MMK739 - Strategic Brand Management
Unit details
| Year: | 2024 unit information |
|---|---|
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| Previously coded as: | Nil |
| EFTSL value: | 0.125 |
| Unit Chair: | 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. This will include educator guided online learning activities within the unit site. |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 3 hour on-campus (livestreamed) seminar (recordings provided) each week. |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 3 hour recorded seminar each 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 |
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 available |
| Assessment 2: (Individual) Report (Learning and Reflective journal) | 2000 words | 40% | Information not yet available |
| Assessment 3: (Individual) Report (Business) | 2500 words | 50% | Information not yet available |
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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