MKF5231 Establishing and building strong brands
Faculty of Business and Economics
MKF5231 Establishing and building strong brands is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 2 at Caulfield. It has no prerequisites.
- Credit points
- 6
- Offered in 2027
- Semester 2
- Caulfield
- Assessment
- No exam
- 3 tasks
- Workload
- 144 hours
- per semester
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Requisites
Before MKF5231
No prerequisites or corequisites besides the enrolment rules below.
After MKF5231
No unit lists MKF5231 as a prerequisite in the 2027 handbook.
Enrolment rules
You must be enrolled in course B4001, B5001, B6010, B6014, B6042, B6047, B6052, B6060 or be granted permission by the Chief Examiner to undertake this unit.
Overview
This unit will cover customer-based brand equity; brand vision, positioning and values; components of a brand, services branding; planning brand marketing programmes; points of parity and points of difference; implementing and resourcing brand marketing programmes; measuring and evaluating brand equity, its sources and outcomes; building a consistent integrated brand strategy and brand extensions; branding of new products; international brand management; reinforcing, revitalising, and retiring brands; and overall strategic brand management.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Caulfield | On campus, block |
Assessment
- Exercise20%
- Presentation40%
- Written40%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 1
examine the brand and the various functions of brand management
- 2
understand the various components of a brand and how they interact
- 3
analyse branding techniques and apply them to a variety of different issues
- 4
generalise and hypothesise from branding theory into branding practice.
Workload and teaching
- Tutorials22 hours
- Lectures18 hours
- Teaching approachCase-based teaching
- 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 case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Contacts
- Chief Examiners
- Associate Professor Jasmina Ilicic
Common questions
What are the prerequisites for MKF5231?
MKF5231 has no prerequisites, but enrolment rules apply.
When is MKF5231 offered?
In 2027, MKF5231 runs in Semester 2 at Caulfield.
How much work is MKF5231?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF5231 have an exam?
No. MKF5231 has 3 assessment tasks and no exam.