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Area/Catalogue
MARK 3015

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Course Level
Undergraduate

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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
153200

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Unit Value
4.5

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University-wide elective course
No

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Timetable/s
First Semester
(Study Period 2)

Second Semester
(Study Period 4)
Course owner

Course owner
School of Marketing

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 2016, How brands grow: Part 2, Oxford University Press, 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

Task Length Weighting Duration
INTERNAL, CITY WEST
Continuous assessment N/A 15% N/A
Report 1600 words 35% N/A
Examination N/A 50% 3 hours
INTERNAL, CITY WEST (INTENSIVE)
Continuous assessment N/A 15% N/A
Report 1600 words 35% N/A
Examination N/A 50% 3 hours
INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY
Continuous assessment N/A 15% N/A
Report 1600 words 35% N/A
Examination N/A 50% 3 hours
EXTERNAL, CITY WEST, ONLINE
Continuous assessment N/A 15% N/A
Report 1600 words 35% N/A
Examination N/A 50% 3 hours

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 Division offering the course. 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

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