Brand Management (9118.3)
Level: | Level 2 - Undergraduate Intermediate Unit |
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Credit Points: | 3 |
HECS Bands: | Band 3 2013-2020 (Expires 31 Dec 2020) Band 4 2021 (Commenced After 1 Jan 2021) Band 5 2021 (Commenced Before 1 Jan 2021) |
Faculty: | Faculty of Arts and Design |
Discipline: | Discipline of Communication and Media |
CLOSED FOR FUTURE ENROLMENT.
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
- 981AA Bachelor of Advertising and Marketing Communication
- 995AA Bachelor of Advertising and Marketing Communication / Bachelor of Laws
- 999AA Bachelor of Applied Economics / Bachelor of Advertising and Marketing Communication
- 986AA Bachelor of Arts / Bachelor of Advertising and Marketing Communication
- 987AA Bachelor of Arts / Bachelor of Journalism
- 988AA Bachelor of Arts / Bachelor of Media Arts and Production
- 989AA Bachelor of Arts / Bachelor of Public Relations
- 990AA Bachelor of Arts in International Studies / Bachelor of Advertising and Marketing Communication
- 221JA Bachelor of Arts in International Studies/Bachelor of Communication in Advertising
- 798AA Bachelor of Arts/Bachelor of Commerce
- 125JA Bachelor of Arts/Bachelor of Communication and Media Studies
- 216JA Bachelor of Arts/Bachelor of Communication in Advertising
- 217JA Bachelor of Arts/Bachelor of Communication in Journalism
- 218JA Bachelor of Arts/Bachelor of Communication in Media and Public Affairs
- 219JA Bachelor of Arts/Bachelor of Communication in Public Relations
- 799AA Bachelor of Arts/Bachelor of Information Technology
- 801AA Bachelor of Arts/Bachelor of Laws
- 802AA Bachelor of Arts/Bachelor of Management
- 804AA Bachelor of Arts/Bachelor of Science in Psychology
- 100JA Bachelor of Commerce / Bachelor of Advertising and Marketing Communication
- 231JA Bachelor of Commerce/Bachelor of Communication in Advertising
- 211JA Bachelor of Communication in Advertising
- 225JA Bachelor of Communication in Advertising/Bachelor of Laws
- 164HG Bachelor of Graphic Design
- 181JA Bachelor of Graphic Design/Bachelor of Advertising and Marketing Communication
- 220JA Bachelor of Graphic Design/Bachelor of Communication in Advertising
- 320JA Bachelor of Journalism
- 235JA Bachelor of Marketing Management/Bachelor of Communication in Advertising