MKB2706 - Brand and product management - 2018

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - 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

Chief examiner(s)

Dr Mustabshira Rushdi


Dr Mustabshira Rushdi

Unit guides



  • First semester 2018 (On-campus)




MKB2521, MKF2521


Developing and managing products and brands is important to firms and organisations seeking to gain and maintain competitive advantage.

Undertaking this unit will build your knowledge and skills in developing new products and brands. You will also gain a deeper understanding of different methods, frameworks, and theories used by organisations to build and maintain an appropriate portfolio of products and brands.

Particular emphasis is given to exploring contemporary issues and challenges facing firms and organisations in managing their brand equity in dynamic environments.


The learning goals associated with this unit are to:

  1. discuss the function of products and brands in firms and organisations.
  2. explain the models, concepts, and tools for new product development.
  3. evaluate the application of branding theories, concepts, and tactics across different firm and organisational contexts.
  4. apply acquired unit knowledge to develop appropriate strategies for building and managing brand equity


Within semester assessment: 60% + Examination: 40%

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