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Unit of study_
MKTG3120: Building and Managing Brands
2024 unit information
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.
Unit details and rules
Managing faculty or University school:
Marketing
| Code | MKTG3120 |
|---|---|
| Academic unit | Marketing |
| Credit points | 6 |
|
Prerequisites:
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MKTG1001 or SIEN1000 |
|---|---|
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Corequisites:
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None |
| Prohibitions:
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None |
| Assumed knowledge:
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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 availability
This section lists the session, attendance modes and locations the unit is available in. There is a unit outline for each of the unit availabilities, which gives you information about the unit including assessment details and a schedule of weekly activities.
The outline is published 2 weeks before the first day of teaching. You can look at previous outlines for a guide to the details of a unit.
| Session | MoA ? | Location | Outline ? |
|---|---|---|---|
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Semester 2 2024
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Normal day | Camperdown/Darlington, Sydney |
Outline unavailable
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Modes of attendance (MoA)
This refers to the Mode of attendance (MoA) for the unit as it appears when you’re selecting your units in Sydney Student. Find more information about modes of attendance on our website.
