Brand Management

This subject is not offered in 2013.

Approximately 2.5 hours of personal study per hour of class time is required to achieve a satisfactory level of performance

Entry into the Master of Management suite of programs.

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For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements for this entry.

The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/

This subject focuses on the task of developing and managing brands. It examines the way in which brand decisions may contribute to creating competitive advantage and explains how to analyse industries, make changes in brand strategies over time, and respond to competitive moves. Students also gain an understanding of the issues involved in the development and management of new products, how to manage product lines, and how to measure, develop and manage their brand equity.

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

• Analyse the fundamental principles involved in managing products and their brands;
• Explain the critical importance of product branding for superior business performance;
• Apply branding principles by conducting an in-depth brand management project using a real-world company as an example.

• 2-hour examination (50%)
• In-class assessment (presentation and/or quiz) (25%) mid-semester
• Assignment(s) not exceeding 3,000 words (25%) due end of semester

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This subject is not available as a breadth subject.

On successful completion of this subject, students should have improved the following generic skills:

• Critically evaluate an argument logically, such as the notion that brand identity and brand image are not always identical because brand identity is what the brand management seeks and brand image is what the customer seeks;
• Synthesise schools of thought in product and brand management, for example that a brand is a products name vs. a brand is a strategic market position;
• Solve complex problems, such as determining whether a brand has greater awareness depth than breadth;
• Team work;
• Accessing empirical and theoretical research from various sources;
• Oral and written communication skills.