MKB2706 · Brand and product management

Overview

Developing and managing products and brands is important to firms and organisations seeking to gain and maintain competitive advantage. Undertaking this unit will build your knowledge and skills in developing new products and brands. You will also gain a deeper understanding of different methods, frameworks, and theories used by organisations to build and maintain an appropriate portfolio of products and brands. Particular emphasis is given to exploring contemporary issues and challenges facing firms and organisations in managing their brand equity in dynamic environments.

Offerings

Assessment

The Handbook lists an examination for this unit.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. discuss the function of products and brands in firms and organisations
2. explain the models, concepts, and tools for new product development
3. evaluate the application of branding theories, concepts, and tactics across different firm and organisational contexts
4. apply acquired unit knowledge to develop appropriate strategies for building and managing brand equity.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.