build Brand Equity

Chapter 6 Chapter 7

6 29 August Measuring Sources of Brand Equity Measuring Outcomes of Brand Equity

Chapter 8 Chapter 9

7 05 September Brand Equity Measurement System Chapter 10 8 12 September Mid-Semester Exam 9 19 September Branding Strategies Chapter 11

10 26 September Introducing and Naming New Products and Brand Extensions

Chapter 12

03 October [Mid-Semester Break] 11 10 October Managing Brands Over Time

Chapter 13

12 17 October Managing Brands over Geographical Boundaries, Cultures and Market Segments Global Marketing Brand Audit Project Due

Chapter 14

13 24 October Contemporary Issues in Product & Brand Management

Chapter 15

14 31 October Overview and Review of Course

Date of last edit: 11 July, 2002 5 of 16

7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002

Weekly Workshop Assigned Questions Week Date Topics Readings

1 25 July Course Introduction Overview of Assessment Items

Chapter 1:Qns 1, 2, & 3

2 01 August Introduction To Brand Equity The Scope of Branding Decisions

Chapter 2: Qn: 2 Case 1: Levi’s Qns 1, 2, & 3

3 08 August Brand Knowledge Structures

Chapter 3: Qns: 1 & 3

4 15 August Choosing Elements to Build Brand EquityDesigning Programs to Build Brand Equity The Development of an Effective Branding Strategy

Chapter 4: Qns: 1 & 3 Chapter 5: Qns: 1 & 2 Case 2: Intel: Qns 1, 2 & 3 Brand audit discussion

5 22 August Integrating Marketing Communications to Build Brand Equity Leveraging Secondary Brand Associations to Build Brand Equity

Chapter 6: Qns: 1 & 2 Chapter 7: Qns: 2 & 3

6 29 August Measuring Sources of Brand Equity Measuring Outcomes of Brand Equity

Chapter 8 Qns: 1 & 2 Chapter 9 Qns: 2 & 3

7 05 September Brand Equity Measurement System Chapter 10: Qns: 1 & 2 8 12 September Mid-Semester Exam 9 19 September Branding Strategies Chapter 11: Qns: 1 & 2

10 26 September Introducing and Naming New Products and Brand Extensions

Chapter 12 Case 4: Nivea Qns: 1, 2, & 3

03 October [Mid-Semester Break] 11 10 October Managing Brands Over Time

Chapter 13: Qn: 2 Case 3: California Milk: Qns: 1, 2, & 3

12 17 October Managing Brands over Geographical Boundaries, Cultures and Market Segments Global Marketing Brand Audit Project Due

Chapter 14: Qn: 2 Case 4: Nike: Qns: 1 (in your country), Qns: 2 & 3

13 24 October Contemporary Issues in Product & Brand Management

Chapter 15 Qns: 1 & 2

14 31 October Overview and Review of Course

Date of last edit: 11 July, 2002 6 of 16

7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002 7.0 Organisation and Teaching Methods This course is designed to occupy 10 hours per week for 14 weeks: Seminars 1.5 hours Workshops 1.5 hours Reading/ preparation/assignments 7 hours TOTAL: 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 self-directed; therefore you need to allocate sufficient time for all this and to exercise self-discipline 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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7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002 8.0 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

No

Assessment Item

Total Marks/

Percentage

Group/ Individual

Length

Week Due

1 Oral Presentation 15 Individual 20 minutes Weeks 3-13 during workshop

2 Mid-Semester Exam

20 Individual 2 hours Week 8 (12-09-02)

3 Brand Audit Project

25 Individual 3,500 words Week 12 (17-10-02)

4 Participation 10 Individual Ongoing Ongoing

5 Final Exam 30 Individual 2 hours During exam period

TOTAL:

100

Date of last edit: 11 July, 2002 8 of 16

7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002 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 Topic

Presenter

3 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 Value Use of relevant theory, concepts and ideas 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 15 marks

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7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002 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 Value Research of existing brand (profile of the brand) 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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7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002 Marking Guidelines for Participation

Assessment Criteria Value In every class, student makes valuable observations, demonstrates a thorough understanding of the readings, discovers additional readings, and addresses related topics.

9-10 marks

Student contributes regularly to the tutorial discussion and demonstrates a reasonable understanding of the readings.

5-8 marks

Irregular participation by student; his/her questions and answers reflect inadequate or superficial preparation.

1-4 marks

Little or no participation by student, and when called upon demonstrates little or no comprehension of the topic or readings.

0

MAXIMUM POSSIBLE TOTAL: 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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7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002 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 ACADEMIC

MISCONDUCT Full details: http://www.gu.edu.au/ua/aa/ppm/tal/content/Ac_misc.html 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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7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002 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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7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002 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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7008MMG Product and Brand Management for Consumer Markets

Semester 2, 2002 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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Semester 2, 2002

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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) discuss the matter with the course convenor (2) 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).

(3) 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.