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2022 unit information
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Trimester 2: Burwood (Melbourne), Cloud (online)
Nil.
Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.
1 x 3 hour seminar (live-streamed with recordings provided) per week
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.
Discuss the concept of brand and the ways a strong brand can benefit a variety of firms operating in different contexts, including domestic and global markets
GLO1: Discipline-specific knowledge and capabilitiesGLO8: Global citizenship
ULO2
Evaluate and communicate key aspects of brand management to a variety of stakeholders
GLO1: discipline-specific knowledge and capabilitiesGLO2: Communication
ULO3
Identify and analyse important contemporary issues that affect branding practices
ULO4
Apply acquired skills to organise self-directed learning in analysing and developing a strong brand
GLO6: Self-management
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment 1: (individual) Video Recording
5 minutes
10%
Assessment 3: (Individual) Report (Business)
2500 words
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.
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.
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