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 Denni Arli|
|Delivered By||University of Tasmania|
|Location||Study period||Attendance options||Available to|
- International students
- Domestic students
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|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 (refer to How do I withdraw from a unit? for more information).
Unit census dates currently displaying for 2024 are indicative and subject to change. Finalised census dates for 2024 will be available from the 1st October 2023. 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 to solve a marketing case study
- Develop, implement, and evaluate brand strategies.
- Communicate a strategic brand marketing case study analysis orally and in written contexts.
|Field of Education||Commencing Student Contribution 1,3||Grandfathered Student Contribution 1,3||Approved Pathway Course Student Contribution 2,3||Domestic Full Fee 4|
1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.
Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.
Introduction Lecture: 1hr, once in a term
Weekly recorded lecture: 1hr, 13 weeks
Workshop: 3hrs, 4 times in a semester
|Assessment||Multiple Choice Quiz (25%)|Individual Presentations (30%)|Case Study Analysis (45%)|
|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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