Marketing

30/03/2013

MKTG 311 Brand Management Week 1

WELCOME !

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Introduction

John Edwards Lecturer

Contact details: E: john.edwards@mq.edu.au

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My Work Background

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My Education/Teaching Background

Education

 Undergrad  MBA

degree in Marketing from UNSW, from UTS  Strategic Management Program (MGSM)

Teaching Background

 Lecturing

Business Management courses since 2004 at Macquarie University  Corporate Training programs from 2005

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Classes

• 1 Lecture (2 hours) and 1 tutorial (1 hour) per week • Go to https://timetables.mq.edu.au/2013/ and search for MKTG311 for tutorial times • Remain in the same tutorial group all semester

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Week 1 Class

• MKTG311 Lectures start in Week 1 • Lecture:

– Tuesday 9am to 11am W2A Macquarie Theatre

• No tutorials in Week 1 …….they start in Week 2

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Brand Management

         Branding is not rocket science Branding is an art and a science Creativity Originality Strategy and implementation Measurement Recommendations / referrals Cash flow Repeat business / loyal customers

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Unit Objectives

• To gain an understanding of the major elements of Brand Management • To be able to critically assess Brand Management strategies • To be able to apply Brand Management theory to real life examples • To work effectively in teams to analyse and prepare reports on brand management issues

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MKTG311 Teaching Staff

• • • • John Edwards Lawrence Potter Abas Mirzaei Albert Nugraha john.edwards@mq.edu.au lawrencep@incitemg.com.au abas.mirzaei@mq.edu.au albert.nugraha@mq.edu.au

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Textbook and Related Materials

Keller, Kevin L. (2012), Strategic Brand Management (fourth edition). Upper Saddle River, NJ: Prentice-Hall. (please note the new edition of this textbook) The textbook is available from the Co-Op Bookshop.

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iLearn

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iLearn

• iLearn is the MQ’s learning management platform • Lecture slides,...