Strategic branding

Why are some brands so memorable, while other brands quickly disappear? How does a company build strong brands and what can marketers do to effectively manage their brands to ensure it stands out in a competitive environment? A strong brand is a company’s most valuable asset, because of what it signifies, e.g. “trustworthy, value for money, reliable, safe.” Thus, branding is about reputation. This unit takes a strategic approach to answer these questions – to remain competitive, a brand requires a strong value proposition and must be able to defend itself against competing brands and be able to influence the market in its favour. The unit examines how branding issues should be integrated into the overall marketing activities The unit aims to provide you with an understanding of the concepts and tools used in building and managing brands to ensure the perpetuation of the company’s reputation, which is symbolised within the brand.

Case-based teaching - This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.

Enquiry-based learning - This unit engages you in enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.

Problem-based learning - This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.

Active learning - This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.