Bbm Unit Guide

Topics: Brand, Brand management, Brand equity Pages: 15 (4049 words) Published: August 19, 2013
Department of Marketing, Tourism and Hospitality Faculty of Business, Economics and Law

BRANDING AND BRAND MANAGEMENT MKT2BBM

Subject Learning Guide
Semester Two 2013 Melbourne Subject Coordinator: Tanvir Ahmed

ENQUIRIES Tanvir Ahmed Lecturer La Trobe University Victoria 3083

T 03 94792566 F 03 9479 3669 E a.tanvir@latrobe.edu.au www.latrobe.edu.au

Table of Contents
SUBJECT DETAILS GENERAL DETAILS ENROLMENT REQUIREMENTS STAFF CONTACTS SUBJECT DESCRIPTION SUBJECT INTENDED LEARNING OUTCOMES (SILOS) FACULTY GRADUATE CAPABILITIES LEARNING ACTIVITY SUMMARY ASSESSMENT AND FEEDBACK SUMMARY LEARNING RESOURCES STUDENT FEEDBACK ON SUBJECT SURVEY ACADEMIC INTEGRITY SCHEDULE OF LEARNING ACTIVITIES SESSION PLAN LEARNING ACTIVITY DETAILS ASSESSMENT AND FEEDBACK DETAILS DETAILED GRADING CRITERIA FOR WRITTEN WORK ASSESSMENT TASK 1, 2, 3, & 4 LEARNING RESOURCES READINGS LEARNING MANAGEMENT SYSTEM (LMS) LIBRARY STUDENT SUPPORT SERVICES ACADEMIC INTEGRITY SPECIAL CONSIDERATION EXTENSIONS, LATE SUBMISSIONS AND PENALTIES 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 6 7 7 8 8 9 9 10 10 10 10

La Trobe University

2

Subject Details
GENERAL DETAILS Subject Code: Teaching Period: Credit Points: MKT2BBM Semester Two 15 Subject Title: Location(s): Mode: Branding and Brand Management Melbourne Level: 2nd year, Undergraduate

ENROLMENT REQUIREMENTS Prerequisites: Co-requisites: Incompatibles: Assumed Skills & Knowledge: It is assumed that students undertaking this unit possess an understanding of the principles of marketing. If you have not taken the first year marketing subject, please see the one of the teaching staff for advice and additional recommended readings.

Special Study Requirements: STAFF CONTACTS Subject Coordinator & lecturer: Email: Location: Tutor: Email: Location: SUBJECT DESCRIPTION Strategic Brand Marketing is the process of organizing marketing activities around the introduction, promotion and optimization of brands and brand portfolios. Since brands are intangible assets, creating and nurturing a strong brand is a challenge. By applying the customer based brand equity (CBBE) model, analysing brand positioning and values and choosing and leveraging brand elements, marketers can design marketing strategies and programs to build strong brands, new brands and brand extensions, and manage brands over time, geographic boundaries and market segments. This course will provide students with the tools necessary to manage a portfolio of brand equities, including the ability to conduct a brand audit, focusing explicitly on the management task. As a result of studying this course, students will better understand what is necessary to build and maintain strong and powerful brands, one of the most valuable assets a company can have today. The course aims to ensure that students will have the relevant skills and abilities needed to give a competitive advantage within the corporate world. SUBJECT INTENDED LEARNING OUTCOMES (SILOS) 1 This course will provide an understanding of the meanings of brand in alternative ways. They will understand the appropriate concepts, theories and techniques related to the important issues in brand management operations. Also they will be able to apply the CBBE model to analyse a non-profit and for-profit brand presenting the analysis in an oral case and/or written project. Students will be able to conduct a brand audit of a goods or services / non-profit or for-profit brand presenting the analysis in an oral case and/or written project. Students will be able to identify the positioning and values for an identified brand presenting the analysis in an oral case and/or written project. Students will be able to manage strategies and programs for brands. Students will be able to manage renewal and extension strategies for brands. Students will be able to critique, add value to and integrate brand equity management practices for brands. Students will be able to plan and manage a team project for strategic...
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