Brands are the foundation of every advertising strategy aimed at establishing lasting bonds with audiences and consumers. It is therefore essential for everyone wanting to work in advertising or related disciplines to understand how brand images are built and maintained. This subject will introduce you to the key concepts and strategies involved in creating engaging brand communication. Furthermore, you will explore the increasing role brands play in popular culture and the practical, conceptual as well as ethical implications of brands’ attempts to influence and shape the ways we live our lives.
|Academic unit:||Faculty of Society & Design|
|Subject title:||Advertising, Branding and Popular Culture|
Delivery & attendance
|Attendance and learning activities:||Students will participate in many activities and exercises during class, both as an individual and working in a team. This includes dedicated time to workshop the client project and receive feedback from your lecturer/tutor. Consequently, students are encouraged to attend all classes to gain the benefit of this opportunity to put theoretical knowledge into practice.|
|Prescribed resources:|| |
|[email protected] & Email:||[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.|
To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Identify and evaluate different theoretical approaches to branding and brand management.
- Practically apply theoretical and conceptual knowledge of branding in the context of developing a branding concept based on a client brief.
- Research and critically evaluate the role brands play in consumer culture and in the context of social change with a particular focus on corporate social responsibility and social innovation.
|Analysis||Students will conduct a brand analysis||30%||Week 6||1, 3.|
|Campaign §||Students will take a client brief and create and present a creative brand campaign||40%||Week 11||1, 2, 3.|
|Process Portfolio||Semester portfolio - activities students develop during weekly tutorial exercises||30%||Week 12||1, 2, 3.|
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
|High Distinction||85-100||Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.|
|Distinction||75-84||Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.|
|Credit||65-74||Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.|
|Pass||50-64||Usually awarded to students whose performance meets the requirements set for work provided for assessment.|
|Fail||0-49||Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.|
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Students must check the [email protected] subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A student who has not established a basis for an extension in compliance with University and Faculty policy either by 1) not applying before the assessment due date or 2) by having an application rejected due to failure to show a justifiable cause for an extension, will receive a penalty on assessment submitted after its due date. The penalty will be 10% of marks awarded to that assessment for every day late, with the first day counted after the required submission time has passed. No assessment will be accepted for consideration seven calendar days after the due date. Where a student has been granted an extension, the late penalty starts from the new due date and time set out in the extension.
Policy on plagiarism
University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.
Feedback on assessment
Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.
If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.
Exploring what brands are, why they matter and the roles they play in consumer culture, social change and corporate social responsibility.
Developing an overall strategic approach to brand development is vital. Covering how to make a brand strong, identifying and establishing brand positioning and defining the brand mantra.
Looking at building a strong brand, how customer experiences define a brand and the brand value chain.
Looking at how to chose elements, design a marketing program and integrating marketing communications to build brand equity.
Analysing the key issues for branding in the digital era such as brand engagement, mobile marketing and influencer marketing.
Looking at leveraging secondary brand associations such co-branding, licensing and celebrity endorsement.
Exploring how to develop a brand equity measurement and management system including conducting brand audits, big data and marketing analytics dashboards. Also how to capture the customer mind-set and market performance.
Exploring developing the brand architecture strategy including brand portfolios, brand hierarchies and corporate branding.
Looking at new products and brand extensions including the advantages and disadvantages of extensions, understanding how consumers evaluate brand extensions and evaluating extension opportunities.
Exploring how to "Do the Right Thing", reinforcing and revitalising brands and global branding.