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MKT235 Brand Management (8)

Abstract

Strong brands are key assets for companies. This subject will focus on the management of brands, including developing brands that resonate with consumers, building brand equity, measuring brand performance and managing brands over time. It has been designed to provide students with the capabilities to evaluate, design and make recommendations for branding programs across a diverse range of large and small organisations.

+ Subject Availability Modes and Location

Session 2
InternalBathurst Campus
InternalCSU Study Centre Melbourne
InternalCSU Study Centre Sydney
InternalPort Macquarie
DistanceBathurst Campus
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.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Management and Marketing

Assumed Knowledge

MKT110

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to apply relevant theoretical concepts of branding to analyse specific problems and challenges in brand management and make recommendations for the design and implementation of brand marketing programs;
  • be able to conduct a brand audit and use the information generated for brand planning; and
  • be able to examine and critically evaluate current branding activities in the marketplace.

Syllabus

The subject will cover the following topics:
  • Brands and brand management
  • Ethics and branding
  • Customers and brands (including customer-based brand equity)
  • Brand positioning
  • Building brand equity
  • Building brands through marketing programs
  • Building brands through integrated marketing communications
  • Brand equity measurement and management
  • Measuring brand performance
  • Designing and implementing brand strategies
  • Branding architecture, branding new products and brand extensions
  • Managing brands over time

Back

The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.