Brand Management

Subject MKTG90006 (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:

Semester 1, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period 29-Feb-2016 to 29-May-2016
Assessment Period End 24-Jun-2016
Last date to Self-Enrol 11-Mar-2016
Census Date 31-Mar-2016
Last date to Withdraw without fail 06-May-2016

Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: One 3-hour seminar per week (Semester 1), Two 3-hour seminar per week (Summer)
Total Time Commitment:

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.



Recommended Background Knowledge:


Non Allowed Subjects:


Core Participation Requirements:

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:


Assoc Prof Anish Nagpal



Subject Overview:

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.

Learning Outcomes:

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.

  • 10 minute individual class presentation, in a designated week during semester (10%)
  • Case discussion and quizzes, throughout the semester (10%)
  • 4000 word group assignment, due end-of-semester (30%)
  • 2-hour end of semester examination (50%)
Prescribed Texts:


Breadth Options:

This subject is not available as a breadth subject.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
Generic Skills:

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;
  • Provide solutions to a complex issue facing a firm. For example, what strategies should a firm employ in the face of a declining brand.
  • Team work;
  • Accessing empirical and theoretical research from various sources;
  • Oral and written communication skills.

Related Course(s): Graduate Certificate in Communication and Customer Strategy
Graduate Certificate in Marketing Management
Master of Management (Marketing)
Master of Management (Marketing)
Related Majors/Minors/Specialisations: 150 Point Master of Management (Marketing)
150 point Master of Marketing Communications
200 point Master of Marketing Communications
Master of International Business electives

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