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.
Faculty
Organisational Unit
Chief examiner(s)
Associate Professor Colin Jevons
Coordinator(s)
Assoc Professor Colin Jevons
(with special guest presenter Professor Leslie de Chernatony)
Unit guides
Co-requisites
Students must be enrolled in course B4001, B5001 or B6010, or be granted permission by the Chief Examiner to undertake this unit.
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: 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