MKTG 7029 Strategic Value Creation
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.
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
Students must be enrolled in a postgraduate program.
On successful completion of this subject, students should be able to:
- Appreciate the role of brand and product management in creating value for the organisation
- Communicate the critical importance of brand equity and of developing a distinct brand identity
- Apply innovative marketing communications to value creation.
- Demonstrate how regulatory issues pertaining to consumer protection affect brand building and value creation
Introduction and Overview
Objectives of Value Creation
Theoretical perspectives in value creation
Brand and Message Strategies
Integrated Brand Promotion Strategies
Co-creation of value in the communication channel
Co-Branding and Communication Strategies
Integrated Message Strategies
The following table summarises the standard assessment tasks for this subject. Please note this is a guide only. Assessment tasks are regularly updated, where there is a difference your Learning Guide takes precedence.
|Report||1500 words individual seminar paper||30||N||Not Known|
|Applied Project||2500 words group reports and 15minute presentation||30||N||Not Known|
|Portfolio||Prepare and conduct a seminar activity, weekly online posts 200 words as well as preparation of discussion questions for weeks 2 to 8||40||N||Not Known|