Brand Management

Subject BUSA90013 (2016)

Note: This is an archived Handbook entry from 2016.

Credit Points: 12.5
Level: 9 (Graduate/Postgraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2016:

January, Parkville - Taught on campus.
Pre-teaching Period Start 03-Jan-2016
Teaching Period 04-Jan-2016 to 08-Jan-2016
Assessment Period End 09-Jan-2016
Last date to Self-Enrol 29-Nov-2015
Census Date 04-Jan-2016
Last date to Withdraw without fail 07-Jan-2016

May, Parkville - Taught on campus.
Pre-teaching Period Start 17-May-2016
Teaching Period 19-May-2016 to 23-May-2016
Assessment Period End 24-May-2016
Last date to Self-Enrol 17-May-2016
Census Date 19-May-2016
Last date to Withdraw without fail 22-May-2016

June, Parkville - Taught on campus.
Pre-teaching Period Start 26-Jun-2016
Teaching Period 27-Jun-2016 to 01-Jul-2016
Assessment Period End 02-Jul-2016
Last date to Self-Enrol 01-May-2016
Census Date 27-Jun-2016
Last date to Withdraw without fail 30-Jun-2016

September, Parkville - Taught on campus.
Pre-teaching Period Start 31-Aug-2016
Teaching Period 02-Sep-2016 to 11-Sep-2016
Assessment Period End 12-Sep-2016
Last date to Self-Enrol 24-Jul-2016
Census Date 02-Sep-2016
Last date to Withdraw without fail 08-Sep-2016

November, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period 26-Nov-2016 to 04-Dec-2016
Assessment Period End 04-Dec-2016
Last date to Self-Enrol 28-Nov-2016
Census Date 28-Nov-2016
Last date to Withdraw without fail 01-Dec-2016

This subject is only available to students admitted to MC-BA, MC-BAPT, GD-MKTG, 294PN, or students with permission of the MBA course coordinator



Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: 30 hours
Total Time Commitment: Not available
Prerequisites:
Subject
Study Period Commencement:
Credit Points:
January, March, April, June, September
6.25
January, April, October
12.5
January, April, September, October
12.5
January, April, June, July, October
12.5
April, June, July
12.5
January, April, July
12.5
January, April, July, October
12.5
April, July, September, October
12.5
January, April, June, July
12.5
January, April, September, October
12.5
Corequisites: None
Recommended Background Knowledge: None
Non Allowed Subjects: None
Core Participation Requirements:

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

Contact

Melbourne Business School

Degree Program Services

Email: programservices@mbs.edu

Subject Overview:

Brand Management is a course designed to prepare the student for the challenges of building, protecting and strengthening a brand. The course examines branding from across a range of different industries and is relevant for those interested in managerial, entrepreneurial, not for profit and government sectors. This is a very applied elective and examines all the the key areas of brand management including brand research, brand building, brand strategy, brand positioning, brand extension and brand architecture. The course is case based and uses examples from across the major areas of branding including consumer goods, services, B2B, retail branding and luxury goods.

Learning Outcomes:

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

  • Understand the nature and operation of brands
  • Conduct research in order to identify existing brand equity
  • Implement brand positioning
  • Optimise an organisation’s brand architecture
  • Develop a coherent and successful brand strategy
Assessment:
  • Case preparation and discussion (25%)
    • Throuhgout subject
  • Final examination (75%)
    • Hurdle requirement
    • Take home
    • End of subject
Prescribed Texts: None
Breadth Options:

This subject is not available as a breadth subject.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
Notes:

This subject is only available to students admitted to MC-BA, MC-BAPT, GD-MKTG, 294PN, or students with permission of the MBA course coordinator

Related Course(s): Graduate Diploma in Marketing
Master of Business Administration
Master of Business Administration
Master of Business Administration/Master of Marketing
Master of Marketing
Master of Marketing
Master of Marketing

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