Brand Development and Marketing

Course code GSBS6301Units 10Level 6000Faculty of Business and LawNewcastle Business School

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

Available in 2015

Newcastle City PrecinctTrimester 1, Trimester 3
WebLearn GradSchoolTrimester 2
Previously offered in 2014
ObjectivesOn 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.
ContentThis 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.
TransitionNot Applicable.
Industrial Experience0
Assumed KnowledgeGSBS6005 Marketing Management and Planning
GSBS6013 Customer Decision Making & Behavior
GSBS6300 Integrated Marketing Communications
Modes of DeliveryInternal Mode
Teaching MethodsCase Study
Assessment Items
Essays / Written AssignmentsCase analysis (individual)
Brand Plan
Presentations - GroupBrand Audit
Contact HoursLecture: for 3 hour(s) per Week for Full Term
Timetables2015 Course Timetables for GSBS6301