MKTG2001

MKTG2001: Brand Management

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Which units require MKTG2001?

MKTG2001 is a prerequisite for 1 unit.

MKTG3004

What is MKTG2001 about?

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.

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Unit details

Credits25

Contact Hours3 Weekly

Result TypeGrade/Mark

AreaSchool of Management and Marketing (1276)

Field of Education080500 Sales and Marketing (Narrow Grouping)

Handbook View Official Handbook Page →

How this unit is taught

Online Lecture1 x 1 hour weekly
Tutorial1 x 2 hours weekly