mkt2bbm brands and brand management
BRANDING AND BRAND MANAGEMENT
MKT2BBM
2015
Credit points: 15
Subject outline
In this subject, students will develop the concept of a product as well as the concept of the brand. Students will also learn about the role of the product or brand manager. This subject will provide skills essential to graduates for their future professional career.
SchoolLa Trobe Business School
Credit points15
Subject Co-ordinatorGillian Sullivan Mort
Available to Study Abroad StudentsYes
Subject year levelYear Level 2 - UG
Exchange StudentsYes
Subject particulars
Subject rules
PrerequisitesN/A
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Special conditionsN/A
Learning resources
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Strategic brand management: building measuring and managing brand equity and best practice cases | Prescribed | Keller, K.L. | PEARSON EDUCATION |
Graduate capabilities & intended learning outcomes
01. Demonstrate an understanding of the meanings of brand in alternative ways and the appropriate concepts, theories and techniques related to the important issues in brand management operations, and apply the CBBE model to analyse a non-profit and for-profit brand in written or oral form
- Activities:
- Lecture and tutorial
02. Conduct a brand audit of a goods or services non-profit or for-profit brand and present an analysis in written or oral form
- Activities:
- Lecture and tutorial
03. Identify and analyse the positioning and values for an identified brand in written and/or oral form
- Activities:
- Lecture and tutorial
04. Manage strategies and programs for brands
- Activities:
- Lecture and tutorial
05. Manage renewal and extension strategies for brands
- Activities:
- Lecture and tutorial
06. Critique, add value to and integrate brand equity management practices for brands
- Activities:
- Lecture and tutorial
07. Plan and manage a team project for a strategic brand audit, analysis and brand development
- Activities:
- Lecture and tutorial
Subject options
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Bendigo, 2015, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMarthin Nanere
Class requirements
LectureWeek: 31 - 43
One 2.0 hours lecture other recurrence on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
TutorialWeek: 31 - 43
One 1.0 hours tutorial other recurrence on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| one 2-hour final examination | 45 | 01, 02, 03, 04, 05, 06 | |
| one case study | individual 10 minute oral presentation and 1,000-word report | 25 | 03, 04, 05, 06 |
| one group assignment; 4-5 students per group | 1,000-words per student | 30 | 01, 07 |
| one optional mid-semester test in class worth 10% of final | This option al test is worth an optional 10% of the final test. In that case student's final exam will be worth 35% | 01 |
Melbourne, 2015, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorStephen Singaraju
Class requirements
LectureWeek: 31 - 43
One 2.0 hours lecture other recurrence on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
TutorialWeek: 31 - 43
One 1.0 hours tutorial other recurrence on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| one 2-hour final examination | 45 | 01, 02, 03, 04, 05, 06 | |
| one case study | individual 10 minute oral presentation and 1,000-word report | 25 | 03, 04, 05, 06 |
| one group assignment; 4-5 students per group | 1,000-words per student | 30 | 01, 07 |
| one optional mid-semester test in class worth 10% of final | This option al test is worth an optional 10% of the final test. In that case student's final exam will be worth 35% | 01 |
Vietnam, 2015, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorGillian Sullivan Mort
Class requirements
LectureWeek: 31 - 43
One 2.0 hours lecture per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
TutorialWeek: 31 - 43
One 1.0 hours tutorial per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| one 2-hour final examination | 45 | 01, 02, 03, 04, 05, 06 | |
| one case study | individual 10 minute oral presentation and 1,000-word report | 25 | 03, 04, 05, 06 |
| one group assignment; 4-5 students per group | 1,000-words per student | 30 | 01, 07 |
| one optional mid-semester test in class worth 10% of final | This option al test is worth an optional 10% of the final test. In that case student's final exam will be worth 35% | 01 |