OL Building and Managing Brands

Undergraduate | 2026

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area/catalogue icon
Area/Catalogue
MARK 1016
Course ID icon
Course ID
207535
Level of study
Level of study
Undergraduate
Unit value icon
Unit value
6
Course level icon
Course level
1
Study abroad and student exchange icon
Inbound study abroad and exchange
Inbound study abroad and exchange
The fee you pay will depend on the number and type of courses you study.
No
University-wide elective icon
University-wide elective course
No
Single course enrollment
Single course enrolment
No
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Note:
Course data is interim and subject to change

Course overview

A company's brand will often be amongst the most valuable of their assets. Even start-up companies and individuals need to be conscious of what their brand stands for. The 'Brand Manager' in a large company is responsible for the maintaining and growing the value of the company's brand. This course prepares student for this role, for 'products' that may be a good or a service, a tangible or an intangible. Industry standard brand metrics are used as an introduction to practical measurement and management and the course advances to the theory of brand equity, points of parity and points of difference. Brand co-creation is explored, with particular reference to social media marketing such as Facebook, Twitter and Blogs. The leveraging of brand equity into brand extensions (as with Virgin) is evaluated as a form of growth strategy.

Course learning outcomes

  • Discuss the role of branding in creating strong brandsidentify and explain strategies that build brand equity
  • Demonstrate how knowledge of branding can be applied to marketing
  • Display critical thinking and problem-solving skills
  • Gain, evaluate, and synthesise information and existing knowledge from a number of sources and experiences
  • Prepare a professional, logical and coherent brand development report within a specific context

Prerequisite(s)

N/A

Corequisite(s)

N/A

Antirequisite(s)

N/A