The unit of study is aimed at introducing graduate students to aspects related to the branding of products and services in the marketplace. It will provide students with the knowledge and skills necessary in developing and administering policies and strategies for both the company's existing and new products with a competitive edge. The unit examines brands and their growing importance, consumers and brands, and what marketing executives need to do to manage brands strategically. More specifically, the unit incorporates key issues such as: measuring, managing and maintaining brand equity, brand positioning, strategic brand management, the role of marketing communications in creating a brand, co-branding, strategic alliances, managing brands over time, global brand management, services branding, and branding in the digital era.

Unit details

Location:
City Campus
Remote
Study level:
Postgraduate
Credit points:
12
Unit code:
BHO5504

Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Critically reflect upon the elements of managing a product and brand;  
  2. Critique the different measures of brand equity;  
  3. Evaluate communication strategies by justifying the measures of valuation formation that are based on consumer perception;  
  4. Appraise the rationale behind new product development and new services development processes, including innovation, research, and testing; and  
  5. Assess and critically review differing brand and product portfolio management strategies.  

Assessment

Assessment type Description Grade
Presentation Presentation on Brand Development Strategy (Group) 20%
Essay Research essay on branding 40%
Report Brand analysis report 40%

Required reading

Strategic Brand Management: Building, Measuring, and Managing Brand Equity 6th ed
Kevin Lane Keller and Vanitha Swaminathan (2020)
Pearson, Harlow.

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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