Course Title: Applied Brand Management

Part A: Course Overview

Course Title: Applied Brand Management

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2017


Singapore Inst of Management


625H Economics, Finance and Marketing


Offsh 1 09,
Offsh 1 10,
Offsh 1 11,
Offsh1 12

Course Coordinator: Samuelson Appau

Course Coordinator Phone: +61 9925 1323

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities

008953 - Marketing Principles or equivalent
008956 - Marketing Communications or equivalent
008963 - Buyer Behaviour or equivalent (New)
008961 - Market Research or equivalent (New)

Course Description

This course builds on concepts introduced in the foundational marketing courses, and provides additional theories and frameworks for managing brands and contemporary issues in marketing. You will apply these concepts and frameworks in designing brand management initiatives and strategies involving a authentic brand case. You will develop skills that are important for marketing practitioners, including the ability to communicate ideas and decisions clearly, concisely, and logically, as well as to collaborate effectively with others to scope, plan, and manage projects.

Objectives/Learning Outcomes/Capability Development


On successful completion of this course you will be able to:

  1. Conduct research and critically evaluate the environment in which a brand operates to identify implications for brand management.
  2. Apply brand management and marketing theories and frameworks to design effective brand management initiatives and strategies that address marketing challenges.
  3. Communicate effectively in a range of business contexts using a variety of media.
  4. Plan, develop and implement brand management projects.
  5. Apply and integrate brand management theories and practices in authentic business contexts.

Overview of Learning Activities

In this course you will be encouraged to be an active learner. Your learning will be supported through various in-class and online activities comprising individual and group work.

These may include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems; conducting presentations; debating selected topics; producing written work and collaborating with peers on set tasks or projects.

You will engage with a local industry partner to develop brand management initiatives and strategies involving a real-life business case/brand.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies\Blackboard. These may include topic notes and slides, a study schedule, assessment details, links to relevant internet information, readings and communication tools to facilitate collaboration with your peers and sharing of information.

Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT library website.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 50%
Linked CLOs: 1, 2, 3, 4, 5
Assessment Task 2: 30%
Linked CLOs: 1, 2, 3, 4
Assessment Task 3: 20%
Linked CLOs: 1, 2, 3

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.