Faculty of Business and Economics

Monash University

Postgraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

To find units available for enrolment in the current year, you must make sure you use the indexes and browse unit tool in the current edition of the Handbook.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield Second semester 2013 (Off-campus)
Caulfield Trimester 1 2013 (On-campus block of classes)
Coordinator(s)Assoc Professor Colin Jevons (with special guest presenter Professor Leslie de Chernatony)


This unit will cover customer-based brand equity; brand vision, positioning and values; components of a brand, services branding; planning brand marketing programmes; points of parity and points of difference; implementing and resourcing brand marketing programmes; measuring and evaluating brand equity, its sources and outcomes; building a consistent integrated brand strategy and brand extensions; branding of new products; international brand management; reinforcing, revitalising, and retiring brands; and overall strategic brand management.


The learning goals associated with this unit are to:

  1. examine the brand and the various functions of brand management
  2. understand 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


Within semester assessment: 40%
Examination: 60%

Chief examiner(s)

Contact hours

3 hours per week


Students must have passed one of the following units MKX9160, MBA9006 or MKX5461