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MKTG8011 – Strategic Branding

2020 – Session 1, Weekday attendance, North Ryde

Coronavirus (COVID-19) Update

Due to the Coronavirus (COVID-19) pandemic, any references to assessment tasks and on-campus delivery may no longer be up-to-date on this page.

Students should consult iLearn for revised unit information.

Find out more about the Coronavirus (COVID-19) and potential impacts on staff and students

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor and Lecturer
Associate Professor Riza Casidy
Contact via +61298508558
3 Management Drive. Room 163
Wednesday 5-6 PM
Credit points Credit points
10
Prerequisites Prerequisites
(MKTG696 or MKTG6096 or MGNT607 or MGNT609 or MKTG6009) or (admission to MMktg and 20cp at 8000 level)
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Brands are important assets for firms. For firms developing strong brands and managing them over time is crucial in sustaining competitive advantages. For consumers brands are also valuable. Because they facilitate consumers’ decision making and add uniqueness to the consumption experiences. This unit develops students’ knowledge of brand management. Students will learn how to analyze and evaluate critical aspects of branding such as brand elements, brand identity, brand portfolios, and architecture. The unit will also focus on developing student knowledge about how to launch and manage brands over time and across geographic boundaries and what branding strategies should be applied under different market dynamics.

Important Academic Dates

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

Learning Outcomes

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

  • ULO1: Critically evaluate branding theories and concepts.
  • ULO2: Analyse and evaluate critical aspects of branding.
  • ULO3: Develop branding strategies to launch new brands.
  • ULO4: To work effectively in teams in developing branding solutions.

Assessment Tasks

Coronavirus (COVID-19) Update

Assessment details are no longer provided here as a result of changes due to the Coronavirus (COVID-19) pandemic.

Students should consult iLearn for revised unit information.

Find out more about the Coronavirus (COVID-19) and potential impacts on staff and students

General Assessment Information

Late assessment submissions must also be submitted through the appropriate submission link in iLearn. No extensions will be granted unless an application for Special Consideration is made and approved. 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. Late submissions will not be accepted after solutions have been discussed and/or made available.

Note: applications for Special Consideration Policy must be made within 5 (five) business days of the due date and time.

Delivery and Resources

Coronavirus (COVID-19) Update

Any references to on-campus delivery below may no longer be relevant due to COVID-19.

Please check here for updated delivery information: https://ask.mq.edu.au/account/pub/display/unit_status

Delivery and Resources

3 Hour workshop delivered on a weekly basis Weekly unit materials will be released on Sunday evenings on iLearn which will cover the week ahead. It is expected that students will be prepared for each week’s activities, and participate in class learning activities and discussions until the session ends.

There is no prescribed textbook in the unit

Recommended Journals (Further Reading):

• Harvard Business Review • Journal of Marketing • Journal of Academy of Marketing Science • Journal of Marketing Research • Journal of Brand Management • Journal of Retailing • European Journal of Marketing • Journal of Business Research • Journal of Marketing Communications • Journal of Retailing and Consumer Services • Journal of Product & Brand Management

Unit Schedule

Coronavirus (COVID-19) Update

The unit schedule/topics and any references to on-campus delivery below may no longer be relevant due to COVID-19. Please consult iLearn for latest details, and check here for updated delivery information: https://ask.mq.edu.au/account/pub/display/unit_status

Please refer to iLearn for updated Unit Schedule

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/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/study/getting-started/student-conduct​

Results

Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) 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 or if you are a Global MBA student contact globalmba.support@mq.edu.au

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 help you improve your marks and take control of your study.

The Library provides online and face to face support to help you find and use relevant information resources. 

Student Enquiry Service

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

If you are a Global MBA student contact globalmba.support@mq.edu.au

Equity 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.

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.