units

MKF5231

Faculty of Business and Economics

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Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelPostgraduate
FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (On-campus block of classes)
Coordinator(s)Dr 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.

Objectives

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 (2 hours): 60%

Chief examiner(s)

Colin Jevons

Contact hours

3 hours per week

Prerequisites

Students must have passed one of the following units MKX9160, MBA9006 or MKX5461