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 2021 in Semester 1 and Semester 2 at Malaysia. It needs MKW2460.
- Credit points
- 6
- Offered in 2021
- Semester 1, Semester 2
- Malaysia
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2021 handbook entry. See the 2027 entry.
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Requisites
Before MKW3000
Prerequisites
Pass these before you enrol.
After MKW3000
No unit lists MKW3000 as a prerequisite in the 2021 handbook.
Overview
What makes “Apple” the world’s most valuable brand? 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 yoiu 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 2021
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Within semester assessment100%
Learning outcomes
When you finish this unit, you should be able to:
- 1
understand the concepts, tools and activities of strategic branding
- 2
identify and demonstrate, with examples, how branding works, including the establishment of brand identity and brand equity
- 3
critically assess the relevance of marketing programs to build brand equity
- 4
apply tools and concepts to the development of brand strategies for both consumer and business products or services.
Workload and teaching
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 hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Learning resources
Required resources
Keller, K.L. and Swaminathan, V. (2020) Strategic Brand Management: Building, measuring and managing brand equity. (5th Ed). Pearson Education.
Where it fits
MKW3000 is part of 1 area of study in the 2021 handbook.
Contacts
- Chief Examiners
- Dr Ghazala Khan
Common questions
What are the prerequisites for MKW3000?
You need MKW2460 before you enrol.
When is MKW3000 offered?
In 2021, 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 1 assessment task and no exam.
Which majors and minors include MKW3000?
MKW3000 is part of Strategic marketing.