Bachelor of Brand Experience Planning
Communication Studies and Language - Communication Studies
Purpose and Rationale
Purpose:
The Bachelor of Arts in Brand Experience Planning aims to provide learners with the knowledge and skills necessary to create, execute, and evaluate plans that align organizational practices and stakeholder experiences with the brand-business strategy. This qualification integrates various facets of brand, business, and organizational management and communication practices. It equips learners to enhance an organization's ability to operate in alignment with its brand-business strategy, ensuring the delivery of a cohesive brand experience to all stakeholders.
Learners will develop the capability to systematically evaluate and formulate brand strategies, focusing on organizational structures, systems, processes, cultures, brand interactions, and communication flows that are effective and appropriate. They will be ready to join multidisciplinary teams in various industries as brand experience planners, in sectors such as private, government, or non-governmental organizations.
The program emphasizes the development of critical and strategic thinking, creativity, and the application of theoretical knowledge to real-world contexts, reflecting the dynamic nature of branding, business, and communication fields to stay relevant to industry needs. By completing this qualification, learners will be able to:
- Analyze current and projected internal and external conditions through research to generate comprehensive insights for experience planning.
- Apply fundamental theories and practices in brand strategy, organizational studies, brand experience planning, and innovation to craft original and meaningful brand experience plans.
- Utilize project management principles to develop pertinent, ethical, and sustainable brand experience solutions.
- Engage in collaborative, cross-disciplinary projects to create authentic and impactful experience plans for the brand business.
Rationale:
The Bachelor of Arts in Brand Experience Planning program addresses the complexities of the experience economy, where brands interact with stakeholders through various touchpoints, necessitating a cohesive approach to brand-business alignment (Pine and Gilmore, 2019). This qualification responds to the increasing demand for skilled planners who can assess, develop, and deliver coherent brand experiences throughout the brand-business value chain, integrating relevant organizational practices.
Acknowledging the pivotal roles of leadership, management, and employees in shaping brand experiences, as well as the significance of contact planning in nurturing relationships with external stakeholders, this qualification emphasizes the importance of holistically managing all facets of customer interactions with the brand. In a competitive landscape with evolving consumer behaviors and technological advancements, brand experience management emerges as essential for organizations looking to stand out and build lasting relationships with their audience.
By introducing this qualification, the institution aims to stay ahead of industry demands and equip learners to create comprehensive and suitable brand experience plans based on thorough research and informed by key theories and practices. The program seeks to prepare graduates to pursue further studies at a higher level, catering to the changing needs of industry sectors locally and globally.
The development of learners as strategic and creative brand experience specialists aligns with the institution's commitment to nurturing individuals who can link business success with societal value. The consultation with various stakeholders within the branding field, including academic and industry experts, ensures that the qualification meets global trends and prepares learners for the marketplace. The experiential learning component integrated into the program sets it apart, providing learners with practical skills alongside theoretical knowledge, thus addressing the current skills gap in the industry.
Upon completion, graduates will possess a broad skill set that makes them desirable to potential employers and positions them well for various career avenues in brand experience planning, customer insights analysis, stakeholder management, and more. This qualification aims to produce innovative and skilled professionals who can contribute to economic growth and brand development within developing economies and African countries.
References:
- Pine, B. J., & Gilmore, J. H. (2019). The Experience Economy. Harvard Business Review Press.
- Lee Yohn. (2019). Forbes. "Why Brand Experience Management is Essential." Retrieved from [article link].
- Szatvanyi, J. (2019). "Responding to the New Age of Brand Experience Management." Forbes.
Outcomes
- Demonstrate the ability to assess, using research, current and anticipated internal and external conditions to produce holistic insights for experience planning.
- Demonstrate the ability to apply the key theories and practices of brand strategy, organisational studies, brand experience planning and innovation to develop original and meaningful brand experience plans.
- Demonstrate the ability to apply the principles of project management for the development of relevant, responsible, and sustainable brand experience solutions.
- Participate in multi-disciplinary project groups to produce original and meaningful experience plans for the brand business.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Analyse and apply the tools and models to gather quantitative and qualitative data for problem-based analyses.
- Evaluate and apply appropriate theory for situational analysis to identify the brand business environment accurately.
- Analyse the influence of behavioural factors on the brand and various brand stakeholders' experiences.
- Apply key principles and practices of behavioural economics to analyse and influence stakeholder behaviour.
- Deliver a brand experience analysis informed by research.
Associated Assessment Criteria for Exit Level Outcome 2:
- Examine and apply principles and practices of brand building to develop a stakeholder-orientated brand strategy.
- Apply appropriate theory of organisational behaviour to develop desired organisational cultures, practices, and processes.
- Apply principles of innovation to derive authentic brand experience solutions.
- Evaluate and apply principles to develop an implementable brand experience plan aligned with the brand-business strategy.
- Conduct a professional client pitch presentation.
Associated Assessment Criteria for Exit Level Outcome 3:
- Analyse and apply project management principles in developing brand experience solutions.
- Develop project plans covering all project management life cycle elements successfully.
- Use relationship management skills effectively for responsible and sustainable brand experience solutions.
- Prepare an accurate budget accounting for financial expenditures.
- Develop a timeline from project beginning to completion deadline.
- Apply SMART project-specific success criteria to measure project success.
- Identify project performance successes and areas for improvement.
Associated Assessment Criteria for Exit Level Outcome 4:
- Participate in a multi-disciplinary project group for real-world brand problems or opportunities.
- Develop ethical parameters between brand-business, society, and the environment based on brand experience solutions.
- Apply innovation theory to develop brand experience plans addressing stakeholder needs.
- Produce socially conscious stakeholder-experience plans across a brand.
- Apply communication tools to present brand experience ideas effectively.
- Reflect on brand challenge experiences and roles within the industry.
INTEGRATED ASSESSMENT:
- Integration of exit-level outcomes to demonstrate qualification achievement.
- Criterion-referenced assessment for recognition of prior learning.
- Formative assessment with continual feedback for learning progress.
- Summative assessment testing integration of knowledge, skills, and attitudes.
- Summative assessment of managing a large body of knowledge to achieve outcomes.
Qualification Details
- Type
- National First Degree
- NQF Level
- 07
- Min. Credits
- 360
- SAQA Source
- More Information
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This page includes information from the South African Qualifications Authority (SAQA) . Builtneat Pty Ltd trading as Study Start, has modified all or some of this information. SAQA has not approved, endorsed, or tested these modifications.