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 2024 in Semester 1 and Semester 2 at Malaysia. It needs MKW2460.
- Credit points
- 6
- Offered in 2024
- Semester 1, Semester 2
- Malaysia
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2024 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 2024 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 2024
| 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
- Tutorials24 hours
- Teaching approachActive learning
- Teaching approachEnquiry-based learning
- Teaching approachField trips
- Teaching approachProblem-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 engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
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 provides you with opportunities to participate in experiential learning by visiting cultural, geographical and/or industrial sites relevant to your studies.
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.
Where it fits
MKW3000 is part of 1 area of study in the 2024 handbook.
Contacts
- Chief Examiners
- Omkar Dastane
- Dr Ghazala Khan
Common questions
What are the prerequisites for MKW3000?
You need MKW2460 before you enrol.
When is MKW3000 offered?
In 2024, 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.