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 TypeTitleResource RequirementAuthor and YearPublisher
ReadingsStrategic brand management: building measuring and managing brand equity and best practice casesPrescribedKeller, K.L. 2013Pearson

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…

Start date between: and    Key dates

Bendigo, 2016, Semester 2, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Lecture Week: 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.

Tutorial Week: 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 elementComments% ILO*
One 2-hour final examinationIf students sits optional mid semester test final exam is worth only 35%45 01, 02, 03, 04, 05, 06
One case studyindividual 10 minute oral presentation (15%) and 1,000-word report (10%)25 03, 04, 05, 06
One group assignment4-5 students per group. 1,000-words per student.30 07
One optional mid-semester examThis 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

Lecture Week: 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.

Tutorial Week: 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 elementComments% ILO*
One 2-hour final examinationIf students sits optional mid semester test final exam is worth only 35%45 01, 02, 03, 04, 05, 06
One case studyindividual 10 minute oral presentation (15%) and 1,000-word report (10%)25 03, 04, 05, 06
One group assignment4-5 students per group. 1,000-words per student.30 07
One optional mid-semester examThis 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

Lecture Week: 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.

Tutorial Week: 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 elementComments% ILO*
One 2-hour final examinationIf students sits optional mid semester test final exam is worth only 35%45 01, 02, 03, 04, 05, 06
One case studyindividual 10 minute oral presentation (15%) and 1,000-word report (10%)25 03, 04, 05, 06
One group assignment4-5 students per group. 1,000-words per student.30 07
One optional mid-semester examThis 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

Lecture Week: 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.

Tutorial Week: 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 elementComments% ILO*
One 2-hour final examinationIf students sits optional mid semester test final exam is worth only 35%45 01, 02, 03, 04, 05, 06
One case studyindividual 10 minute oral presentation (15%) and 1,000-word report (10%)25 03, 04, 05, 06
One group assignment4-5 students per group. 1,000-words per student.30 07
One optional mid-semester examThis 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

Lecture Week: 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.

Tutorial Week: 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 elementComments% ILO*
One 2-hour final examinationIf students sits optional mid semester test final exam is worth only 35%45 01, 02, 03, 04, 05, 06
One case studyindividual 10 minute oral presentation (15%) and 1,000-word report (10%)25 03, 04, 05, 06
One group assignment4-5 students per group. 1,000-words per student.30 07
One optional mid-semester examThis 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

Lecture Week: 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.

Tutorial Week: 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 elementComments% ILO*
One 2-hour final examinationIf students sits optional mid semester test final exam is worth only 35%45 01, 02, 03, 04, 05, 06
One case studyindividual 10 minute oral presentation (15%) and 1,000-word report (10%)25 03, 04, 05, 06
One group assignment4-5 students per group. 1,000-words per student.30 07
One optional mid-semester examThis 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