MARKETNG 2506OUA - Building and Managing Brands
Career: | Undergraduate |
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Units: | 3 |
Term: | 4236 |
Campus: | Open Universities Australia |
Contact: | Up to 3 hours per week |
Restriction: | Available only to University of Adelaide Open Universities Australia students |
Available for Study Abroad and Exchange: | No |
Available for Non-Award Study: | No |
Assumed Knowledge: | MARKETNG 1001 |
Incompatible: | MARKETNG 2506, MARKETNG 3505 |
Assessment: | Exam/assignments/tests/tutorial work as prescribed at first lecture |
Syllabus: |
A company's brand will often be amongst the most valuable of their assets. Even start-up companies and individuals need to be conscious of what their brand stands for. The 'Brand Manager' in a large company is responsible for the maintaining and growing the value of the company's brand. This course prepares student for this role, for 'products' that may be a good or a service, a tangible or an intangible. Industry standard brand metrics are used as an introduction to practical measurement and management and the course advances to the theory of brand equity, points of parity and points of difference. Brand co-creation is explored, with particular reference to social media marketing such as Facebook, Twitter and Blogs. The leveraging of brand equity into brand extensions (as with Virgin) is evaluated as a form of growth strategy. |
Course Fees
Tuition fees for students undertaking this course are charged by Open Universities Australia.
Course Outline
A Course Outline which includes Learning Outcomes, Learning Resources, Learning & Teaching for this course may be accessed here
Critical Dates
Term | Last Day to Add Online | Census Date | Last Day to WNF | Last Day to WF |
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4236 | Mon 06/06/2022 | Thu 09/06/2022 | Fri 22/07/2022 | Wed 17/08/2022 |
Class Details
Enrolment Class: Tutorial | |||||||
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Class Nbr | Section | Size | Available | Dates | Days | Time | Location |
33314 | 01OU | 100 | 100 | This class does not have any timetabled face-to-face sessions. Please check MyUni or contact your Course Coordinator for details. |