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Strategic Brand Marketing
Postgraduate | CUR-MMK570 | 2024
See how brands are built, from the basic elements through to marketing programs. Evaluate existing brands, extend them, and revitalise! Learn how to measure brand value. Consider global perspectives. Observe brands over time.
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Part of a degree
- Duration
- 13 weeks
FEE-HELP available
Strategic Brand Marketing
About this subject
At the completion of this subject students will be able to:
- develop a framework to identify and establish brand positioning and values to build customer-based brand equity, including global perspectives
- plan and execute marketing strategies to build and strengthen the brand in the long-term
- conduct a thorough brand audit to identify and assess internal and external sources of brand equity
- apply brand management principles to resolve real-life branding challenges
- design specific strategies that focus on extending, revitalising and reinforcing existing brands to retain brand resonance
- demonstrate academic and professional integrity principles and apply writing, referencing and acknowledgement conventions required for the marketing discipline
- Introduction to strategic brand management
- Building blocks of a brand
- Brand elements
- Measuring and capturing brand value
- Brand architecture strategies
- Leveraging and Extending Brands
- Managing brands over time
- Global branding strategies
This subject was previously known as Strategic Brand Management.
In this subject , students will develop a keen understanding on how to develop appropriate marketing strategies that build and strengthen the brand in the long term. Topics are focused on designing and implementing marketing programs and activities to build, measure, and manage brand equity. The subject provides students with a framework for understanding how to develop dynamic brand and marketing strategies that enable the brand to adapt and thrive in an increasingly complex and volatile business environment characterised by changes from both internal and external forces. Finally, the subject emphasises on both the development of student’s theoretical knowledge and practical skills through the application of various branding and marketing theory to solve complex, real life brand challenges.
Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.
Find out more about the Academic Integrity module.
- Mid-semester test (30%)
- Brand case study (40%)
- Brand strategy pitch (30%)
For textbook details check your university's handbook, website or learning management system (LMS).
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- QS Ranking 2024:
- 14
- Times Higher Education Ranking 2024:
- 15
Entry requirements
To enrol in this subject, you must be admitted into a degree.
Additional requirements
No additional requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.