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).
Availability
Class details
Online
Class number 2100
Section 01OL
Size 500
Available 492
Notes:
Fee calculator
To display course fees, please select your status and program below:
We’re updating this Fee Calculator. It currently shows fees for programs only. Please check the relevant program for full fee details.
Study Abroad student tuition fees are available here.
Only some Postgraduate Coursework programs are available as Commonwealth Supported. Please check your program for specific fee information.
The Student Contribution amount displayed below is for students commencing a new program from 2021 onwards. If you are continuing in a program you commenced prior to 1 January 2021, or are commencing an Honours degree relating to an undergraduate degree you commenced prior to 1 January 2021, you may be charged a different Student Contribution amount from the amount displayed below. Please check the Student Contribution bands for continuing students here. If you are an international student, or a domestic student studying in a full fee paying place, and are continuing study that you commenced in 2025 or earlier, your fees will be available here before enrolments open for 2026.