Credit Points 10

Legacy Code 200734

Coordinator Nicole Stegemann Opens in new window

Description This unit focuses on a holistic approach to creating value through the brand building process and including integrated marketing communication strategies. The main objective of the unit is to address the value creation process and the central role that brands play as the mechanism for value creation and communication with interest groups (consumers, employees and other stakeholders). This unit will also cover corporate communications and new media as means of value creation strategies.

School Business

Discipline Marketing

Student Contribution Band HECS Band 4 10cp

Level Postgraduate Coursework Level 7 subject

Equivalent Subjects LGYA 8737 - Promotion Management LGYA 4475 - Promotion and Advertising Overseas

Restrictions

Students must be enrolled in a postgraduate program.

Learning Outcomes

On successful completion of this subject, students should be able to:

1. Appreciate the role of brand and product management in creating value for the organisation
2. Communicate the critical importance of brand equity and of developing a distinct brand identity
3. Apply innovative marketing communications to value creation.
4. Demonstrate how regulatory issues pertaining to consumer protection affect brand building and value creation

Subject Content

Introduction and Overview
Objectives of Value Creation
Building Brands
Positioning Strategies
Theoretical perspectives in value creation
Brand and Message Strategies
Integrated Brand Promotion Strategies
New Media
Corporate communication
Co-creation of value in the communication channel
Co-Branding and Communication Strategies
Integrated Message Strategies