MKF2521

Brand management (6 points)

(BUS)

Leader: Mr Colin Jevons

Offered:
Caulfield Second semester 2003 (Day)
Clayton First semester 2004 (Day)
Caulfield Second semester 2004 (Day)

Synopsis: Branding is an increasingly important way of differentiating a product as core benefits become more homogeneous. A brand is much more than a logo, a symbol, a sign or device, or simply the result of clever advertising. It helps to communicate value but importantly it also helps to actually create and deliver that value too. Branding is a promise of value for customers. As such it helps to attract and, if it is true and accurate, keep customers. It provides an extra element of understanding or meaning, for customers as they form opinions and make purchase decisions from a variety of competing offerings. There is strong industry demand for graduates with a thorough understanding of branding, since recent rapid advances in branding research have left some executives behind. While this unit is primarily for students undertaking a major in marketing it is offered to any student with a prerequisite of an introductory marketing unit.

Assessment: 3000 word analysis of topical issue in branding: 25% Participation: 15% Examination: 60%

Contact Hours: 2-hour lecture and 1-hour tutorial

Prerequisites: MKF1120 or equivalent