MMK739 - Strategic Brand Management

Year:

2020 unit information

Enrolment modes:

Start Anytime*

Trimester 2: Burwood (Melbourne), Cloud (online)

Trimester 3: Burwood (Melbourne), Cloud (online)

Credit point(s): 1
Previously coded as: Nil
EFTSL value: 0.125
Prerequisite:

Nil.

Corequisite:

MBA704 or MPK732/MPT732 or MBA720/MBT720

Incompatible with: Nil
Study commitment

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus

1 x 3 hour seminar (recordings provided) per week

Scheduled learning activities - cloud (online)

1 x 3 hour seminar (recordings provided) per week + 3 x 1.5 hour online seminar (livestreamed with recordings provided) per trimester

Content

Learn new ways to think about, build and grow brands. This practical unit covers contemporary issues and trends that affect brand stewards. Students will master a set of tools to manage brand-related issues. Course material makes extensive use business cases and is organised around three themes. The first builds the theoretical foundations that are needed to understand the science of branding. This explores what a brand is and what strong brands can do to increase a firm’s competitive advantage. The second theme investigates key aspects of brand management: students learn ways to develop a brand positioning strategy, to evaluate brand equity, manage a brand portfolio, plan a brand communication strategy, and branding on new media. The last theme focuses on special issues that are particularly important for branding practice.

Unit Fee Information

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