12592 (v.4) Brand Management 260
| Area: | School of Marketing |
|---|---|
| Credits: | 25.0 |
| Contact Hours: | 3.0 |
| Tuition Patterns: | The tuition pattern provides details of the types of classes and their duration. This is to be used as a guide only. Precise information is included in the unit outline. |
| Lecture: | 1 x 1.5 Hours Weekly |
| Tutorial: | 1 x 1.5 Hours Weekly |
| Syllabus: | This unit extends on the various aspects of advertising and marketing and applies these concepts to a brand equity perspective. The topics will be built around the product/brand management decisions and through seminars, case analyses and a brand audit project. The unit examines specific advertising and marketing topics related to building, measuring, and managing brand equity. Specifically, the unit examines various brand management decisions and the strategies and tactics to build measure and manage brand equity. These include (a) direct and indirect measures of brand equity, (b) structures of desired brand knowledge, (c) choice of brand elements, (d) development of supporting marketing programs, (e) introduction of new products naming, corporate perspectives and (f) management of brands over time and geographical boundaries. |
| Unit references, texts, outcomes and assessment details | The most up-to-date information about unit references, texts and outcomes, will be provided in the unit outline. |
| Field of Education: | 080500 Sales and Marketing (Narrow Grouping) |
| Result Type: | Grade/Mark |
Availability
| Year | Location | Period | Internal | Partially Online Internal | Area External | Central External | Fully Online |
|---|---|---|---|---|---|---|---|
| 2013 | Bentley Campus | Semester 1 | Y | ||||
| 2013 | Bentley Campus | Semester 1 | Y | ||||
| 2013 | Bentley Campus | Semester 2 | Y | ||||
| 2013 | Bentley Campus | Semester 2 | Y | ||||
| 2013 | Singapore Campus | Trimester 1A | Y |
Area External refers to external course/units run by the School or Department or offered by research.
Central External refers to external and online course/units run through the Curtin Bentley-based Distance Education Area
Partially Online Internal refers to some (a portion of) learning provided by interacting with or downloading pre-packaged material from the Internet but with regular and ongoing participation with a face-to-face component retained. Excludes partially online internal course/units run through the Curtin Bentley-based Distance Education Area which remain Central External
Fully Online refers to the main (larger portion of) mode of learning provided via Internet interaction (including the downloading of pre-packaged material on the Internet). Excludes online course/units run through the Curtin Bentley-based Distance Education Area which remain Central External
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