IIE Module Guide BRST6211

BRAND STRATEGY 2A
MODULE GUIDE 2016
(First Edition: 2012)

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IIE Module Guide BRST6211

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IIE Module Guide BRST6211

Table of Contents
Using this Guide ........................................................................................................ 6
Introduction ............................................................................................................... 7
Module Resources .................................................................................................... 8
Module Purpose ...................................................................................................... 12
Module Outcomes ................................................................................................... 12
Module Pacer .......................................................................................................... 13
Assessments ........................................................................................................... 17
Glossary of Key Terms for this Module .................................................................... 19
Learning Unit 1: The Shift from Integrated Marketing Communications (IMC) to
Integrated Brand Contact Management (IBCM). ...................................................... 21
1 Introduction ...................................................................................................... 21
2 Recommended Additional Reading .................................................................. 21
3 Activities ........................................................................................................... 22
4 Revision Activities ............................................................................................ 23
Learning Unit 2: Market Research: Methods, Design & Analysis ............................. 24
1 Introduction ...................................................................................................... 24
2 Recommended Additional Reading .................................................................. 24
3 Activities ........................................................................................................... 25
4 Revision Activities ............................................................................................ 27
Learning Unit 3: Market Research Applied: Situational Analysis, Segmentation,
Targeting ................................................................................................................. 28
1 Introduction ...................................................................................................... 28
2 Recommended Additional Reading .................................................................. 28
3 Recommended Digital Engagement and Activities ........................................... 29
4 Activities ........................................................................................................... 29
5 Revision Activities ............................................................................................ 31
Learning Unit 4: Objective Setting and Brand Positioning ........................................ 32
1 Introduction ...................................................................................................... 32
2 Recommended Additional Reading .................................................................. 32
3 Recommended Digital Engagement and Activities ........................................... 33
4 Activities ........................................................................................................... 33
5 Revision Activities ............................................................................................ 34
Learning Unit 5: Media & Media Decisions .............................................................. 35
1 Introduction ...................................................................................................... 35
2 Recommended Additional Reading .................................................................. 35
3 Recommended Digital Engagement and Activities ........................................... 36
4 Recommended Additional Reading .................................................................. 36
5 Activities ........................................................................................................... 36
6 Revision Activities ............................................................................................ 37
Learning Unit 6: Brand Communications Planning .................................................. 38
1 Introduction ...................................................................................................... 38
2 Recommended Additional Reading .................................................................. 38
3 Recommended Digital Engagement and Activities ........................................... 38
4 Activities ........................................................................................................... 39
5 Revision Activities ............................................................................................ 39

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IIE Module Guide BRST6211

Learning Unit 7: Alternative Contact Mindset and Planning ..................................... 40

1 Introduction ...................................................................................................... 40
2 Recommended Additional Reading .................................................................. 40
3 Activities ........................................................................................................... 41
4 Revision Activities ............................................................................................ 42
Learning Unit 8: Introduction to Leadership ............................................................. 43
1 Introduction ...................................................................................................... 43
2 Recommended Additional Reading .................................................................. 43
3 Activities ........................................................................................................... 44
4 Revision Activities ............................................................................................ 44
Bibliography ............................................................................................................ 45
Intellectual Property................................................................................................. 48

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IIE Module Guide BRST6211

Using this Guide

This guide has been developed to support your use of the prescribed material for this
module. There may be occasions when the prescribed material does not provide
sufficient detail regarding a particular idea or principle. In such instances, additional
detail may be included in the guide. This guide should not, however, be used as a
stand-alone textbook, as the bulk of the information that you will need to engage with
will be covered in the prescribed material. You will not pass this module if you only
use the module guide to study from.

Various activities and revision questions are included in the learning units of this
guide. These are designed to help you to engage with the subject matter as well as
to help you prepare for your assessments.

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Introduction
This module on brand strategy introduces all the elements that are important in
creating a strategy for a brand. A strong and solid strategy plays a very important role
in a brand’s success. Without a clear strategy, brands will not have clear direction.

At the end of this module you will have a better understanding of what is needed to
create a strong strategy, which will not only help you in your second semester with
your Brand Challenge, but also in business one day.

It is important to note that no great creative campaign can be constructed without a

great strategy in place. Therefore, it is important that both BBM and CBC students
understand the principles of brand strategy, and how to apply it.

“Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'”
Jef I. Richards

Hope you all enjoy learning about great planning of a strategy this semester!

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Module Resources
Prescribed Book and O’Guinn, T., Allen, C., Semenik, R. And Close, A.
articles for this Module Advertising & Integrated Brand Promotion 7th ed.
2015. Cengage Learning, Stamford.

Cook, G. 2005. Brand leading versus brand

management. Encyclopaedia of brands and branding in
South Africa. 11th edition. Auckland Park: Affinity
Publishing and Advertising. (Available from the Library)

Enslin, C. 2004. Mindset as a prerequisite for

alternative contact planning. Encyclopaedia of brands
and branding in South Africa. 10th edition. Auckland
Park: Affinity Publishing and Advertising. (Available
from the Library)

Enslin, C. 2006. The company, the brand and the

contact council. In: Encyclopaedia of Brands and
Branding in South Africa. 12th edition. Auckland Park:
Infinity Publishing and Advertising. (Available from the
library)

Please note that this module guide is intended to

support your learning — the content of this module
should be sourced from the prescribed material. You
will not succeed in this module if you focus on this
module guide only.
Recommended Additional The following titles include information related to this
Reading module and may be consulted as additional resources.
Please note, however, that you will not be tested on
any content from these titles.

Aaker, D. and Joachimsthaler, E. 2002. Brand

Leadership. Simon and Schuster, London.

Dru, JM. 2002. Beyond disruption. New York, NY:

Wiley.

Duncan, T and Ouwersloot, H. 2008. Integrated

marketing communications. New York, NY: McGraw-
Hill.

Klopper, HB and North, E. 2011. Brand management.

1st edition. Cape Town: Pearson.

Ries, A. and Trout, J. 1986. Positioning: The Battle for

Your Mind. New York, NY: McGraw-Hill.

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Ries, A. and Ries, L. 1999. The 22 Immutable laws of

Branding. Profile Books Ltd.

Belter, L and Herber, H. 2011.eds. Media mechanics.

The nuts and bolts of media planning. Johannesburg:
Amasa.

Muller, G. 1996. Media planning — art or science?

Cape Town: Media Association of South Africa.
Digital and Web Resources Additional digital resources are also available for this
module. Please log onto the Student Portal, and follow
the links to ‘Supplementary Digital Material’ to source
the following.

Some useful web links:

Marketing and Media in South Africa. 2014. [Online].

Available at: www.bizcommunity.com [Accessed 13
November 2014].

Best ads from South Africa. 2014. [Online]. Available at:

http://www.bestadsontv.com/country/192/South-Africa
[Accessed 13 November 2014].

The Loerie Awards. 2014. [Online]. Available at:

http://www.loeries.com/default.aspx?link=site_home
[Accessed 13 November 2014].

SAARF South African Audience Research Foundation.

2014. [Online]. Available at: http://www.saarf.co.za/
[Accessed 13 November 2014].

Advertising Standards Authority of South Africa. 2014.

[Online]. Available at: http://www.asasa.org.za/
[Accessed 13 November 2014].

Marketing Update: South African Marketing and

Advertising news. 2014. [Online]. Available at:
http://www.marketingupdate.co.za/ [Accessed 13
November 2014].

Association for Communications and Advertising. 2014.

[Online]. Available at:
http://www.acasa.co.za/index.aspx [Accessed 13
November 2014].

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IIE Module Guide BRST6211

Brands and Branding. 2014. [Online]. Available at:

http://www.brandsandbranding.co.za/ [Accessed 13
November 2014].

Brand Council. 2014. [Online]. Available at:

http://www.brandcouncilsa.org/ [Accessed 13 November
2014].

Understanding the differences: Leadership vs

Management. 2014 [Online]. Available at:
https://www.go2hr.ca/articles/understanding-
differences-leadership-vs-management [Accessed 13
November 2014].

Prussakov, G. 2014. 20 Differences Between

Management & Leadership, [Blog]. Available at:
http://www.amnavigator.com/blog/2009/05/12/20-
differences-between-management-leadership/
[Accessed 13 November 2014].

Mindtools: Management Training and Leadership

Training, 2014. [Online]. Available at:
http://www.mindtools.com/ [Accessed 13 November
2014].

PHD South Africa. 2014. [Online]. Available at:

http://www.phdmedia.com/southafrica/Thought-
Leadership.aspx [Accessed 13 November 2014].

Telmar South Africa, 2014. [Online]. Available at:

http://www.telmar.co.za/ [Accessed 13 November
2014].

OMD South Africa, 2014. [Online]. Available at:

http://www.omd.co.za/ [Accessed 13 November 2014].

InterComm South Africa, 2014. [Online]. Available at:

http://www.intercomm.co.za/ [Accessed 13 November
2014].

Forbes, 2014. [Online]. Available at:

http://www.forbes.com/sites/dorieclark/2014/04/01/what-
great-leadership-looks-like/ [Accessed 13 November
2014].

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Knowledge Factory 2014. [Online]. Available at:

http://www.knowledgefactory.co.za/ [Accessed 13
November 2014].

Target Group Index, 2014. [Online]. Available at:

http://www.tgi.co.za/ [Accessed 13 November 2014].

Growth Factors, 2014. [Online]. Available at:

http://blog.ecornell.com/how-to-write-market-
positioning-statements/ [Accessed 13 November 2014].

Beloved Brands, 2014. [Online]. Available at:

http://beloved-brands.com/2012/05/06/brand-
positioning-statement/ [Accessed 13 November 2014].

The Buzz Factoree LLC, 2014. [Online]. Available at:

http://thebuzzfactoree.com/how-to-write-a-kick-butt-
brand-positioning-statement/ [Accessed 17 November
2014].

We Are Social. 2014. SlideShare: What Makes A Great

Brand? [Online]. Available at:
http://www.digitalbuzzblog.com/slideshare-what-makes-
a-great-brand/ [Accessed 9 November 2015]

Sinek, S. 2010. How great leaders inspire action. TED

blog, [blog]. 4 May. Available at:
http://blog.ted.com/2010/05/04/how_great_leade/ [
Accessed 9 November 2015]

DigitalMarketingBuzz.2014. SlideShare: Future Factors

2014 Report. [Online]. Available at:
http://www.digitalbuzzblog.com/slideshare-future-
factors-2014-marketing-statistics-report/
[Accessed 9 November 2015]

DigitalMarketingBuzz.2014. SlideShare: 2014 Cannes

Lions Review. [Online]. Available at:
http://www.digitalbuzzblog.com/slideshare-2014-
cannes-lions-review/
[Accessed 9 November 2015]

DigitalMarketingBuzz.2015. SlideShare: Cannes Lions

Grand Prix Winners (Videos) [Online]. Available at:
http://www.digitalbuzzblog.com/cannes-lions-2015-
grand-prix-case-study-videos-films/ [Accessed 9
November 2015]

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IIE Module Guide BRST6211

Aaker, D. 2014. Aaker on Brands. [Online]. Available at:

https://www.prophet.com/blog/aakeronbrands [Date
Accessed 9 November 2015]

Bedbury, S. 2002. A new brand world. New York:

Penguin Group. (Chapter 6).

De Beer, T. 2011. Making a Mark. The Importance of

Being an Earnest 21st Century Leader. JSE. No Place.

Module Purpose
The purpose if this module is to allow students to explore the practical application of
brand building theory and they are expected to demonstrate strategic development
skills based on the theoretical constructs investigated in Brand Strategy 1.
Module Outcomes
MO1 Demonstrate knowledge and understanding of the principles and concept
related to brand building.
MO2 Analyse market research through the application of a range of tools and
techniques.
MO3 Explain the market research process and tools.
MO4 Apply the concept of Alternative Brand Contact Planning in brand building.
MO5 Demonstrate knowledge and understanding of the role of leadership in
brand building.

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Module Pacer
Code BRST6211 Hour Sessions 30 Credits 6
Learning Unit 1 The Shift from Integrated Marketing Page no reference
Communications (IMC) to Integrated
Brand Contact Management (IBCM).
Sessions: 1—3 Objectives:
Related Outcomes:  Understand what Integrated O’Guinn, T., Allen,
 MO1 Marketing Communications refers C., Semenik, R.
to. And Close, A.
Advertising &
 Understand the concept and
Integrated Brand
purpose of Integrated Brand Promotion 7th ed.
Contact Management (IBCM); 2015. Cengage
 Understand the relationship Learning,
between the concepts of IMC and Stamford. Pages
IBCM; 25-26.
 Be able to apply the four-step
process to Integrated Brand Enslin, C. 2006.
Contact Management (IBCM). The company, the
brand and the
contact council. In:
Encyclopaedia of
Brands and
Branding in South
Africa. 12th edition.
Auckland Park:
Infinity Publishing
and Advertising.
Learning Unit 2 Market Research: Methods, Design & Page no reference
Analysis
Sessions: 4—8 Learning Objectives:
Related Outcomes:  Understand the importance of O’Guinn, T., Allen,
 MO2 advertising research; C., Semenik, R.
And Close, A.
 Be able to discuss Stage One:
Advertising &
Developmental Advertising and Integrated Brand
IBP Research including Design Promotion 7th ed.
Thinking, Concept Testing, 2015. Cengage
Audience profiling, Focus Groups, Learning,
projective Techniques, Method: Stamford. Pages
Fieldwork/ Long Interview; 141-158.
 Explain what secondary data refers
to including: mining the web,
internal company sources,
government sources and
commercial sources;

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Learning Unit 2 Market Research: Methods, Design & Page no reference

Analysis (CONTINUED)
 Discuss Stage Two: Copy
Research including evaluating
criteria and methods, common
methods for assessing cognitive
impact;
 Explain Stage Three: Results
including Method: Tracking
Studies, Direct Response,
Estimating Sales Derived from
Advertising, All in One Single
Source data;
 Briefly explain Account Planning vs
Advertising Research.
25% of ICE Tasks to be completed by this point.
Learning Unit 3 Market Research Applied: Situational Page no reference
Analysis, Segmentation, Targeting

Sessions: 9—12 Learning Objectives:

Related  Be able to explain a situational O’Guinn, T., Allen,
Outcomes: analysis; C., Semenik, R.
 MO2  Discuss key elements that comprise And Close, A.
Advertising &
a situational analysis such as:
Integrated Brand
Cultural and historical context, Promotion 7th ed.
industry, market and competitor 2015. Cengage
analysis; Learning,
 Explain STP marketing and Stamford. Pages
Advertising; 162-166, 127-135.
 Be able to explain and segment
markets based on the following:
usage and commitment level,
switchers and variety seekers,
emergent consumers,
demographics, geographic location,
psychographics and lifestyle,
benefits sought, segmenting
business to business markets;
 Understand how to prioritise
segments;
 Explain targeting in terms of
positioning/ repositioning, the Bahr-
Interbrand positioning opportunity
method, essentials for effective
positioning strategies.

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Learning Unit 4 Objective Setting and Brand Page no reference

Positioning
Sessions: 13-15 Learning Content:
Related  Be able to explain what objectives
Outcomes: refer to; O’Guinn, T., Allen,
 MO1  Be able to assemble advertising C., Semenik, R.
And Close, A.
 MO2 objectives;
Advertising &
 MO4  Be able to formulate objectives for Integrated Brand
purchase intent, trial usage, repeat Promotion 7th ed.
purchase and brand switching; 2015. Cengage
 Be able to explain the following Learning,
criteria: establish a quantitative Stamford. Pages
benchmark, specify measurement 134-135, 166-169.
methods and criteria for success,
and specify a time frame;
 Explain what positioning and
repositioning refer to;
 Be able to explain and apply the
Bahr-Interbrand positioning
opportunity method based on the
following criteria: relevance,
differentiation, credibility and stretch.
50% of ICE Tasks to be completed by this point.
Learning Unit 5 Media & Media Decisions Page no reference

Sessions: 16 - 19 Learning Content:

Related  Be able to explain measured and O’Guinn, T., Allen,
Outcomes: unmeasured media; C., Semenik, R.
 MO3  Discuss social media and what is And Close, A.
Advertising &
different; Integrated Brand
 Unpack media choice and integrated Promotion 7th ed.
brand communications; 2015. Cengage
 Explain the present and future of Learning,
traditional mass media; Stamford. Pages
 Discuss media strategy; 246-276
 Explain print media: strategic
planning considerations including
newspapers and digital newspapers
and magazines;
 Explain television and radio:
strategic planning considerations
including television and radio.

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Learning Unit 6 Brand Communications Planning Page no reference

Sessions: 20-23 Learning Content:

Related  Be able to explain the advertising O’Guinn, T., Allen,
Outcomes: plan; C., Semenik, R.
 MO1-4  Briefly explain the advertising plan And Close, A.
Advertising &
which includes:
Integrated Brand
Introduction, situational analysis, Promotion 7th ed.
objectives, budgeting, strategy, 2015. Cengage
execution and evaluation. Learning,
Stamford. Pages
161-177
75% of ICE Tasks to be completed by this point.
Learning Unit 7 Alternative Contact Mindset and Notes on this LU
Planning
Sessions: 24-26 Learning Content:
Related  Understand the concept of mind set Enslin, C. 2004.
Outcomes: as the requisite to Alternative Mindset as a
 MO8 Contact Planning; prerequisite for
 Understand the brand alternative contact
communication challenge; planning.
 Discuss the Alternative Brand Encyclopaedia of
Contact as a Solution; brands and
 Explain the Research Study branding in South
including: branded impact, Planning Africa. 10th
Relevance and Planning edition. Auckland
Exploration, Salivating, Integration Park: Affinity
and Ousting Turf Battles, Media Publishing and
commission based = Advertising.
Media-biased.
Learning Unit 8 Introduction to Leadership Notes on this LU

Sessions: 27-30 Learning Content:

Related  To understand the concept of Cook, G. 2005.
Outcomes: Leadership; Brand leading
 MO5  To explore the core differences versus brand
between leadership and management.
management (The Classic Brand Encyclopaedia of
Management Model vs. The Brand brands and
Leadership Model); branding in South
 To understand the characteristics Africa. 11th
and skills of great leaders. edition. Auckland
Park: Affinity
Publishing and
Advertising.
100% of ICE Tasks to be completed by this point.

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IIE Module Guide BRST6211

Assessments
Integrated Curriculum Engagement (ICE)
Minimum number of ICE activities to complete 4
Weighting towards the final module mark 10%

Assignments/ Projects Assignment 1

Weighting 25%
Duration 15 hours
Submit after LU5
Learning Units covered LU1—5
Resources required Prescribed Material, Internet Access

Tests/ Examination Test 1

Weighting 30%
Duration 1 hour
Total marks 60
Open/ closed book Closed book
Resources required Prescribed text book
Learning Units covered LU1—4

Tests/ Examination Examination

Weighting 35%
Duration 2 hour
Total marks 120
Open/ closed book Closed book
Resources required Prescribed text book and prescribed readings
Learning Units covered All LU

Assessment Preparation Guidelines

Format of the Assessment Preparation Hints
(The Focus/ Approach/ (How to Prepare, Resources to
Objectives) Use, etc.)
Assignment This assignment will require of Ensure that you have read the
you to do thorough research on prescribed material for the
a given topic and to apply your Learning Units covered in this
theoretical knowledge together assignment. Do thorough
with your research. research before attempting to do
your assignment.
Test You will have to read through a Make sure that you have read
case study in your test. Expect through and understand the
short questions to longer prescribed material and any
paragraph-type questions. notes that your Navigator might
supply you with. You need to
ensure that you have covered all
of the Learning Unit Objectives

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IIE Module Guide BRST6211

required for your test.

Examination You will have to read through a Make sure that you have read
case study in your test. Expect through and understand ALL the
short questions to longer prescribed material and any
paragraph-type questions. notes that your Navigator might
supply you with for this module.
You need to ensure that you
have covered ALL of the
Learning Unit Objectives covered
in this module in preparation for
your examination.

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Glossary of Key Terms for this Module

Term Definition My Notes

Alternative Refer to Dr Enslin’s article (2004) on

Contact ‘Mindset as a Prerequisite for Alternative
Planning Contact Planning’
Brand “A brand is a particular and unique
construct that creates, communicates
and sustains for all its stakeholders
through its products and/ or services.”
Vega
Brand “To position a product/ service in the
Positioning minds of (consumers) relative to
competitors” Ries and Trout
Healthy Brand 1 Does the brand have a particular
and meaningful purpose?
2 Is the brand purpose served in all
that the brand does?
3 Does the brand have a distinctive
identity?
4 Is the brand an engaging,
authentic and coherent
communicator?
5 Does the brand add value to the
lives of people?
6 Does the brand build sustainable
relationships by never taking more
than it gives?
7 Does the brand and the business
that underpins it demonstrate that
profit is not the driver but a
consequence of all of the above?
Integrated Refer to Dr Enslin’s article (2006) on The
Brand Contact Company, The Brand and the Contact
Management Council.

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Term Definition My Notes

Leadership Various definitions exist, e.g.:

“Effective leadership is the ability to
successfully integrate and maximize
available resources within the internal
and external environment for the
attainment of organizational or societal
goals." Ken "SKC" Ogbonnia

“Leadership is communicating to people

their worth and potential so clearly that
they are inspired to see it in themselves.”
Stephen R. Covey
Pecha Kucha Pecha Kucha (‘chit-chat’ in Japanese) is
a presentation methodology in which 20
slides are shown for 20 seconds each,
usually seen in a multiple-speaker event
called a Pecha Kucha Night (PKN). Each
presenter has just six minutes and 40
seconds to explain their ideas before the
next takes the stage.

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IIE Module Guide BRST6211

Learning Unit 1: The Shift from Integrated Marketing

Communications (IMC) to Integrated Brand Contact
Management (IBCM).
Learning Objectives: My notes
 Please refer to the Module Pacer for the Objectives
for this Learning Unit.
Material used for this learning unit:
O’Guinn, T., Allen, C., Semenik, R. And Close, A.
Advertising & Integrated Brand Promotion 7th ed.
2015. Cengage Learning, Stamford. Pages 25-26.

Enslin, C. 2006. The company, the brand and the contact

council. In: Encyclopaedia of Brands and Branding in South
Africa. 12th edition. Auckland Park: Infinity Publishing and
Advertising.
How to prepare for this learning unit:
 Read over prescribed reading and go over activities.

1 Introduction
It is important that you understand the meaning of Integrated
Brand Communications, and the role IMC plays within.
‘…Integrated Brand Communications (IBC) — a holistic
communications strategy that integrates all communications
activities — such as public relations, advertising, investor
relations, interactive or internal communications — to manage
the company’s most precious asset — its brand.’ (Carolyn Ray,
brandchannel.com, 2014)

2 Recommended Additional Reading

DigitalMarketingBuzz.2015. SlideShare: Cannes Lions Grand
Prix Winners (Videos) [Online]. Available at:
http://www.digitalbuzzblog.com/cannes-lions-2015-grand-prix-
case-study-videos-films/ [Date Accessed 9 November 2015]

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IIE Module Guide BRST6211

3 Activities
3.1 Activity 1
1. As a class, discuss what you understand by the term
‘Integrated Marketing Communications’ (IMC)?

2. In groups of 3-4, read Dr Carla Enslin’s article ‘The

Company, the Brand and the Contact Council’ and
summarise the key points of the article in your group.

Present it to your class, and use examples to assist you

in your arguments.

3. What to you understand the purpose of ‘Brand Contact

Management’ is?

4. Why do you think it is important to ensure integration of a

brand’s contact points?

5. Watch the following video by Vans: Behind the Brand

and the answer the questions that follow. (URL available
at: https://www.youtube.com/watch?v=9_-ViZ9iPNE)
(Date Accessed: 9 November 2015)

Discuss and apply Dr Carla Enslin’s 4-step planning

process to the Vans brand:

5.1 Brand contact inventory

5.2 Brand contact audit
5.3 Contact management vehicle
5.4 Implementation & Contact Integration

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4 Revision Activities
4.1 Activity 1

 Why is it important to focus on a brand’s contact points?

 Why do you think it is important to ensure integration of a

brand’s contact points?
 Discuss the value of the Brand Contact Council.

 Discuss and apply Dr Carla Enslin’s 4-step planning

process to a brand of your choice:

1. Brand contact inventory

2. Brand contact audit
3. Contact management vehicle
4. Implementation & Contact Integration

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Learning Unit 2: Market Research: Methods, Design &

Analysis
Learning Objectives: My notes
 Please refer to the Module Pacer for the Objectives
for this Learning Unit.
Material used for this learning unit:
O’Guinn, T., Allen, C., Semenik, R. And Close, A.
Advertising & Integrated Brand Promotion 7th ed. 2015.
Cengage Learning, Stamford. Pages 141-158.
How to prepare for this learning unit:
 Read over prescribed reading and go over activities.

1 Introduction
Market research forms an integral role in developing brand
communication strategies. In this learning unit you will learn
key aspects to developing, implementing and measuring
advertising strategies.

2 Recommended Additional Reading

[Online]. Available at: www.brandchannel.com [Accessed 13
November 2014].

[Online]. Available at: www.bizcommunity.com [Accessed 13

November 2014].

[Online]. Available at: www.brandsandbranding.co.za

[Accessed 13 November 2014].

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3 Activities
3.1 Activity 1

1. As a class discuss Stage One: Developmental

Advertising and IBP (Page 142 of O’Guinn et al). Why do
you think this stage is important in developing an
advertising strategy?

2. In light of the below IDEO video explain what is design

thinking in relation to research?

IDEO, An Innovative Design Company - 60 Minutes Jan.

06, 2013. Interview with Tom Kelley. [Online]. Available
at: https://www.youtube.com/watch?v=GYkb6vfKMI4
.[Date Accessed November 2015]

3.2 Activity 2
Watch the following campaign by Apple:

Apple World Gallery Case Study – Cannes 2015 Grand Prix –

Outdoor (URL Available at:
https://www.youtube.com/watch?v=Izb_N_retd4) (Date
Accessed: 10 November)

Explain the following terms and where possible apply the

Apple case study:

1. Concept testing;

2. Audience Profiling.

3.3 Activity 3

1. As a class discuss what a ‘focus group’ entails.

2. Imagine you were a researcher for Apple and were

tasked to understand the youth market’s perceptions
around cellular phone devices. Draw up 5 questions you
would ask and why?

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3.4 Activity 4
As a class discuss Stage Two: Copy Research. In your
discussion explain the following terms and their relevance to
research. Where possible apply to the Apple brand.

1. Evaluating criteria and methods,

2. Common methods for assessing cognitive impact.

3.5 Activity 5
Apple have approached you to assist with Stage Three: Result.

Discuss the following areas and their value in measuring the

campaign’s success:

1. Method: Tracking Studies,

2. Direct Response,
3. Estimating Sales Derived from Advertising,
All in One Single Source data

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4 Revision Activities
4.1 Activity 1

1. Explain what ‘secondary data’ refers to?

2. Discuss the value of doing research before creating
brand strategies.
3. In groups of two, explain the following terms in the
research process:

 Mining the web,

 Internal company sources,
 Government sources and commercial sources

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Learning Unit 3: Market Research Applied: Situational

Analysis, Segmentation, Targeting
Learning Objectives: My notes
 Please refer to the Module Pacer for the Objectives
for this Learning Unit.
Material used for this learning unit: O’Guinn, T., Allen,
C., Semenik, R. And Close, A. Advertising & Integrated
Brand Promotion 7th ed. 2015. Cengage Learning,
Stamford. Pages 162-166, 127-135.
How to prepare for this learning unit:
 Ensure you read through the material before your first
class on this topic.

1 Introduction
After this learning unit you need to have a clear understanding
of each of the elements that can influence a brand’s situation.
It is important that you have an understanding of the different
tools available to assist you in analysing a brand’s situation.
You also need to be able to identify key issues from your
analysis and address them in the correct format. Furthermore,
in this learning unit you will learn of the importance of
segmenting and targeting one’s audience.

2 Recommended Additional Reading

Klopper, HB and North, E. 2011. Brand Management.

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3 Recommended Digital Engagement

and Activities
Ensure that you look at the following websites, which will give
you insights into the different target markets and segmentation
in South Africa:

[Online]. Available at: www.mindtools.com [Accessed 13

November 2014].

[Online]. Available at: www.saarf.co.za [Accessed 13

November 2014].

[Online]. Available at: www.tgi.co.za [Accessed 13 November

2014].

[Online]. Available at: www.knowledgefactory.co.za [Accessed

13 November 2014].

[Online]. Available at: www.saarf.co.za [Accessed 13

November 2014].

[Online]. Available at: www.marketresearch.com [Accessed 13

November 2014].

4 Activities

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4.1 Activity 1
In a group of 4—5 members:
A SA sports team/ fashion brand of your choice approaches
your consultancy for strategic insight.
 Conduct a situational analysis on your chosen brand
 Develop Key Issues for your chosen brand, based on the
research done.

4.2 Activity 2
1. In your own words explain what ‘STP marketing and
Advertising’ refers to?

2. Watch the following campaign entitled Dominos Emoji

Ordering Case Study and then in groups of 2/ 3 answer
the questions that follow:

Dominos Emoji Ordering Case Study – Cannes 2015 Grand

Prix – Titanium.
https://www.youtube.com/watch?v=cm7m4vhGP3c) Date
Accessed: 10 November 2015)

 Usage and commitment level,

 Switchers and variety seekers,
 Emergent consumers,
 Demographics,
 Geographic location,
 Psychographics and lifestyle,
 Benefits sought,
 Segmenting business to business markets

(Source: O’Guinn, T, 2015: 127-135)

3. What do you understand by the term ‘targeting’ and who

do you think based on your segmentation exercise is the
target audience?

4. In your own words what is ‘positioning’ and why is it

important to brand building?

5. Using the Bahr-Interbrand Positioning model, apply to

the Domino’s brand.

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5 Revision Activities
5.1 Activity 1
Watch the TAG Heuer video and unpack the elements of the
situational analysis (listed below), against the story of Tag
Heuer: TAG Heuer | Jack Heuer History (URL Accessed:
https://www.youtube.com/watch?v=6gs1ieBrTSA) (Date
Accessed: 9 November 2015)

 Cultural context
 Historical context
 Industry analysis
 Market analysis

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Learning Unit 4: Objective Setting and Brand

Positioning
Learning Objectives: My notes
 Please refer to the Module Pacer for the Objectives
for this Learning Unit.
Material used for this learning unit:
O’Guinn, T., Allen, C., Semenik, R. And Close, A.
Advertising & Integrated Brand Promotion 7th ed. 2015.
Cengage Learning, Stamford. Pages 134-135, 166-169.
How to prepare for this learning unit:
 Ensure you read through the material before your first
class on this topic.

1 Introduction
Positioning is what brands do to the mind of the consumer, and
although it is not a new concept, it is still very relevant today.
The space a brand owns in the mind of the consumer will
determine what that consumer think, feel and do about the
brand. There are various elements that need to be considered
when crafting a positioning statement, and it is important that
you will be able to do that at the end of this learning unit.

2 Recommended Additional Reading

Klopper, HB and North, E. 2011. Brand Management

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3 Recommended Digital Engagement

and Activities
[Online]. Available at: http://blog.ecornell.com/how-to-write-
market-positioning-statements/ [Accessed 13 November 2014].

[Online]. Available at: http://beloved-

brands.com/2012/05/06/brand-positioning-statement/
[Accessed 13 November 2014].

[Online]. Available at: http://thebuzzfactoree.com/how-to-write-

a-kick-butt-brand-positioning-statement/ [Accessed 13
November 2014].

4 Activities
4.1 Activity 1
Watch the following campaign by: Astrazeneca Take It From a
Fish Case Study Video – Cannes 2015 Grand Prix – Health
(URL Available at: https://youtu.be/41DrLX_Fmm0) [Date
Accessed: 9 November 2015]

1. Explain what you understand by setting advertising

objectives?

2. What do you think Astrazeneca advertising objectives

were?

3. Do you think Astrazeneca achieved their objectives? If

so, how so?

4. Explain the following terms and discuss whether the

campaign objectives and campaign pertain/ address this:
4.1 Purchase intent;
4.2 Trial usage;
4.3 Repeat purchase;
4.4 Brand switching.

5. Explain the following terms and discuss how these

terms/ criteria relate the Astrazeneca brand:
5.1 Establish a quantitative benchmark,
5.2 Specify measurement methods and criteria for
success,
5.3 Specify a time frame.

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4.2 Activity 1
1. Discuss what you understand by the term ‘positioning
and’ repositioning.’ Where possible relate the
Astrazeneca case study.

2. Explain what you understand by the Bahr-Interbrand

Opportunity method?

3. Using the model presented on p. 135 of O’Guinn, T. et al

4.1 Relevance
4.2 Differentiation
4.3 Credibility
4.4 Stretch

5 Revision Activities
5.1 Activity 1

 Discuss the difference between the concepts of

positioning and repositioning.
 If you were to reposition the Uber brand in South Africa,
how would you go about the process?

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Learning Unit 5: Media & Media Decisions

Learning Objectives: My notes
 Please refer to the Module Pacer for the Objectives
for this Learning Unit.
Material used for this learning unit:
O’Guinn, T., Allen, C., Semenik, R. And Close, A.
Advertising & Integrated Brand Promotion 7th ed. 2015.
Cengage Learning, Stamford. Pages 246-276
How to prepare for this learning unit:
 Ensure you read through the material before your first
class on this topic.

1 Introduction
Media planning forms a crucial aspect to brand
communications. In this learning un it you will learn how to
measure media, understand social media and its evolution
through analysing traditional media such as television, print
and radio as well as develop a media strategy.

2 Recommended Additional Reading

Belter, L and Herber, H. 2011.eds. Media mechanics. The nuts
and bolts of media planning.

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3 Recommended Digital Engagement

and Activities
Ensure that you look at the following websites, to see what is
happening in the media landscape of South Africa:

[Online]. Available at: www.marketingupdate.co.za [Accessed

13 November 2014].

[Online]. Available at: www.bizcommunity.com [Accessed 13

November 2014].

[Online]. Available at: www.acasa.co.za [Accessed 13

November 2014].

4 Recommended Additional Reading

Ouwersloot and Duncan, 2008. Chapter 10

Belter, L and Herber, H. 2011.eds. Media mechanics. The nuts

and bolts of media planning.

5 Activities
5.1 Activity 1
Watch the following campaign by Vodafone entitled Vodafone
Red Light Application Case Study Video – Cannes 2015 Grand
Prix – Media(URL available at:
https://youtu.be/PyIvKpOJvrI)[Date Accessed: 9 November
2015]

Now discuss the questions that follow:

1. Based on O’Guinn et al, Advertising and Integrated

Brand Promotion discuss what measured and
unmeasured media refer to? What can you apply the
Vodafone case study?

2. Explain what social media refers to and what is different/

changed according to O’Guinn et al?

3. Explain what media choice and integrated brand

communications refers to? Apply to the Vodafone case
study where appropriate.

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4. Have a class discussion explaining the present and

future of traditional mass media. Include O’Guinn et al.
where applicable.

5. What does a ‘media strategy’ refer to? Using the

Vodafone case study what do you think are the key
points?

6. Based on the case study discuss what media the brand

utilised and why?

To assist, consider whether the following media was

used and why? If any of the below media wasn’t used,
do you think they have a place given the target audience
objective and brand?

 Print media: newspapers, digital newspapers and

magazines.
 Television and radio: Television and radio.

6 Revision Activities
6.1 Activity 1
Discuss the value of social media in South Africa and express
your opinion on whether all brands should engage in social
media.

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Learning Unit 6: Brand Communications Planning

Learning Objectives: My notes
 Please refer to the Module Pacer for the Objectives
for this Learning Unit.
Material used for this learning unit: O’Guinn, T., Allen,
C., Semenik, R. And Close, A. Advertising & Integrated
Brand Promotion 7th ed. 2015. Cengage Learning,
Stamford. Pages 161-177
How to prepare for this learning unit:
 Ensure you read through the material before your first
class on this topic.

1 Introduction
All of what you have learned so far in BRST6211 needs to
come together and equip you with the necessary knowledge
and understanding, in order for you to do brand
communications planning. Key elements will be covered in the
below activities.

2 Recommended Additional Reading

Klopper, HB and North, E. 2011. Brand management. 1st
edition. Cape Town: Pearson.

3 Recommended Digital Engagement

and Activities
[Online]. Available at: www.marketingupdate.co.za [Accessed
13 November 2014].

[Online]. Available at: www.bizcommunity.com [Accessed 13

November 2014].

[Online]. Available at: www.acasa.co.za [Accessed 13

November 2014].

[Online]. Available at: www.loeries.com [Accessed 13

November 2014].

[Online]. Available at: www.bestadsontv.com [Accessed 13

November 2014].

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4 Activities
4.1 Activity 1
As an introduction to brand communications planning watch
the following case study video by HSBC:

HSBC 'The World's Local Bank' - IPA Effectiveness Awards

case study (Available at:
https://www.youtube.com/watch?v=S4pLoQbAsz0). [Date
Accessed: 10 November]

As head strategist at your advertising agency develop a brand

communications plan based on the HSBC case study. Use the
headings below to guide you.

 Introduction,
 Situational analysis,
 Objectives,
 Budgeting,
 Strategy,
 Execution,
 Evaluation.

4.2 Activity 2
As a group of 2-3 students choose a brand of your choice and
map of a brand communications strategy. Use the key points/
criteria highlighted in question 4.1 to assist you.

5 Revision Activities
5.1 Activity 1
In an essay, discuss the following elements of brand
communications planning:

 Introduction,
 Situational analysis,
 Objectives,
 Budgeting,
 Strategy,
 Execution,
 Evaluation.

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Learning Unit 7: Alternative Contact Mindset and

Planning
Learning Objectives: My notes
 Please refer to the Module Pacer for the Objectives
for this Learning Unit.
Material used for this learning unit:
Enslin, C. 2004. Mindset as a prerequisite for alternative
contact planning. Encyclopaedia of brands and branding in
South Africa. 10th edition. Auckland Park: Affinity
Publishing and Advertising.
How to prepare for this learning unit:
 Ensure that you read the article of Dr Carla Enslin.

1 Introduction
We are bombarded with communication messages on a daily
bases, and as consumers we tend to block out all messages
that is not relevant to us. This becomes a big problem for
brands. How do they ensure that they make contact with a
prospective new consumer, if the consumer keeps on ignoring
their messages? Through alternative ways!

But that is not always that easy — it is actually very difficult to

do successfully. And, therefore, careful planning and
understanding of alternative communication is needed.

2 Recommended Additional Reading

Dru, J.M. 2002. Beyond Disruption: Changing the Rules in the
Marketplace. Hoboken, NJ: Wiley

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3 Activities
3.1 Activity 1
As a class activity discuss the following current brand
communications challenges (Source: Enslin, 2004:1):

1. Clutter levels are increasing.

2. Consumers are erecting and intensifying selective

awareness and attention barriers.

3. Clients are demanding brand communication solutions

beyond the traditional, the tried, the trusted and the
expected.

4. Creative teams are expected to produce more arresting

message concepts and executions that will break
through clutter barriers to impact on consumers.

3.2 Activity 2
Watch the following campaign and then answer the questions
that follow:

Volvo LifePaint. (Accessed:

https://www.youtube.com/channel/UCo_Fluj0KWpkd1ph8ZtDR
MQ) [Accessed 9 November 2015]

1. What do you think was Volvo’s mindset behind this

campaign? Furthermore, why do think it takes a
particular mind set to develop a campaign like this?

2. In light of Enslin’s reading discuss the following elements

in constructing a mindset conducive to alternative brand
contact planning. Where possible include the Volvo
campaign.

2.1 Branded Impact

2.2 Planning Relevance and Planning Exploration
2.3 Salivating
2.4 Media commission based = Media biased

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4 Revision Activities
4.1 Activity 1
2.1 Discuss the importance of adopting an alternative
media mindset in brand building today.

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Learning Unit 8: Introduction to Leadership

Learning Objectives: My notes
 Please refer to the Module Pacer for the Objectives
for this Learning Unit.
Material used for this learning unit:
Cook, G. 2005. Brand leading versus brand management.
Encyclopaedia of brands and branding in South Africa. 11th
edition. Auckland Park: Affinity Publishing and Advertising.
How to prepare for this learning unit:
 Ensure you read through the material before your first
class on this topic.

1 Introduction
This learning unit is just an introduction to leadership, and the
topic will be further explored in second semester in BRST 212.
Brands require great leaders, who have an understanding of
what is important and necessary for the brand. But before we
can debate what makes a great brand leader, we first need to
understand the concept of leadership and management in
context of brand building.

2 Recommended Additional Reading

[Online]. Available at: www.mindtools.com [Accessed 13
November 2014].

[Online]. Available at: www.go2hr.com [Accessed 13

November 2014.
[Online]. Available at: www.amnavigator.com/blog [Accessed
13 November 2014].

[Online]. Available at: www.forbes.com [Accessed 13

November 2014].

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3 Activities
3.1 Activity 1
Having read the prescribed text by Gordon Cook entitled
‘Brand Leading vs. Managing,’ answer the questions that
follow:

1. What is the difference between ‘brand leadership’ and

‘brand management’?

2. Outline key characteristics of a strong brand leader.

3. Outline key characteristics of a strong brand manager

3.2 Activity 2
Potential sandpit/tutorial debate: Leadership is innate

4 Revision Activities
4.1 Activity 1
Discuss the characteristics of both leadership and
management and outline why both are important for business.
In your discussion, refer to strong leaders and managers in the
South African market.

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Bibliography
Aaker, D. and Joachimsthaler, E. 2002. Brand Leadership. Simon and Schuster,
London.

Advertising Standards Authority of South Africa. 2014. Advertising Standards

Authority of South Africa — Protecting your standards. [Online]. Available at:
http://www.asasa.org.za/ [Accessed 13 November 2014].

Association for Communications and Advertising. 2014. Association for

Communications and Advertising — ASA. [Online]. Available at:
http://www.acasa.co.za/index.aspx [Accessed 13 November 2014].

Beloved Brands, 2014. How to write a winning Brand Positioning Statement. [Online].
Available at: http://beloved-brands.com/2012/05/06/brand-positioning-statement/
[Accessed 13 November 2014].

Belter, L and Herber, H. 2011.eds. Media mechanics. The nuts and bolts of media
planning. Johannesburg: Amasa.

Best ads from South Africa. 2014. Best ads from South Africa. [Online]. Available at:
http://www.bestadsontv.com/country/192/South-Africa [Accessed 13 November
2014].

Brand Council. 2014. Brand Council SA — Home. [Online]. Available at:

http://www.brandcouncilsa.org/ [Accessed 13 November 2014].

Brands and Branding. 2014. Brands and Branding — Affinity Publishing — South
African Brand Encyclopaedia & Branding Heritage Curators. [Online]. Available at:
http://www.brandsandbranding.co.za/ [Accessed 13 November 2014].

Cook, G. 2005. Brand leading versus brand management. Encyclopaedia of brands

and branding in South Africa. 11th edition. Auckland Park: Affinity Publishing and
Advertising.

Dru, JM. 2002. Beyond disruption. New York, NY: Wiley.

Duncan, T and Ouwersloot, H. 2008. Integrated marketing communications. New

York, NY: McGraw-Hill.

Enslin, C. 2004. Mindset as a prerequisite for alternative contact planning.

Encyclopaedia of brands and branding in South Africa. 10th edition. Auckland Park:
Affinity Publishing and Advertising.

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IIE Module Guide BRST6211

Forbes, 2014. Welcome to Forbes. [Online]. Available at:

http://www.forbes.com/sites/dorieclark/2014/04/01/what-great-leadership-looks-like/
[Accessed 13 November 2014].

Go 2 hr. 2014. Understanding the differences: Leadership vs Management. [Online].

Available at: https://www.go2hr.ca/articles/understanding-differences-leadership-vs-
management [Accessed 13 November 2014].

Growth Factors, 2014. How to write market positioning statements. [Online].

Available at: http://blog.ecornell.com/how-to-write-market-positioning-statements/
[Accessed 13 November 2014].

InterComm South Africa, 2014. Marketing and Advertising Consultants-Strategy,

Web, Media, Publishing. [Online]. Available at: http://www.intercomm.co.za/
[Accessed 13 November 2014].

Klopper, HB and North, E. 2011. Brand management. 1st edition. Cape Town:
Pearson.

Knowledge Factory 2014. Knowledge Factory. [Online]. Available at:

http://www.knowledgefactory.co.za/ [Accessed 13 November 2014].

Kotler, P. and Keller, KL. 2012. Marketing Management. 14th edition. Essex:
Pearson Education.

Marketing and Media in South Africa. 2014. Marketing and Media in South Africa.
[Online]. Available at: www.bizcommunity.com [Accessed 13 November 2014].

Marketing Update: South African Marketing and Advertising news. 2014. Marketing
Update: South African Marketing and Advertising news. [Online]. Available at:
http://www.marketingupdate.co.za/ [Accessed 13 November 2014].

Mindtools, 2014. Mindtools: Management Training and Leadership Training. [Online].

Available at: http://www.mindtools.com/ [Accessed 13 November 2014].

Muller, G. 1996. Media planning — art or science? Cape Town: Media Association of
South Africa.

OMD South Africa, 2014. OMD South Africa. [Online] Available at:
http://www.omd.co.za/ [Accessed 13 November 2014].

PHD South Africa, 2014.Thought Leadership. [Online]. Available at:

http://www.phdmedia.com/southafrica/Thought-Leadership.aspx [Accessed 13
November 2014].

© The Independent Institute of Education (Pty) Ltd 2016 Page 46 of 51

IIE Module Guide BRST6211

Prussakov, G. 2014. 20 Differences Between Management & Leadership, [blog].

Available at: http://www.amnavigator.com/blog/2009/05/12/20-differences-between-
management-leadership/ [Accessed 13 November 2014].

Ries, A. and Ries, L. 1999. The 22 Immutable laws of Branding. Profile Books Ltd.

Ries, A. and Trout, J. 1986. Positioning: The Battle for Your Mind. New York, NY:
McGraw-Hill.

SAARF. 2014. South African Audience Research Foundation [Online]. Available at:
http://www.saarf.co.za/ [Accessed 13 November 2014]

Target Group Index, 2014.TGI. [Online]. Available at: http://www.tgi.co.za/ [Accessed

13 November 2014].

Telmar South Africa, 2014.The future of media planning. [Online] Available at:
http://www.telmar.co.za/ [Accessed 13 November 2014].

The Buzz Factoree LLC, 2014. How to write a kick-butt brand positioning statement.
[Online] Available at: http://thebuzzfactoree.com/how-to-write-a-kick-butt-brand-
positioning-statement/ [Accessed 13 November 2014].

The Loerie Awards. 2014. Loeries Home. [Online]. Available at:

http://www.loeries.com/default.aspx?link=site_home [Accessed 13 November 2014].

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Intellectual Property
Plagiarism occurs in a variety of forms. Ultimately though, it refers to the use of the
words, ideas or images of another person without acknowledging the source using
the required conventions. The IIE publishes a Quick Reference Guide that provides
more detailed guidance, but a brief description of plagiarism and referencing is
included below for your reference. It is vital that you are familiar with this information
and the Intellectual Integrity Policy before attempting any assignments.

Introduction to Referencing and Plagiarism

What is ‘Plagiarism’?

‘Plagiarism’ is the act of taking someone’s words or ideas and presenting them as
your own.

What is ‘Referencing’?

‘Referencing’ is the act of citing or giving credit to the authors of any work that you
have referred to or consulted. A ‘reference’ then refers to a citation (a credit) or the
actual information from a publication that is referred to.

Referencing is the acknowledgment of any work that is not your own, but is used by
you in an academic document. It is simply a way of giving credit to and
acknowledging the ideas and words of others.

When writing assignments, students are required to acknowledge the work, words or
ideas of others through the technique of referencing. Referencing occurs in the text
at the place where the work of others is being cited, and at the end of the document,
in the bibliography.

The bibliography is a list of all the work (published and unpublished) that a writer has
read in the course of preparing a piece of writing. This includes items that are not
directly cited in the work.

A reference is required when you:

 Quote directly: when you use the exact words as they appear in the source;
 Copy directly: when you copy data, figures, tables, images, music, videos or
frameworks;
 Summarise: when you write a short account of what is in the source;
 Paraphrase: when you state the work, words and ideas of someone else in
your own words.

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IIE Module Guide BRST6211

It is standard practice in the academic world to recognise and respect the ownership
of ideas, known as intellectual property, through good referencing techniques.
However, there are other reasons why referencing is useful.

Good Reasons for Referencing

It is good academic practice to reference because:

 It enhances the quality of your writing;
 It demonstrates the scope, depth and breadth of your research;
 It gives structure and strength to the aims of your article or paper;
 It endorses your arguments;
 It allows readers to access source documents relating to your work, quickly and
easily.

Sources

The following would count as ‘sources’:

 Books,
 Chapters from books,
 Encyclopaedia,
 Articles,
 Journals,
 Magazines,
 Periodicals,
 Newspaper articles,
 Items from the Internet (images, videos, etc.),
 Pictures,
 Unpublished notes, articles, papers, books, manuscripts, dissertations, theses,
etc.,
 Diagrams,
 Videos,
 Films,
 Music,
 Works of fiction (novels, short stories or poetry).

What You Need to Document from the Hard Copy Source You
are Using
(Not every detail will be applicable in every case. However, the following lists provide
a guide to what information is needed.)

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You need to acknowledge:

 The words or work of the author(s),
 The author(s)’s or editor(s)’s full names,
 If your source is a group/ organisation/ body, you need all the details,
 Name of the journal, periodical, magazine, book, etc.,
 Edition,
 Publisher’s name,
 Place of publication (i.e. the city of publication),
 Year of publication,
 Volume number,
 Issue number,
 Page numbers.

What You Need to Document if you are Citing Electronic

Sources

 Author(s)’s/ editor(s)’s name,

 Title of the page,
 Title of the site,
 Copyright date, or the date that the page was last updated,
 Full Internet address of page(s),
 Date you accessed/ viewed the source,
 Any other relevant information pertaining to the web page or website.

Referencing Systems
There are a number of referencing systems in use and each has its own consistent
rules. While these may differ from system-to-system, the referencing system followed
needs to be used consistently, throughout the text. Different referencing systems
cannot be mixed in the same piece of work!

A detailed guide to referencing, entitled Referencing and Plagiarism Guide is

available from your library. Please refer to it if you require further assistance.

When is Referencing Not Necessary?

This is a difficult question to answer – usually when something is ‘common

knowledge’. However, it is not always clear what ‘common knowledge’ is.

Examples of ‘common knowledge’ are:

 Nelson Mandela was released from prison in 1990;
 The world’s largest diamond was found in South Africa;
 South Africa is divided into nine (9) provinces;
 The lion is also known as ‘The King of the Jungle’.
 𝐸 = 𝑚𝑐 2
 The sky is blue.

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IIE Module Guide BRST6211

Usually, all of the above examples would not be referenced. The equation 𝐸 = 𝑚𝑐 2
is Einstein’s famous equation for calculations of total energy and has become so
familiar that it is not referenced to Einstein.

Sometimes what we think is ‘common knowledge’, is not. For example, the above
statement about the sky being blue is only partly true. The light from the sun looks
white, but it is actually made up of all the colours of the rainbow. Sunlight reaches the
Earth's atmosphere and is scattered in all directions by all the gases and particles in
the air. The smallest particles are by coincidence the same length as the wavelength
of blue light. Blue is scattered more than the other colours because it travels as
shorter, smaller waves. It is not entirely accurate then to claim that the sky is blue. It
is thus generally safer to always check your facts and try to find a reputable source
for your claim.

Important Plagiarism Reminders

The IIE respects the intellectual property of other people and requires its students to
be familiar with the necessary referencing conventions. Please ensure that you seek
assistance in this regard before submitting work if you are uncertain.

If you fail to acknowledge the work or ideas of others or do so inadequately this will
be handled in terms of the Intellectual Integrity Policy (available in the library) and/ or
the Student Code of Conduct – depending on whether or not plagiarism and/ or
cheating (passing off the work of other people as your own by copying the work of
other students or copying off the Internet or from another source) is suspected.

Your campus offers individual and group training on referencing conventions –

please speak to your librarian or ADC/ Campus Co-Navigator in this regard.

Reiteration of the Declaration you have signed:

1. I have been informed about the seriousness of acts of plagiarism.
2. I understand what plagiarism is.
3. I am aware that The Independent Institute of Education (IIE) has a policy
regarding plagiarism and that it does not accept acts of plagiarism.
4. I am aware that the Intellectual Integrity Policy and the Student Code of
Conduct prescribe the consequences of plagiarism.
5. I am aware that referencing guides are available in my student handbook or
equivalent and in the library and that following them is a requirement for
successful completion of my programme.
6. I am aware that should I require support or assistance in using referencing
guides to avoid plagiarism I may speak to the lecturers, the librarian or the
campus ADC/ Campus Co-Navigator.
7. I am aware of the consequences of plagiarism.

Please ask for assistance prior to submitting work if you are at all unsure.

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