Brand Management (9118.3)

Availability

Unit Outlines

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• 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

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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