MKB2706 Brand and product management
Faculty of Business and Economics
MKB2706 Brand and product management is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2024 in Semester 1 at Peninsula. It needs MKF1120, MKS1120, MKB1700, MKW1120 or MKC1200.
- Credit points
- 6
- Offered in 2024
- Semester 1
- Peninsula
- Assessment
- Exam 40%
- and 1 other task
- Workload
- 144 hours
- per semester
This is the 2024 handbook entry. See the 2027 entry.
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Requisites
Before MKB2706
Prohibitions
You can't enrol if you have passed any of these.
After MKB2706
No unit lists MKB2706 as a prerequisite in the 2024 handbook.
Overview
Developing and managing products and brands is important to firms and organisations seeking to gain and maintain competitive advantage.
Undertaking this unit will build your knowledge and skills in developing new products and brands. You will also gain a deeper understanding of different methods, frameworks, and theories used by organisations to build and maintain an appropriate portfolio of products and brands.
Particular emphasis is given to exploring contemporary issues and challenges facing firms and organisations in managing their brand equity in dynamic environments.
Offerings in 2024
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Peninsula | On campus |
Assessment
- Within semester assessment60%
- ExaminationThreshold hurdle40%
Learning outcomes
When you finish this unit, you should be able to:
- 1
discuss the function of products and brands in firms and organisations
- 2
explain the models, concepts, and tools for new product development
- 3
evaluate the application of branding theories, concepts, and tactics across different firm and organisational contexts
- 4
apply acquired unit knowledge to develop appropriate strategies for building and managing brand equity.
Workload and teaching
- Lectures18 hours
- Seminars6 hours
- Tutorials18 hours
- Teaching approachProblem-based learning
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Learning resources
Required resources
Keller, K.L. & Swaminathan, V. (2020), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, (5th Ed.): Pearson.
Where it fits
MKB2706 is part of 2 areas of study in the 2024 handbook.
Contacts
- Chief Examiners
- Mr David Toleman
Common questions
What are the prerequisites for MKB2706?
You need MKF1120, MKS1120, MKB1700, MKW1120 or MKC1200 before you enrol.
When is MKB2706 offered?
In 2024, MKB2706 runs in Semester 1 at Peninsula.
How much work is MKB2706?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKB2706 have an exam?
Yes. The exam is worth 40% of the final mark, alongside 1 other task.
Which majors and minors include MKB2706?
MKB2706 is part of Marketing and communications.