MKW3000 Strategic branding
Faculty of Business and Economics
MKW3000 Strategic branding is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 1 and Semester 2 at Malaysia. It needs MKW2460.
- Credit points
- 6
- Offered in 2027
- Semester 1, Semester 2
- Malaysia
- Assessment
- No exam
- 3 tasks
- Workload
- 144 hours
- per semester
Reviews
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Requisites
Before MKW3000
Prerequisites
Pass these before you enrol.
After MKW3000
No unit lists MKW3000 as a prerequisite in the 2027 handbook.
Overview
Why are some brands so memorable, while other brands quickly disappear? How does a company build strong brands and what can marketers do to effectively manage their brands to ensure it stands out in a competitive environment? A strong brand is a company’s most valuable asset, because of what it signifies, e.g. “trustworthy, value for money, reliable, safe.” Thus, branding is about reputation. This unit takes a strategic approach to answer these questions – to remain competitive, a brand requires a strong value proposition and must be able to defend itself against competing brands and be able to influence the market in its favour. The unit examines how branding issues should be integrated into the overall marketing activities The unit aims to provide you with an understanding of the concepts and tools used in building and managing brands to ensure the perpetuation of the company’s reputation, which is symbolised within the brand.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Written30%
- Artefact30%
- Project40%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 1
evaluate market-based information and consumer behaviour, using them to plan and develop marketing strategies
- 2
develop branding strategies in diverse cultures and business environments
- 3
apply contemporary tools and techniques to provide solutions for effective brand campaigns
- 4
communicate branding strategies for individuals or organisations.
Workload and teaching
- Tutorials24 hours
- Teaching approachCase-based teaching
- Teaching approachEnquiry-based learning
- Teaching approachProblem-based learning
- Teaching approachActive learning
- Teaching approachIndustry-based 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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
This unit engages you in enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
This unit provides you with the opportunity to engage in industry-based learning to incorporate professional and industry experience into your studies.
Where it fits
MKW3000 is part of 1 area of study in the 2027 handbook.
Contacts
- Chief Examiners
- Omkar Dastane
Common questions
What are the prerequisites for MKW3000?
You need MKW2460 before you enrol.
When is MKW3000 offered?
In 2027, MKW3000 runs in Semester 1 and Semester 2 at Malaysia.
How much work is MKW3000?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKW3000 have an exam?
No. MKW3000 has 3 assessment tasks and no exam.
Which majors and minors include MKW3000?
MKW3000 is part of Strategic marketing.