mkt2bbm brands and brand management
BRANDING AND BRAND MANAGEMENT
MKT2BBM
2016
Credit points: 15
Subject outline
In this subject, you will develop the concept of a product as well as the concept of the brand. Strategic Brand Marketing is the process of organizing marketing activities around the introduction, promotion and optimization of brands and brand portfolios. Since brands are intangible assets, creating and nurturing a strong brand is a challenge. By applying the customer based brand equity (CBBE) model, analysing brand positioning and values and choosing and leveraging brand elements, marketers can design marketing strategies and programs to build strong brands, new brands and brand extensions, and manage brands over time, geographic boundaries and market segments. You will learn to manage a portfolio of brand equities, including the ability to conduct a brand audit, focusing explicitly on the management task. working in small groups and individually assisted by LMS content and in class lectures and tutorials, you will develop the relevant skills and abilities needed to give a competitive advantage within the corporate world.
SchoolLa Trobe Business School
Credit points15
Subject Co-ordinatorPhilip Trebilcock
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. 2013 | Pearson |
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
Select to view your study options…
Bendigo, 2016, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorPhilip Trebilcock
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 | If students sits optional mid semester test final exam is worth only 35% | 45 | 01, 02, 03, 04, 05, 06 |
| One case study | individual 10 minute oral presentation (15%) and 1,000-word report (10%) | 25 | 03, 04, 05, 06 |
| One group assignment | 4-5 students per group. 1,000-words per student. | 30 | 07 |
| One optional mid-semester exam | This optional test is worth an optional 10% of the final test. In that case student's final exam will be worth 35% | 01, 03, 04 |
Melbourne, 2016, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorPeter Matheis
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 | If students sits optional mid semester test final exam is worth only 35% | 45 | 01, 02, 03, 04, 05, 06 |
| One case study | individual 10 minute oral presentation (15%) and 1,000-word report (10%) | 25 | 03, 04, 05, 06 |
| One group assignment | 4-5 students per group. 1,000-words per student. | 30 | 07 |
| One optional mid-semester exam | This optional test is worth an optional 10% of the final test. In that case student's final exam will be worth 35% | 01, 03, 04 |
Shepparton, 2016, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorPhilip Trebilcock
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 | If students sits optional mid semester test final exam is worth only 35% | 45 | 01, 02, 03, 04, 05, 06 |
| One case study | individual 10 minute oral presentation (15%) and 1,000-word report (10%) | 25 | 03, 04, 05, 06 |
| One group assignment | 4-5 students per group. 1,000-words per student. | 30 | 07 |
| One optional mid-semester exam | This optional test is worth an optional 10% of the final test. In that case student's final exam will be worth 35% | 01, 03, 04 |
Sydney, 2016, Study Period 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorPhilip Trebilcock
Class requirements
LectureWeek: 10 - 22
One 2.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
TutorialWeek: 10 - 22
One 1.0 hours tutorial per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| One 2-hour final examination | If students sits optional mid semester test final exam is worth only 35% | 45 | 01, 02, 03, 04, 05, 06 |
| One case study | individual 10 minute oral presentation (15%) and 1,000-word report (10%) | 25 | 03, 04, 05, 06 |
| One group assignment | 4-5 students per group. 1,000-words per student. | 30 | 07 |
| One optional mid-semester exam | This optional test is worth an optional 10% of the final test. In that case student's final exam will be worth 35% | 01, 03, 04 |
Sydney, 2016, Study Period 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorPhilip Trebilcock
Class requirements
LectureWeek: 31 - 42
One 2.0 hours lecture per week on weekdays during the day from week 31 to week 42 and delivered via face-to-face.
TutorialWeek: 31 - 42
One 1.0 hours tutorial per week on weekdays during the day from week 31 to week 42 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| One 2-hour final examination | If students sits optional mid semester test final exam is worth only 35% | 45 | 01, 02, 03, 04, 05, 06 |
| One case study | individual 10 minute oral presentation (15%) and 1,000-word report (10%) | 25 | 03, 04, 05, 06 |
| One group assignment | 4-5 students per group. 1,000-words per student. | 30 | 07 |
| One optional mid-semester exam | This optional test is worth an optional 10% of the final test. In that case student's final exam will be worth 35% | 01, 03, 04 |
Vietnam, 2016, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorPhilip Trebilcock
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 | If students sits optional mid semester test final exam is worth only 35% | 45 | 01, 02, 03, 04, 05, 06 |
| One case study | individual 10 minute oral presentation (15%) and 1,000-word report (10%) | 25 | 03, 04, 05, 06 |
| One group assignment | 4-5 students per group. 1,000-words per student. | 30 | 07 |
| One optional mid-semester exam | This optional test is worth an optional 10% of the final test. In that case student's final exam will be worth 35% | 01, 03, 04 |