Strategic Brand Marketing
Your upfront cost: $0
- 20 Feb 2023
Australia’s fourth oldest university, the University of Tasmania, is highly regarded internationally for teaching and academic excellence. The university offers more than 100 undergraduate degrees and more than 50 postgraduate programs across a range of disciplines. The university offers students a diverse range of opportunities, the chance to learn from leading experts, and excellent preparation for their future careers.
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Our student advisors are here to guide you with:
- Enrolling and eligibility
- Fee and loan information
- Credit and recognition for prior learning
Upon completion of this subject, the student should be able to:
- Explain theories and concepts related to branding.
- Apply specific branding theory and concepts
- Develop, implement, and evaluate brand strategies.
- Communicate orally and in written contexts.
- Week 1-Introduction to the subject
- Week 2-Brands and brand management
- Week 3-Brand identity and image
- Week 4-Awareness, preference and loyalty
- Week 5-Assessment planning week 1
- Week 6-Planning brand strategies
- Week 7-Brand positioning strategy
- Week 8-Evaluating performance and measuring equity
- Week 9-Assessment planning week 2
- Week 10-Branding on social media
- Week 11-Branding on social media (cont.)
- Week 12-Art, culture, entertainment and sport
- Week 13-Art, culture, entertainment and sport (cont.)
In order to enrol in this subject, you must be accepted into one of the following degrees:
No additional requirements
Brands and brand management are increasingly important for organisations in almost every industry. In many sectors, as products become increasingly similar, organisations are turning to branding as a way to differentiate their offerings and create customer preferences for them. In the modern world, branding goes well beyond the consumer goods markets, and is just as relevant to sporting teams, musicians, national parks and religions. In markets where competition is multifaceted, brands are valuable assets in developing effective marketing strategies and competitive advantage. Brands and brand equity need to be recognized as strategic assets and the basis of competitive advantage and long-term profitability.
The focus of this subject is on developing students knowledge and skills to be able to develop and manage brands. The subject first builds the theoretical foundations that are needed to understand brands and brand management. It then investigates key aspects of brand management, such as the measurement of brand performance and brand equity. Students will learn how to plan and apply skills to develop and manage brands. They will also develop a critical understanding of the issues surrounding the planning and evaluating of brand strategies. The final sections of the subject focusses on contemporary issues that are particularly important for branding practice.
- Quiz (10%)
- Group Presentation (60%)
- Discussion Posts (Online) (30%)
Current study term: 19 Feb 23 to 28 May 23
Check the learning management system (LMS) of your university for textbook details.