10 cp Prerequisites MKTG600 Marketing Management Teaching Organisation 3 hours of lectures and tutorials per week, over 12 weeks.
This unit is designed to introduce students to the concept of strategic brand management. While product brands will be studied in this unit, the emphasis will be on corporate brands which have replaced product brands in many markets due to the necessity to communicate effectively and efficiently with target markets. The historical development of the brand, brand structure, brand positioning and the brand as an intangible asset are discussed. Concepts underlying the corporate brand such as corporate identity, corporate image and corporate reputation are introduced. Students learn to research the corporate brand of companies by conducting behavioural, visual and communication audits. Case studies involving corporate brand crisis issues are presented to enable students to learn how to minimise their occurrence by effective corporate brand management. Corporate rebranding principles and strategies are also studied as well as effective brand communication strategies.