MMK280 - Brand Management
Unit details
| Year: | 2023 unit information |
|---|---|
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Waterfront (Geelong), Online Trimester 3: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Previously coded as: | MMK380, MMT280 |
| Unit Chair: | Trimester 2: Allison Ringer Trimester 3: Allison Ringer |
| Prerequisite: | MMK277 or MMK101 |
| Corequisite: | Nil |
| Incompatible with: | MMK380, MMT280 |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. |
| Scheduled learning activities - campus: | Trimester 2: 1 x 1.5 hour class + 1 x 1.5 hour seminar per week Trimester 3: |
| Scheduled learning activities - online: | Trimester 2: 1 x 1.5 hour class (recording provided) + 1 X 1.5 hour online seminar (livestreamed with recordings provided) per week. Trimester 3: Week 6: 1 x 1.5 hour class (pre-recorded provided) and 1 x 1.5 hour seminar (livestreamed with recordings provided). |
Content
In today’s competitive world, a key to success is building a strong sustainable brand. This involves creating an identity for your brand by developing a captivating, positive and enduring brand image of your company, market offering. This distinguishes your brand from competitors and creates an emotional connection with your customers and other stakeholders. The brand reflects the entity’s essence, history and values, as well as its future direction. Branding is not isolated to the business world; it is fundamental in your personal development. Personal branding helps create a personality and professional identity that distinguishes you from others. This is an important attribute as you begin and progress along your career and life journey. This unit is designed to allow students to explore and apply fundamental brand management and marketing theories, frameworks and applications to different personal and corporate, product and service contexts.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| ULO1 | Explain the role of branding in business contexts using relevant marketing and branding theories and frameworks. | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Reflect on how brand theories and frameworks can be effectively leveraged to inform professional brand identity and career development. | GLO1: Discipline-specific knowledge and capabilities |
| ULO3 | Translate a brand strategy into recommendations for marketing activities. | GLO1: Discipline-specific knowledge and capabilities |
| ULO4 | Evaluate the strategic role of brands in contributing to business and society. | GLO8: Global citizenship |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Individual) Professional identity task | 1500 words | 20% | Week 6 |
| Assessment 2:(Individual) Report (business) | 2000 words | 40% | Week 10 |
| End-of-unit assessment task: Written response test | 2000 words | 40% | End-of-Unit Assessment period |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Hurdle requirement
Hurdle requirement: Achieve at least 50% of the marks available on the end-of-unit assessment to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: MMK280 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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