Faculty of Business and Economics

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Monash University Handbook 2011 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

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

FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2011 (DE-ONLINE)
Caulfield Trimester 1 2011 (On-campus block of classes)
Coordinator(s)Dr Colin Jevons; (with special guest presenter Professor Leslie de Chernatony)


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 (2 hours): 60%

Chief examiner(s)

Colin Jevons

Contact hours

3 hours per week


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