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Brand Management (MKTG20006)
Undergraduate level 2Points: 12.5On Campus (Parkville)
For information about the University’s phased return to campus and in-person activity in Winter and Semester 2, please refer to the on-campus subjects page.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Ms Shala Ahmed shala.ahmed@unimelb.edu.au
Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.
Overview
Availability | Semester 1 |
---|---|
Fees | Look up fees |
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: 11 April 2024
Eligibility and requirements
Prerequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MKTG10001 | Principles of Marketing |
Semester 2 (On Campus - Parkville)
Summer Term (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 |
Semester 2 (On Campus - Parkville)
Summer Term (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: 11 April 2024
Assessment
Due to the impact of COVID-19, assessment may differ from that published in the Handbook. Students are reminded to check the subject assessment requirements published in the subject outline on the LMS
Description | Timing | Percentage |
---|---|---|
Individual tutorial assignments
| Throughout the teaching period | 20% |
One group assignment (normally in groups of 3 students)
| End of semester | 30% |
An exam
| During the examination period | 50% |
Last updated: 11 April 2024
Dates & times
- Semester 1
Principal coordinator Shala Ahmed Mode of delivery On Campus (Parkville) Contact hours One 2-hour lecture and a 1-hour tutorial per week Total time commitment 170 hours Teaching period 2 March 2020 to 7 June 2020 Last self-enrol date 13 March 2020 Census date 30 April 2020 Last date to withdraw without fail 5 June 2020 Assessment period ends 3 July 2020 Semester 1 contact information
Ms Shala Ahmed shala.ahmed@unimelb.edu.au
Time commitment details
170 Hours
Last updated: 11 April 2024
Further information
- Texts
Prescribed texts
You will be advised of prescribed texts by your lecturer.
- Related Handbook entries
This subject contributes to the following:
Type Name Breadth Track Marketing Communications and Branding - Breadth options
This subject is available as breadth in the following courses:
- Bachelor of Arts
- Bachelor of Biomedicine
- Bachelor of Design
- Bachelor of Environments
- Bachelor of Fine Arts (Acting)
- Bachelor of Fine Arts (Animation)
- Bachelor of Fine Arts (Dance)
- Bachelor of Fine Arts (Film and Television)
- Bachelor of Fine Arts (Music Theatre)
- Bachelor of Fine Arts (Screenwriting)
- Bachelor of Fine Arts (Theatre)
- Bachelor of Fine Arts (Visual Art)
- Bachelor of Music
- Bachelor of Science
- 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.
- 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: 11 April 2024