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Brand Management (BUSA90013)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Year of offer2019
Subject levelGraduate coursework
Subject codeBUSA90013
Availability(Quotas apply)
Summer Term
FeesSubject EFTSL, Level, Discipline & Census Date

Brand Management is a course designed to prepare the student for the challenges of building, protecting and strengthening a brand. The course examines branding from across a range of different industries and is relevant for those interested in managerial, entrepreneurial, not for profit and government sectors. This is a very applied elective and examines all the the key areas of brand management including brand research, brand building, brand strategy, brand positioning, brand extension and brand architecture. The course is case based and uses examples from across the major areas of branding including consumer goods, services, B2B, retail branding and luxury goods.

Intended learning outcomes

On completion of this subject, students should be able to:

  • Understand the nature and operation of brands
  • Conduct research in order to identify existing brand equity
  • Implement brand positioning
  • Optimise an organisation’s brand architecture
  • Develop a coherent and successful brand strategy

Last updated: 22 August 2019