Financial Accounting

This subject has the following teaching availabilities in 2014:

For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.

It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability

Brand equity accounts for a significant portion of the total value of contemporary organizations. As a result, brand management has become a core concern for senior executives, investors and financial market participants. While effective management of the brand has the potential to radically alter firm performance, many find brand management uniquely challenging. Therefore, we will explore how brand led firms design and implement effective brand management strategies. In particular, we will examine how leading firms build, maintain and leverage brand equity and how the role of the brand is evolving in response to changes impacting the wider economy.

On completion of this subject, students should be able to:

• Apply the main concepts, tools and techniques of contemporary brand management
• Critically assess a firm’s brand strategy
• Evaluate the potential for branding in any given market
• Manage the relationship with retailers regarding brand distribution
• Articulate the relationship between brand equity and firm value
• Demonstrate appreciation of the important processes and managerial frameworks for successfully managing a brand
• Recognise the stages by which brands are extended into new markets

• Contribution to class learning (10%)
  • Throughout subject
• Syndicate Project
  • Syndicate report (equivalent of individual 1100 word assessment) (25%)
  • Synidcate presentation (equivalent of individual 500 word assessment) (5%)
  • Final class
• Final examination (60%)
  • Hurdle requirement
  • 90 minutes
  • End of subject

This subject is not available as a breadth subject.