Handbook home
Branding (MKTG90006)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
From 2023 most subjects will be taught on campus only with flexible options limited to a select number of postgraduate programs and individual subjects.
To learn more, visit COVID-19 course and subject delivery.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Email: anagpal@unimelb.edu.au
Overview
Availability | Semester 1 - Dual-Delivery |
---|---|
Fees | Look up fees |
This subject focuses on the task of developing and managing brands. It examines the way in which brand decisions may contribute to creating competitive advantage and explains how to analyse industries, make changes in brand strategies over time, and respond to competitive moves. Students also gain an understanding of the issues involved in the development and management of new products, how to manage product lines, and how to measure, develop and manage their brand equity.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Analyse the fundamental principles involved in managing products and their brands;
- Explain the critical importance of product branding for superior business performance;
- Apply branding principles by conducting an in-depth brand management project using a real-world company as an example.
Generic skills
On successful completion of this subject, students should have improved the following generic skills:
- Critically evaluate an argument logically, such as the notion that brand identity and brand image are not always identical because brand identity is what the brand management seeks and brand image is what the customer seeks;
- Synthesise schools of thought in product and brand management, for example that a brand is a products name vs. a brand is a strategic market position;
- Provide solutions to a complex issue facing a firm. For example, what strategies should a firm employ in the face of a declining brand.
- Team work;
- Accessing empirical and theoretical research from various sources;
- Oral and written communication skills.
Last updated: 9 April 2024
Eligibility and requirements
Prerequisites
None
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: 9 April 2024
Assessment
Description | Timing | Percentage |
---|---|---|
Group presentation (groups of 4)
| During the teaching period | 10% |
Quiz
| Week 7 | 10% |
Group assignment (groups of 4)
| End of semester | 30% |
End of semester examination
| During the examination period | 50% |
Last updated: 9 April 2024
Dates & times
- Semester 1
Principal coordinator Anish Nagpal Mode of delivery Dual-Delivery (Parkville) Contact hours 36 hours (1.5hr lecture plus 1.5hr workshop each week) Total time commitment 170 hours Teaching period 28 February 2022 to 29 May 2022 Last self-enrol date 11 March 2022 Census date 31 March 2022 Last date to withdraw without fail 6 May 2022 Assessment period ends 24 June 2022 Semester 1 contact information
Email: anagpal@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
Prescribed texts
None
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Digital Marketing Course Master of Marketing Communications Course Master of Management (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.
- 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 2024