MMK280 - Brand Management

Unit details

Note: You are seeing the 2021 view of this unit information. These details may no longer be current. [Go to the current version]
Year:

2021 unit information

Important Update:

Unit delivery will continue to be provided in line with the most current COVIDSafe health guidelines. This may include a mix of on-campus and online activities. To find out how you are impacted, please check your unit sites for announcements and updates. Unit sites open one week prior to the start of each Trimester/Semester.

Thank you for your flexibility and commitment to studying with Deakin in 2021.

Last updated: 4 June 2021

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

Unit Chair:Trimester 2: Andrea Vocino
Trimester 3: Andre Bonfrer
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 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:

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.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

Analyse, adapt and apply fundamental marketing and brand theories and frameworks to different contexts.

GLO1: Discipline-specific knowledge and capabilities

ULO2

Understand and reflect on how brand theories and frameworks can be developed and effectively leveraged to improve business and/or personal outcomes.

GLO1: Discipline-specific knowledge and capabilities
GLO6: Self-management
GLO8: Global citizenship

ULO3

Develop and communicate a narrative for an organisation that builds on brand research and conveys effective strategic outcomes.

GLO1: Discipline-specific knowledge and capabilities
GLO2: Communication

ULO4

Understand the strategic importance and sustainability of branding in different environments and contexts.

GLO8: Global citizenship

These Unit Learning Outcomes are applicable for all teaching periods throughout the year

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week 
Assessment 1: Individual reflection (Employability - Building your Personal Brand 1500 words 20% Week 7
Assessment 2:  (Group 2 - 3) Written report 3500 words 40% Week 10
Examination 2 hours 40% Exam 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 examination.

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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