Monash University Handbook 2011 Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

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.

Objectives

The learning goals associated with this unit are to:

1. examine the brand and the various functions of brand management
2. describe the various components of a brand and how they interact
3. analyse branding techniques and apply them to a variety of different issues
4. generalise and hypothesise from branding theory into branding practice

Assessment

Within semester assessment: 40%
Examination (3 hours): 60%

Chief examiner(s)

Mr Colin Campbell (Semester 1)
Dr Colin Jevons (Semester 2)

Contact hours

3 hours per week

Prerequisites

MKF1120 or MKC1200