MMK280 - Brand Management
|Year:||2018 unit information|
|Enrolment modes:||Trimester 2: Burwood (Melbourne), Waterfront (Geelong), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
|Previously coded as:||MMK380|
Allison Ringer (Trimester 2 and Trimester 3)
MMK277 or MMK101
Campus: 1 x 2 hour class, 1 x 1 hour seminar per week
Cloud (Online): 1 x 2 hour class (recordings provided) + 1 hour online seminar (recordings provided) per week
In today’s competitive world, a key to success is building a strong sustainable brand. This involves creating an identity for your brand by developing a captivating, positive and enduring brand image of your company, product or service. This distinguishes your brand from competitors, and creates an emotional connection with your customers and other stakeholders. The brand reflects the entity’s essence, history and values, as well as its future direction. Branding is not isolated to the business world, it is fundamental in your personal development. Personal branding helps create a personality and professional identity that distinguishes you from others. This is an important attribute as you begin and progress along your career and life journey. This unit is designed to allow students to explore and apply fundamental brand management and marketing theories, frameworks and applications to different personal and corporate, product and service contexts.
Assessment 1 - (Group 2 - 3) Written assignment 1 (3500 words) - 40%
Assessment 2 - Individual reflection (Employability - Building your Personal Brand), weekly in-class tasks over 7 weeks - 20%
Examination (2 hours) - 40%
Hurdle requirement: achieve at least 50% of the marks available on the examination.
Unit Fee Information
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