Useful links
Unit of study_
MKTG3120: Building and Managing Brands
The most important intangible asset of any organisation is its brand or portfolio of brands. Marketers use an array of internal and external communications approaches to deliver the brand's overall value proposition and experience to its key stakeholders and target customers, and thereby build brand equity. Names, symbols, and slogans along with their underlying associations, perceived quality, brand awareness, customer base and related proprietary resources form the basis for brand equity. Most brands fail because of the lack of proper market research and analysis that enables the brand's core values to be articulated, accurate positioning strategies to be developed, and complete alignment to be achieved between internal and external brand building communications. This unit helps students understand the concept of brand equity and the management of brand assets by learning how to strategically create, position, develop and sustain brand equity.
| Code | MKTG3120 |
|---|---|
| Academic unit | Marketing |
| Credit points | 6 |
|
Prerequisites:
?
|
MKTG1001 or SIEN1000 |
|---|---|
|
Corequisites:
?
|
None |
| Prohibitions:
?
|
None |
At the completion of this unit, you should be able to:
- LO1. Identify the steps brand managers take in building strong brands for product and service offerings
- LO2. Explain why brand strategy sets the overall direction for business strategy, and how it delivers value for the company, its customers and key stakeholders
- LO3. Integrate the strategic issues involved in creating, revitalising, and sustaining a brand or portfolio of brands
- LO4. Apply the various methodologies, processes, and tools available to conduct a brand audit to discover its sources of brand equity
Unit outlines
Unit outlines will be available 2 weeks before the first day of teaching for the relevant session.
- Semester 2, 2023 [Normal day] - Camperdown/Darlington, Sydney
- Key dates
Key dates through the academic year, including teaching periods, census, payment deadlines and exams.
- Student administration
Enrolment, course planning, fees, graduation, support services, student IT
- Expectations of student conduct
Code of Conduct for Students, Conditions of Enrollment, University Privacy Statement, Academic Integrity
- Academic appeals
Academic appeals process, special consideration, rules and guidelines, advice and support
- Learning and teaching policy
Policy register, policy search
- Financial support
Scholarships, interest free loans, bursaries, money management
- Study resources
Learning Centre, faculty and school programs, Library, online resources
- Health and support
Student Centre, counselling & psychological services, University Health Service, general health and wellbeing
