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Area/Catalogue
COMM 5059

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Course Level
Postgraduate

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Offered Externally
Yes

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

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Course ID
100779

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Unit Value
4.5

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University-wide elective course
No

Course owner

Course owner
School of Creative Industries

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

Task Length Weighting Duration
INTERNAL, MAGILL (INTENSIVE)
Communication analysis of a brand 1500 words 40% N/A
Plan 3500 words 60% N/A
EXTERNAL, MAGILL, DISTANCE EDUCATION
Communication analysis of a brand 1500 words 40% N/A
Plan 3500 words 60% N/A

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 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.

Course Coordinators

Dr Jane Hiscock
Dr Jane Hiscock arrow-small-right

Degrees this course is offered in

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