Brand Management - MKTG311
One of the most valuable assets firms have is their brand(s). A brand has become a key point of difference for organizations, driving consumers’ purchase decisions over the long-term. Since all stakeholders, from companies and suppliers to partners, consumers and shareholders, benefit from a strong brand, it is crucial to understand how to build and maintain a strong brand.
This unit develops students’ knowledge of branding goods and services. Students learn how to use branding theories to design effective branding strategies. Particular emphasis is placed on understanding the consumer psychology of brands and how to build a strong brand that resonates with consumers over time. Students develop knowledge of brand equity and the application of the marketing mix to branding strategies.
| Credit Points: | 3 |
| When Offered: | S1 Day - Session 1, North Ryde, Day |
| Staff Contact(s): | Dr Abas Mirzaei |
| Prerequisites: | |
| Corequisites: | |
| NCCW(s): | MKTG206 |
| Unit Designation(s): | |
| Unit Type: | |
| 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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