Brand Management - MARK6114

Faculty: UNSW Business School

School: School of Marketing

Course Outline: MARK6114 Course outline

Campus: Sydney

Career: Postgraduate

Units of Credit: 6

EFTSL: 0.12500 (more info)

Indicative Contact Hours per Week: 3

Enrolment Requirements:

Prerequisite: Enrolment in programs 7414 or 8423

Excluded: MARK6012, MARK6020

CSS Contribution Charge: 1 (more info)

Tuition Fee: See Tuition Fee Schedule

Further Information: See Class Timetable

View course information for previous years.


Sales derive from the behaviour and actions of consumers, customers, buyers and clients. Such behaviour is measured in terms of purchasing, repeat-buying, duplicate buying, retention and switching. An understanding of these measures and associated patterns and models is critically important. Practical uses of this knowledge are considered: auditing the performance of established brands, predicting and evaluating the performance of new brands, checking the nature of unfamiliar markets, of partitioned markets and of dynamic situations (for example, as a result of price-promotions, advertising, the introduction of loyalty-programs, and new product launches). This course also provides participants with a good working knowledge of many aspects of product and brand management within consumer and industrial markets. The course considers: the relationship between products and brands; the history of brands; product audits and brand architecture decisions; brand selection, registration, naming and design; legal requirements; brand performance measurement; creating, maintaining and measuring brand equity. Practical exercises illustrate the implications for understanding consumers, brands, the marketing mix and marketing management.

Exclusions: MARK5984, MARK6012, MARK6020

Brand Management

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