LB5302 - Strategic Brand Management

Credit points:	03
Year:	2016
Student Contribution Band:	Band 3
Administered by:	College of Business, Law & Governance

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.

Assumed Knowledge:

Student's undertaking this subject are assumed to have prior marketing knowledge gained from LB5202 Marketing Management

Availabilities
JCU Singapore, Internal, Study Period 51
Census Date 07-Apr-2016
Coordinator:	Dr Janelle Rose
Contact hours:	36 hours lectures
Assessment:	end of semester exam (50%); group project (30%); case study (20%).
Restrictions:	An enrolment quota applies to this offering.
JCU Brisbane, Internal, Study Period 21
Census Date 07-Apr-2016
Coordinator:	Dr Janelle Rose
Contact hours:	36 hours lectures
Assessment:	end of semester exam (50%); group project (30%); case study (20%).

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.