MKT235 Brand Management (8)

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.


Session 2 (60)
On Campus
CSU Study Centre Melbourne
Bathurst 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

Grading System



One session


School of Management and Marketing

Assumed Knowledge

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;
  • be able to 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;
  • be able to create and effectively communicate a brand positioning strategy; and
  • be able to examine and critically evaluate current branding activities in the marketplace.


This 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

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT235 in Session 2 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Value %
Brand positioning analysis
Brand audit report
Online exam (open-book)

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.