Brand Management (MKTG20006)

Undergraduate level 2Points: 12.5On Campus (Parkville)

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Overview

Availability
Semester 1
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This subject develops students’ knowledge of major theories and current research in branding and managing products. It addresses building and measuring brand equity and aims to improve brand-related decisions. Specific topics include brand equity, brand positioning, brand marketing programs and measuring brand performance.

Intended learning outcomes

After completing this subject, you should be able to:



  • Explain the importance of brand management for modern firms.
  • Discuss the key theoretical concepts relevant to brand management issues.
  • Synthesise the basic principles for brand management with new rules (e.g., consumers' role in co-creating brand meanings).
  • Critically analyse complex brand management issues and provide theoretically sound and practically feasible solutions.

Generic skills

In this subject you will have the opportunity to develop important generic skills. Specifically, you will learn to:
• Synthesise knowledge from different information sources (e.g., academic journals, trade journals, newspapers, business magazines, websites)
• Analyse and interpret key consumer trends/findings
• Critically evaluate, understand, and integrate theoretical and managerial ideas
• Apply theoretical knowledge to solve real company and consumer behaviour issues
• Appreciate team diversity by understanding different (sometimes conflicting) views
• Work collegially and effectively in teams
• Deliver oral presentations confidently
• Manage time by planning ahead to meet deadlines

Last updated: 9 April 2025

Eligibility and requirements

Prerequisites

Code Name Teaching period Credit Points
MKTG10001 Principles of Marketing
Summer Term (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
 12.5

OR

325-211 Principles of Marketing

 

 

 

Corequisites

Code Name Teaching period Credit Points
MKTG10001 Principles of Marketing
Summer Term (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
 12.5

Non-allowed subjects

Students may not gain credit for both 325-307 Product and Brand Management and

Code Name Teaching period Credit Points
MKTG20006 Brand Management
Semester 1 (On Campus - Parkville)
 12.5
.

Recommended background knowledge

Please refer to Prerequisites and Corequisites.

Inherent requirements (core participation requirements)

The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.

Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home

Last updated: 9 April 2025

Assessment

Additional details

  • A 2-hour end-of-semester exam (50%)
  • Individual tutorial assignments, 1000 words, due throughout semester (20%)
  • One group assignment (normally in groups of 3 students) 3000 words, due end of semester (30%)
  • To pass this subject students must pass the end of semester examination.

Last updated: 9 April 2025

Dates & times

  • Semester 1
    Principal coordinatorAnish Nagpal
    Mode of deliveryOn Campus (Parkville)
    Contact hoursOne 2-hour lecture and a 1-hour tutorial per week
    Total time commitment170 hours
    Teaching period26 February 2018 to 27 May 2018
    Last self-enrol date 9 March 2018
    Census date31 March 2018
    Last date to withdraw without fail 4 May 2018
    Assessment period ends22 June 2018

    Semester 1 contact information

    anagpal@unimelb.edu.au

Time commitment details

170 Hours

Last updated: 9 April 2025

Further information

  • Texts

    Prescribed texts

    You will be advised of prescribed texts by your lecturer.

  • Related Handbook entries

    This subject contributes to the following:

    TypeName
    Breadth TrackMarketing Communications and Branding
  • Breadth options

    This subject is available as breadth in the following courses:

  • Available through the Community Access Program

    About the Community Access Program (CAP)

    This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.

    Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants

    Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.

  • Available to Study Abroad and/or Study Exchange Students

    This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.

Last updated: 9 April 2025