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  3. Brand Management

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

On successful completion of this subject, students 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); and
  • Critically analyse complex brand management issues and provide theoretically sound and practically feasible solutions.

Generic skills

On successful completion of this subject, students should have improved the following generic skills:

  • 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; and
  • Manage time by planning ahead to meet deadlines.

Last updated: 6 December 2024