2010 Course Handbook
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MKTG311: Brand Management
Firms of nearly all types have come to the realisation that one of the most valuable assets they have is their brand. This unit explores branding across goods and services and introduces relevant theory used to design effective branding strategies. Besides discussing appropriate theories and models, the unit will also incorporate practical branding cases, so that students should be able to make and evaluate branding decisions in the future. Particular emphasis is placed on understanding the psychological principles at the consumer level that will improve managerial decision making with respect to brands. The unit will cover the importance of brand equity and the application of the marketing mix to brand strategies.
| Credit Points: | 3 |
| Contact Hours: | |
| When Offered: | D1 - Day; Offered in the first half-year |
| Staff Contact(s): | Dr Chris Baumann |
| Prerequisites: | |
| Corequisites: | |
| NCCW(s): | MKTG206 |
| Unit Designation(s): | |
| Assessed As: | Graded |
| Offered By: | Department of Business |
Timetable Information
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