Brand Management (MKTG20006)
Undergraduate level 2Points: 12.5On Campus (Parkville)
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
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: 9 April 2025
Eligibility and requirements
Prerequisites
Note: the following subject/s can also be taken concurrently (at the same time)
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| MKTG10001 | Principles of Marketing |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
OR
325-211 Principles of Marketing
Corequisites
None
Non-allowed subjects
325-307 Product and Brand Management
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 2025
Assessment
| Description | Timing | Percentage |
|---|---|---|
Individual tutorial assignments
| Throughout the teaching period | 20% |
One group assignment (normally in groups of 3 students)
| End of semester | 30% |
End-of-semester examination
| During the examination period | 50% |
Last updated: 9 April 2025
Dates & times
- Semester 1
Principal coordinator Anish Nagpal Mode of delivery On Campus (Parkville) Contact hours One 2-hour lecture and one 1-hour tutorial per week Total time commitment 170 hours Teaching period 3 March 2025 to 1 June 2025 Last self-enrol date 14 March 2025 Census date 31 March 2025 Last date to withdraw without fail 9 May 2025 Assessment period ends 27 June 2025 Semester 1 contact information
A/Prof Anish Nagpal: anagpal@unimelb.edu.au
Time commitment details
170 hours
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
Last updated: 9 April 2025
Further information
- Texts
- 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 (Production)
- 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.
Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants
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
Last updated: 9 April 2025