Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Abas Mirzaei
Contact via 0298508560
4ER (E4A), Room 639
Wednesdays 2-3pm
|
---|---|
Credit points |
Credit points
4
|
Prerequisites |
Prerequisites
Admission to MRes
|
Corequisites |
Corequisites
|
Co-badged status |
Co-badged status
MKTG711
|
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:
Name | Weighting | Hurdle | Due |
---|---|---|---|
Start-up Branding | 60% | No | Weeks 7 &11-13 |
Unit Participation | 20% | No | Weeks 2 - 12 |
Branding Literature Review | 20% | No | Weeks 13 |
Due: Weeks 7 &11-13
Weighting: 60%
This assessment has two components: Group Presentation (30%), and Individual Report (30%).
Group Presentation (30%)
Title Start-up Branding Assessment Description Start-up branding assessment is designed to develop branding strategies for new businesses and start ups. In teams, students will be developing branding strategies to launch a start-up. Students will be presenting their start-up branding strategies, demonstrating their knowledge of branding concepts such as brand positioning and identity, visual and verbal brand elements, and brand communications. Type of Collaboration Students will work in groups however the output will be assessed individually. SubmissionGroups to present face-to-face in lectures.
A copy of presentation slides to be submitted online through Turnitin
Length25-minute presentation, followed by 5 minutes class discussion.
Up to 25 slides, excluding references.
Marking Criteria and Format To be posted on iLearn unit page Due Date Weeks 11, 12 & 13
Individual Report (30%),
Title Factors Influencing the Success/Failure of Start-up Branding Task DescriptionStudents will prepare and submit an individual report on start-up branding success/failure factors, recommending strategies to increase the success rate of brand launch. Students are expected to review the literature on start-up branding, and brand launch, critically analyzing and discussing the success and failure factors in launching a new brand.
Type of Collaboration Individual Submission Online through Turnitin Length 2500 words (+/- 10% accepted), excluding references and appendix (if needed). Marking Criteria and Format To be posted on iLearn unit page Due Date Week 7 Late Submission 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 (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for Special Consideration is made and approved. No submission will be accepted after solutions have been posted.
Due: Weeks 2 - 12
Weighting: 20%
Due: Continuous Weighting: 20%
Unit participation:
Title Unit Participation Task Description
Students participation will be assessed throughout the semester according to the level of genuine contribution both face-to-face (in lectures) and online (iLearn):
Engagement in lectures:
Answering questions, asking questions, commenting on lecture materials, and participating in group presentations Q&A.
Engagement online on iLearn,
Contributing to online branding discussion forum, posting interesting brand-related content and commenting on other students' posts. Online participation and engagement will be marked every two weeks starting from week 2.
Type of Collaboration Individual Submission Face-to-face and Online (iLearn) Marking criteria To be posted on iLearn Due date Ongoing
Due: Weeks 13
Weighting: 20%
Each student must undertake a literature review of a contemporary branding topic. Students will need to critically review and analyse the scholarly/research literature on a contemporary branding topic. This assessment will enable students to analyse prior research and show original thought and argument and capacity to constructively criticise existing literature.
Type of Collaboration Individual SubmissionOnline through Turnitin.
Length 2500 words (+/- 10% accepted), excluding references and appendix (if needed). Marking Criteria To be posted on iLearn unit page Due date Week 13, Friday 5pm.
Delivery of unit material
Unit resources:
Prescribed textbook
Aaker, D. (2014). Aaker on branding: 20 principles that drive success. Morgan James Publishing.
Useful Journals
Internet sites of interest
http://www.cmo.com.au/
http://www.adnews.com.au/
http://www.wpp.com/wpp/marketing
http://www.omnicomgroup.com
http://www.brandingstrategyinsider.com
http://zenithoptimedia.com/zenith/marketers-portal
http://www.campaignbrief.com
http://www.mumbrella.com.au
This unit gives students the opportunity in assignments to practice applying research findings to real life brand management and sustainable business contexts and problems in global and local settings.
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)
Satisfactory completion of unit
Students are required to accumulate at least 50% of the total marks possible in order to satisfactorily pass this unit.
The timetable for the unit can be found using the following link: https://timetables.mq.edu.au/
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:
Undergraduate 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 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
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.
Our postgraduates will demonstrate a high standard of discernment and common sense in their professional and personal judgment. They will have the ability to make informed choices and decisions that reflect both the nature of their professional work and their personal perspectives.
This graduate capability is supported by:
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:
Our postgraduates will be able to communicate effectively and convey their views to different social, cultural, and professional audiences. They will be able to use a variety of technologically supported media to communicate with empathy using a range of written, spoken or visual formats.
This graduate capability is supported by:
Our postgraduates will be ethically aware and capable of confident transformative action in relation to their professional responsibilities and the wider community. They will have a sense of connectedness with others and country and have a sense of mutual obligation. They will be able to appreciate the impact of their professional roles for social justice and inclusion related to national and global issues
This graduate capability is supported by:
Final exam was replaced with a simulation game on brand positioning from Harvard Business Publishing. While all the other assessment tasks (group and individual) were kept, the topics for group presentation and individual report were changed. Also the weighting of assessment items were revised.
The lecture content speaks very specifically, and in detail, to the real challenges and benefits of branding within the global context. Sustainability, as it relates to brand management, is covered in course lecture materials.
This unit uses research from 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.