The University of Newcastle, Australia
Available in 2019
Course code

MKTG3003

Units

10 units

Level

3000 level

Course handbook

Description

Branding is much more than designing a logotype and choosing a slogan. Branding is a means to create and deliver a promise of value to customers. Marketers have begun to use branding to enhance customers¿ understanding of their products in a way that creates multiple cognitive associations between the brand and the product, which customers use as an input to decision-making. Therefore, this course focuses on the development and management of brands as valuable assets in delivering value to customers. It provides a thorough understanding of models of brand development and management and incorporates practical branding examples, so that students can make and evaluate branding decisions in the future. While the course is primarily offered to students undertaking a major in marketing, it is also offered to any students with an interest in marketing and/or management.


Availability2019 Course Timetables

Ourimbah

  • Semester 1 - 2019

Newcastle City Precinct

  • Semester 1 - 2019

Learning outcomes

On successful completion of the course students will be able to:

1. Demonstrate an integrative understanding of brand marketing concepts

2. Critically evaluate components of a brand

3. Demonstrate specialised knowledge of branding strategies

4. Engage collaboratively to apply branding principles and theories in the development of a brand strategy


Content

The topics in this course include the following:

  1. What is a brand?
  2. The branding process
  3. Consumer based brand equity
  4. Brand position and value
  5. Selecting brand elements
  6. Brand design
  7. Brand personality and developing brand associations
  8. Communicating brands
  9. Naming new products and brand extensions
  10. Tracking and measuring brand performance

Assumed knowledge

MKTG1001 Foundations of Marketing or MKTG2100 Principles of Marketing


Assessment items

Quiz: Examination In Class: Individual Quiz

Essay: Essay/Written Assignments: Individual Brand Critique

Presentation: Essay/Written Assignments: Group Brand Launch

Formal Examination: Examinations Formal: Final Exam


Contact hours

Ourimbah and Newcastle City Precinct

Integrated Learning Session

Face to Face On Campus 2 hour(s) per Week for Full Term

Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.