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MKTG811 Brand Management S1 Day 2013 Marketing and Management

Contents General Information

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Learning Outcomes

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Assessment Tasks

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Delivery and Resources

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Unit Schedule

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Policies and Procedures

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Graduate Capabilities

Disclaimer Macquarie University has taken all reasonable measures to ensure the information in this publication is accurate and up-to-date. However, the information may change or become out-dated as a result of change in University policies, procedures or rules. The University reserves the right to make changes to any information in this publication without notice. Users of this publication are advised to check the website version of this publication [or the relevant faculty or department] before acting on any information in this publication.

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http://unitguides.mq.edu.au/unit_offerings/40847/unit_guide/print

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Unit guide MKTG811 Brand Management

General Information Unit convenor and teaching staff Moderator Chris Baumann [email protected] Contact via [email protected] E4A634 Thursday, 3.15-5.15pm Unit Convenor John Edwards [email protected] Contact via [email protected] E4A 218B Please refer to iLearn for details Credit points 4 Prerequisites BUS651 or MKTG696 or admission to MCom or MIntBus or MEc or MActPrac prior to 2011 Corequisites Co-badged status Unit description This postgraduate unit provides opportunities for students to develop an enhanced depth and breadth of knowledge in the complex field of brand management. The current branding literature is critically evaluated to systematically assess brand management strategies. The unit is designed for students to understand the dimensionality of branding across geographic boundaries, brand portfolios and diachronically, ie over time. A strong emphasis is placed on scholarly work in order to allow for an in-depth understanding of the related branding and marketing literature. Postgraduate capabilities will be developed in order to prepare students for the competitive business careers by applying advanced theory to complex branding challenges. The unit assumes prior knowledge equivalent to that provided by an undergraduate degree in the area of marketing and appropriate graduate capabilities such as teamwork and presentation skills.


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Important Academic Dates Information about important academic dates including deadlines for withdrawing from units are available at http://students.mq.edu.au/student_admin/enrolmentguide/academicdates/

Learning Outcomes 1. To critically evaluate the current branding literature 2. To systematically assess Brand Management strategies 3. To apply the Brand Management theory to complex branding challenges 4. To create research outputs that produce new knowledge or insights in relation to the dimensionality of branding across geographic boundaries, brand portfolios and diachronically 5. To develop critically reflective practice in relation to marketing literature, research activities and methodologies, team work and also opportunities for future development

Assessment Tasks Name

Weighting

Due

1. Class Participation

10%

Ongoing

2. Presentation & Report

50%

Week 4 to 13 classes

3. Final Examination

40%

Examination period

1. Class Participation Due: Ongoing Weighting: 10% •

Student engagement in discussions facilitated by the lecturer

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Contribution made to discussions

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Attendance

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Punctuality

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Professional conduct and behaviour

This Assessment Task relates to the following Learning Outcomes: • To critically evaluate the current branding literature • To systematically assess Brand Management strategies • To apply the Brand Management theory to complex branding challenges


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• To develop critically reflective practice in relation to marketing literature, research activities and methodologies, team work and also opportunities for future development

2. Presentation & Report Due: Week 4 to 13 classes Weighting: 50% This is made up of a group presentation (25%), and an individual report (25%). Presentation (25%) • Students will conduct research on an assigned brand management topic. • Topics allocated to groups in Week 2 • First presentation is in Week 4 • Presented as a group with indication of individual contribution • Professional/marketing media coverage on the case must be included • Scholarly work must also be included • Formal/professional presentation format • 30 minutes presentation and 20 minutes Q&A • Hand in: Official FBE titlepage, 2 page summary report, prsenattion slides (each slide must include the name and student number of the student presenting it), plus references (papers without the correct title page will not be accepted) • If a team is not ready to present on the assigned date and time, zero marks will be awarded. • All members of the team will receive the same grade (unless adjusted by the lecturer). ·

Feedback and Marks will be given one week after the presentation Report (25%) • Individual research report on the topic allocated to the group • Topics will be announced in the Week 2 class • Formal academic writing style required • Proof reading (spelling, grammar) is essential • References according to Harvard Referencing Method • Scholarly work must be included • A hard copy handed in to the Lecturer on the same day as the presentation • Hand in: Official FBE titlepage, 10 page report, plus references and appendix • 1.5 line-spaced and 12-point font


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• Late reports: 20% penalty for each day late • Marks will be deducted for exceeding the number of pages. • Marks and Feedback to be provided to students one week after the presentation

This Assessment Task relates to the following Learning Outcomes: • To critically evaluate the current branding literature • To systematically assess Brand Management strategies • To apply the Brand Management theory to complex branding challenges • To create research outputs that produce new knowledge or insights in relation to the dimensionality of branding across geographic boundaries, brand portfolios and diachronically • To develop critically reflective practice in relation to marketing literature, research activities and methodologies, team work and also opportunities for future development

3. Final Examination Due: Examination period Weighting: 40% A final examination is included as an assessment task for this unit to provide assurance that:

▪ the product belongs to the student and ▪ the student has attained the knowledge and skills tested in the exam. A 2-hour (and 10-minute reading time) final examination for this unit will be held during the University Examination period. ▪ Four essay type questions ▪ No calculators or dictionaries permitted

Successful completion of the unit is conditional on a satisfactory assessment in the final exam. You are expected to present yourself for examination at the time and place designated in the University Examination Timetable. The timetable will be available in Draft form approximately eight weeks before the commencement of the examinations and in Final form approximately four weeks before the commencement of the examinations http://www.timetables.mq.edu.au/exam The only exception to not sitting an examination at the designated time is because of documented illness or unavoidable disruption. In these circumstances you may wish to consider applying for Special Consideration. Information about unavoidable disruption and the special consideration process is available at http://www.reg.mq.edu.au/Forms/ APSCon.pdf


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If a Supplementary Examination is granted as a result of the Special Consideration process the examination will be scheduled after the conclusion of the official examination period. (Individual Divisions may wish to signal when the Division's Supplementary exams are normally scheduled.) The Macquarie university examination policy details the principles and conduct of examinations at the University. The policy is available at:http://www.mq.edu.au/policy/docs/examination/policy.htm

This Assessment Task relates to the following Learning Outcomes: • To critically evaluate the current branding literature • To systematically assess Brand Management strategies • To apply the Brand Management theory to complex branding challenges

Delivery and Resources Classes

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Number and length of classes: 3 hours face-to-face teaching per week.

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The timetable for classes can be found on the University web site at:http://www.timetables.mq.edu.au/

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Attendance will be taken in class.

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Warning: You must attend at least 10 of the 12 classes – failure to do so will lead to a major deduction in marks.

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To avoid incurring a penalty, medical certificates must be provided if you are not able to attend a class.

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Students are expected to arrive on time, and not to leave until the class ends.

Required and Recommended Texts and/or Materials Required Textbook: Keller, Kevin L. (2012), Strategic Brand Management (Fourth edition). Upper Saddle River, NJ: Prentice-Hall. Technology Used and Required

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Students are required to learn how to use power point, word processing and learning management system (iLearn)http://ilearn.mq.edu.au

Unit Web Page

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Please note that the unit’s logon iLearn address is: https://ilearn.mq.edu.au/login/MQ/

Teaching and Learning Activities

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This unit is lecture and tutorial based. Typically, the class structure will be like this:

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During lectures, Brand Management theory and concepts will be discussed. To take advantage of the large proportion of international students and the variety that this provides (for example in terms of culture), we will


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establish links between theory and your personal experiences in an international market setting during class discussions. Additionally, DVDs will give illustrations of real-world examples.

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During tutorials, student groups will present their Applied Research Projects and be involved in the class discussion.

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The lecture notes will be posted on http://ilearn.mq.edu.au/ on a weekly basis. For your own convenience it is recommended to print hardcopies of the respective notes before coming to class..

Unit Schedule

Week

Lecture Topic

Chapter

Presentation / Report topic

1

Introduction

2

Brands and Brand Management

1

3

Customer-Based Brand Equity and Brand Positioning

2

Team Formation

Brand Resonance and the Brand Value Chain 3

4

Choosing Brand Elements to Build Brand Equity

4

1st Assignment Presentation

Designing Marketing Programs to Build Brand Equity 5

5

Integrating Marketing Communications to Build Brand Equity

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2nd Assignment Presentation

Leveraging Secondary Brand Knowledge to Build Brand Equity


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Developing a Brand Equity Measurement and

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Management System

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3rd Assignment Presentation

Measuring Sources of Brand Equity: Capturing Customer

9

Mindset

4th Assignment Presentation

Recess

Recess

8

Measuring Outcomes of Brand Equity: Capturing Market

10

Performance

9


Designing and Implementing Branding Strategies

11


10

Introducing and Naming New Products and Brand

12

Extensions

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Managing Brands over Time

13


12

Managing Brands over Geographic Boundaries and

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Market Segments

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Closing Observations

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Review

Policies and Procedures Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching: Academic Honesty Policy http://www.mq.edu.au/policy/docs/academic_honesty/policy.html Assessment Policy http://www.mq.edu.au/policy/docs/assessment/policy.html Grading Policy http://www.mq.edu.au/policy/docs/grading/policy.html Grade Appeal Policy http://www.mq.edu.au/policy/docs/gradeappeal/policy.html Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html


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Special Consideration Policy http://www.mq.edu.au/policy/docs/special_consideration/policy.html In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.

RESEARCH AND PRACTICE This unit also uses research from the following journals: • Journal of Advertising • Journal of Advertising Research • Journal of Marketing • Journal of Consumer Research

This unit gives you practice in applying research findings in your assignments.

This unit gives you opportunities to conduct your own research.

Student Support Macquarie University provides a range of Academic Student Support Services. Details of these services can be accessed at: http://students.mq.edu.au/support/

UniWISE provides: • Online learning resources and academic skills workshops http://www.students.mq.edu.au/support/learning_skills/ • Personal assistance with your learning & study related questions. • The Learning Help Desk is located in the Library foyer (level 2). • Online and on-campus orientation events run by Mentors@Macquarie.

Student Enquiry Service Details of these services can be accessed at http://www.student.mq.edu.au/ses/.

Equity Support Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.


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IT Help If you wish to receive IT help, we would be glad to assist you at http://informatics.mq.edu.au/ help/. When using the university's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students and it outlines what can be done.

Graduate Capabilities PG - Research and Problem Solving Capability 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:

Learning outcomes • To critically evaluate the current branding literature • To create research outputs that produce new knowledge or insights in relation to the dimensionality of branding across geographic boundaries, brand portfolios and diachronically • To develop critically reflective practice in relation to marketing literature, research activities and methodologies, team work and also opportunities for future development

Assessment tasks • 1. Class Participation • 2. Presentation & Report

PG - Discipline Knowledge and Skills 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:

Learning outcomes • To critically evaluate the current branding literature • To systematically assess Brand Management strategies • To apply the Brand Management theory to complex branding challenges


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• To create research outputs that produce new knowledge or insights in relation to the dimensionality of branding across geographic boundaries, brand portfolios and diachronically • To develop critically reflective practice in relation to marketing literature, research activities and methodologies, team work and also opportunities for future development

Assessment tasks • 1. Class Participation • 2. Presentation & Report • 3. Final Examination

PG - Critical, Analytical and Integrative Thinking 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:

Learning outcomes • To critically evaluate the current branding literature • To apply the Brand Management theory to complex branding challenges • To develop critically reflective practice in relation to marketing literature, research activities and methodologies, team work and also opportunities for future development

Assessment tasks • 1. Class Participation • 2. Presentation & Report • 3. Final Examination


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