Managing Brands (11097.1)

Availability

• UC - Canberra, Bruce

  Year	Teaching Period	Convener		Mode of Delivery
  2021	Winter Term	DR   Glen   FULLER	(Ph: +61 2 62012178 )	ON-CAMPUS
  2021	Semester 2	MRS   Shara   RANASINGHE	(Ph: +61 2 62012274 )	ON-CAMPUS

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Unit Outlines

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• 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

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Syllabus

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.

Prerequisites

None.

Corequisites

None.

Assumed Knowledge

None.

Incompatible Units

None.

Equivalent Units

9118 Brand Management.