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MMK739 - Strategic Brand Management


2020 unit information

Important Update:

Classes and seminars in Trimester 3, 2020 will be online.

Last updated: 5 October 2020

Enrolment modes:

Start Anytime*

Trimester 2: Burwood (Melbourne), Cloud (online)

Credit point(s):1
Previously coded as:Nil
EFTSL value:0.125
Trimester 2: Allison Ringer




Incompatible with: Nil
Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

1 x 3 hour seminar (recordings provided) per week

Scheduled learning activities - cloud:

1 x 3 hour seminar (recordings provided) per week + 3 x 1.5 hour online seminar (livestreamed with recordings provided) per trimester


Learn new ways to think about, build and grow brands. This practical unit covers contemporary issues and trends that affect brand stewards. Students will master a set of tools to manage brand-related issues. Course material makes extensive use business cases and is organised around three themes. The first builds the theoretical foundations that are needed to understand the science of branding. This explores what a brand is and what strong brands can do to increase a firm’s competitive advantage. The second theme investigates key aspects of brand management: students learn ways to develop a brand positioning strategy, to evaluate brand equity, manage a brand portfolio, plan a brand communication strategy, and branding on new media. The last theme focuses on special issues that are particularly important for branding practice.


These are the Learning Outcomes (ULO) for this Unit
At the completion of this Unit, successful students can:

Deakin Graduate Learning Outcomes 


Establish the foundations for an understanding of branding by exploring what a brand is and the benefits of a strong brand for a firm’s competitive advantage.

GLO1: discipline-specific knowledge and capabilities


Analyse key aspects of brand management: how to develop a brand positioning strategy, how to develop a framework to identify and establish brand positioning and in particular how to build and assess a fundamental marketing metric such as customer based brand equity (CBBE), how to manage a brand portfolio, and how to plan a brand communication strategy.

GLO1: discipline-specific knowledge and capabilities
GLO6: Self-management


Identify special issues that are particularly important for current (and future) branding practices.

GLO1: Discipline-specific knowledge and capabilities
GLO8: Global citizenship

These Unit Learning Outcomes are applicable for all teaching periods throughout the year


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week 

Assessment 1: (individual)

Video 1

Video 2


1 minute

1 minute




Assessment 2: (individual) Learning journal 2000 words 25% -

Assessment 3 (individual)

Written report



2000 words

20 minutes





The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: MMK739 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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