MKTG3003
10 units
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.
Availability
Ourimbah
- Semester 1 - 2020
Newcastle City Precinct
- Semester 1 - 2020
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:
- What is a brand?
- The branding process
- Consumer based brand equity
- Brand position and value
- Selecting brand elements
- Brand design
- Brand personality and developing brand associations
- Communicating brands
- Naming new products and brand extensions
- 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.