Strategic Brand Marketing
PostgraduateTAS-BMA7102024
Course information for 2024 intake View information for 2025 course intake
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- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Part of a degree
- Duration
- 14 weeks
- Loan available
- HECS-HELP and FEE-HELP available
Strategic Brand Marketing
About this subject
Upon completion of this subject, the student should be able to:
- Explain theories and concepts related to branding
- Apply specific branding theory and concepts to solve a marketing case study
- Develop, implement, and evaluate brand strategies
- Communicate a strategic brand marketing case study analysis orally and in written contexts
- Week 1 - Introduction to the Subject. Brands and brand management
- Week 2 - Customer-based Brand Equity and Brand Positioning
- Week 3 - Brands Resonance and the Brand Value Chain
- Week 4 - Choosing Brand Elements to Build Brand Equity
- Week 5 - Designing Marketing Programs to Build Brand Equity
- Week 6 - Integrating Marketing Communications to Build Brand Equity
- Week 7 - Branding in the Digital Era
- Week 8 - Leveraging Secondary Brand Associations to Build Brand Equity
- Week 9 - Developing a Brand Equity Measurement Management System
- Week 10 - Measuring Sources of Brand Equity: Capturing Customer Mindset; Capturing Marketing Performance
- Week 11 - Designing and Implementing Brand Architecture Strategies. Introducing and Naming New Products and Brand Extensions
- Week 12 - Managing Brands Over Time. Managing Brands over Geographic Boundaries and Market Segments.
- Week 13 - Closing Observations
Brands and brand management are increasingly important for organisations in almost every industry. In many sectors, as products become increasingly similar, organisations are turning to branding as a way to differentiate their offerings and create customer preferences for them. In the modern world, branding goes well beyond the consumer goods markets, and is just as relevant to sporting teams, musicians, national parks and religions. In markets where competition is multifaceted, brands are valuable assets in developing effective marketing strategies and competitive advantage. Brands and brand equity need to be recognised as strategic assets and the basis of competitive advantage and long-term profitability.
The focus of this subject is on developing students' knowledge and skills to be able to develop and manage brands. The subject first builds the theoretical foundations that are needed to understand brands and brand management. It then investigates key aspects of brand management, such as the measurement of brand performance and brand equity. Students will learn how to plan and apply skills to develop and manage brands. They will also develop a critical understanding of the issues surrounding the planning and evaluating of brand strategies. The final sections of the subject focus on contemporary issues that are particularly important for branding practice.
- Multiple Choice Quizzes x 10 (25%)
- Case Study Analysis (45%)
- Individual Presentations (30%)
For textbook details check your university's handbook, website or learning management system (LMS).
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- 19
Entry requirements
Part of a degree
To enrol in this subject you must be accepted into one of the following degrees:
Elective
- TAS-BHI-GCE-2024 - Graduate Certificate in Behavioural Insights
Additional requirements
- Other requirements - Teaching Arrangement: Introductory Lecture: 1-hr, once in a term. Weekly recorded lecture: 1-hr, 13 weeks. Online Workshop: 3-hrs, 4 times in a semester
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.
Related degrees
Once you’ve completed this subject it can be credited towards one of the following courses
Graduate Certificate in Behavioural Insights
PostgraduateTAS-BHI-GCE