Branding

Course aim

To enable students to critically assess and apply contemporary brand management practices.

Course content

The following topics will be covered in the course : introduction to branding; brands in consumer minds; understanding brand equity; how brands compete; main brand management strategies (target marketing, segmentation, positioning & brand differentiation); brand salience; new brands; brand extension; re-branding; branding internationally; how to identify and use your brand assets; key brand performance metrics and the mental availability of the brand through consumer memory structures and the physical availability of the brand through market distribution channels.

Textbook(s)

Nil

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 5025	Marketing Management

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 11 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External (Moderated online student discussion groups and online staff consultation)	3 hours x 11 weeks

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

Assessment

8 in-class individual quizzes, 8 individual quizzes (submit as homework), Examination, Group or Individual Project, Group project

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:
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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.