Brand Management

Course aim

To equip students to critically apply knowledge of contemporary brand management practices and to make evidence-based decisions for evolving brand-related tasks in diverse contexts.

Course content

This course follows on the concepts covered in Influencing Consumer Behaviour (MARK 5032) and Advertising: Theory and Practice (MARK 5024), by examining them through the lens of a Brand Manager: brands in consumer minds, how brands compete, target marketing, segmentation & brand differentiation, mental availability of the brand through consumer memory structures, how to identify and use your brand assets and key brand performance metrics. This course also introduces new concepts necessary for a successful management of brands: introduction to brand management, understanding brand equity, new brands, brand extension, re-branding, branding internationally 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 5032	Influencing Consumer Behaviour

Specific program
Program	Subject Area & Catalogue Number	Course Name
DMMA	BUSS 5245	Strategic Marketing
OMMAA	BUSS 5245	Strategic Marketing

NOTE: Students enrolled in the MBA programs are required to undertake BUSS 5245 Strategic Marketing instead of MARK 5032 Influencing Consumer Behaviour as the prerequisite course.

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 10 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External (Moderated online student discussion groups and online staff consultation)	3 hours x 10 weeks
INTERNAL, OFFSHORE, HONG KONG MANAGEMENT ASSOCIATION
Seminars 15 hours AND online 15 hours equiv	N/A x 10 weeks
INTERNAL, CITY WEST (INTENSIVE)
Seminar (may include additional hours for field trips to business and industry)	30 hours x N/A

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

Assessment

Continuous assessment, Examination, 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.