Postgraduate - UnitMKF5231 - Strategic brand management

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.

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6 points, SCA Band 3, 0.125 EFTSL

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Level	Postgraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield 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)

Synopsis

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.

Outcomes

The learning goals associated with this unit are to:

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

Assessment

Within semester assessment: 40%
Examination: 60%

Chief examiner(s)

Associate Professor Colin Jevons

Contact hours

3 hours per week

Prerequisites

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