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Brand Management - MKTG311
Firms of nearly all types have come to the realisation that one of the most valuable assets they have is their brand. This unit explores branding across goods and services and introduces relevant theory used to design effective branding strategies. Besides discussing appropriate theories and models, the unit will also incorporate practical branding cases, so that students should be able to make and evaluate branding decisions in the future. Particular emphasis is placed on understanding the psychological principles at the consumer level that will improve managerial decision making with respect to brands. The unit will cover the importance of brand equity and the application of the marketing mix to brand strategies.
| Credit Points: | 3 |
| When Offered: | S1 Day - Session 1, North Ryde, Day MQC1 Day - Macquarie City Campus Study Period 1, Undergraduate, Day, March to June MQC3 Day - Macquarie City Campus Study Period 3, Undergraduate, Day, November to February |
| Staff Contact(s): | Dr Laknath Jayasinghe |
| Prerequisites: |
MKTG202 and MKTG203 and (STAT122 or STAT170 or STAT171 or PSY122) |
| Corequisites: | |
| NCCW(s): | MKTG206 |
| Unit Designation(s): | |
| Unit Type: | |
| Assessed As: | Graded |
| Offered By: | Department of Marketing and Management Faculty of Business and Economics |
Timetable Information
For unit timetable information and session dates for external offerings please visit the Timetables@Macquarie Website.