Strategic Brand Marketing unit (BMA710)

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

Specific information on 2027 unit availability will be available in August

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

2027 fee information will be available in August.

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.