units

MKF2521

Faculty of Business and Economics

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This unit entry is for students who completed this unit in 2016 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Associate Prof Colin Jevons (First semester); Dr Jasmina Ilicic (Second Semester)

Offered

Caulfield

  • First semester 2016 (Day)
  • Second semester 2016 (Day)

Synopsis

A brand is much more than a logo, a symbol, a sign or device, or simply the result of clever advertising. It helps to communicate value and create and deliver that value. Branding is a promise of value for customers. It helps to attract and, if it is true and accurate, keep customers. It provides an extra element of understanding or meaning, for customers as they form opinions and make purchase decisions from a variety of competing offerings. There is strong industry demand for graduates with a thorough understanding of branding. While this unit is primarily for students undertaking a major in marketing it is offered to any student with a prerequisite of an introductory marketing unit.

Outcomes

The learning goals associated with this unit are to:

  1. examine the brand and the various functions of brand management
  2. describe the various components of a brand and how they interact
  3. analyse branding techniques and apply them to a variety of different issues
  4. generalise and hypothesise from branding theory into branding practice.

Assessment

Within semester assessment: 40%
Examination: 60%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)

Prerequisites

Prohibitions