Students

MKTG711 – Brand Management

2017 – S1 Day

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Sessional Unit Leader
Mr Michael CHERRY
michael.cherry@mq.edu.au
Contact via 0416 026 057 or michael.cherry@mq.edu.au
E6A 102 Theatrette
Thursday, 12:00noon to 1:00pm
Moderator
Associate Professor Chris BAUMANN
chris.baumann@mq.edu.au
Credit points Credit points
4
Prerequisites Prerequisites
Admission to MRes
Corequisites Corequisites
Co-badged status Co-badged status
MKTG811
Unit description Unit description
This unit provides students with an enhanced depth and breadth of knowledge in the field of brand management. The current branding literature is critically and systematically evaluated to assess brand management strategies. The unit is designed so students can understand the dimensions of branding across geographic boundaries, brand portfolios, and over time. A strong emphasis is placed on scholarly work to enable a critical and in-depth understanding of the relevant branding and marketing literature. The unit assumes prior knowledge equivalent to that provided by an undergraduate degree with a major in marketing, as well as graduate capabilities such as teamwork and presentation skills. The unit also expects that students will develop a critical and informed awareness of the literature, research and contemporary debates in the field of brand management.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • To critically evaluate the current branding literature.
  • To systematically assess brand management strategies.
  • To apply brand management theory to complex branding challenges.
  • To create research outputs that produce new knowledge or insights in relation to the dimensions of branding across markets, brand portfolios, and across time.

Assessment Tasks

Name Weighting Hurdle Due
Class Participation 20% No Continuous
Branding Literature Review 20% No Week # 10
Final Examination 60% No End of semester, dates TBA

Class Participation

Due: Continuous
Weighting: 20%

Class participation:

  • Your participation in the unit will be assessed by the unit lecturer throughout the session.
  • Student participation will be assessed according to levels of:
    • Student engagement in discussions facilitated by the lecturer.
    • Student contributions made to the class discussions.​
    • Class attendance (attendance will be taken in class).
    • Punctuality to attend class.
    • Professional conduct.
  • An attendance roll will be taken in class.
  • Student self-evaluation performed at end of semester (in class exercise; standardised form will be provided).
  • It is expected that students will arrive on time, participate in class discussions, and not leave until the class ends.
On successful completion you will be able to:
  • To critically evaluate the current branding literature.
  • To systematically assess brand management strategies.
  • To apply brand management theory to complex branding challenges.

Branding Literature Review

Due: Week # 10
Weighting: 20%

Each MKTG711 student must undertake a literature review of contemporary branding developments. Clearly and critically review the scholarly/research literature on a contemporary branding topic you have chosen. You must review at least ten (10) articles from academic journals. In doing so, you are required to; clearly specify the branding topic, embed your literature review within its appropriate, wider context, consider the theoretical underpinnings of the research articles reviewed (and not just the results), present a coherent and structured account of the literature, include both depth and breadth of coverage, use the review to identify gaps or weaknesses in prior research, analyse prior research and show original thought and argument and capacity to constructively criticise existing literature.

The 3,000 word literature review must be typed, using 1.5 spacing, 12 point, Times New Roman font, with 25mm margins on all sides. Submit your paper via Turnitin on iLearn, by 23:59 hours on Thursday, 18 May 2017.

No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved.
On successful completion you will be able to:
  • To critically evaluate the current branding literature.
  • To systematically assess brand management strategies.
  • To apply brand management theory to complex branding challenges.
  • To create research outputs that produce new knowledge or insights in relation to the dimensions of branding across markets, brand portfolios, and across time.

Final Examination

Due: End of semester, dates TBA
Weighting: 60%

A final examination is included as an assessment task for MKTG711.

This provides assurance that the student has attained the knowledge and skills outlined in the learning outcomes.

The exam will be:

  • 3 hours (plus 10 mins reading time).
  • 6 questions drawn from the unit (short and long essay style responses).
  • Closed book.
  • No calculators or dictionaries are permitted.
  • Held during the University Examination period at the end of semester (dates TBA)

No exemptions for Disruption of Studies or Supplementary Exams will be granted without a medical certificate given from an approved hospital or medical centre.
On successful completion you will be able to:
  • To systematically assess brand management strategies.
  • To apply brand management theory to complex branding challenges.

Delivery and Resources

 Delivery of unit material

  • 3 hours face-face teaching per week for the full semester (3 hour lecture).

  • To complete the unit satisfactorily, students must attend all classes, participate effectively during class time, and work in a team on the assigned research project. Class participation is evaluated through an integrated written reflection piece. Students must also sit the final exam.

  • A link to the University timetable and lecture room details can be found on the university's website.  

  • An attendance roll will be taken in class

  • It is expected that students will arrive at class on time, participate in class discussions, and not leave until the class ends.

 

Unit resources:

Prescribed textbook

Keller, Kevin L. (2013), Strategic Brand Management: building, measuring, and managing brand equity. Global 4th edition. Pearson, Boston.

Useful Journals

  • Journal of Brand Management
  • Journal of Retailing and Consumer Services
  • 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
  • Consumption, Markets, and Culture
  • Journal of Business Research
  • International Journal of Advertising
  • Journal of Marketing
  • Journal of Marketing Research
  • Journal of Advertising Research
  • Journal of Consumer Psychology
  • Journal of Marketing Communications
  • Harvard Business Review
  • Television and New Media
  • New Media and Society
  • International Journal on Media Management
  • Games and Culture
  • Convergence
  • Communication Research

 Internet sites of interest

http://www.cmo.com.au/

http://www.adnews.com.au/

http://www.wpp.com/wpp/marketing

http://www.omnicomgroup.com

http://www.interpublic.com

http://www.publicisgroupe.com

http://www.brandingstrategyinsider.com

http://zenithoptimedia.com/zenith/marketers-portal

http://www.campaignbrief.com

http://www.mumbrella.com.au

http://adage.com/

http://www.brw.com.au/ 

http://economist.com/

 

This unit gives students the opportunity in assignments to practice applying research findings to real life brand management and sustainable business contexts and problems in global and local settings.

This unit also gives students the opportunity to conduct research.

 

Technology used and required

Students are required to learn how to use MS PowerPoint, word processing, and learning management systems (a link to iLearn is here)

 

Unit webpage

Please note that the unit's iLearn logon is here

 

Satisfactory completion of unit

Students are required to accumulate at least 50% of the total marks possible in order to satisfactorily pass this unit.

Learning and Teaching Activities

Lecture

During the typical lecture, brand management theory and concepts will be discussed, and all students are encouraged to contribute to class discussions, in line with the belief that the class room is a collaborative learning space. Links are established during class discussion between theory and both personal experience and industry practice in an international setting. This allows for the perspectives of students from different cultural backgrounds. DVD, Youtube, and a variety of other audio-visual materials are used to stimulate discussion and provide dramatic, real-life examples of how brands are managed in local and global contexts. A selection of each week's lecture notes will be posted on iLearn prior to the weekly lecture. For convenience, it is highly recommended students print hardcopies of the respective notes and bring them to class.

Policies and Procedures

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_2016.html

Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html

Complaint Management Procedure for Students and Members of the Public http://www.mq.edu.au/policy/docs/complaint_management/procedure.html​

Disruption to Studies Policy (in effect until Dec 4th, 2017): http://www.mq.edu.au/policy/docs/disruption_studies/policy.html

Special Consideration Policy (in effect from Dec 4th, 2017): https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policies/special-consideration

In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/

Results

Results shown in iLearn, or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au.

Research and Practice

 

This unit also uses research from the following journals:                 

  • Journal of Advertising
  • Journal of Advertising Research
  • Journal of Marketing
  • Journal of Consumer Research

 

This unit gives you practice in applying research findings in your assignments.

 

This unit gives you opportunities to conduct your own research.

 

 

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

Learning Skills

Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.

Student Services and Support

Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.

Student Enquiries

For all student enquiries, visit Student Connect at ask.mq.edu.au

IT Help

For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/. 

When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.

Graduate Capabilities

PG - Discipline Knowledge and Skills

Our postgraduates will be able to demonstrate a significantly enhanced depth and breadth of knowledge, scholarly understanding, and specific subject content knowledge in their chosen fields.

This graduate capability is supported by:

Learning outcomes

  • To critically evaluate the current branding literature.
  • To systematically assess brand management strategies.
  • To apply brand management theory to complex branding challenges.
  • To create research outputs that produce new knowledge or insights in relation to the dimensions of branding across markets, brand portfolios, and across time.

Assessment tasks

  • Class Participation
  • Branding Literature Review
  • Final Examination

PG - Critical, Analytical and Integrative Thinking

Our postgraduates will be capable of utilising and reflecting on prior knowledge and experience, of applying higher level critical thinking skills, and of integrating and synthesising learning and knowledge from a range of sources and environments. A characteristic of this form of thinking is the generation of new, professionally oriented knowledge through personal or group-based critique of practice and theory.

This graduate capability is supported by:

Learning outcomes

  • To critically evaluate the current branding literature.
  • To systematically assess brand management strategies.
  • To apply brand management theory to complex branding challenges.
  • To create research outputs that produce new knowledge or insights in relation to the dimensions of branding across markets, brand portfolios, and across time.

Assessment tasks

  • Class Participation
  • Branding Literature Review
  • Final Examination

PG - Research and Problem Solving Capability

Our postgraduates will be capable of systematic enquiry; able to use research skills to create new knowledge that can be applied to real world issues, or contribute to a field of study or practice to enhance society. They will be capable of creative questioning, problem finding and problem solving.

This graduate capability is supported by:

Learning outcomes

  • To critically evaluate the current branding literature.
  • To systematically assess brand management strategies.
  • To apply brand management theory to complex branding challenges.
  • To create research outputs that produce new knowledge or insights in relation to the dimensions of branding across markets, brand portfolios, and across time.

Assessment tasks

  • Class Participation
  • Branding Literature Review
  • Final Examination

Global Contexts & Sustainability

The Branding Literature Review Assessment Task provides students with the opportunity to investigate branding and brand management from domestic and/or global standpoints. Additionally, the lecture content speaks very specifically, and in detail, to the real challenges and benefits of branding within the global context.

Sustainability, as it relates to brand management, is covered in course lecture materials. Students may also wish to investigate branding (from Branding Literature Review Assessment Task) from ecological/environmental/economical standpoints.

 

Research and Practice

This unit also uses research from the following specialist brand management, brand management, 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
  • Consumption, Markets, and Culture
  • Journal of Business Research
  • International Journal of Advertising
  • Journal of Marketing
  • Journal of Marketing Research
  • Journal of Advertising Research
  • Journal of Consumer Psychology
  • Journal of Marketing Communications
  • Harvard Business Review
  • Television and New Media
  • New Media and Society
  • International Journal on Media Management
  • Games and Culture
  • Convergence
  • Communication Research

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.