MKF5231 Strategic brand management
Faculty of Business and Economics
MKF5231 Strategic brand management is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2020 in Semester 2 at Caulfield. It has no prerequisites.
- Credit points
- 6
- Offered in 2020
- Semester 2
- Caulfield
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2027 entry.
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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 2020 handbook.
Enrolment rules
Students must be enrolled in course B4001, B5001 or B6010, 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 2020
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Caulfield | De online |
Assessment
- Within semester assessment100%
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
- Teaching approachCase-based teaching
- Teaching approachOnline 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. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Learning resources
Required resources
No resources required
Contacts
- Unit Coordinators
- Associate Professor Jasmina Ilicic
- 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 2020, 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 1 assessment task and no exam.