MKTG471-17B (TGA)
Strategic Brand Management
20 Points
Staff
Convenor(s)
Huw O'Connor
9249
MSB.4.16
Tuesday 11-12, and other times by appointment
huw.o'connor@waikato.ac.nz
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Lecturer(s)
Korey Rubenstein
By appointment. Please email to schedule.
korey.rubenstein@waikato.ac.nz
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Administrator(s)
Tutor(s)
Librarian(s)
You can contact staff by:
- Calling +64 7 838 4466 select option 1, then enter the extension.
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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.
Paper Description
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.
Paper Structure
Learning Outcomes
Students who successfully complete the course should be able to:
Assessment
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.
Assessment Components
The internal assessment/exam ratio (as stated in the University Calendar) is 1:0. There is no final exam.
Required and Recommended Readings
Required Readings
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.
Online Support
Workload
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.
Linkages to Other Papers
Prerequisite(s)
MKTG251 or MKTG351
Restriction(s)
MKTG371