MKW3000 · Strategic branding

Overview

Why are some brands so memorable, while other brands quickly disappear? How does a company build strong brands and what can marketers do to effectively manage their brands to ensure it stands out in a competitive environment? A strong brand is a company’s most valuable asset, because of what it signifies, e.g. “trustworthy, value for money, reliable, safe.” Thus, branding is about reputation. This unit takes a strategic approach to answer these questions – to remain competitive, a brand requires a strong value proposition and must be able to defend itself against competing brands and be able to influence the market in its favour. The unit examines how branding issues should be integrated into the overall marketing activities The unit aims to provide you with an understanding of the concepts and tools used in building and managing brands to ensure the perpetuation of the company’s reputation, which is symbolised within the brand.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

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

Requisites

Learning outcomes

1. evaluate market-based information and consumer behaviour, using them to plan and develop marketing strategies
2. develop branding strategies in diverse cultures and business environments
3. apply contemporary tools and techniques to provide solutions for effective brand campaigns
4. communicate branding strategies for individuals or organisations.

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.