It is strongly recommended that you complete BMA506 Foundations of Marketing and BMA604 Consumer Decision Making before undertaking this unit to ensure you have the necessary level of knowledge to successfully complete assessments.
Due to COVID-19 restrictions this unit has an on-campus enrolment maximum enrolment quota in 2021.
Brands and brand management are increasingly important for organisations in almost every industry. In many sectors, as products become increasingly similar, organisations are turning to branding as a way to differentiate their offerings and create customer preferences for them. In the modern world, branding goes well beyond the consumer goods markets, and is just as relevant to sporting teams, musicians, national parks and religions. In markets where competition is multifaceted, brands are valuable assets in developing effective marketing strategies and competitive advantage. Brands and brand equity need to be recognized as strategic assets and the basis of competitive advantage and long-term profitability. The focus of this unit is on developing students knowledge and skills to be able to develop and manage brands. The unit first builds the theoretical foundations that are needed to understand brands and brand management. It then investigates key aspects of brand management, such as the measurement of brand performance and brand equity. Students will learn how to plan and apply skills to develop and manage brands. They will also develop a critical understanding of the issues surrounding the planning and evaluating of brand strategies. The final sections of the unit focusses on contemporary issues that are particularly important for branding practice.
|Unit name||Strategic Brand Marketing|
|College/School||College of Business & Economics
Tasmanian School of Business and Economics
|Coordinator||Doctor Kim Lehman|
|Available as student elective?||No|
|Delivered By||University of Tasmania|
|Location||Study period||Attendance options||Available to|
|Hobart||Semester 1||On-Campus||Off-Campus||International International||Domestic Domestic|
- International students
- Domestic students
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Units are offered in attending mode unless otherwise indicated (that is attendance is required at the campus identified). A unit identified as offered by distance, that is there is no requirement for attendance, is identified with a nominal enrolment campus. A unit offered to both attending students and by distance from the same campus is identified as having both modes of study.
|Study Period||Start date||Census date||WW date||End date|
* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).
Unit census dates currently displaying for 2022 are indicative and subject to change. Finalised census dates for 2022 will be available from the 1st October 2021. Note census date cutoff is 11.59pm AEST (AEDT during October to March).
- explain theories and concepts related to branding.
- apply specific branding theory and concepts
- develop, implement, and evaluate brand strategies.
- communicate orally and in written contexts.
|Field of Education||Commencing Student Contribution 1||Grandfathered Student Contribution 1||Approved Pathway Course Student Contribution 2||Domestic Full Fee|
- Available as a Commonwealth Supported Place
- HECS-HELP is available on this unit, depending on your eligibility3
- FEE-HELP is available on this unit, depending on your eligibility4
1 Please refer here more information on student contribution amounts.
2 Information on eligibility and Approved Pathway courses can be found here
3 Please refer here for eligibility for HECS-HELP
4 Please refer here for eligibility for FEE-HELP
Please note: international students should refer to this page to get an indicative course cost.
|Assessment||Test or quiz (10%)|Presentation (60%)|Discussion posts (online) (30%)|
|Timetable||View the lecture timetable | View the full unit timetable|
A textbook is not required for this unit.
Andreasen, A. & Kotler, P .(2013). Strategic marketing for non-profit organizations (Pearson New International edn), Pearson Education, Hoboken, NJ.
Beverland, M. (2018), Brand management: Co-creating meaningful brands, SAGE Publications, Inc, London.
Johansson, J. K. & Carlson, K. A. (2015). Contemporary brand management, SAGE Publications, Inc, London.
Keller, K.L. & Swaminathan, V. (2019). Strategic brand management: Building, measuring, and managing brand equity (5th Global edn), Pearson Education Limited , Upper Saddle River, NJ.
Kotler, P. & Pfoertsch, W. (2006). B2B Brand Management, Springer, Berlin. Uncles, M. (2011). Perspectives on brand management, Tilde Publishing, Melbourne.
Riezebos, R. (2003). Brand management: A theoretical & practical approach, FT Prentice Hall, Harlow.
|Links||Booktopia textbook finder|
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