MMK739 - Strategic Brand Management
Unit details
| Year | 2018 unit information |
|---|---|
| Enrolment modes: | Start Anytime* Trimester 2: Burwood (Melbourne), Cloud (online) Trimester 3: Burwood (Melbourne), Cloud (online) |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Previously coded as: | Nil |
| Prerequisite: | Nil. |
| Corequisite: | MPK732/MPT732 or MBA720/MBT720 |
| Incompatible with: | Nil |
| Contact hours: | Campus: 1 x 3 hour seminar (recordings provided) per week Cloud (Online): 1 x 3 hour seminar (recordings provided) per week + 3 x 1.5 hour online seminar (livestreamed with recordings provided) per trimester |
Note:*For Start Anytime enrolments – please register here. | |
Tri 3 Unit Chair
Trimester 3: Paul Harrison
Content
Learn new ways to think about, build and grow brands. This practical unit covers contemporary issues and trends that affect brand stewards. Students will master a set of tools to manage brand-related issues. Course material makes extensive use business cases and is organised around three themes. The first builds the theoretical foundations that are needed to understand the science of branding. This explores what a brand is and what strong brands can do to increase a firm’s competitive advantage. The second theme investigates key aspects of brand management: students learn ways to develop a brand positioning strategy, to evaluate brand equity, manage a brand portfolio, plan a brand communication strategy, and branding on new media. The last theme focuses on special issues that are particularly important for branding practice.
Assessment
Assessment 1 (individual) Video 1 (1 minute) 10%; Video 2 (1 minute) 15% (total 25%)
Assessment 2 (individual) Learning journal (2000 words) 25%
Assessment 3 (individual) Written report (2000 words) 25%; Presentation (individual) (20 minutes) 25% (total 50%)
Unit Fee Information
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