General Information
Effective brand communication is increasingly important for organisations in almost every industry. Branding is not only essential for typical consumer goods and services; it is just as important to sporting teams, cities and tourist attractions like national parks and artists, to name just a few. In any competitive market, brands are an essential tool for differentiating your offerings, developing effective promotional strategies, and, ultimately, creating value. This subject will provide you with the knowledge to analyse brand communication from various theoretical, professional, and ethical perspectives. You will also gain practical skills by applying this knowledge to a client brief in the form of developing a comprehensive brand communication plan.
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Details
Academic unit: Faculty of Society & Design Subject code: ADVT71-105 Subject title: Brand Communication Subject level: Postgraduate Semester/Year: May 2025 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Seminar: x12 (Total hours: 36) - Weekly seminar
- Personal Study Hours: x12 (Total hours: 84) - Recommended study hours
Attendance and learning activities: N/A -
Resources
Prescribed resources: Books
- Rory Sutherland (2019). The Surprising Power of Ideas That Don't Make Sense. n/a, W H Allen 384
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: | ADVT71-105 |
| Subject title: | Brand Communication |
| Subject level: | Postgraduate |
| Semester/Year: | May 2025 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | N/A |
| 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 |
|---|---|
| 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:
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Evaluate the usefulness of different research methods for gaining insights into consumers’ relationships with brands.
- Apply the theoretical concepts of brand communication for developing a brand communication plan in response to a client brief.
- Demonstrate enhanced critical knowledge and awareness of issues related to ethical brand communication, in particular concerning Sustainable Development Goal #12 (Responsible Consumption and Production).
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 Creative Project Brand Communication Plan: Written Report and Pitch (40%) 40.00% Week 12 1,2,3,4 Written Report Individual Project related to subject content and individual career aspirations. Topic to be approved by subject coordinator. 35.00% Week 13 1,2,4 Presentation Class Leadership on a weekly topic (25%) 25.00% In Consultation 1,4 - * 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 |
|---|---|---|---|---|
| Creative Project | Brand Communication Plan: Written Report and Pitch (40%) | 40.00% | Week 12 | 1,2,3,4 |
| Written Report | Individual Project related to subject content and individual career aspirations. Topic to be approved by subject coordinator. | 35.00% | Week 13 | 1,2,4 |
| Presentation | Class Leadership on a weekly topic (25%) | 25.00% | In Consultation | 1,4 |
- * 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 late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
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.
Subject curriculum
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Introduction to Brand Communication.
We will begin our journey by looking at the history of branding and trying to define what 'brands' actually are (which is not as straightforward as it might seem).
SLOs included
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Demonstrate enhanced critical knowledge and awareness of issues related to ethical brand communication, in particular concerning Sustainable Development Goal #12 (Responsible Consumption and Production).
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Brand as ‘Equity’: How to measure the value of brands.
The fundamental purpose of branding is to create value. What this means is the topic of this session.
SLOs included
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Evaluate the usefulness of different research methods for gaining insights into consumers’ relationships with brands.
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Brand as ‘Assets and Associations’: How to differentiate and position brands.
Branding is about creating memorable associations. For this topic, we will start our exploration of branding as a form of meaning-making.
SLOs included
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Evaluate the usefulness of different research methods for gaining insights into consumers’ relationships with brands.
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Brands as ‘Personalities’: How to give brands a ‘human touch’.
A key idea in branding is that consumers relate to brands in similar ways as they do to humans. We will have a look at what this means in practice.
SLOs included
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Evaluate the usefulness of different research methods for gaining insights into consumers’ relationships with brands.
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Brands as ‘Narratives’: How to craft brand stories.
Meaning-making is often based on storytelling. For this topic, we will explore how fundamental principles of storytelling relate to brand communication practices.
SLOs included
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Evaluate the usefulness of different research methods for gaining insights into consumers’ relationships with brands.
- Apply the theoretical concepts of brand communication for developing a brand communication plan in response to a client brief.
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Brands as ‘Cultural Activists’: How to make brands relevant in popular culture.
Successful brands are relevant, which means they are embedded in and talked about in popular culture. For this topic, we will have a look at strategies to achieve this.
SLOs included
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Evaluate the usefulness of different research methods for gaining insights into consumers’ relationships with brands.
- Demonstrate enhanced critical knowledge and awareness of issues related to ethical brand communication, in particular concerning Sustainable Development Goal #12 (Responsible Consumption and Production).
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Brands as 'Political Actors’: How to navigate an increasingly politicised business environment.
In the increasingly polarised political and civic environment, brands have new opportunities to become culturally relevant. However, this also comes with high levels of risk. For this topic, we will discuss how brands can walk this thin line.
SLOs included
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Evaluate the usefulness of different research methods for gaining insights into consumers’ relationships with brands.
- Demonstrate enhanced critical knowledge and awareness of issues related to ethical brand communication, in particular concerning Sustainable Development Goal #12 (Responsible Consumption and Production).
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Brands as ‘Communities’: How to leverage consumer engagement and co-creation.
A key argument throughout this course is that brands are not only made by brand managers and advertisers but also by consumers and other stakeholders. For this topic, we will explore the concept of ‘brand communities’.
SLOs included
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Evaluate the usefulness of different research methods for gaining insights into consumers’ relationships with brands.
- Apply the theoretical concepts of brand communication for developing a brand communication plan in response to a client brief.
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Brand Architecture: How to grow brands.
For this topic, we will explore ways to grow a brand, ranging from developing brand extensions to so-called ‘fighter brands’ to ‘glocalisation’ strategies.
SLOs included
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Apply the theoretical concepts of brand communication for developing a brand communication plan in response to a client brief.
- Demonstrate enhanced critical knowledge and awareness of issues related to ethical brand communication, in particular concerning Sustainable Development Goal #12 (Responsible Consumption and Production).
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Brands as ‘Big Ideas’: How to develop integrated brand communication.
How do we put all the ideas and concepts we talked about in this subject into practice? We do it by developing ‘big ideas’ and ‘integrated brand communication’.
SLOs included
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Apply the theoretical concepts of brand communication for developing a brand communication plan in response to a client brief.
- Demonstrate enhanced critical knowledge and awareness of issues related to ethical brand communication, in particular concerning Sustainable Development Goal #12 (Responsible Consumption and Production).
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How to pitch integrated brand communication plans.
This session is all about finalising your brand communication plan.
SLOs included
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Evaluate the usefulness of different research methods for gaining insights into consumers’ relationships with brands.
- Apply the theoretical concepts of brand communication for developing a brand communication plan in response to a client brief.
- Demonstrate enhanced critical knowledge and awareness of issues related to ethical brand communication, in particular concerning Sustainable Development Goal #12 (Responsible Consumption and Production).
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Pitch presentations.
Your time to shine and present your ideas.
SLOs included
- Demonstrate an advanced understanding of different brand management concepts, principles and methods for analysing brands and their communication strategies.
- Apply the theoretical concepts of brand communication for developing a brand communication plan in response to a client brief.
- Demonstrate enhanced critical knowledge and awareness of issues related to ethical brand communication, in particular concerning Sustainable Development Goal #12 (Responsible Consumption and Production).