Brand Management

Course aim

To extend and apply the knowledge students gained in the pre-requisite courses to give them an understanding of how organisations apply marketing principles and consumer behaviour theory via the brand management function.

Course content

The role of the brand manager. Competitor analysis and customer analysis. Creating a Brand Strategy. Differentiation, Salience. Market-based assets and ‘brand equity’. Basic principles of forecasting and budgeting. Brand building and management; brand loyalty, brand naming, brand extension. Pricing strategy and price promotions. Distribution and retail channel management. Brand communication strategy and execution.

Textbook(s)

Nil

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 2010	Market Analysis
MARK 2007	Advertising

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Lecture	2 hours x 13 weeks
Tutorial	1 hour x 12 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External	2 hours equivalent x 13 weeks
External (Moderated online student discussion boards)	1 hour equivalent x 13 weeks
INTERNAL, OFFSHORE, TAYLOR'S BUSINESS SCHOOL
Lecture	2 hours x 14 weeks
Tutorial	2 hours x 13 weeks
INTERNAL, CITY WEST (INTENSIVE)
Lecture	2.5 hours x 10 days
Tutorial	1.5 hours x 10 days
INTERNAL, OFFSHORE, M2 EDUCATION (SINGAPORE) PTE LTD
Workshop	2.5 hours x 10 weeks
INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY
Workshop	3 hours x 10 weeks

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

Assessment

Assignment, Examination, Tutorial Participation, Workshop Participation

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:
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.