MKTG 3021 Strategic Brand Management

Credit Points 10

Coordinator Nicole Stegemann Opens in new window

Description Consumers' brand interaction in the marketplace is shaped by a digital and technology driven marketing environment. Innovative and interactive branding strategies have become the key to a successful marketing strategy. Students learn to strategically create, develop, innovate, position and protect branding in an ever-changing environment to establish a sustainable competitive advantage. Through these industry-related activities, students create a business driven portfolio, which can be presented to potential employers. This unit uses workshop sessions and online activities to create an interactive learning environment and bring the content to life.

School Business

Student Contribution Band HECS Band 4 10cp

Check your HECS Band contribution amount via the Fees page.

Level Undergraduate Level 3 subject

Pre-requisite(s) MKTG 1006

Equivalent Subjects MKTG 3001 - Brand and Product Management

Assumed Knowledge

Students are recommended to have completed 201084 Customer Insights and 201082 Customer Experience Fundamentals which will provide knowledge of consumer behaviour and market research.

Learning Outcomes

On successful completion of this subject, students should be able to:
  1. Evaluate brand equity using appropriate theoretical frameworks and tools.
  2. Assess brand strategies in a technology and driven marketplace.
  3. Apply appropriate tools for brand portfolio management.
  4. Effectively communicate brand strategies using a range of formats

Subject Content

1. Nature and difference between Brand & Product Management
2. Product Development
3. Essence of Building Strong Brands
4. Development of Digital Marketing Strategies
5. Importance of Innovation and Consumer Agency
6. Interactive Marketing Strategies
7. Brand Relationships
8. Brand Portfolio Management

Prescribed Texts

  • Keller, K.L. and V. Swaminathan 2019, Strategic brand management - building, measuring and managing brand equity, 5th Global edition, Pearson Higher Ed USA. [Or latest edition]

Teaching Periods

2022 Semester 2

Bankstown

Day

Subject Contact Nicole Stegemann Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

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Campbelltown

Day

Subject Contact Nicole Stegemann Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

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Parramatta City - Macquarie St

Day

Subject Contact Nicole Stegemann Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

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2022 Trimester 3

Wsu Online

Online

Subject Contact Nicole Stegemann Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

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