Postgraduate - UnitMKF5231 - Strategic brand management

This unit entry is for students who completed this unit in 2014 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

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

Level	Postgraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2014 (On-campus block of classes) Caulfield Second semester 2014 (Off-campus)
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

Workload requirements

Minimum total expected workload equals 144 hours per semester

Prerequisites

MKX9160 or MKF5916 or be enrolled in course 4431.