MKI2521 · Brand management

A brand is much more than a logo, a symbol, a sign or device, or simply the result of clever advertising. It helps to communicate value and create and deliver that value. Branding is a promise of value for customers. It helps to attract and, if it is true and accurate, keep customers. It provides an extra element of understanding or meaning, for customers as they form opinions and make purchase decisions from a variety of competing offerings. There is strong industry demand for graduates with a thorough understanding of branding. While this unit is primarily for students undertaking a major in marketing, it is offered to any student with a prerequisite of an introductory marketing unit.

The Handbook publishes no offerings for this unit.

The Handbook does not list a final examination among the assessment items, but there may still be one.

1. 1 - Exercise

   Exercise

   20%

2. 2 - Written

   Written

   40%

3. 3 - Written

   Written

   40%

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

1. examine the brand and the various functions of brand management;
2. describe the various components of a brand and how they interact;
3. analyse branding techniques and apply them to a variety of different issues;
4. generalise and hypothesise from branding theory into branding practice.

Active learning - This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.

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.

Credit points

6

Level

Level 2

Faculty

Faculty of Business and Economics

School

Faculty of Business and Economics

Student contribution band

Band 4

Study abroad

Available

Handbook version

2027.01

These are students' own experiences, not official rules. Go by the Handbook.