At the centre of all marketing activity is the creation of sustainable brand equity: a brand’s ability to deliver value beyond the sum of its tangible parts. In today’s brand-saturated world, businesses continually seek new and creative ways to communicate who they are, what they offer, and why consumers should choose them over competitors.
This course explores how brands are built, why they succeed or fail over time, and how iconic brands are strategically managed. Taking a practical and applied approach, students will be challenged to think critically about real-world marketing problems while integrating brand management theories and knowledge from prior marketing courses, including consumer behaviour and integrated marketing communications. This course equips students with the tools and critical thinking skills necessary for strategic brand management in a fast-paced and ever-changing marketplace.
Learning Outcomes
Upon successful completion, students will have the knowledge and skills to:
- Critically evaluate key theories and frameworks of brand management for strategic marketing;
- Apply brand management theories to analyse and critique a business's marketing strategy;
- Implement a bespoke design for a strategic brand plan that demonstrates how value is co-created and sustained over time;
- Review peers' work to articulate the application of their identified brand management theories;
- Present in written and oral forms, demonstrating an understanding of brand management theories as central tenets of strategic marketing.
Other Information
Indicative Assessment
- Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentation, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary. (100) [LO 1,2,3,4,5]
- Oral assessment task. Further details, including % value, will be made available via the Class Summary. (0) [LO 1,2,3,4,5]
The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.
Workload
Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work.
Inherent Requirements
Students in this course are required to have the ability to:
- communicate to individuals and a broader audience in oral and written formats.
Requisite and Incompatibility
Prescribed Texts
Information about the prescribed textbook (if any) will be made available via the Class Summary.
Preliminary Reading
Information about the indicative readings (if any) will be made available via the Class Summary.
Fees
Tuition fees are for the academic year indicated at the top of the page.
Commonwealth Support (CSP) Students
If you have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). More information about your student contribution amount for each course at Fees.
- Student Contribution Band:
- 34
- Unit value:
- 6 units
If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
Where there is a unit range displayed for this course, not all unit options below may be available.
| Units | EFTSL |
|---|---|
| 6.00 | 0.12500 |
Course fees
- Domestic fee paying students
| Year | Fee |
|---|---|
| 2027 | $5640 |
- International fee paying students
| Year | Fee |
|---|---|
| 2027 | $7200 |
Offerings, Dates and Class Summary Links
ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.
First Semester
| Class number | Class start date | Last day to enrol | Census date | Class end date | Mode Of Delivery | Class Summary |
|---|---|---|---|---|---|---|
| 4551 | 22 Feb 2027 | 01 Mar 2027 | 31 Mar 2027 | 28 May 2027 | In Person | N/A |