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GSBS6301

Brand Development and Marketing

10 Units

In contemporary markets where competition is multifaceted, brands are valuable assets in developing effective marketing strategies and competitive advantage. The course focuses on the development and management of brands as valuable assets in developing competitive marketing strategies. It promotes an understanding of models for managing product portfolios at the brand level, measuring brand performance, and developing brand equity through an understanding of consumer awareness, preference and loyalty to brands. Students are provided with key skills in developing and managing brands in a range of business environments and industries. An overarching course rationale is the place branding occupies within the domain of marketing, namely in relation to identification of critical branding strategies, measuring brand performance, and developing brand equity and consumer loyalty

Faculty Faculty of Business and Law
School Newcastle Business School
Availability Trimester 1 - 2014 (WebLearn GradSchool)
Trimester 2 - 2014 (Newcastle City Precinct)
Trimester 3 - 2014 (WebLearn GradSchool)
Objectives

On successful completion of this course, students will be able to:

  1. Comprehend and relate the fundamental principles involved in managing products and their brands;
  2. Identify and interpret the essential issues when planning brand strategies;
  3. Critically evaluate a contemporary branding strategy;
  4. Work collaboratively to apply branding principles, theories and models within an in-depth branding project; and
  5. Communicate specialised branding knowledge orally and in written context.
Content

This course includes but is not limited to the following topics:

  1. What is a Brand? Brands and Brand Management.
  2. Consumer Based Brand Equity
  3. Brand Positioning and Values
  4. Developing and Selecting Brand Elements
  5. Communicating Brands; Leveraging Secondary Brand Knowledge
  6. Planning and Pitching a Brand Proposal
  7. Tracking Measuring and Managing Brand Equity
  8. Designing and Implementing a Branding Strategy
  9. New Products and Brand Extensions 10.Branding Across Product Types, 11.Managing Brands over Time and Geographic Boundaries
Replacing Course(s) Not Applicable.
Transition Not Applicable.
Industrial Experience 0
Assumed Knowledge GSBS6005 Marketing Management and Planning GSBS6013 Customer Decision Making & Behavior GSBS6300 Integrated Marketing Communications
Modes of Delivery Internal Mode
Teaching Methods Case Study
Lecture
Workshop
Assessment Items
  • Essays / Written Assignments - Case analysis (individual) Brand Plan
  • Presentations - Group - Brand Audit
Contact Hours
  • Lecture: for 3 hour(s) per Week for Full Term
Compulsory Components None listed
Course Materials None listed
Timetable 2014 Course Timetables for GSBS6301

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