Strategic Brand Marketing unit (BMA710)

Melbourne Study Centre, Hobart, Online

Introduction

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.

Summary

Unit name	Strategic Brand Marketing
Unit code	BMA710
Credit points	12.5
College/School	Tasmanian School of Business and Economics
Discipline	Marketing
Coordinator	Doctor Denni Arli
Delivered By	University of Tasmania and Third Party(ies): ECA
Level	Postgraduate

Availability

Location	Study period	Attendance options		Available to
Melbourne Study Centre	Semester 1
Hobart	Semester 1
Online	Semester 1

Note

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Key Dates

Study Period	Start date	Census date	WW date	End date
Semester 1	22/2/2026	16/3/2026	19/4/2026	13/6/2026

* 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 2026 are indicative and subject to change. Finalised census dates for 2026 will be available from the 1st October 2025. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

• 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.

Fee Information

Field of Education	Commencing Student Contribution 1,3	Grandfathered Student Contribution 1,3	Approved Pathway Course Student Contribution 2,3	Domestic Full Fee 4
080505	$2,174.00	$1,703.00	not applicable	$3,284.00

• 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 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.

If you have any questions in relation to the fees, please contact UniConnect or more information is available on StudyAssist.

Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.

Teaching

Teaching Pattern	Weekly recorded lecture: 1hr, 12 weeks  Weekly workshop: 2hr, 12 weeks
Assessment	Multiple Choice Quiz (25%)|Individual Presentations (30%)|Case Study Analysis (45%)
Timetable	View the lecture timetable | View the full unit timetable

Textbooks

Required

A textbook is not required for this unit.

Recommended

Berger, J. (2013). Contagious: Why things catch on. Simon & Schuster. Miller, D., & Peterson, J. (2020). Marketing made simple: A step-by-step storybrand guide for any business. HarperCollins Leadership. Romaniuk, J. (2018). Building distinctive brand assets. Oxford University Press. Romaniuk, J. (2021). Better brand health: Metrics that matter for marketing. Oxford University Press. Sharp, B. (2010). How brands grow: What marketers don’t know. Oxford University Press. Sharp, B., & Romaniuk, J. (2015). How brands grow: Part 2. Oxford University Press

The University reserves the right to amend or remove courses and unit availabilities, as appropriate.