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Brand Management (MKTG20006)
Undergraduate level 2Points: 12.5On Campus (Parkville)
Overview
Availability | Semester 1 |
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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
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: 11 November 2024