Course overview
The aim of this course is to equip students with key concepts and skills that underlie brand management and enable evidence-based decision making for routine brand management tasks. History and importance of branding, How brands grow, Brand competition, Brand loyalty and heavy buying, Mental availability, Physical availability, Building brand equity and distinctive assets, Brand awareness, Positioning and differentiation, Segmentation and targeting, Managing the marketing mix variables of 'product', 'price', 'promotion' and 'distribution/physical availability' and Consideration of brand management from international perspectives.
Course learning outcomes
- Examine marketing knowledge from the perspective of brand management.
- Compare the quality of evidence available to support branding theories.
- Identify brand marketing challenges and use of situation-specific evidence and factual data to make recommendations of how to grow a brand.
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Problem Solving (intermediate level); ii) Communication (advanced level); and iii) International Perspective (intermediate level).
Degree list
The following degrees include this course