MMK280 - Brand Management
Unit details
| Year: | 2019 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 |
| Trimester 2 Unit Chair: | Allison Ringer |
| Trimester 3 Unit Chair: | Adnan Yusuf |
| Prerequisite: | MMK277 or MMK101 |
| Corequisite: | Nil |
| Incompatible with: | MMK380, MMT280 |
| Scheduled learning activities - campus: | Trimester 2: 1 x 2 hour class, 1 x 1 hour seminar per week Trimester 3: Weeks 1-5: 2 x 2 hour classes + 2 x 1 hour seminar per week (livestreamed with recordings provided) and Week 6: 1 x 2 hour class and 1 x 1 seminar (livestreamed with recordings provided). |
| Scheduled learning activities - cloud (online): | Trimester 2: 1 x 2 hour class (recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per week Trimester 3: Weeks 1-5: 2 x 2 hour classes + 2 x 1 hour seminar per week (livestreamed with recordings provided) and Week 6: 1 x 2 hour class and 1 x 1 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, product or service. 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.
Assessment
Assessment 1 - Individual reflection (Employability - Building your Personal Brand), (1500 words) - 20%
Assessment 2 - (Group 2 - 3) Written report (3500 words) -40%
Examination (2 hours) - 40%
Hurdle requirement
Hurdle requirement: achieve at least 50% of the marks available on the examination.
Unit Fee Information
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