MMK280 - Brand Management
Unit details
Year: | 2021 unit information |
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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 |
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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 |
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 |
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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