Course Title: Brand Strategy

Part A: Course Overview

Course Title: Brand Strategy

Credit Points: 12.00

Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG1126	City Campus	Postgraduate	625H Economics, Finance and Marketing	Face-to-Face	Sem 2 2006, Sem 2 2007, Sem 2 2008, Sem 2 2009, Sem 1 2010, Sem 2 2010, Sem 1 2011, Sem 2 2011, Sem 2 2012, Sem 1 2013, Sem 1 2014, Sem 2 2014, Sem 1 2015, Sem 2 2015, Sem 1 2016, Sem 2 2016, Sem 1 2017, Sem 1 2019, Sem 1 2020, Sem 2 2020, Sem 1 2021, Sem 2 2021, Sem 2 2022, Sem 2 2023

Flexible Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG1400	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2018 (KP4)
MKTG1400	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2019 (KP6)
MKTG1400	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2020 (KP4)
MKTG1400	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2021 (KP3)
MKTG1400	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2022 (KP3)
MKTG1400	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2023 (KP3)
MKTG1400	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2024 (KP3)

Course Coordinator: Dong Hoon Shin

Course Coordinator Phone: Details provided on Course Canvas

Course Coordinator Email: dong.hoon.shin@rmit.edu.au

Course Coordinator Location: Melbourne campus Building 80

Course Coordinator Availability: By appointment, via email

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study
008994 - Marketing Management (MKTG1100/MKTG1295)
008995 - Consumer Behaviour (MKTG1101)
008996 - Marketing Communication Strategy (MKTG1103)
008997 - Marketing Research (MKTG1104)

Course Description

Brand Management is a key topic for your degree and your career as professional marketers. Brands represent the most important asset a firm has and are therefore crucial to creating lasting value. This course will focus on the management of brands, including evaluating, developing and building brands, and measuring brand performance and the impact of digital media on brands. You will also focus on how marketers mange brand meaning and value and develop brand strategies across a variety of business services. Close attention will be paid to the role customers and other stakeholders play in creating brand meaning and value.

Objectives/Learning Outcomes/Capability Development

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On successful completion of this course you will be able to:

1. Apply relevant branding theories, models and frameworks to evaluate business situations
2. Develop appropriate branding strategies and tactics to improve business outcomes
3. Demonstrate critical and innovative thinking to evaluate alternative branding strategies and in doing so, find an effective solution that best benefit various stakeholders
4. Draw on appropriate data sources through your research to justify your branding strategies in the context of business strategy.
5. Communicate your branding strategies and solutions at a high standard, that is, within the conventions of academic standards at a masters’ degree level.

Overview of Learning Activities

In this course you will be encouraged to be an active learner. Your learning will be supported through various in-class and online activities comprising individual and group work. These may include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems; conducting presentations; producing written work, collaborating with peers on set tasks or projects and applying time and self-management skills to assessable work.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies\Canvas. The lecture notes and workshop notes are posted on Canvas.

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period. 

Overview of Assessment

The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.

Assessment Task 1: 20%
Linked CLOs: 1, 2

Assessment Task 2: 30%
Linked CLOs: 1, 2, 3

Assessment Task 3: 50%
Linked CLOs: 1, 2, 3, 4, 5

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.