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Area/Catalogue
MARK 5031

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Course Level
Postgraduate

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Offered Externally
Yes

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Course ID
010341

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Unit Value
4.5

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University-wide elective course
No

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Timetable/s
First Semester
(Study Period 2)
Course owner

Course owner
School of Marketing

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 examines marketing concepts 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 including brand extensions, re-branding, branding internationally; and the physical availability of the brand through market distribution channels.

Textbook(s)

Romaniuk, J & Sharp, B 2016, How brands grow: Part 2, Oxford University Press, Melbourne, Australia

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component Duration
INTERNAL, CITY WEST
Preparatory 1 x 1 week
Seminar 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
EXTERNAL, CITY WEST, ONLINE
External 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

Task Length Weighting Duration
INTERNAL, CITY WEST
Continuous assessment N/A 15% N/A
Team project 2500 word report and 15 min presentation 35% N/A
Examination N/A 50% 2.5 hours
INTERNAL, OFFSHORE, HONG KONG MANAGEMENT ASSOCIATION
Continuous assessment N/A 15% N/A
Team project 3000 word report 35% N/A
Examination N/A 50% 2.5 hours
INTERNAL, CITY WEST (INTENSIVE)
Continuous assessment N/A 15% N/A
Team project 2500 word report and 15 min presentation 35% N/A
Examination N/A 50% 2.5 hours
EXTERNAL, CITY WEST, ONLINE
Continuous assessment N/A 15% N/A
Team project 3000 word report 35% N/A
Examination N/A 50% 2.5 hours

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:
How to determine your Commonwealth Supported course fee. (Opens new window)

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 Division offering the course. 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

Course Coordinators

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