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Strategic Brand Leadership (MKTG90021)
Graduate courseworkPoints: 6.25Not available in 2019
Overview
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Through Strategic Brand Leadership, you will be equipped with modern tools, frameworks and best practices for building, growing and revitalising brands with the goal of improving your organisation’s competitive advantage.
This intense program is for mangers committed to understanding and implementing marketing practices used by leading companies world-wide.
Topics include:
- building brands;
- launching brands;
- differentiating brands;
- positioning brands;
- leveraging brand equity through brand extensions, including extending brands into new markets;
- brand portfolio management, including rightsizing the portfolio;
- and measuring brand equity.
Intended learning outcomes
On successful completion of this program, students should be able to:
- analyse brand problems and be capable of generating appropriate solutions;
- examine critical issues associated with how leading brands are built and
- managed over time;
- respond to the strategic moves of competitor brands, including cooperation and
- retaliation;
- explain why some products and their brands are successful and others are not;
- successfully position brands in the market;
- understand how brand equity can be measured;
- better understand the link between brand costs and financial returns;
- know what skills are required to launch new brands.
Generic skills
- Capacity to analyse and synthesis information and develop strategies.
- Critical thinking and problem solving skills.
- Written skills in the preparation of high quality reports.
- Oral skills in the presentation of reports.
- Application of analytical and measurement skills.
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
Admission to
- Specialist Certificate in Strategic Marketing
Or
- An undergraduate degree or equivalent qualification, and three years of documented relevant professional experience; or ten years of documented relevant professional experience which demonstrates the capacity to undertake the course successfully
- and approval by the Academic Director of the Open Programs
Corequisites
None
Non-allowed subjects
None
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: 3 November 2022
Assessment
Additional details
- 1500 word exercise on building a brand (60%) due four weeks after the subject is completed.
- 1000 word case study on revitalising a new brand (40%) due two weeks after the subject is completed.
Last updated: 3 November 2022
Dates & times
Not available in 2019
Time commitment details
In addition to face-to-face teaching time of 16 hours, students should expect to undertake a minimum of 85 hours research, reading, writing and general study to complete this subject successfully.
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
Nil
- Related Handbook entries
This subject contributes to the following:
Type Name Course Specialist Certificate in Strategic Marketing - 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.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Last updated: 3 November 2022