This course integrates previous studies in marketing into the strategic context of the organisation. Specific topics include strategic marketing models; the internal and external context in which marketing occurs; integrating marketing strategy with business goals, factors that impact on the effective development and implementation of marketing strategies and the management and implementation of marketing strategy in business-to-business and consumer markets.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Describe the key components of different models of Customer Based Brand Equity (CBBE) models;
2. Discuss the practical application of CBBE in different contexts and situations;
3. Discuss the different methods which can be used for brand storytelling;
4. Critically analyse CBBE in different contexts and situations;
5. Develop a brand strategy plan for a brand that outlines how to build and maintain CBBE; and
6. Create practical examples of brand storytelling and narratives to help build CBBE, especially in digital contexts.

Research-Led Teaching

Marketing by its very nature is a constantly evolving discipline. Many of the areas of this course will undergo change during this course and this makes it essential for students to stay up to date as much as possible with what is going on in the business and marketing media and publications. This class is shaped by scholarly research in marketing and brand management, including Kevin Keller's consumer-based brand equity model in the text for Strategic Brand Management.

Field Trips

There are no field trips for this course.

Additional Course Costs

There are no additional class costs.

Examination Material or equipment

There are no exams for this course.

Required Resources

Required resources will be placed online on Canvas and will be free to all to access.

Recommended Resources

Please make yourselves familiar with the Computer Labs on campus as this will help with some assessments (using software such as Adobe Premier, Final Cut Pro, Canva, iMovie, etc.). If in doubt about any details, please contact the IT Helpdesk.

I'd also strongly recommend that you read:

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, 5th edition

ISBN-13: 9781292314969 | Published 2019 | ANU Library Online Access

Staff Feedback

Students will be given feedback in the following forms in this course:

• Written comments
• Verbal comments
• Feedback to the whole class, to groups, to individuals, focus groups

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Other Information

Important: Updates and announcements for this course will be circulated via emails and/or Wattle site. Students should ensure that their official ANU email address is effective and that they have access to Wattle. Students should check their ANU email address daily during teaching periods.

Student consultation:

• Consultation requests to students will be circulated by Course Announcements or by email.

• Every effort will be made to respond to student queries as soon as possible, and within 2 business days unless there are special circumstances. The preferred initial method of contact is email, with other forms of communications (such as in-person consultation, online consultation, chat, or phone) used by agreement.

Course Guidance: Detailed guidance on assessment requirements, marking criteria, assessment submission standards, navigating the teaching facilities, and how to study as well as detailed course notes are all available on the Wattle page.

• Refer to the Study Guide near the top of the page for an overview of learning through this course,

• Then read, watch, or listen to the other resources it identifies for more details, including in the Getting Started block of the Wattle page.

Personal portfolio: You may benefit from a range of learning tools. Consider keeping a personal journal throughout the course to record the thoughts, issues and dilemmas that arise for you. Such a journal may be electronic or maintained in any other format that suits you. The journal is used to record insights gathered from course reading and other sources, as well as for noting personal reflections as the course proceeds. Students may reflect on their skills, resources, capabilities, thinking and learning styles as well as the course content and how it relates to their previous life experiences, and consider how they will prepare themselves for working in a management role deploying the skills and knowledge gained in this course.

Submission size: A maximum submission size is specified for assessment items. The specified sizes are adequate to cover the requirements to a high standard and they encourage focused and business-like writing and presentation. Note that words, slides, pages, or time in excess of the specified maximum submission size will not be marked.

Use of Artificial Intelligence (AI): Use of AI is rapidly growing in business, in particular the use of Large Language Models, of which there are many proprietary brands. In this course students may choose to use or to not use AI tools, but in any case where AI tools are used the student must accurately cite and reference the particular tools and must also advise in an appendix how they used the tool. Guidance on how to do this appropriately is provided in the Getting Started block on the Wattle page; the ANU provides further guidance at the following link: ANU Libguide https://libguides.anu.edu.au/generative-ai. Students are reminded that they may be requested to meet with the Convenor to discuss any assessment submission, including responding to questions on the content of submissions and on their understanding of the course concepts assessed by the submission. Assessment submission standards: Detailed advice on assessment submission standards, including detailed guidance on what is counted towards submission size, is provided on the Wattle page.

Procedure for extensions: The procedure for obtaining an extension of time for an assessment item is advised in the section on LATE SUBMISSION.

Scaling: Your final mark for the course will be based on the raw marks allocated for each of your assessment items. However, your final mark might not be the same number as produced by that formula, as marks may be scaled. Any scaling applied will preserve the rank order of raw marks (that is, if your raw mark exceeds that of another student, then your scaled mark will exceed the scaled mark of that student), and may be either up or down.

Applicable timezone: The Australian National University is situated in Canberra, Australian Capital Territory and all references to times and dates refer to time in the Australian Capital Territory. Be aware that the Australian Capital Territory observes Australian Eastern Daylight Saving Time in summer months; the effect of this is to shift the time by one hour from Australian Eastern Standard Time (AEST) to Australian Eastern Daylight-saving Time (AEDT). This shift is taken into account in setting times for submission of assessment items or other activities so the set time will be as specified, but AEST or AEDT will apply depending on the time of year.

Support: The University offers a number of support services for students. Information on these is available online from http://students.anu.edu.au/studentlife/.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Introduction to the Course, Assessment & Branding 101	No assessments this week
2	Brand Equity	No assessments this week
3	Brand Positioning	Brand Case Memo 1 to be completed, closed book in class
4	Brand Elements	Brand Case Memo 2 to be completed, closed book in class
5	Brand Communication	Brand Case Memo 3 to be completed, closed book in class
6	Brand Engagement	CBBE Minor Report Due MondayCBBE Peer Review assessment in class
7	Consumer-Brand Relationships	Brand Case Memo 4 to be completed, closed book in class
8	Managing Brands over Time	Brand Case Memo 5 to be completed, closed book in class
9	Managing Brand Portfolios	Brand Case Memo 6 to be completed, closed book in class
10	Measuring Brand Equity	No assessments this week
11	Luxury Brands	Major Brand Report Due on Thursday
12	Brand Crisis Management	No assessments this week
13	End of Semester Examination Period	Final Peer Review Reflection on Friday, June 5

Tutorial Registration

This course has a weekly workshop. There is no requirement for tutorial registration.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
CBBE Minor Report (Individual - 30%)	30 %	30/03/2026	15/04/2026	1,2,4
Brand Case Memos (Individual - 20%)	20 %	*	*	1,2,3,4,5
Major Brand Report (Group report - 35%)	35 %	21/05/2026	02/07/2026	2,4,5,6
Final Peer Review Reflection (Individual - 15%)	15 %	05/06/2026	02/07/2026	1,2,4,5,6

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

Students who seek to do well will be given plenty of opportunities to do exactly that. Participating in this course is always worth it and there is always a strong correlation between those who do so and the top end of the grade sheet.

Further, attendance at lectures, and workshops is expected in line with "Code of Practice for Teaching and Learning," Clause 2 paragraph (b). Where students will not be able to attend a lecture or workshop, they should advise the Convenor and discuss how to otherwise address the learning materials.

Examination(s)

There are no exams for this course. However, brand case memos will be conducted under exam-like conditions each week in class.

Assessment Task 1

CBBE Minor Report (Individual - 30%)

Due: Monday, March 30, 2026 @ 11:59 pm

Weighting: 30%

Learning objectives: 1, 2, 4.

Group or Individual: Individual

Word Count: 1500 words from the first word of the introduction to the last word of the conclusion (not including figures, tables or references). Anything over is not marked.

Form of submission: Written piece submitted via Canvas.

Description: 

The CBBE Report aims to create a business/start-up of your choosing and to analyse the source of brand equity for two primary competitors in the industry in which your new business will operate. For example, if you create a new fast-food business, two of your main competitors may be McDonalds and KFC.

You must then create a complete business with a clear idea of what product/service you will offer and what specific market gap and consumer needs your business will address. You must also justify why you think your product will sell. Then, using the Consumer-Based Brand Equity (brand resonance) pyramid, you must analyse the source of brand equity of the two main competitors in the industry where your new business will operate – and indicate how your business will be positioned against them.

10% of the mark for this assessment will be in the form of a peer review activity in class. Additional information, including assessment-specific instructions and marking rubrics, can be found on Canvas from two weeks before the start of the semester.

Assessment Task 2

Brand Case Memos (Individual - 20%)

Due: Weekly as workshop participation

Weighting: 20% (six submissions, equally weighted)

Learning objectives: 1, 2, 3, 4, 5.

Group or Individual: Individual

Word Count: 300 words max. Anything over is not marked. Further details to be provided on Canvas.

Form of submission: Written piece by hand in class and submitted in class.

Return of submissions: approx.5 working days after submission of each, with feedback for submissions 1 & 2 by at least March 31

Description: 

The purpose of the Brand Case Memos is to help you reflect on your learnings from each weekly assigned case study or reading and see how you can apply your learning to making concrete recommendations for a/the relevant brand. This will help you simulate the role of a brand manager in the workplace. There are a total of 6 cases throughout the semester in which you will submit a brand memo.

Full details and rubric for each item will be found on Canvas at least two weeks before the due date of each item.

Assessment Task 3

Major Brand Report (Group report - 35%)

Due: Thursday, May 21, 2026 @ 11:59 pm

Weighting: 35%

Learning objectives: 2, 4, 5, 6

Group and Individual: 30% is group work, 5% is individual group peer review. All work is individually assessed.

Submission: via Canvas

Format: Written (2500 words max) or Audio-Visual (7-10 minutes). Anything over is not marked. Further details to be provided on Canvas.

Return of Assessment: Approx.10 working days after submission

Description:

This major assignment is more about critical thinking skills and demonstrating and applying what you have learnt in items that match your learning styles. 

As the final items in the course, this is where students need to demonstrate their learning throughout the semester. 

The Major Brand Report is the second part of the CBBE Minor Report – where you will now work as a group of 3 (students are to decide groups) to build on what you developed for your business individually (pooling ideas and feedback from the first individual assessment) and develop a branding strategy for your new business/start-up that applies learnings from the course content and materials. This Major Brand Report will include developing brand positioning, brand elements and a brand communication strategy for your new business/start-up.

Additional information, including assessment-specific instructions and marking rubrics, can be found on Canvas from two weeks before the start of the semester.

Assessment Task 4

Final Peer Review Reflection (Individual - 15%)

Due: Friday, June 5, 2026 @ 11:59 pm

Weighting: 15%

Learning objectives: 1, 2, 4, 5, 6

Submission: via Canvas

Format: 2-3 pages. Anything over is not marked. Further details to be provided on Canvas.

Return of Assessment: After the release of the results

As this is the final item in the course, students who complete these items will only have summative feedback provided after the release of results. Students may contact the convenor for qualitative feedback after the release of marking.

Description:

Students will be provided with a sample submission of a Brand Imagery Report and are tasked with completing a comprehensive peer review based on the provided rubric criteria. Students are to provide thoughtful reflections on how the sample report measures up to the rubric and to provide justification using course learnings and theories covered during the semester. Students will also need to reflect on how the business/start-up mentioned in the sample report should be managed over time, given their understanding of course learnings in the final weeks of the course.

Additional information, including assessment-specific instructions and marking rubrics, can be found on Canvas from two weeks before the start of the semester.

Academic Integrity

Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.

Online Submission

The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.

Hardcopy Submission

Hard copy submission is required for some forms of assessment (handwritten assignments, memos, reflections, artworks, laboratory notes, etc.). Hard copy submissions must utilise the Assignment Cover Sheet provided. Please keep a copy of the tasks completed for your records.

Late Submission

Individual assessment tasks may or may not allow for late submission. Policy regarding late submission is detailed below:

• Late submission permitted. Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.

All requests for Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ANUHub.

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Please see relevant assessment task details.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Unless specified otherwise in the assessment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information. In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service — including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy. If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes. Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students