Course Title: Global Branding

Part A: Course Overview

Course Title: Global Branding

Credit Points: 12.00

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1417

RMIT University Vietnam

Undergraduate

830H School of Business and Management

Face-to-Face

Viet1 2018,
Viet1 2020,
Viet3 2020

MKTG1417

RMIT University Vietnam

Undergraduate

830H School of Business and Management

Face-to-Face or Internet

Viet3 2018

MKTG1417

RMIT University Vietnam

Undergraduate

830H School of Business and Management

Internet

Viet2 2019,
Viet2 2021,
Viet1 2022

MKTG1470

RMIT Vietnam Hanoi Campus

Undergraduate

830H School of Business and Management

Face-to-Face

Viet1 2020,
Viet3 2020

MKTG1470

RMIT Vietnam Hanoi Campus

Undergraduate

830H School of Business and Management

Internet

Viet2 2021,
Viet1 2022

Course Coordinator: Huynh Kim

Course Coordinator Phone: N.A.

Course Coordinator Email: kim.huynhthien@rmit.edu.vn

Course Coordinator Location: Saigon South

Course Coordinator Availability: By appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

Marketing Principles MKTG1205


Course Description

Brands are valuable assets for the company. You will learn how brands are viewed, built, managed and measured to ensure growth and sustainability.  You will learn how firms create a competitive advantage by incorporating consumer insight into an effective branding strategy. In addition, you will gain an understanding of the role of branding on product portfolio management. You will also learn which brand model best suits international plan and how to measure brand value and ROI


Objectives/Learning Outcomes/Capability Development

NA


On completion of this course you should be able to:

  • CLO1 – Understand core terms such as brand equity, brand positioning and brand architecture
  • CLO2 – Understand the challenges of managing a brand over time and geographical boundaries
  • CLO3 – Know how to measure brand equity and a range of brand performance related outcomes
  • CLO4 – Design marketing campaigns to build brand equity
  • CLO5 – Designing and implementing branding strategies


Overview of Learning Activities

Learning activities will involve online lectures and online class discussions, case studies, group projects, and student presentations. Students will have the opportunity to participate in projects and virtual visits aiming at enhancing their learning experiences associated with the course.


Overview of Learning Resources

As an enrolled student of RMIT University you will be provided with access via the internet to the RMIT Library databases and online facilities. If you require assistance with the RMIT library facilities the first person to contact is the Business Liaison Librarian for this school (this can be achieved remotely through the VLE Canvas). Contact details for Business Liaison Librarians are located online on the RMIT library website.

Additional industry-based resources may be available to you depending on the nature of your placement.


Overview of Assessment

Assessment Tasks


Assessment Tasks

Weighting

Linked Learning Outcomes

Assessment Task 1

20%

1,2,3

Assessment Task 2

40%

2,3,4,5

Assessment Task 3

40%

3,4,5