School Of Business

Frontiers of BrandingWestern Sydney University Unit Code: 201024.1

Discipline: MARKETING

Student Contribution Band: 4

Level: 7

Credit Points: 10

Assumed Knowledge
An understanding of marketing theory and relevant principles is assumed.

Equivalent Units
200824 - Integrated Brand Management

Unit Enrolment Restrictions
Students must be enrolled in a postgraduate Business course or 1888 Master of Education (Leadership and Management

About this Unit
Technology has dramatically changed the way brands interact in the marketplace. Marketers are increasingly faced with the challenge of meeting the needs of sophisticated consumers who have multiple brands to choose from in a very competitive environment. This makes innovative branding strategies the key differentiating variable. This unit helps students understand the concept of branding and the utilization of brand assets by learning to strategically create, develop, innovate, position and protect the brand in an ever-changing environment in order to establish a sustainable competitive advantage.

Special Requirements - Essential Equipment
Prescribed text, stationery, access to computer, Internet and Library.

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