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MMK739 - Strategic Brand Management

Year:

2022 unit information

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

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 capabilities
GLO8: Global citizenship

ULO2

Evaluate and communicate key aspects of brand management to a variety of stakeholders 

GLO1: discipline-specific knowledge and capabilities
GLO2: Communication

ULO3

Identify and analyse important contemporary issues that affect branding practices

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

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

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

Assessment 1: (individual) Video Recording

 

5 minutes

 

10%

 Information not yet avaiable
Assessment 2: (Individual) Report (Learning and Reflective journal) 2000 words 40% Information not yet avaiable

Assessment 3: (Individual) Report (Business)

2500 words

 50% Information not yet avaiable

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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