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Branding and Promoting New Business Ventures 2098MKT
Branding and Promoting New Business Ventures 2098MKT
TABLE OF CONTENTS
1. GENERAL COURSE INFORMATION .................................................................................................................................................. 2
1.1 COURSE DETAILS ...................................................................................................................................................................................................... 2
1.2 COURSE INTRODUCTION ........................................................................................................................................................................................... 2
1.3 COURSE STAFF .......................................................................................................................................................................................................... 2
1.4 TIMETABLE ................................................................................................................................................................................................................ 3
1.5 LECTURE CAPTURE.................................................................................................................................................................................................... 3
1.6 TECHNICAL SPECIFICATIONS ..................................................................................................................................................................................... 3
2. AIMS, OUTCOMES & GRADUATE ATTRIBUTES
MODE Online
LEVEL Undergraduate
LOCATION Online
Course Description:
New business ventures typically start with no recognised brand name, no customers and no market reputation. Without a strong
brand and effective promotion the new venture is likely to fail. One of the key challenges for new ventures is to create awareness
of their business offering, and to build customer interest in the new business enterprise. Potential customers must be converted
to actual customers by building their desire to purchase the new venture's product or service. This course provides an
introductory smorgasbord of creative and cost-effective promotional techniques in the special context of new business ventures,
small and family businesses. In the case of self-employed professionals, building a personal brand is imperative to differentiate
your business offering to stand out from your competitors and build increased customer loyalty. This course provides students
with the skills and knowledge necessary to successfully build their brand, utilise their social networks, and employ other cost-
effective promotional tools to communicate with their customers. Prerequisites:NIL Co- requisites : NIL Incompatible: NIL
EMAIL [email protected]
EMAIL [email protected]
CONSULTATION A Course Profile Moderator is an academic with expertise in this field of study. The
moderator checks the Course Profile to ensure that it meets the University's quality
requirements as well as its suitability and relevance to your level and the program/
major or specialisation. The Course Profile Moderator is NOT part of the teaching
team for the course.
1.4 Timetable
Timetables are available on the Programs and Courses website.
The Griffith Business School expects students enrolling in an on-campus course to have the capacity and commitment to attend
class. Students should be prepared to commit approximately 150 hours of work over the whole trimester for a 10 credit point
course. This includes class attendance and private time spent on learning activities and assessment items including exam
revision, and it applies to all modes of course delivery - on campus, online, and on campus mixed mode - irrespective of the
duration of the course.
NB: Details contained in this section of the course profile and section 4.1 Learning Activities are to be read in conjunction with the
official class timetable. The published class timetable which is the authoritative source for timetabling information for all
campuses can be located by clicking on the link above.
4 Exhibit graduate skills in discipline specific knowledge, innovative thinking and communicating ideas effectively
All students graduating from the Griffith Business School, will have a thorough grounding in business based courses, and in
addition will have acquired a high level of knowledge from specialist courses they have studied in relevant industry or public
sector areas.
They will understand in the context of those areas:
• relationships and networks of corporate, non-government and government organisations
• distinctive systems of operations and management
• various stakeholder perspectives
• development of human capital
• customer perceptions of quality
• need for sustainability
• cultural and social responsibilities
• need for analytical decision making using evidence based research
• requirement for strategic thinking
The Griffith Business School Mission statement - To deliver outstanding business education and research through
engagement and industry, government and the social communities we serve, and to do so in ways that contribute to a
prosperous, equitable and sustainable future.
The Griffith Business School Equity statement - Social inclusion is intrinsic to all aspects of University life. Equity, diversity
and social inclusion will be expressed in teaching, research, service and community engagement at all levels.
3. Learning Resources
3.1 Required Resources
Details of your Required Learning Resources are available from the Reading List.
Library and Learning Services: Library and Learning Services provides a wide range of quality client-focused services and
programs to students, researchers and staff of the University. Library and Learning Services works in collaboration with the
academic community to achieve academic and research outcomes.
Support for learning - the University provides access to common use computing facilities for educational purposes.
Code of Practice - Griffith Information Technology Resources.
MKT Department of Marketing
1. Staff Consultation Times are posted on the course website on Learning@Griffith (ie. under "Staff Information) and outside staff
offices. You can communicate in person with your convenor during office hours, by making an appointment or as appropriate
during class time. It is sometimes difficult for convenors to talk with students immediately before and at the end of class due to
the other prior university commitments. Please do not be offended if you are requested to visit during office hours for assistance,
or asked to make an appointment.
2. Email -Staff to student: From time to time it may be necessary to send an official email about the course to you.
Communication will be through your official University student email address only. It is your responsibility to regularly check your
university email. You may arrange for your student email to be forwarded to another email address. However, it is your
responsibility to ensure that the address used by you has sufficient capacity/quota to receive messages. Student to staff: All
emails to course staff MUST contain the course code and subject heading (eg. 1001XXX Course Name, subject heading), and
should come from your official University student email address, otherwise, they may be left unopened or not actioned and
therefore you may not receive an answer.
3. Course Communications through Learning@Griffith - Course notices will be delivered at lectures and/or posted under the
announcement section on Learning@Griffith. The course web page is an important communication tool for this course.
Information related to lectures and/or tutorials, assessment items, learning resources, and other relevant course information will
be posted to this site on a regular basis. It is your responsibility to check this site at least twice a week. Remember any posted
material is a learning aid only, and is not a substitute for attendance. Lecture notes do not replace the need to develop note-
taking skills and to synthesise the information provided during your lectures and/or tutorials.
4. Additional Learning Resources - Students are encouraged to visit the Griffith University library website for information on the
Library Help Desk, research support, and workshops and training available at Griffith University.
Lecture 2: Small Business Branding and Positioning. Workshop 2: Small Business Branding and Positioning.
15 Nov -
Market and Competitor Analysis. Market and Competitor Analysis.
21 Nov
Learning Outcomes: 1, 2 Learning Outcomes: 1, 2
Lecture 3: Culture and Brand Values. Brand Attributes, Workshop 3: Culture and Brand Values. Brand
22 Nov -
Image and Personality. Attributes, Image and Personality.
28 Nov
Learning Outcomes: 1, 2 Learning Outcomes: 1, 2
Lecture 4: Developing the Brand Strategy- Brand Workshop 4: Developing the Brand Strategy.
29 Nov - identity, vision and presentation (name, logo, slogan Learning Outcomes: 1, 2, 4
5 Dec etc). Protecting brand elements.
Learning Outcomes: 1, 2, 4
6 Dec - Lecture 5: Branding Review. IMC Planning and Strategy. Workshop 5: Branding Review and Assessment Q&A
12 Dec Learning Outcomes: 1, 2, 3, 4 Learning Outcomes: 1, 2, 4
20 Dec - Lecture 7: Networking and Social Media Strategies Workshop 7: Networking and Social Media Strategies
26 Dec Learning Outcomes: 3, 4 Learning Outcomes: 1, 3, 4
Lecture 8: PR Strategies for New Business Ventures- Workshop 8: Generating Publicity; the role of the
10 Jan -
PR, CSR, Events and Social Media. media release.
16 Jan
Learning Outcomes: 2, 3, 4 Learning Outcomes: 2, 3, 4
Lecture 10: Promotional activities to drive sales for Workshop 10: Promotional activities to drive sales
new business ventures: sales promotions and customer
retention and loyalty strategies Due to the Australia Day Public Holiday the workshop
24 Jan -
will be rescheduled for this week. Details will be
30 Jan
Due to the Austraila Day Public Holiday the lecture this provided on your learning@griffith site.
week will be prerecorded Learning Outcomes: 3, 4
Learning Outcomes: 2, 3, 4
Lecture 11: Customer Relationship Management and Workshop 11: Developing loyalty and brand advocacy.
Brand Development: developing loyalty, encouraging Final Assessment Q&A
31 Jan - 6 Feb
brand advocates and WOM strategies. Learning Outcomes: 2, 3, 4
Learning Outcomes: 2, 3, 4
7 Feb - Lecture 12: Course Review and Future Directions Workshop 12: Course Review
13 Feb Learning Outcomes: 1, 2, 3, 4 Learning Outcomes: 1, 3, 4
5. Assessment Plan
5.1 Assessment Summary
This is a summary of the assessment in the course. For detailed information on each assessment, see 5.2 Assessment Detail
below.
MAXIMUM
MARKED OUT LEARNING
ASSESSMENT TASK DUE DATE WEIGHTING EXTENSION
OF OUTCOMES
PERIOD
Assignment - Written
Assignment 13 Dec 21 17:00 35% 35 marks 1, 2
Brand Strategy Assignment
Test or quiz
31 Jan 22 - 7 Feb 22 30% 30 marks 1, 4
Promotion concept test
Presentation - technical or
professional 10 Feb 22 16:00 35% 35 marks 3, 4
Presentation
Title: Presentation
Type: Presentation - technical or professional
Learning Outcomes Assessed: 3, 4
Due Date:
10 Feb 22 16:00
Weight: 35%
Marked out of: 35
Task Description:
Presentation is of launch promotional strategy of brand developed in Assessment 1.
Presentation is of 5 mins duration
Further information, including a suggested structure and detailed requirements will be made available on Learning@Griffith in
Week 1.
Assignments should be submitted online through the link under 'Assessment' on the Learning@Griffith site for the course.
Criteria & Marking:
Further information, including a suggested structure and detailed requirements will be made available on Learning@Griffith in
Week 1.
Assignments should be submitted online through the link under 'Assessment' on the Learning@Griffith site for the course.
Submission: Via the 'Assignments' tool in Learning@Griffith.
Learning Summary
Below is a table showing the relationship between the learning outcomes for this course, the learning activities used to develop
each outcome and the assessment task used to assess each outcome.
Learning Outcomes
After successfully completing this course you should be able to:
1 Demonstrate knowledge of internal business values and culture, and the integration of these into core brand values.
2 Develop a brand concept for a small business
3 Create an integrated, cost effective promotional strategy for a small business or personal brand.
4 Exhibit graduate skills in discipline specific knowledge, innovative thinking and communicating ideas effectively
Workshop 1 (Workshop)
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Lecture 1 (Lecture)
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Workshop 2 (Workshop)
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Lecture 2 (Lecture)
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Workshop 3 (Workshop)
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Lecture 3 (Lecture)
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Workshop 4 (Workshop)
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Lecture 4 (Lecture)
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Workshop 5 (Workshop)
• • •
Lecture 5 (Lecture)
• • • •
Workshop 6 (Workshop)
• • •
Lecture 6 (Lecture)
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Workshop 7 (Workshop)
• • •
Lecture 7 (Lecture)
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Workshop 8 (Workshop)
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Lecture 8 (Lecture)
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Workshop 9 (Workshop)
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Lecture 9 (Lecture)
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Workshop 10 (Workshop)
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Lecture 10 (Lecture)
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Workshop 11 (Workshop)
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Lecture 11 (Lecture)
• • •
LEARNING OUTCOMES
LEARNING ACTIVITIES
1 2 3 4
Workshop 12 (Workshop)
• • •
Lecture 12 (Lecture)
• • • •
ASSESSMENT TASKS
Graduate Attributes
For further details on the Griffith Graduate please click here
Griffith University prepares influential graduates to be:
• Knowledgeable and skilled, with critical judgement
• Effective communicators and collaborators
• Innovative, creative and entrepreneurial
• Socially responsible and engaged in their communities
• Culturally capable when working with First Australians
• Effective in culturally diverse and international environments
This table demonstrates where each of the Griffith Graduate Attributes is taught, practised and assessed in this
course.
University wide attributes
GRADUATE ATTRIBUTE TAUGHT PRACTISED ASSESSED
Knowledgeable and skilled, with critical judgement • • •
Effective communicators and collaborators • • •
Innovative, creative and entrepreneurial • • •
Socially responsible and engaged in their communities
Culturally capable when working with First Australians
Effective in culturally diverse and international environments