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Managing Brands (11097.1)

Level: Level 1 - Undergraduate Introductory Unit
Credit Points: 3
HECS Bands: 1
Faculty: Faculty of Arts and Design
Discipline: School of Arts and Communications


Possible changes to your unit's learning activities and assessment items

For the remainder of 2020, resulting from Australian Government's directives requiring physical distancing and restrictions on movement because of the COVID-19 pandemic, any exams that are required for assessment in a unit will be online exams. Online exams may also use online proctoring to help assure the academic integrity of those exams. Please contact your unit convener with any questions.

While the University has made efforts to ensure that Unit Outlines reflect a unit’s learning activities and assessment items, any changes to Australian Government directives because of the COVID-19 pandemic may require changes to these during the semester to ensure the safety and well being of students and staff. These changes will not be updated in the published unit outline, but will be communicated to you via your unit’s UCLearn(Canvas) teaching site. Any changes made will continue to meet the unit’s learning outcomes, as described in the Unit Outline.

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.

  • Semester 2, 2020, ON-CAMPUS, BRUCE (195357) - View
  • Winter Term, 2020, ON-CAMPUS, BRUCE (194867) - View
  • Semester 2, 2019, ON-CAMPUS, BRUCE (184412) - View
  • Winter Term, 2019, ON-CAMPUS, BRUCE (191825) - 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.


In this unit you will appraise brands, the most important intangible asset of any business, along with relevant underlying associations, perceived quality, and related proprietary resources. You learn about why brands matter, what they mean to consumers, and how organisations successfully manage them. We do this in the context of the various private, public and not-for profit (NFP) sectors by reviewing major theories, principles and tools of brand management. As a brand manager you will delve into the elements of brand techniques, stakeholder analysis, assist in product/service development, track performance, manage pricing/distribution and develop new business opportunities.

Learning Outcomes

After successful completion of this unit, students be able to:

1. Interpret what a brand is and the key elements of brand management;

2. Analyse branding techniques for different sectors and audiences, and apply these to a variety of different issues; and

3. Work effectively in a team to execute a brand presentation to sustain a brand over time.

Assessment Items

Contact Hours

One 1.5 hour interactive workshop and problem based learning activity on-campus and one 1.5 hour lecture on-campus per week.





Assumed Knowledge


Incompatible Units


Equivalent Units

9118 Brand Management.

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