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 brands
- Identify 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
Availability
Class details
Adelaide City Campus West
Class number 28910
Section LE01
Size 200
Available 190
Class number 28917
Section TU01
Size 30
Available 29
Class number 28916
Section TU02
Size 30
Available 29
Class number 28915
Section TU03
Size 30
Available 28
Class number 28914
Section TU04
Size 30
Available 29
Class number 28913
Section TU05
Size 30
Available 28
Class number 28912
Section TU06
Size 30
Available 29
Class number 28911
Section TU07
Size 30
Available 28
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