Brand Management

Course aim

To provide the student with an understanding of how organisations apply marketing principles and consumer behaviour theory via the brand management function.

Course content

The role of the brand manager. Competitor analysis and customer analysis. Creating a Brand Strategy. Differentiation, Salience. Market-based assets and ‘brand equity’. Basic principles of forecasting and budgeting. Brand building and management; brand loyalty, brand naming, brand extension. Pricing strategy and price promotions.

Textbook(s)

Nil

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 1008	Buyer and Consumer Behaviour
MARK 1010	Marketing Principles: Trading and Exchange

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Lecture	2 hours x 13 weeks
Tutorial	1 hour x 11 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External	2 hours equiv. x 13 weeks
External (Moderated online student discussion boards)	1 hour equiv. x 13 weeks
INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY
Tutorial	10 hours x across 14 weeks
External (Moderated online student discussion boards)	2 hours equiv. x 13 weeks
Lecture	2.5 hours x 8 days
INTERNAL, OFFSHORE, TAYLOR'S BUSINESS SCHOOL
Lecture	2 hours x 14 weeks
Tutorial	2 hours x 13 weeks
External (Moderated online student discussion boards.)	2 hours equiv. x 13 weeks
External (This course is moderated by School of Marketing staff as per the moderation agreement with Taylors University and the University of South Australia.)	as required x as required
INTERNAL, CITY WEST (INTENSIVE)
Lecture	2.5 hours x 10 days
Tutorial	1.5 hours x 10 days

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Assignment, Examination, Tutorial Participation

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
How to determine the relevant non award tuition fee. (Opens new window)

Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.