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.
Assoc Professor Colin Jevons
(with special guest presenter Professor Leslie de Chernatony)
- First semester 2018 (On-campus split block of classes)
- Second semester 2018 (Off-campus)
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:
- 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.
Within semester assessment: 60% + Examination: 40%
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