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Brand Management (9118.3)

Level: Undergraduate Second Year Level
Credit Points: 3
HECS Bands: 2, 3
Faculty: Faculty of Arts and Design
Discipline: Discipline of Communication and Media

Availability

    Unit Outlines

    To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

    • Winter Term, 2018, ON-CAMPUS, BRUCE (183289) - View
    • Semester 1, 2018, ON-CAMPUS, BRUCE (176380) - View
    • Semester 1, 2017, ON-CAMPUS, BRUCE (165337) - View
    • Semester 1, 2016, ON-CAMPUS, BRUCE (154420) - View
    • Semester 1, 2015, ON-CAMPUS, BRUCE (146288) - View

    If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.

    Syllabus

    Brands have assumed one of the central roles in marketing communications. Increasingly organizations have come to realize that one of the most valuable assets is the brand name and other related brand elements associated with their products and services.

    This unit explores branding across goods, services, and ideas and introduces relevant theories used to design effective branding strategies. Among other issues, this unit captures brand equity, managing brands over time and across geographic boundaries and the application of the marketing mix to support brand strategies. Particular emphasis is placed on understanding the principles of branding at the consumer level that will improve managerial decision-making with respect to brands and brand management.

    Learning Outcomes

    After successfully completing this unit, students will be able to understand how brands are built, managed and evaluated. In particular, students will be able to:

    1. Examine the brand and the elements of brand management;

    2. Describe the various components of brands and how these interact;

    3. Analyze branding techniques and apply these to a variety of different issues;

    4. Critically evaluate how creative concepts and execution contribute to brand success; and

    5. Work effectively in teams to analyze and prepare presentations on various topics of brand management.

    Assessment Items

    Prerequisites

    None

    Corequisites

    None

    Assumed Knowledge

    Basic concepts in marketing and advertising

    Incompatible Units

    Restrictions: This unit is not open to students who have passed 6814 Brand Building

    Equivalent Units

    6814 Brand Building

    Referenced Courses



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