University Course Planner The University of Adelaide Australia

MARKETNG 2506OUA - Building and Managing Brands

Career: Undergraduate
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
4236 Mon 06/06/2022 Thu 09/06/2022 Fri 22/07/2022 Wed 17/08/2022


Class Details

Enrolment Class: Tutorial
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.