Branding

Course aim

To equip students with key concepts and skills that underlie brand management and enable evidence-based decision making for routine brand management tasks.

Course content

History and importance of branding, How brands grow, Brand competition, Brand loyalty and heavy buying, Mental availability, Physical availability, Building brand equity and distinctive assets, Brand awareness, Positioning and differentiation, Segmentation and targeting, Premium luxury brands, Word-of-mouth, Managing the marketing mix variables of 'product', 'price', 'promotion' and 'distribution/physical availability' and Consideration of brand management from ethical and international perspectives.

Textbook(s)

Romaniuk, J & Sharp, B 2021, How brands grow: Part 2 (revised), 2nd edition, Oxford University Press ANZ, Melbourne, Australia

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Preparatory	1 x 1 week
Lecture	2 hours x 10 weeks
Tutorial	1 hour x 10 weeks
INTERNAL, CITY WEST (INTENSIVE)
Workshop	30 hours x N/A
INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY
Workshop	35 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

Continuous assessment, Examination, Report

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:
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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.