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LB5302 - Strategic Brand Management

[Offered in 2012 only]

Credit points: 3
Year: 2012
Student Contribution Band: Band 3
Administered by: School of Business

The most important intangible asset of any business is its brand. Powerful brands deliver enormous income and elicit the attention of various stakeholders - be they investors, talented human capital or loyal customers. This subject delivers an in-depth perspective of the function of brand management. This includes its processes, tools, strategies and tactical elements that must be judiciously combined to build potent brands. The subject, while ensuring the delivery of advanced brand management theories, will also prepare student's for the practical management of brands that often operate in a dynamic environment. Brand custodians work with management at the corporate level to ensure that brand strategy links with corporate strategy to deliver higher levels of internal productivity as well as external competitive advantage.

Learning Outcomes

  • understand the concept and role of brand management in the contemporary business environment;
  • discuss, analyse and apply brand management concepts, tools, techniques and strategies in the real business world;
  • understand the process of brand management and apply the process to managing brand portfolios;
  • acquire deep insights into elements in the environment that impact the construction and delivery of brand experiences;
  • apply various maketing and other functional tools to deliver the brand experience to stakeholders; and acquire a deep understanding of the metrics that are used while auditing brand performance, and how the audit results may alter the direction of brands in a given market.

Graduate Qualities

  • The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
  • The ability to appraise information critically;
  • The ability to think laterally and be original;
  • The ability to conceptualise and evaluate a range of potential solutions to relevant problems;
  • The potential to lead and contribute to projects effectively and efficiently;
  • The ability to conduct their research in an ethical manner;
  • The ability to make constructive contributions to project teams or collegial activities.
Assumed
Knowledge:
Student's undertaking this subject are assumed to have prior marketing knowledge gained from LB5202 Marketing Management

Availabilities

JCU Brisbane, Study Period 22, Internal
Census Date 09-Aug-2012
Coordinator: Dr Janelle Rose
Workload expectations:
  • 36 hours lectures - Combination of Lectures, Workshops and Seminars
Assessment: end of semester exam (50%); assignments (15% - 20%); brand management plan and brief (30% - 35%).

JCU Singapore, Study Period 51, Internal
Census Date 22-Mar-2012
Coordinator: Dr Janelle Rose
Workload expectations:
  • 36 hours lectures - Combination of Lectures, Workshops and Seminars
Assessment: end of semester exam (50%); assignments (15% - 20%); brand management plan and brief (30% - 35%).

JCU Singapore, Study Period 52, Internal
Census Date 09-Aug-2012
Coordinator: Dr Janelle Rose
Workload expectations:
  • 36 hours lectures - Combination of Lectures, Workshops and Seminars
Assessment: end of semester exam (50%); assignments (15% - 20%); brand management plan and brief (30% - 35%).

JCU Singapore, Study Period 54, Block
Census Date 15-Mar-2012
Face to face teaching 03-Mar-2012 to 18-Mar-2012 (Teaching over 3 weekends with exam scheduled on another weekend.)
Coordinator: Dr Janelle Rose
Workload expectations:
  • 36 hours lectures - Combination of Lectures, Workshops and Seminars
Assessment: end of semester exam (50%); assignments (15% - 20%); brand management plan and brief (30% - 35%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.