MKTG471-17B (HAM)

Strategic Brand Management

20 Points

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Waikato Management School
Te Raupapa
Department of Marketing

Staff

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Convenor(s)

Huw O'Connor

Huw O'Connor
9249
MSB.4.16
Tuesday 11-12, and other times by appointment
huw.o'connor@waikato.ac.nz

Lecturer(s)

Korey Rubenstein

Korey Rubenstein
By appointment. Please email to schedule.
korey.rubenstein@waikato.ac.nz

Administrator(s)

: lori.jervis@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: jessica.howie@waikato.ac.nz
: clive.wilkinson@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5 or 9 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
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Paper Description

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The pinnacle of marketing management is the creation of sustainable brand equity; the ability of the stand-alone brand to deliver value to all its stakeholders beyond the sum of its tangible parts.

This paper brings together critical elements of marketing science and consumer behaviour, integrating emotional and functional perspectives for the practice of strategic brand management.

Relevant to both academic and practitioner's marketing pursuits, prevailing theory and model-based empirical evidence will be explored and substantiated. A high level of rigor will be applied to all discussion of managerial implications and as a result students will be equipped with leading edge knowledge of the brand management landscape.

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Paper Structure

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This paper is taught through a combination of lectures and tutorials.
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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Develop an understanding of brands and brand equity as central tenants of marketing
    Linked to the following assessments:
  • Demonstrate understanding of how value is built and created through brand development processes
    Linked to the following assessments:
  • Display a critical knowledge of how the 5Ps influence brand effectiveness
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  • Apply the principles of brand measurement and evaluation to the management of brands in context
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  • Demonstrate an understanding of the life-cycle of brands, and the implications of this for brand management
    Linked to the following assessments:
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Assessment

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This is an internally assessed paper. There are four major components to the assessment, for which a combination of individual and group work is required to succeed in the paper.

  • Tests One and Two contribute up to 30% of the available marks for this paper.
  • Test Three contributes up to 20% of the available marks for this paper.
  • Tutorial participation and assessments contribute up to 15% of the available marks for this paper.
  • The Brand Tracking Project has two components: The Individual Project contributes up to 18% of the available marks for this paper, and the Group Presentation assignment contributes up to 12% of the available marks for this paper.
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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 1:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 1:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Quiz One
21 Jul 2017
11:00 AM
2
  • In Class: In Lecture
2. Test One
11 Aug 2017
11:00 AM
15
  • In Class: In Lecture
3. Tutorial Assessments
Average of Best ( 5 )
15
4. Case Review 1
-
  • Hand-in: In Tutorial
5. Case Review 2
-
  • Hand-in: In Tutorial
6. Case Review 3
-
  • Hand-in: In Tutorial
7. Case Review 4
-
  • Hand-in: In Tutorial
8. Case Review 5
-
  • Hand-in: In Tutorial
9. Participation/Class Contribution
-
  • In Class: In Tutorial
10. Firing Memo
0
  • Hand-in: In Tutorial
11. Quiz Two
3
  • In Class: In Lecture
12. Test Two
15 Sep 2017
11:00 AM
15
  • In Class: In Lecture
13. Brand Tracking Project and Group Presentation
0
14. Part A: Brand Tracking Project (Individual)
18
  • Online: MyWeb
  • Online: MSC
15. Part B: Group Presentation
12
  • Presentation: In Class
16. Test Three
18 Oct 2017
6:00 PM
20
  • Online: Submit through Moodle
  • Online: Online Test
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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Rosenbaum-Elliot, R., Percy, L., and Pervan, S. (2015) Strategic Brand Management, 3rd ed. Oxford, UK: Oxford University Press, ISBN 978-0-19-870420-1

Please note: the case studies used in tutorial assessments are extracted from this text.

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Online Support

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Additional resources (where required) such as readings, lecture slides, expanded assessment criteria, and the Case Review template will be made available via L:/drive, MyWeb, Waikato Reading Lists, or Moodle as appropriate.
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Workload

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Points bear a direct relationship to workload; one point equates to approximately 10 hours’ total work. This is a 20 point paper, so a student might expect to spend about 200 hours in total during a semester.

The expected workload includes both contact hours (3 hours of lectures per week + 1 hour of tutorial in some weeks), with the remainder made up from self-directed study i.e. required readings, videos, activities, and completing assessments. Please bear in mind that this workload may not be allocated in a 'straight-line' i.e. some weeks may require more workload for the paper than others. Students are advised to plan their activity accordingly, using the paper outline as a core guide.

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Linkages to Other Papers

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Prerequisite(s)

MKTG251 or MKTG351

Corequisite(s)

Equivalent(s)

Restriction(s)

MKTG371

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