General Information
Brands are the foundation of every advertising strategy that is 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.
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Details
Academic unit: Faculty of Society & Design Subject code: ADVT13-101 Subject title: Advertising, Branding and Popular Culture Subject level: Undergraduate Semester/Year: September 2023 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Forum: x12 (Total hours: 24) - Weekly Forum
- Tutorial: x12 (Total hours: 12) - Weekly Tutorial
- Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
Attendance and learning activities: Students will participate in many activities and exercises during class, both as an individual and working in a team. This participation 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. -
Resources
Prescribed resources: Books
- Keller, K. and Swaminathan, V. (2019). Strategic Brand Management :Building, Measuring, and Managing Brand Equity. n/a, Harlow Pearson Education
iLearn@Bond & Email: iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class 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
| Academic unit: | Faculty of Society & Design |
|---|---|
| Subject code: | ADVT13-101 |
| Subject title: | Advertising, Branding and Popular Culture |
| Subject level: | Undergraduate |
| Semester/Year: | September 2023 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Students will participate in many activities and exercises during class, both as an individual and working in a team. This participation 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: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class 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 |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge. Assumed Prior Learning (or equivalent):
|
| Restrictions: |
Nil |
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.
- Conduct brand audits and propose strategic recommendations based on the audit results.
- 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 from various different perspectives and apply moral and ethical awareness to the practice of brand management.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Analysis Conduct a brand analysis. 30.00% Week 5 1,2,4 Creative Project§ Take a client brief and create and present a creative brand campaign. 40.00% Week 11 1,3,4 Portfolio Develop a portfolio of weekly tutorial activities. 30.00% Week 12 1,3,4 - § 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.
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Assessment criteria
Assessment criteria
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. Quality assurance
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.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Analysis | Conduct a brand analysis. | 30.00% | Week 5 | 1,2,4 |
| Creative Project§ | Take a client brief and create and present a creative brand campaign. | 40.00% | Week 11 | 1,3,4 |
| Portfolio | Develop a portfolio of weekly tutorial activities. | 30.00% | Week 12 | 1,3,4 |
- § 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.
Assessment criteria
| 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. |
Quality assurance
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.
Study Information
Submission procedures
Students must check the iLearn@Bond 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.
Academic Integrity
Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.
Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.
If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.
Feedback on assessment
Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.
Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.
Accessibility and Inclusion Support
Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).
As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.
For more information and to apply online, visit BondAbility.
Additional subject information
Subject curriculum
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Introduction to branding and popular culture
Explores what brands are, why they matter, and the roles they play in consumer culture.
SLOs included
- Identify and evaluate different theoretical approaches to branding and brand management.
- Research and critically evaluate the role brands play in consumer culture from various different perspectives and apply moral and ethical awareness to the practice of brand management.
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Popular culture, brand position, and values
It is vital to develop an overall strategic approach to brand development. Covers how to make a brand strong, identifies and establishes brand positioning, and defines the brand mantra. Explores cultural branding and the impact of pop culture on branding.
SLOs included
- Identify and evaluate different theoretical approaches to branding and brand management.
- Research and critically evaluate the role brands play in consumer culture from various different perspectives and apply moral and ethical awareness to the practice of brand management.
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Corporate social responsibility; brand resonance and brand value chain
Considers the importance of corporate social responsibility in brand building. Looks at building a strong brand, how customer experiences define a brand, and the brand value chain.
SLOs included
- Identify and evaluate different theoretical approaches to branding and brand management.
- Research and critically evaluate the role brands play in consumer culture from various different perspectives and apply moral and ethical awareness to the practice of brand management.
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Listening to client needs
Our semester client will brief us on their branding and advertising challenge. Applies theoretical and conceptual knowledge of branding to meet client needs.
SLOs included
- Conduct brand audits and propose strategic recommendations based on the audit results.
- Practically apply theoretical and conceptual knowledge of branding in the context of developing a branding concept based on a client brief.
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Choosing brand elements
Looks at how to choose brand elements such as names, URLs, logos, slogans, and packaging.
SLOs included
- Identify and evaluate different theoretical approaches to branding and brand management.
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Brand amplifiers and developing integrated marketing communications programs
Explores marketing communications options such as promotions, direct response, sales promotions, events, public relations, and more to build a brand.
SLOs included
- Identify and evaluate different theoretical approaches to branding and brand management.
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Building brand equity
Explores how to design a marketing program to build brand equity including product, pricing, and channel strategy.
SLOs included
- Identify and evaluate different theoretical approaches to branding and brand management.
- Conduct brand audits and propose strategic recommendations based on the audit results.
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Branding in the digital era; secondary brand associations
Analyses the key issues for branding in the digital era such as brand engagement, mobile marketing, and influencer marketing. Looks at leveraging secondary brand associations such as co-branding, licensing, and celebrity endorsement.
SLOs included
- Identify and evaluate different theoretical approaches to branding and brand management.
- Conduct brand audits and propose strategic recommendations based on the audit results.
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Measurement and management
Explores how to develop a brand equity measurement and management system including conducting brand audits, and using big data and marketing analytics dashboards. Also, considers capturing the customer mindset and market performance.
SLOs included
- Identify and evaluate different theoretical approaches to branding and brand management.
- Conduct brand audits and propose strategic recommendations based on the audit results.
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Brand architecture strategies, advertising, and pop culture
Explores developing the brand architecture strategy. Looks at new products and brand extensions including the advantages and disadvantages of extensions, understanding how consumers evaluate brand extensions and evaluating extension opportunities. Looks at advertising and the influence of pop culture.
SLOs included
- Identify and evaluate different theoretical approaches to branding and brand management.
- Research and critically evaluate the role brands play in consumer culture from various different perspectives and apply moral and ethical awareness to the practice of brand management.
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Delivering client presentations
Present your branding/advertising campaign to the client.
SLOs included
- Practically apply theoretical and conceptual knowledge of branding in the context of developing a branding concept based on a client brief.
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Future brand priorities, and brands over time and geography
Explores how to "Do the Right Thing". Looks at global branding by debating its advantages versus its disadvantages.
SLOs included
- Identify and evaluate different theoretical approaches to branding and brand management.
- Research and critically evaluate the role brands play in consumer culture from various different perspectives and apply moral and ethical awareness to the practice of brand management.