Brand Dynamics

Unit Code:HBM529

Credit Points	Duration	Contact Hours	Campus	Prerequisite	Corequisite
12.5 Credit Points	One teaching period	36 hours	Hawthorn	Completion of all units in the Graduate Certificate of Marketing or equivalent.	Nil

Related Course/s:

A unit of study in the Master of Marketing suite and Master of Marketing Global Leadership Program.

Aims & Objectives:

In this unit students learn about creating and managing a brand. Know how to develop, manage, control and sustain brands in the marketplace. Know how to develop the brand as a representation of benefits to the customer and as an entity with a personality of its' own. Understand how a brand is a critical asset for the success of the organisation, and how it can be used both tactically and strategically against competitiors. Understand that the brand is a strategic tool and platform.

Upon completion of this unit students will be able to:-

Develop, manage, control and sustain brands in the marketplace.
Understand why a brand is:-
      - an asset critical to the success of a company;
      - a strategic weapon to be used against competitors;
      - a determinant of tactics as well as strategic tools and platforms;
      - a representation of benefits to consumers and as an entity having a 'personality'.
Understand the current research methods and challenges regarding brand management.
Work effectively in a team environment.

Teaching Methods:

Classes in either weekly or block mode

Assessment:

Group Assignment 30% - 40%
Individual Assignment 60% - 70%

Generic Skills Outcomes:

Teamwork skills
Analysis skills
Analysis and modelling skills
Research skills
Problem solving skills
Business model development skills
Project management skills
Communications skills
Presentation skills
Strategic thinking skills
Ability to tackle unfamiliar problems
Ability to work independently
Ability to engage in critical enquiry and discussion
Ability to tackle ethical business matters

Content:

The components of brand equity and corporate equity, brand identity and brand architecture theory
Models for evaluating brands.
Methods for diagnosing problems and anticipating challenges in brand management.
Current research challenges including measurement and monitoring of brand attitudes and behaviours and the usage of qualitative and quantitative research in the brand management and marketing communications areas.
Evaluating internal rates of return for a company’s branding strategy. Understanding the value of the brand and the question of expense vs. capitalisation.
The competencies required for an effective contribution to the managing of brands
The issues involved in international marketing and marketing communications, managing the global brand and the dilemma of standardisation vs. localisation
Cultural differences and how they impact upon marketing and marketing communications plans.
Ethics in marketing communications

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.