Handbook

MKTG20006 Brand Management

Credit Points: 12.5
Level: 2 (Undergraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2017:

Semester 1, Parkville - Taught on campus.Show/hide details
Pre-teaching Period Start not applicable
Teaching Period 27-Feb-2017 to 28-May-2017
Assessment Period End 23-Jun-2017
Last date to Self-Enrol 10-Mar-2017
Census Date 31-Mar-2017
Last date to Withdraw without fail 05-May-2017


Timetable can be viewed here.
For information about these dates, click here.
Time Commitment: Contact Hours: One 2-hour lecture and a 1-hour tutorial per week
Total Time Commitment:

170 Hours

Prerequisites:

MKTG10001 Principles of Marketing

OR

325-211 Principles of Marketing

Corequisites:
Recommended Background Knowledge:

Please refer to Prerequisites and Corequisites.

Non Allowed Subjects:

Students may not gain credit for both 325-307 Product and Brand Management and MKTG20006 Brand Management.

Core Participation Requirements:

For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.

It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability

Coordinator

Assoc Prof Anish Nagpal

Contact

anagpal@unimelb.edu.au

Subject Overview:

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.

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.
Assessment:
  • A 2-hour end-of-semester exam (50%)
  • Individual tutorial assignments, 1000 words, due throughout semester (20%)
  • One group assignment (normally in groups of 3 students) 3000 words, due end of semester (30%)
  • To pass this subject students must pass the end of semester examination.
Prescribed Texts:

You will be advised of prescribed texts by your lecturer.

Breadth Options:

This subject potentially can be taken as a breadth subject component for the following courses:

You should visit learn more about breadth subjects and read the breadth requirements for your degree, and should discuss your choice with your student adviser, before deciding on your subjects.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
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

Related Breadth Track(s): Marketing Communications and Branding

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