GSBS6301Brand Development and Marketing

Course handbook

Description

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

Availability2020 Course Timetables

Learning outcomes

On successful completion of the 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 Communities and Customer Engagement
4. Developing and Selecting Brand Elements
5. Communicating Brands; Leveraging Secondary Brand Knowledge
6. Tracking Measuring and Managing Brand Equity
7. Designing and Implementing a Branding Strategy
8. New Products and Brand Extensions
9. Branding Outcomes

Assumed knowledge

GSBS6005 Marketing Management and Planning

GSBS6013 Customer Decision Making & Behavior

GSBS6300 Integrated Marketing Communications

Assessment items

Written Assignment: Individual Case Analysis

Case Study / Problem Based Learning: Group Brand Audit Report

Case Study / Problem Based Learning: Group Brand Audit Presentation (F2F only)

Proposal / Plan: Individual Brand Plan

Contact hours

Newcastle City Precinct and Online