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Product & Brand Management - MARK6020
 Science students

   
   
 
Course Outline: MARK6020 Course Outline
 
 
Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 3
 
 
EFTSL: 0.06250 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: enrolment in program 8414 or permission of the Program Director
 
 
Fee Band: 3 (more info)
 
 
Further Information: See Class Timetable
 
  

Description

This course is designed to give participants a good working knowledge of the many aspects of product and brand management across consumer and industrial markets. The separation of product from the brand, changes to trademark and brand registration laws and the focus on building and maintaining brand equity has created a need for marketers to understand the complex relationship between products and brands and to develop brand strategies. The material covered in the course includes: the relationship between products and brands; the history of brands; product audits and brand architecture decisions; brand selection, registration, naming and design; legal requirements; brand performance measurement; creating, maintaining and measuring brand equity.
Exclusion: MARK5984

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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.