Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Nicole Lasky
Contact via nicole.lasky@mqc.edu.au
Immediately following class or by email
Moderator
Laknath Jayasinghe
Contact via laknath.jayasinghe@mq.edu.au
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
MKTG202 and MKTG203 and (STAT122 or STAT170 or STAT171 or PSY122)
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
Firms of nearly all types have come to the realisation that one of the most valuable assets they have is their brand. This unit explores branding across goods and services and introduces relevant theory used to design effective branding strategies. Besides discussing appropriate theories and models, the unit will also incorporate practical branding cases, so that students should be able to make and evaluate branding decisions in the future. Particular emphasis is placed on understanding the psychological principles at the consumer level that will improve managerial decision making with respect to brands. The unit will cover the importance of brand equity and the application of the marketing mix to brand strategies.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Name | Weighting | Due |
---|---|---|
Group Presentation | 30% | Weeks 3 to 10 at 2:30pm |
Individual Report | 30% | Week 5 to 12 Thursday 5:00pm |
Final Examination | 40% | University Examination Period |
Due: Weeks 3 to 10 at 2:30pm
Weighting: 30%
This case study is designed for students to conduct a practical brand audit on a brand assigned by the lecturer.
Students share their research findings during tutorial presentations in teams of about 3-4. They must also generate a discussion with the class.
Due: Week 5 to 12 Thursday 5:00pm
Weighting: 30%
Students will prepare an individual strategy report based upon the brand presented in their brand audit.
Due: University Examination Period
Weighting: 40%
A final examination is included as an assessment task for this unit to provide assurance that:
A 2-hour (and 10-minute reading time) final examination for this unit will be held during the University Examination period.
You are expected to present yourself for examination at the time and place designated in the University Examination Timetable. The timetable will be available in Draft form approximately eight weeks before the commencement of the examinations and in Final form approximately four weeks before the commencement of the examinations http://www.timetables.mq.edu.au/exam
The only exception to not sitting an examination at the designated time is because of documented illness or unavoidable disruption. In these circumstances you may wish to consider applying for Special Consideration. Information about unavoidable disruption and the special consideration process is available at http://www.reg.mq.edu.au/Forms/APSCon.pdf
If a Supplementary Examination is granted as a result of the Special Consideration process the examination will be scheduled after the conclusion of the official examination period. (Individual Divisions may wish to signal when the Division's Supplementary exams are normally scheduled.)
The Macquarie university examination policy details the principles and conduct of examinations at the University. The policy is available at:http://www.mq.edu.au/policy/docs/examination/policy.htm
Delivery of unit material
· Number and length of classes: 3 hours face-to-face teaching per week, consisting of 1 x 2 hour lecture and 1 x 1 hour tutorial.
· The class will be held on Fridays 2:30pm to 5:30pm.
· Attendance will be taken in tutorials. Students must attend 11 out of 13 tutorials. Failure to do so may result in a deduction of group assignment marks.
· Students are expected to arrive on time, and to not leave until the class ends.
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Unit resources
Prescribed textbook
Keller, Kevin L. (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Global 4th edition. Pearson: Sydney.
Useful Journals
§ Journal of Brand Management
§ Journal of Product & Brand Management
§ Journal of Consumer Research
§ Journal of Consumer Behavior
§ Psychology & Marketing
§ Journal of Retailing & Consumer Behavior
§ Journal of Advertising
§ Journal of Retailing
§ European Journal of Marketing
§ Journal of Consumer Marketing
§ Journal of Business Research
§ International Journal of Advertising
§ Journal of Marketing
§ Journal of Advertising Research
§ Journal of Consumer Psychology
§ Journal of Marketing Communications
§ Harvard Business Review
Internet sites of interest
http://www.wpp.com/wpp/marketing
http://zenithoptimedia.com/zenith/marketers-portal
http://www.forethought.com.au/Think-Tank/Papers
Technology used and required
Students are required to learn how to use MS PowerPoint, word processing, and learning management systems (iLearn).
Unit webpage
Please note that the unit's logon iLearn address can be found here: http://ilearn.mq.edu.au
Changes since the last offering of this Unit
Since its last offering in Session 1, 2013, the Individual Research Report is now more closely linked to the brand examined in the Group Presentation Brand Audit.
Week |
Lecture |
Chapter |
Tutorial and Assessment |
Week 1 Friday, 14 Nov
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Introduction and Unit Administration Brands and Brand Management |
1 |
Presentation group formation Brand audit presentation brief and expectations Presentation Group 1 brand allocation |
Week 2 Friday, 21 Nov
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Customer-Based Brand Equity |
2 |
Research and Referencing Workshop Presentation Group 2 brand allocation Individual strategy report brief and expectations |
Week 3 Friday, 28 Nov |
Brand Positioning & the Brand Value Chain
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3 |
Assignment Writing Workshop Presentation Group 3 brand allocation Group 1 presentation; individual brand strategy report due in two weeks
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Week 4 Friday, 5 Dec |
Choosing Brand Elements to Build Brand Equity
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4
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Presentation Group 4 brand allocation Group 2 presentation; individual brand strategy report due in two weeks |
Week 5 Friday, 12 Dec |
Designing Marketing Programs to Build Brand Equity
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5
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Presentation Group 5 brand allocation Group 3 presentation; individual brand strategy report due in two weeks Group 1 individual brand strategy report due |
Week 6 Friday, 19 Dec |
Integrating Marketing Communications to Build Brand Equity Leveraging Secondary Brand Knowledge to Build Brand Equity
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6
7
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Presentation Group 6 brand allocation Group 4 presentation; individual brand strategy report due in two weeks Group 2 individual brand strategy report due |
Week 7 Friday, 2 Jan |
Developing a Brand Equity Measurement and Management System Measuring Sources of Brand Equity: Capturing Customer Mindset
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8
9
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Group 5 presentation; individual brand strategy report due in two weeks Group 3 individual brand strategy report due |
Week 8 Friday, 9 Jan |
Measuring Outcomes of Brand Equity: Capturing Market Performance |
10 |
Group 6 presentation; individual brand strategy report due in two weeks Group 4 individual brand strategy report due
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Week 9 Friday, 16 Jan |
Designing and Implementing Branding Strategies |
11 |
Group 5 individual brand strategy report due Discussion -- Strategy application |
Week 10 Friday, 23 Jan |
Introducing and Naming New Products and Brand Extensions |
12 |
Group 6 individual brand strategy report due Discussion -- CBBE Model Application |
Week 11 Friday, 30 Jan |
Managing Brands over Time |
13 |
Discussion -- Branding Elements Application and putting it all together |
Week 12 Friday, 6 Feb |
Managing Brands over Geographic Boundaries and Market Segments |
14 |
Exam briefing |
Week 13 Friday 13 June |
Closing Observations / Unit Review |
15 |
Exam briefing; unit review |
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
Grades
Macquarie University uses the following grades in coursework units of study:
· HD - High Distinction
· D - Distinction
· CR - Credit
· P - Pass
· F – Fail
Grade descriptors and other information concerning grading are contained in the Macquarie
University Grading Policy which is available at:
http://www.mq.edu.au/policy/docs/grading/policy.html
For further information, please refer to the following link:
http://universitycouncil.mq.edu.au/legislation.html
Grade Appeals and Final Examination Script Viewing
If, at the conclusion of the unit, you have performed below expectations, and are considering lodging an appeal of grade and/or viewing your final exam script please refer to the following website which provides information about these processes and the cut off dates in the first instance. Please read the instructions provided concerning what constitutes a valid grounds for appeal before appealing your grade.
http://www.city.mq.edu.au/reviews-appeals.html
Special Consideration Policy
The University is committed to equity and fairness in all aspects of its learning and teaching. In stating this commitment, the University recognises that there may be circumstances where a student is prevented by unavoidable disruption from performing in accordance with their ability. A special consideration policy exists to support students who experience serious and unavoidable disruption such that they do not reach their usual demonstrated performance level.The policy is available at: http://www.mq.edu.au/policy/docs/special_consideration/policy.html
The University defines serious and unavoidable disruption to studies as resulting from an event or set of circumstances that:
A Special Consideration application is deemed to be valid if all the following criteria have been satisfied:
· The Special Consideration application is completed by the student and submitted online through www.ask.mq.edu.au within five (5) working days after the due date of the associated assessment task / final examination.
· The application contains supportingevidence to demonstrate the severity of the circumstance(s) and that substantial disruption has been caused to the student’s capacity for effective study. (The University will not follow up on outstanding evidence, nor contact any person or body on behalf of the student. The application will be considered as submitted.)
· The original supporting documentation has been sighted by MQC reception staff within five (5) working days after the due date of the associated assessment task.
· Where the particular circumstances are medical in nature, a Professional Authority Form including the health professional’s Medicare Provider Number is included. (If a Professional Authority Form cannot be obtained, an original medical certificate indicating the severity (serious / not serious) and impact of the circumstances must be included with the application.)
· Where the particular circumstances are non-medical in nature, appropriate supporting evidence indicating the severity (serious / not serious) and impact of the circumstances is included with the application.
· The student was performing satisfactorily in the unit up to the date of the unavoidable disruption. (If a student’s work in the unit was previously unsatisfactory, subsequent unavoidable disruption will not overcome the fact that the earlier work was unsatisfactory).
Unacceptable grounds for Special Consideration
The University has determined that some circumstances are not acceptable grounds for claiming Special Consideration. These grounds include, but are not limited, to:
Acute Problems
The University defines acute problems as those involving fewer than three (3) consecutive days within a study period. In these cases, students should not apply for special consideration via ask.mq.edu.au, but contact their Unit Convenor within 5 working days of the assessment due date so that a local solution may be discussed, except where the disruption affects completion of a final examination. (If a final examination is affected, the student should submit a special consideration application via ask.mq.edu.au.)
Prior Conditions Conditions existing prior to commencing a unit of study are not grounds for Special Consideration, except in the event of unavoidable deterioration of the condition. The student is responsible for managing their workload in light of any known or anticipated problems. Students with a pre-existing disability/ chronic health condition may contact the Disability Service for information on available support.
In submitting a request for Special Consideration, the student is acknowledging that they may be required to undertake additional work and agreeing to hold themselves available so that they can complete any extra work as required. The time and date, deadline or format of any required extra assessable work as a result of an application for Special Consideration is not negotiable.
Attendance at Macquarie City Campus
All Students are required to attend at least 80% of the scheduled course contact hours each Session. Additionally Macquarie City Campus monitors the course progress of international students to ensure that the student complies with the conditions of their visa relating to attendance.
This minimum level of attendance includes all lectures and tutorials. Tutorial attendance will be recorded weekly. If any scheduled class falls on a public holiday this will be rescheduled as advised by your Lecturer. Attendance at any mid-Session or in-class test is compulsory unless otherwise stated.
Unavoidable non-attendance due to illness or circumstances beyond your control must be supported by appropriate documentation to be considered for a supplementary test. Other non-attendance will obtain zero for the test. You should refer to the section above on Special Consideration for more details about this.
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Student Support at Macquarie City Campus
Students who require assistance are encouraged to contact the Student Services Manager at Macquarie City Campus. Please see reception to book an appointment.
Macquarie University provides a range of Academic Student Support Services. Details of these services can be accessed at http://students.mq.edu.au/support/
At any time students (or groups of students) can book our Student Advising rooms on Level 6 by emailing info@city.mq.edu.au with a day and time and nominated contact person. There are additional student study spaces available on Level 1.
Macquarie University Campus Wellbeing also has a presence on the City Campus each week. If you would like to make an appointment, please email info@city.mq.edu.au or visit their website at: http://www.campuslife.mq.edu.au/campuswellbeing
StudyWISE provides:
· Online learning resources and academic skills workshops http://www.mq.edu.au/learning_skills
· Personal assistance with your learning & study related questions
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
For all student enquiries, visit Student Connect at ask.mq.edu.au
For help with University computer systems and technology, visit http://informatics.mq.edu.au/help/.
When using the University's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students.
IT Help at Macquarie City Campus
If you wish to receive IT help, we would be glad to assist you at http://informatics.mq.edu.au/help/ or call 02 9850-4357.
When using the university's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students and it outlines what can be done.
Students must use their Macquarie University email addresses to communicate with staff as it is University policy that the University issued email account is used for official University communication.
Students are expected to act responsibly when utilising Macquarie City Campus IT facilities. The following regulations apply to the use of computing facilities and online services:
· Accessing inappropriate web sites or downloading inappropriate material is not permitted.
· Material that is not related to coursework for approved unit is deemed inappropriate.
· Downloading copyright material without permission from the copyright owner is illegal, and strictly prohibited. Students detected undertaking such activities will face disciplinary action, which may result in criminal proceedings.
Non-compliance with these conditions may result in disciplinary action without further notice.
If you would like to borrow headphones for use in the Macquarie City Campus computer labs (210, 307, 311, 608) at any point, please ask at Level 2 Reception. You will be required to provide your MQC Student ID card. This will be held as a deposit while using the equipment.
For assistance in the computer labs, please see a Lab Demonstrator (usually they can be found in Lab 311, otherwise ask at Level 2 Reception).
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
This graduate capability is supported by:
This unit also uses research from the following specialist brand management, marketing management, advertising research, consumer behaviour, and business journals:
§ Journal of Brand Management
§ Journal of Product & Brand Management
§ Journal of Consumer Research
§ Journal of Consumer Behavior
§ Psychology & Marketing
§ Journal of Retailing & Consumer Behavior
§ Journal of Advertising
§ Journal of Retailing
§ European Journal of Marketing
§ Journal of Consumer Marketing
§ Journal of Business Research
§ International Journal of Advertising
§ Journal of Marketing
§ Journal of Advertising Research
§ Journal of Consumer Psychology
§ Journal of Marketing Communications
§ Harvard Business Review
§ Television and New Media
This unit gives students the opportunity in assignments to practice applying research findings to real life brand management contexts and problems.
This unit also gives students the opportunity to conduct research.