Unit convenor and teaching staff |
Unit convenor and teaching staff
Michael Cherry
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Credit points |
Credit points
4
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Prerequisites |
Prerequisites
BUS651 or MKTG696
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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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 an in-depth understanding of the relevant branding and marketing literature. Postgraduate capabilities that prepare students for competitive business careers are developed by applying advanced theory to complex, real-life branding challenges. 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.
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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:
Name | Weighting | Hurdle | Due |
---|---|---|---|
Class Participation | 10% | No | Continuous |
Assignment | 20% | No | Week 3 |
Presentation | 30% | No | Week 6 |
Final Examination | 40% | No | End of semester, dates TBA |
Due: Continuous
Weighting: 10%
Class participation:
Due: Week 3
Weighting: 20%
Critical self-reflection assignment:
NB: No extensions will be granted. Late tasks will be accepted up to 72 hours after the submission deadline. There will be a deduction of 20% 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: 40% penalty). This penalty does not apply for cases in which an application for special consideration is made and approved.
Due: Week 6
Weighting: 30%
Individual Online Research Presentation:
The online presentation is for 20 minutes.
NB: No extensions will be granted. Late tasks will be accepted up to 72 hours after the submission deadline. There will be a deduction of 20% 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: 40% penalty). This penalty does not apply for cases in which an application for special consideration is made and approved.
** Assessment criteria as per the Assessment Guidelines and Rubric is provided on iLearn **
Due: End of semester, dates TBA
Weighting: 40%
A final examination is included as an assessment task for MKTG811.
This provides assurance that the student has attained the knowledge and skills outlined in the learning outcomes.
The exam will be:
No exemptions for special consideration or supplementary exams will be granted without a medical certificate given from an approved hospital or medical centre.
Delivery of unit material
Unit resources
Prescribed textbook
Keller, Kevin L. (2013), Strategic Brand Management: building, measuring, and managing brand equity. Global 4th edition. Pearson, Boston.
Useful Journals
Internet sites of interest
http://www.wpp.com/wpp/marketing
http://zenithoptimedia.com/zenith/marketers-portal
http://www.forethought.com.au/Think-Tank/Papers
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).
Students must also have access to and use a webcam video recording hardware (incl. camera) and software, as students are required to record and upload a video presentation as part of the unit’s assessment format.
Learning and teaching strategy
Learning and teaching activities during the session are designed to help students prepare for the MKTG811 final exam.
L & T Strategy |
Learning Outcome |
(Lecture) Student learning through rich media delivery of unit content |
2, 3. |
(Tutorial) Textbook Discussion Questions to be answered through iLearn Discussion Forum |
2, 3, 5. |
Students’ regular participation in iLearn forum and regular forum feedback (moderation) from unit convenor |
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Unit webpage
Please note that the unit's logon iLearn address is here
Changes since the last offering of this Unit
This is the 1st offering of MKTG811 in online intensive mode.
Date |
Lecture Topic |
Topic Chapter |
Teaching and Learning Activity / Assessment Due Dates |
Pre-Session Kick-Start Program |
Brands and Brand Management |
1 |
Discussion Questions 2 & 5, Ch 1 |
Week 1 w/c Mon 7 Aug 2017 |
Customer-Based Brand Equity and Brand Positioning Brand Resonance and the Brand Value Chain |
2 3 |
Discussion Questions 1 & 5, Ch 2 Allocation of Research Presentation topics Advice on Research Presentation |
Week 2 w/c Mon 14 Aug 2017 |
Choosing Brand Elements to Build Brand Equity Designing Marketing Programs to Build Brand Equity |
4 5 |
Discussion Question 1, Ch 4
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Week 3 w/c Mon 21 Aug 2017 |
Integrating Marketing Communications to Build Brand Equity Leveraging Secondary Brand Knowledge to Build Brand Equity |
6
7 |
Discussion Questions 2 & 5, Ch 7 * Critical self-reflection piece due 9pm (AEST), Friday 25 Aug 2017. |
Week 4 w/c Mon 28 Aug 2017 |
Developing a Brand Equity Measuring and Management System Measuring Source of Brand Equity: Capturing the Customer Mindset Measuring Outcomes of Brand Equity: Capturing Market Performance |
8
9 10 |
Discussion Questions 3 & 4, Ch 9
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Week 5 w/c Mon 4 Sept 2017 |
Designing and Implementing Branding Strategies Introducing and Naming New Products and Brands |
11 12 |
Discussion Questions 1, Ch 11 Discussion Questions 1, Ch 12 |
Week 6 w/c Mon 11 Sept 2017 |
Managing Brands over Time
Managing Brands over Geographic Boundaries and Market Segments |
13
14 |
Discussion Questions 3, Ch 13 Discussion Questions 1 & 5, Ch 14 * Individual Online Presentation due 9pm (AEST) Fri 15 Sept 2017
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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.
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
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.
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 improve your marks and take control of your study.
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
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.
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:
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:
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:
This unit also uses research from the following specialist brand management, brand management, consumer behaviour, and business journals:
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.