Notice
As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group learning activities on campus for the second half-year, while keeping an online version available for those students unable to return or those who choose to continue their studies online.
To check the availability of face to face activities for your unit, please go to timetable viewer. To check detailed information on unit assessments visit your unit's iLearn space or consult your unit convenor.
Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Rico Piehler
Contact via +61 (2) 9850 8937
Room 153, 3 Management Drive
Wednesday 11:00 AM - 12:00 PM (AEST/AEDT)
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Credit points |
Credit points
10
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Prerequisites |
Prerequisites
(MKTG696 or MKTG6096 or MGNT607 or MGNT609 or MKTG6009) or (admission to MMktg and 20cp at 8000 level)
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
MKTG7011 - Strategic Branding
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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. |
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:
Late assessment submissions must also be submitted through the appropriate submission link in iLearn. 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: Further information on submitting an Application for Special Consideration can be found at https://students.mq.edu.au/study/my-study-program/special-consideration
Name | Weighting | Hurdle | Due |
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Participatory task | 20% | No | Weekly |
Branding Group Presentation | 20% | No | Sunday, week 6, 11:59 pm |
Individual Report: Factors Influencing the Success/Failure of new brands | 30% | No | Friday, week 9, 11:59 pm |
Case Study Analysis | 30% | No | Friday, week 13, 11:59 pm |
Assessment Type 1: Participatory task
Indicative Time on Task 2: 39 hours
Due: Weekly
Weighting: 20%
"Students participation will be assessed throughout the semester according to the level of genuine contribution to the Zoom sessions and to the iLearn forum.
Engagement in Zoom sessions: Answering questions, asking questions, commenting on lecture materials, and participating in group presentations Q and A.
Engagement online on iLearn forum: Contributing to online discussion forum, posting interesting content and commenting on other students' posts."
Assessment Type 1: Presentation
Indicative Time on Task 2: 20 hours
Due: Sunday, week 6, 11:59 pm
Weighting: 20%
"The branding group presentation is designed to develop branding strategies for new brands. In teams, students will be developing branding strategies to launch a new brand. Students will be presenting their branding strategies, demonstrating their knowledge of branding concepts such as brand positioning and identity, visual and verbal brand elements, and brand communications. Length: 15 minutes"
Assessment Type 1: Report
Indicative Time on Task 2: 20 hours
Due: Friday, week 9, 11:59 pm
Weighting: 30%
"Students will prepare and submit an individual report on success/failure factors of new brands, recommending strategies to increase the success rate of brand launches. Students are expected to review the literature on brand launch and to critically analyze and discuss the success and failure factors in launching a new brand."
Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 20 hours
Due: Friday, week 13, 11:59 pm
Weighting: 30%
The case study analysis report will assess students’ ability to analyse a case, marshal their thoughts and ideas and communicate them via a written report. The aim of case study analysis report is to apply theory to solve the case and answer the case questions.
1 If you need help with your assignment, please contact:
2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation
Delivery:
Each week:
- 3-4 pre-recorded short lecture videos (15-20 minutes each) with short assessment tasks for the workshop
- An offline on-campus workshop (1 hour) OR an online Zoom workshop (1 hour)
The weekly pre-recorded short lecture videos with the short assessment tasks will be released on Sunday evenings on iLearn and will cover the week ahead. It is expected that students watch the lecture videos, prepare the short assessment tasks and read the prescribed literature for each week before attending the weekly offline on-campus or online Zoom workshop.
Resources:
There is no prescribed textbook in the unit. The compulsory reading consists of academic journal articles (e.g., from the Journal of Brand Management, Journal of Product & Brand Management, European Journal of Marketing, Journal of Academy of Marketing Science) and excerpts from branding textbooks (e.g., from K.L. Keller, J.N. Kapferer, D.A. Aaker, C. Burmann et al.).
The weekly compulsory reading will be released on Sunday evenings on iLearn and will cover the week ahead.
Please refer to iLearn
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).
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 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
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 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.
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
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