MKTG 7001 Applied Channel Systems
Credit Points 10
Legacy Code 200733
Coordinator Daniela Spanjaard Opens in new window
Description This unit introduces students to various channel structures and their differing supply and distribution patterns; especially contemporary channel structures (Retail, eMarkets, etc.) will be addressed. Topics include value chain strategy and management, negotiation as well as the dealing with power and other relationship atmosphere elements.
Student Contribution Band HECS Band 4 10cp
Level Postgraduate Coursework Level 7 subject
Equivalent Subjects LGYA 8745 - Business Marketing Strategy
Students must be enrolled in a postgraduate program.
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
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
A computer and internet access
- 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]