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MMK739 - Strategic Brand Management

Year:

2021 unit information

Important Update:

Unit delivery will continue to be provided in line with the most current COVIDSafe health guidelines. This may include a mix of on-campus and online activities. To find out how you are impacted, please check your unit sites for announcements and updates. Unit sites open one week prior to the start of each Trimester/Semester.

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Last updated: 4 June 2021

Enrolment modes:

Start Anytime*

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

 

Credit point(s):1
EFTSL value:0.125
Previously coded as:Nil
Unit Chair:START-ANYTIME 12 MONTH PERIOD: Ho Yin Wong
Trimester 2: Alvin Lee
Prerequisite:

Nil.

Corequisite:Nil
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 (live-streamed with recordings provided) per week

Scheduled learning activities - cloud:

1 x 3 hour seminar (live-streamed with recordings provided) per week 

Content

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.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

Explain 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

ULO2

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

ULO3

Discuss 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

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

 

10%

10%

 Within 12 month Start Anytime period
Assessment 2 (Individual) - Written Reflective Portfolio 2000 words 30% Within 12 month Start Anytime period

Assessment 3 (individual)

3A: Written report (Business)
3B: Presentation (video recording)

 

3A:2000 words
3B: 20 minutes

 

3A: 25%
3B: 25%

 Within 12 month Start Anytime period

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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