MKF5231 - Strategic brand management - 2017

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing


Assoc Professor Colin Jevons (with special guest presenter Professor Leslie de Chernatony)

Unit guides



  • First semester 2017 (On-campus split block of classes)
  • Second semester 2017 (Off-campus)


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%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)


Students must have completed one of the following units: MKF5917, MKX9160 or MKF5916, or be enrolled in course B6010 or 4431