MKF2521 Brand management
Faculty of Business and Economics
MKF2521 Brand management is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2020 in Semester 1 and Semester 2 at Caulfield. It needs MKC1200, MKF1120, MKB1700 or MKW1120.
- Credit points
- 6
- Offered in 2020
- Semester 1, Semester 2
- Caulfield
- Assessment
- Exam 50%
- and 1 other task
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2027 entry.
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Requisites
Before MKF2521
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKF2521
No unit lists MKF2521 as a prerequisite in the 2020 handbook.
Overview
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.
Offerings in 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| First semester (Fully flex) | Caulfield | Flexible |
| Second semester | Caulfield | On campus |
Assessment
- Within semester assessment50%
- ExaminationThreshold hurdle50%
Learning outcomes
When you finish this unit, you should be able 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.
Workload and teaching
- Workshops18 hours
- Teaching approachOnline learning
- Teaching approachActive learning
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.
All linked from the unit Moodle site. This means that no lecture times are scheduled, only workshops. Students are encouraged to keep up to date with the weekly resources to avoid overload towards the end of semester. Workshops cover core content in depth through an active learning environment.
Learning resources
Required resources
Keller & Swaminathan (2020) - Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th edition, Global edition). Pearson.
Contacts
- Chief Examiners
- Dr Mustabshira Rushdi
- Dr Nicholas Grigoriou
Common questions
What are the prerequisites for MKF2521?
You need MKC1200, MKF1120, MKB1700 or MKW1120 before you enrol.
When is MKF2521 offered?
In 2020, MKF2521 runs in Semester 1 and Semester 2 at Caulfield.
How much work is MKF2521?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF2521 have an exam?
Yes. The exam is worth 50% of the final mark, alongside 1 other task.