MKT235 Brand Management (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
One of the most valuable assets a company can have is a strong brand. This subject aims to equip students with the skills to develop, manage and maintain strong brands in order to gain competitive advantage. Students will be taught to manage product portfolios, measure performance and develop brand equity using knowledge of consumer behaviour.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Internal | Albury-Wodonga |
| Internal | HELP University College | Session 2 |
| Internal | Bathurst |
| Internal | CSU Study Centre Melbourne |
| Internal | CSU Study Centre Sydney |
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: MKT235
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Assumed Knowledge:
Objectives:
Upon successful completion of this subject, students should:
Be able to demonstrate the understanding of the concept of a brand and the importance of branding on product success
Be able to demonstrate the understanding of how brands are used to position a product
Be able to demonstrate the understanding of the necessary procedures required to build strong brands and maintain their strength over time
Be able to demonstrate the understanding of how to measure brand performance
Be able to demonstrate the understanding of the ways in which product and brand problems can be solved
Be able to demonstrate the understanding of how brand management changes when applied to different countries, cultures and market segments
Syllabus:
The subject will cover the following topics:
. Historical origins of branding . Customer-based brand equity . Marketing advantages of strong brands . Brand positioning and values . Brand audit . Brand elements and brand equity . Marketing strategy and brand equity . Measuring brand equity . New products and brand extensions . Profitable line extensions . Managing brands over time . Re-branding . Managing brands over geographical boundaries, cultures and market segments
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.