Course

Product & Brand Management - MARK6020

Faculty: Australian School of Business

School: School of Marketing

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 Graduate Certificate or Master of Marketing programs

CSS Contribution Charge: 3 (more info)

Tuition Fee: See Tuition Fee Schedule

Further Information: See Class Timetable

View course information for previous years.

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
Science students

Study Levels

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