Brand Management

Course aim

To equip students with the key concepts and skills that underly brand management and that will enable them to make evidence-based decisions for routine brand management tasks.

Course content

History and importance of branding, How brands grow, Brand competition, Brand loyalty and heavy buying, Associative Network Theories of Memory in relation to brands, Mental availability/brand salience, Building brand equity and distinctive assets, Brand awareness, positioning and differentiation, Managing the marketing mix variables of 'product', 'price', 'promotion' and 'distribution/physical availability'.

Textbook(s)

Nil

Prerequisite(s)

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

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, CITY WEST (INTENSIVE)
Lecture	2.5 hours x 10 days
Tutorial	1.5 hours x 10 days
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, Continuous assessment, Examination

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.