Brand Management and Communication

Course aim

To learn to analyse, theorise and practically apply the principles of brand management at the strategic and tactical/practical and organizational level.

Course content

Application of strategic planning to the Brand management function; developing a marketing orientation; building a customer/market-driven organisation capable of delivering a sustainably superior value to customers profitably; integrating all activities in the organisation around superior value delivery.

Textbook(s)

Keller, K.L 2008, Strategic Brand Management ; Building, measuring and managing brand equity, Pearson Education, New Jersey

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, MAGILL (INTENSIVE)
Seminar	20 hours x block
EXTERNAL, MAGILL, DISTANCE EDUCATION
Directed Study	N/A x 13 weeks

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

Assessment

Communication analysis of a brand, Plan

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4C)
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.