Unit code: HBM529
|Credit points||12.5 Credit Points|
|Duration||One teaching period|
|Contact hours||36 hours|
|Prerequisites||Completion of all units in the Graduate Certificate of Marketing or equivalent.|
An elective unit of study in the following program:
Master of Marketing
Master of Marketing
Aims and objectives
In this unit students learn about creating and managing a brand. Know how to develop, manage, control and sustain brands in the marketplace. Know how to develop the brand as a representation of benefits to the customer and as an entity with a personality of its' own. Understand how a brand is a critical asset for the success of the organisation, and how it can be used both tactically and strategically against competitiors. Understand that the brand is a strategic tool and platform.
Upon completion of this unit students will be able to:-
- Develop, manage, control and sustain brands in the marketplace.
- Understand why a brand is:-
- an asset critical to the success of a company;
- a strategic weapon to be used against competitors;
- a determinant of tactics as well as strategic tools and platforms;
- a representation of benefits to consumers and as an entity having a 'personality'.
- Understand the current research methods and challenges regarding brand management.
- Work effectively in a team environment.
Generic skills outcomes
- Teamwork skills
- Analysis skills
- Analysis and modelling skills
- Research skills
- Problem solving skills
- Business model development skills
- Project management skills
- Communications skills
- Presentation skills
- Strategic thinking skills
- Ability to tackle unfamiliar problems
- Ability to work independently
- Ability to engage in critical enquiry and discussion
- Ability to tackle ethical business matters
- The components of brand equity and corporate equity, brand identity and brand architecture theory
Models for evaluating brands.
- Methods for diagnosing problems and anticipating challenges in brand management.
- Current research challenges including measurement and monitoring of brand attitudes and behaviours and the usage of qualitative and quantitative research in the brand management and marketing communications areas.
- Evaluating internal rates of return for a company’s branding strategy. Understanding the value of the brand and the question of expense vs. capitalisation.
- The competencies required for an effective contribution to the managing of brands
- The issues involved in international marketing and marketing communications, managing the global brand and the dilemma of standardisation vs. localisation
- Cultural differences and how they impact upon marketing and marketing communications plans.
- Ethics in marketing communications
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.