Notice
As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group activities on campus, and most will keep an online version available to those students unable to return or those who choose to continue their studies online.
To check the availability of face-to-face and online 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 rico.piehler@mq.edu.au
Room 153, 3 Management Drive
Monday 11 AM - 12 PM (AEST/AEDT)
|
---|---|
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 companies. Developing strong brands and managing them over time is crucial in sustaining competitive advantages. Moreover, brands are also valuable for consumers because they simplify decision making and represent important symbolic devices. This unit develops students' ability to critically analyse and evaluate branding theories and concepts. Students will also learn to apply branding theories and concepts to solve marketing issues. Finally, students will practice developing branding strategies to launch and manage brands. |
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. 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: 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 |
---|---|---|---|
Participatory task | 20% | No | Week 1-12 |
Branding Group Presentation | 40% | No | Week 7 |
Individual Report | 40% | No | Week 13 |
Assessment Type 1: Participatory task
Indicative Time on Task 2: 24 hours
Due: Week 1-12
Weighting: 20%
Student's participation is assessed throughout the semester according to the level of genuine contribution to the face-to-face and online workshops and the online iLearn discussion forums. Engagement in face-to-face and online workshops: Answering questions, asking questions, commenting on lecture materials and participating in group presentations’ Q & A sessions. Engagement in online iLearn discussion forums: Contributing to the discussion forums, posting interesting brand-related content and commenting on other students’ posts.
Assessment Type 1: Presentation
Indicative Time on Task 2: 38 hours
Due: Week 7
Weighting: 40%
In groups, students develop a presentation on a branding topic and present their results. Length: 20 minutes
Assessment Type 1: Report
Indicative Time on Task 2: 38 hours
Due: Week 13
Weighting: 40%
Related to the topic of the branding group presentation, students prepare and submit an individual report. Lenght: 2,000 words
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, 2-4 pre-recorded short lecture videos (15-30 minutes each) with short assessment tasks for the workshop
- Each week, one face-to-face workshop (90 minutes - particularly for those students who can attend campus) OR one online workshop (90 minutes - particularly for those students who cannot attend campus)
The weekly pre-recorded short lecture videos with the short assessment tasks will be released one week ahead on iLearn. 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 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, Journal of Marketing, Journal of Marketing Research, Journal of Academy of Marketing Science, International Journal of Research in Marketing, European Journal of Marketing, Journal of Marketing Management)
The weekly compulsory reading will be released one week ahead on iLearn.
Please refer to iLearn.
Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). Students should be aware of the following policies in particular with regard to Learning and Teaching:
Students seeking more policy resources can visit Student Policies (https://students.mq.edu.au/support/study/policies). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/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
If you are a Global MBA student contact globalmba.support@mq.edu.au
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.
Unit information based on version 2021.03 of the Handbook