Undergraduate - UnitMKX2521 - 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	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2013 (Day) Clayton First semester 2013 (Day) Caulfield Second semester 2013 (Day)
Coordinator(s)	Dr Nicolas Pontes (First semester); Associate Professor Colin Jevons (Second semester)

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.

Outcomes

The learning goals associated with this unit are to:

examine the brand and the various functions of brand management
describe 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)

Dr Nicolas Pontes (First semester)
Associate Professor Colin Jevons (Second semester)

Contact hours

3 hours per week

Prerequisites

MKF1120 or MKC1200