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Brand Building (6814.5)

Level: Level 3 - Undergraduate Advanced Unit
Credit Points: 3
HECS Bands:
Faculty: Faculty of Arts and Design
Discipline: Discipline of Journalism & Communication Studies

Availability

    Availability

    This unit is no longer offered. Information may be available for Units in the following years:

    Syllabus

    Brands have assumed a central role in marketing communication, and are particularly relevant to integrated marketing communication. This subject will give students a good understanding of brand equity, and ways to build brand equity. It will also offer detailed instruction in measuring brand equity, and managing brand equity, including branding strategies, introducing and naming new products and brand extensions, and managing brands over geographical boundaries, cultures and market segments.

    Learning Outcomes

    DESCRIPTION:

    1. a good understanding of the value and role of brands in marketing communication

    2. a good understanding of how best to build brand equity

    3. an understanding of ways to measure brand equity

    4. an understanding of how to manage brand equity

    Contact Hours

    Three hours per week.

    Prerequisites

    Introduction to Professional Communication and Professional Communication Practice.

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