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Strategic Branding - MKTG811

Brands are important assets for firms. For firms developing strong brands and managing them over time is crucial in sustaining competitive advantages. For consumers brands are also valuable. Because they facilitate consumers’ decision making and add uniqueness to the consumption experiences.

This unit develops students’ knowledge of brand management. Students will learn how to analyze and evaluate critical aspects of branding such as brand elements, brand identity, brand portfolios, and architecture. The unit will also focus on developing student knowledge about how to launch and manage brands over time and across geographic boundaries and what branding strategies should be applied under different market dynamics.

Credit Points: 4
When Offered:

S1 Day - Session 1, North Ryde, Day

S2 Evening - Session 2, North Ryde, Evening

Staff Contact(s): Associate Professor Chris Baumann

BUS651 or MKTG696 or MGNT607 or (admission to MMktg and 8cp at 800 level) Prerequisite Information


Unit Designation(s):


Assessed As: Graded
Offered By:

Department of Marketing

Faculty of Business and Economics

Course structures, including unit offerings, are subject to change.
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