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Unit of study_

Brand Management - MKTG6016

Year - 2018

The most important intangible asset of any business is its brand. The company's name, symbols and slogans along with their underlying associations, perceived quality, name awareness, customer base and related proprietary resources form the basis for brand equity. Most new brands that are introduced, fail because of the lack of proper market research and analysis about positioning. The core of successfully establishing a brand lies in accurate positioning strategies. This unit helps students understand the concept of brand equity and the management of brand assets by learning to strategically create, position, develop and protect brand equity.

Classes
1x 3hr seminar per week

Assessment
mid semester exam (20%), class participation (10%), assignment (35%), exam (35%)

Pre-requisites

MKTG5001

Details

Faculty: Business (Business School)

Semester 1

05 Mar 2018

Department/School: Marketing
Study Mode: Normal (lecture/lab/tutorial) day
Census Date: 31 Mar 2018
Unit of study level: Postgraduate
Credit points: 6.0
EFTSL: 0.125
Available for study abroad and exchange: Yes
Faculty/department permission required? No
Location
Camperdown
Faculty: Business (Business School)

Semester 1

05 Mar 2018

Department/School: Marketing
Study Mode: Normal (lecture/lab/tutorial) evening
Census Date: 31 Mar 2018
Unit of study level: Postgraduate
Credit points: 6.0
EFTSL: 0.125
Available for study abroad and exchange: Yes
Faculty/department permission required? No
Location
Camperdown
Courses that offer this unit

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