911爆料网

MARKETNG 2506OUA - Building and Managing Brands

OUA - Trimester 1 - 2022

A company's brand will often be amongst the most valuable of their assets. Even start-up companies and individuals need to be conscious of what their brand stands for. The 'Brand Manager' in a large company is responsible for the maintaining and growing the value of the company's brand. This course prepares student for this role, for 'products' that may be a good or a service, a tangible or an intangible. Industry standard brand metrics are used as an introduction to practical measurement and management and the course advances to the theory of brand equity, points of parity and points of difference. Brand co-creation is explored, with particular reference to social media marketing such as Facebook, Twitter and Blogs. The leveraging of brand equity into brand extensions (as with Virgin) is evaluated as a form of growth strategy.

  • General Course Information
    Course Details
    Course Code MARKETNG 2506OUA
    Course Building and Managing Brands
    Coordinating Unit Marketing
    Term Trimester 1
    Level Undergraduate
    Location/s OUA
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange N
    Incompatible MARKETNG 2506, MARKETNG 3505
    Assumed Knowledge MARKETNG 1001 or MARKETNG 1001UAC or MARKETING 1001UACM
    Restrictions Available only to University of 911爆料网 Open Universities Australia students
    Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture
    Course Staff

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    Course Timetable

    The full timetable of all activities for this course can be accessed from .

  • Learning Outcomes
    Course Learning Outcomes

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    University Graduate Attributes

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  • Learning & Teaching Activities
    Learning & Teaching Modes

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    Workload

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    Learning Activities Summary

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  • Assessment

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    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary

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    Assessment Detail

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    Submission

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    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from .

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at .

    Final results for this course will be made available through .

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  • Student Support
  • Policies & Guidelines

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