Students
MKTG7011 – Strategic Branding
2020 – Session 2, Special circumstance
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.
General Information
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| 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
Admission to MRes
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
MKTG8011 - 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. |
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:
- 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.
- ULO5: Synthesise relevant literature streams and conduct a research project
General Assessment Information
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
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Participatory task | 20% | No | Weekly |
| Branding Group Presentation | 20% | No | Sunday, week 6, 11:59 pm |
| Branding Literature Review | 30% | No | Friday, week 9, 11:59 pm |
| Case Study Analysis | 30% | No | Friday, week 13, 11:59 pm |
Participatory task
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 branding discussion forum, posting interesting brand-related content and commenting on other students' posts.
On successful completion you will be able to:
- Critically evaluate branding theories and concepts.
- Analyse and evaluate critical aspects of branding.
- To work effectively in teams in developing branding solutions.
Branding Group Presentation
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
On successful completion you will be able to:
- Critically evaluate branding theories and concepts.
- Develop branding strategies to launch new brands.
- To work effectively in teams in developing branding solutions.
Branding Literature Review
Assessment Type 1: Literature review
Indicative Time on Task 2: 20 hours
Due: Friday, week 9, 11:59 pm
Weighting: 30%
The Literature review is specifically designed to facilitate your abilities to research a topic of study by identifying relevant literature (e.g., journal articles) about one specific branding topic that you can choose from the unit weekly topics. You are to identify gaps or limitations in previous research, and synthesize new knowledge into a written literature review. For this assessment task, you are required to discuss literature review within its appropriate and wider context, consider the theoretical underpinnings of the journal articles reviewed (and not just the results), present a coherent and structured discussion of the branding literature including both depth and breadth of analysis, use the review to identify gaps or limitations in prior research, and show original thought to constructively criticise existing literature. Students must support their discussion with clear evidence (e.g., high quality articles accessed from top ranking journals) that support, explain and critique the branding theory / concept chosen. Length: 2500 words
On successful completion you will be able to:
- Critically evaluate branding theories and concepts.
- Analyse and evaluate critical aspects of branding.
- Synthesise relevant literature streams and conduct a research project
Case Study Analysis
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. Length: 2000 words
On successful completion you will be able to:
- Critically evaluate branding theories and concepts.
- Analyse and evaluate critical aspects of branding.
1 If you need help with your assignment, please contact:
- the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
- the Writing Centre for academic skills support.
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 and Resources
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.
Unit Schedule
Please refer to iLearn
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:
- Academic Appeals Policy
- Academic Integrity Policy
- Academic Progression Policy
- Assessment Policy
- Fitness to Practice Procedure
- Grade Appeal Policy
- Complaint Management Procedure for Students and Members of the Public
- Special Consideration Policy (Note: The Special Consideration Policy is effective from 4 December 2017 and replaces the Disruption to Studies Policy.)
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 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
If you are a Global MBA student contact globalmba.support@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.