MMK739 - Strategic Brand Management


2023 unit information

Enrolment modes:

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Trimester 2: Burwood (Melbourne), Online


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


Corequisite: Nil
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 (live-streamed with recordings provided) per week

Scheduled learning activities - online

1 x 3 hour seminar (live-streamed with recordings provided) per week 


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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