Course Title: Brand Strategy

Part A: Course Overview

Course Title: Brand Strategy

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 2 2006,
Sem 2 2007,
Sem 2 2008,
Sem 2 2009,
Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 2 2012,
Sem 1 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017,
Sem 1 2018

Course Coordinator: Mr Stephen Downes

Course Coordinator Phone: No Phone

Course Coordinator Email:

Course Coordinator Availability: By Appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study
008994 - Marketing Management (MKTG1100/MKTG1295)
008995 - Consumer Behaviour (MKTG1101)
008996 - Marketing Communication Strategy (MKTG1103)
008997 - Marketing Research (MKTG1104)

Course Description

Brand Management is a key topic for your degree and your career as professional marketers. Brands represent the most important asset a firm has and are therefore crucial to creating lasting value. This course will focus on the management of brands, including evaluating, developing and building brands, and measuring brand performance and the impact of digital media on brands. You will also focus on how marketers mange brand meaning and value and develop brand strategies across a variety of business services. Close attention will be paid to the role customers and other stakeholders play in creating brand meaning and value.

Objectives/Learning Outcomes/Capability Development


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

  1. Apply relevant branding theories, models and frameworks to evaluate business situations
  2. Develop appropriate branding strategies and tactics to improve business outcomes
  3. Demonstrate critical and innovative thinking to evaluate alternative branding strategies and in doing so, find an effective solution that best benefit various stakeholders
  4. Draw on appropriate data sources through your research to justify your branding strategies in the context of business strategy.
  5. Communicate your branding strategies and solutions at a high standard, that is, within the conventions of academic standards at a masters’ degree level.

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; producing written work, collaborating with peers on set tasks or projects and applying time and self-management skills to assessable work.

Overview of Learning Resources

There is a recommended textbook for this course.
Other resources include recommended academic journal articles and business magazine articles. The course is supported online using Canvas through myRMIT. Canvas gives access to important announcements; staff contact details, the teaching schedule, assessment time lines and a variety of important learning materials. Canvas is central to this course and must be checked regularly for assignment information and course materials.
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 will be made available to you as required during the teaching period.

Overview of Assessment

The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.

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

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.