Unit Name Brand Management
Unit description:
This unit provides students with an enhanced depth and breadth of knowledge in the field of brand management. The current branding literature is critically and systematically evaluated to assess brand management strategies. The unit is designed so students can understand the dimensions of branding across geographic boundaries, brand portfolios, and over time. A strong emphasis is placed on scholarly work to enable an in-depth understanding of the relevant branding and marketing literature. Postgraduate capabilities that prepare students for competitive business careers are developed by applying advanced theory to complex, real-life branding challenges. The unit assumes prior knowledge equivalent to that provided by an undergraduate degree with a major in marketing, as well as graduate capabilities such as teamwork and presentation skills.
Learning Outcomes
To critically evaluate the current branding literature.
To systematically assess brand management strategies.
To apply brand management theory to complex branding challenges.
To create research outputs that produce new knowledge or insights in relation to the dimensions of branding across markets, brand portfolios, and across time.
To develop critically reflective practice in relation to: the marketing and branding literatures; research activities and methodologies; team work; and also opportunities for future development.
Unit Schedule
Lecture Topic
Chapter
Tutorial Activity
Week 1
Unit Administration and Introduction
Week 2
Brands and Brand Management
Advice on research
1
Team Presentation formation
Week 3
Customer-Based Brand Equity
Brand Positioning and Values
2
3
Week 4
Choosing Brand Elements to Build Brand Equity
Designing Marketing Programs to Build Brand Equity
4
5
Self Reflection Assignment due in class
Week 5
Integrating Marketing Communications to Build Brand Equity
Leveraging Secondary Brand Knowledge to Build Brand Equity
6
7
Team Presentation
Week 6
Developing a Brand Equity Measuring and Management System
8
Team Presentation
Week 7
Measuring Source of Brand Equity: Capturing the Customer Mindset
9
Team Presentation
Week 8
Measuring Outcomes of Brand Equity: Capturing Market Performance
10
Team Presentation
Week 9
Designing and Implementing Branding Strategies
11
Team Presentation
Week 10
Introducing and Naming New Products and Brand Extensions
12
Team Presentation
Week 11
Managing Brands over Time
13
Team Presentation
Week 12
Managing Brands over Geographic Boundaries and Market Segments
14
Team Presentation
Week 13
Closing Observations
15
Unit overview
Team Presentation
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