MKF2521 Brand management Unit Guide Semester 2, 2014 Copyright Monash University 2014. All rights reserved. Except as provided in the Copyright Act 1968, this work may not be reproduced in any form without the written permission of the host Faculty and School/Department. The information contained in this unit guide is correct at time of publication. The University has the right to change any of the elements contained in this document at any time. Last updated: 17 Jul 2014
Table of Contents MKF2521 Brand management - Semester 2, 2014...1 Mode of Delivery...1 Workload requirements...1 Unit Relationships...1 Prerequisites...1 Prohibitions...1 Chief Examiner(s)...1 Campus Lecturer(s)...1 Caulfield...1 Tutor(s)...1 Caulfield...1 Your feedback to Us...2 Previous Student Evaluations of this Unit...2 Academic Overview...3 Learning Outcomes...3 Unit Schedule...4 Teaching Approach...4 Assessment Summary...5 Hurdle Requirements...5 Second marking...5 Return of final marks...5 Exam viewing...5 Assessment criteria...5 Assessment Requirements...6 Assessment Tasks...6 Assessment task 1...6 Assessment task 2...6 Examination(s)...7 Examination 1...7 Learning resources...8 Feedback to you...8 Returning assignments...8 Assignment submission...8 Hard copy submission...8 Online submission...8 Recommended Resources...8 Recommended text(s) and readings...9 Other Information...10 Policies...10 Graduate Attributes Policy...10 Student Charter...10 Student services...10 Monash University Library...10 Moodle 2...10 Disability Liaison Unit...11
MKF2521 Brand management - Semester 2, 2014 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. Mode of Delivery Caulfield (Day) Workload requirements Minimum total expected workload equals 144 hours per semester Unit Relationships Prerequisites MKF1120 or MKP1120 Prohibitions MKB2521 Chief Examiner(s) Dr Gerri Spassova (First semester); Associate Professor Colin Jevons (Second semester) Campus Lecturer(s) Caulfield Associate Professor Colin Jevons Contact hours: As advised on the unit Moodle site Tutor(s) Caulfield Mrs Azra Bajric-Kolar Contact hours: As advised on the unit Moodle site 1
MKF2521 Brand management - Semester 2, 2014 Mr Boris Kolar Contact hours: As advised on the unit Moodle site Your feedback to Us Monash is committed to excellence in education and regularly seeks feedback from students, employers and staff. One of the key formal ways students have to provide feedback is through the Student Evaluation of Teaching and Units (SETU) survey. The University s student evaluation policy requires that every unit is evaluated each year. Students are strongly encouraged to complete the surveys. The feedback is anonymous and provides the Faculty with evidence of aspects that students are satisfied and areas for improvement. For more information on Monash s educational strategy, see: www.monash.edu.au/about/monash-directions/ and on student evaluations, see: www.policy.monash.edu/policy-bank/academic/education/quality/student-evaluation-policy.html Previous Student Evaluations of this Unit If you wish to view how previous students rated this unit, please go to https://emuapps.monash.edu.au/unitevaluations/index.jsp 2
Academic Overview Learning 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. 3
Unit Schedule Week Activities Assessment 0 No formal assessment or activities are undertaken in week 0 1 Introduction to brand management and discussion of how this unit is to be taught Read Keller Chapter 1 plus Chapter 8 of Gabbott et al 2 Customer-based brand equity Weekly tutorial assessment practice tasks plus read Keller Chapter 2 3 Brand vision, positioning and values; components of a brand, services branding 4 Planning Planning brand marketing programmes; points of parity and points of difference 5 Implementing and resourcing brand marketing programmes (IMC) 6 Measuring and evaluating brand equity, its sources and outcomes; building an integrated brand strategy Weekly tutorial assessment tasks plus read Keller Chapter 4 Weekly tutorial assessment tasks plus read Keller Chapter 3 Weekly tutorial assessment tasks plus read Keller Chapters 5 and 6 Individual assignment due; Weekly tutorial assessment tasks plus read Keller Chapter 9 and lightly read chapters 8 and 10 7 Brand extensions; branding of new products Weekly tutorial assessment tasks plus read Keller Chapters 7 and 12 8 Reinforcing, revitalising, and retiring brands Weekly tutorial assessment tasks plus read Keller Chapter 13 9 International brand management Weekly tutorial assessment tasks plus read Keller Chapter 14 10 Strategic brand management Weekly tutorial assessment tasks plus read Keller Chapter 8 (again) and 15 11 Branding in an online world Weekly tutorial assessment 12 Summary, conclusions, exam briefing Exam preparation; review all material SWOT VAC Examination period No formal assessment is undertaken SWOT VAC LINK to Assessment Policy: http://policy.monash.edu.au/policy-bank/ academic/education/assessment/ assessment-in-coursework-policy.html Teaching Approach Lecture and tutorials or problem classes "This teaching and learning approach provides facilitated learning, practical exploration and peer learning." 4
Unit Schedule Assessment Summary Within semester assessment: 40% Examination: 60% Assessment Task Value Due Date Individual Assignment (Essay) 20% By the START TIME of the lecture in Week 6 Tutorial exercises 20% In tutorials from Weeks 2 to 11 Examination 1 60% To be advised Hurdle Requirements Your final mark will be the sum of the marks gained in all pieces of assessment except that to pass this unit you must achieve at least 50% in the final exam. Where you achieve less than this hurdle requirement your maximum final mark will be no more than 48. Your final mark in this unit will be determined by the Board of Examiners on the recommendation of the chief examiner and taking account of all aspects of assessment. Second marking Where an assessment task is given a fail grade by an examiner, that piece of work will be marked again by a second examiner who will independently evaluate the work, and consult with the first marker. No student will be awarded a fail grade for an assessment task or unit without a second examiner confirming the result. Note: Exceptions to this are individual pieces of assessment contributing 10% or less of the final mark, unless the total of such pieces exceeds 30% of the final mark. Return of final marks Faculty policy states that 'the final mark that a student receives for a unit will be determined by the Board of Examiners on the recommendation of the Chief Examiner taking into account all aspects of assessment'. The final mark for this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar. Student results will be accessible through the my.monash portal. Exam viewing By appointment, students may view their exams but should be aware that no grades or comments are present. Assessment criteria Assessment Criteria Grading Descriptors available at: http://www.buseco.monash.edu.au/esg/agu/policies/assessment.html. 5
Assessment Requirements Assessment Tasks Assessment task 1 Title: Individual Assignment (Essay) Due date: By the START TIME of the lecture in Week 6 Details of task: Instructions to students This assignment will ask you to concisely address a topical issue in branding, and will require use of both academic and non-academic sources. The topic details, guidelines, and further information will be posted on Moodle. Word limit: 2500 words maximum Weighting/Value: 20% Estimated return date: Assignments will be returned either on paper or electronically through the MUSO system with grading and feedback comments as soon as they have all been marked and the final mark recorded. Learning objectives assessed: Tests all objectives Submission details: You must submit a paper copy at the start of class (hand it to the lecturer) AND an electronic version through the MUSO(Moodle) assignment drop box system, BOTH by the start time of the lecture in Week 6. Earlier submission is welcome. Bear in mind that MUSO gets heavy traffic, especialy when assignments are due, and may slow down or be interrupted from time to time. Take this in to account in your planning and allow time for this. An identical electronic copy must be provided through MUSO as well (for plagiarism and word length checking). Note the penalties for late lodgement, which will be strictly applied, as in industry. Students must retain a copy of their assignment until results are finalised. Penalties for late lodgement: A penalty of 10% of the mark allocated to the assignment will be deducted for each day or part of a day that the assessment is late. Assessment coversheet: Work submitted for assessment must be accompanied by a completed electronic copy of the Assignment Cover Sheet from each student gaining credit from the work. NO Assignment can be accepted or marked if it is not accompanied by an authorised Assignment Cover Sheet. Assessment task 2 Title: Tutorial exercises Due date: In tutorials from Weeks 2 to 11 Details of task: 6
Assessment Requirements This is a task for individual students. Instructions to students This assessment will be based on answers given to questions asked of students selected at random beforehand from the Allocate+ class list for that tutorial. Students who provide documentation for a medical or other appropriate absence will not lose marks for that week, but unexplained absences risk getting zero marks for that week due to non-answer. Public feedback will be given on the spot to allow all tutorial attendees to benefit from the learnings and to add to the answer co-operatively. Students can expect to get randomly called on approximately 5 to 7 times during the term. Students are encouraged to ask their lecturer or tutor if they have any questions about this assessment. Bear in mind that the first week is a practice week and therefore ungraded. Each question will be assessed out of 5 using the following rubric: 5/5: Perceptive and insightful comments or questions causing us to rethink our basic understanding of fundamental issues or concepts and allowing us to see the topic area from a new perspective. 4/5: Comments or questions that critique issues, relationships or methods or identify other related variables of interest. 3/5: Comments or questions that explain or query basic issues, relationships or appropriate methods. 2/5: Comments or questions that identify basic issues or appropriate methods. 1/5: Silence. 0/5: Banal, silly, or superficial comments or questions that provide nothing useful to the discussion and only take up time. Weighting/Value: 20% Estimated return date: Contemporaneous feedback will be given during the class discussion Learning objectives assessed: Test all objectives, especially 1, 3 and 4 Examination(s) Examination 1 Weighting: 60% Length: 3 hours Type (open/closed book): Closed book Electronic devices allowed in the exam: None Remarks: Examination date and location 7
Assessment Requirements This examination will be held during the official examination period. The timetable can be accessed through the my.monash portal Learning resources Monash Library Unit Reading List (if applicable to the unit) http://readinglists.lib.monash.edu/index.html Feedback to you Types of feedback you can expect to receive in this unit are: Informal feedback on progress in labs/tutes Graded assignments with comments Returning assignments The individual assignment is normally returned in Week 8. Assignment submission Hard copy submission Hard copy submission Please submit a paper copy of your individual assignment in the lecture theatre at the beginning of lecture in Week 6. Online submission If Electronic Submission has been approved for your unit, please submit your work via the learning system for this unit, which you can access via links in the my.monash portal. Recommended Resources Keller/Strategic Brand Management, building, measuring and managing brand equity, fourth edition (Pearson International Edition, 2013). Chapter readings from this book are a compulsory minimum each week. Campus bookshops generally order fewer books than there are students so buy your copy quickly! The bookshop has stock now. The class reading list can be accessed at http://readinglists.lib.monash.edu/lists/c666ffff-5687-e017-0266-ce0bad19de61.html Note: You may want to check online to see if you can get the book cheaper; there may also be second-hand copies available, for example on Monash Marketplace. 8
Assessment Requirements Recommended text(s) and readings For a different approach, students might find it useful to refer to de Chernatony, L. (2010), From Brand Vision to Brand Evaluation, third edition, Butterworth Heinemann; this book is well-regarded by postgraduate students and there are multiple copies in the library. Students should also read or re-read Chapter 8 Branding the Offer, by Colin Jevons in Gabbott et al, Introduction to marketing, a value exchange approach. Again, there are multiple copies in the library and a pdf is available on the unit MUSO site. Another alternative text is Kapferer, J-N. (2004), The New Strategic Brand Management (Kogan Page). An extensive list of recommended and compulsory readings is on the library resource page for this subject, which is linked from the MUSO site. There will a considerable amount of other interesting readings and links building during the semester on the MUSO (Moodle) site which students are encouraged to check weekly as a minimum. Key journals that students should also expect to consult for discussion and assignments include: Journal of Business Research, Journal of Product and Brand Management, Journal of Brand Management, Corporate Reputation Review, as well as broader academic business journals such as Journal of Marketing, Harvard Business Review, Sloan Management Review, Business Horizons, and the general press. All the academic journals listed are available electronically on Library databases and in hard copy. 9
Other Information Policies Monash has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University s academic standards, and to provide advice on how they might uphold them. You can find Monash s Education Policies at: www.policy.monash.edu.au/policy-bank/academic/education/index.html Key educational policies include: Student Academic Integrity Policy and Student Academic Integrity: Managing Plagiarism and Collusion Procedures ; Assessment in Coursework Programs; Special Consideration; Grading Scale; Discipline: Student Policy; Academic Calendar and Semesters; Orientation and Transition; and Academic and Administrative Complaints and Grievances Policy. Graduate Attributes Policy http://www.policy.monash.edu/policy-bank/academic/ education/management/monash-graduate-attributes-policy.html Student Charter www.opq.monash.edu.au/ep/student-charter/monash-university-student-charter.html Student services The University provides many different kinds of support services for you. Contact your tutor if you need advice and see the range of services available at http://www.monash.edu.au/students Monash University Library The Monash University Library provides a range of services, resources and programs that enable you to save time and be more effective in your learning and research. Go to www.lib.monash.edu.au or the library tab in my.monash portal for more information. Moodle 2 All unit and lecture materials, plus other information of importance to students, are available through the virtual learning environment Moodle site. You can access Moodle via the my.monash portal. Where to go for help If you're stuck, confused or simply not sure how to approach Moodle, there are a number of Moodle resources that you can tap into. 10
Other Information Disability Liaison Unit Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit to discuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on a regular basis. Website: http://www.monash.edu/equity-diversity/disability/index.html Telephone: 03 9905 5704 to book an appointment with a DLO; Email: dlu@monash.edu Drop In: Equity and Diversity Centre, Level 1, Building 55, Clayton Campus. 11