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Date Submitted: 04/29/2013 05:42 PM
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,...