MKX2521 - Brand management

Leader: Mr Colin Jevons

Offered

Caulfield Second semester 2007 (Day)
Clayton First semester 2007 (Day)

Synopsis

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 and create and deliver that value. Branding is a promise of value for customers. 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. 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

Analysis of topical issue (3000 words): 25%
Participation: 15%
Examination (3 hours): 60%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKF1120 or MKC1200

Prohibitions

MKF2521