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, Viet3 2022, Viet2 2023, Viet1 2024, Viet2 2024
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, Viet3 2022, Viet2 2023, Viet1 2024, Viet2 2024

Course Coordinator: Hoang Ai Phuong

Course Coordinator Phone: 028 3776 1300

Course Coordinator Email: phuong.hoangai@rmit.edu.vn

Course Coordinator Location: Saigon South

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

Enforced requisite:

MKTG1418 Marketing Intelligence (Course ID: 052666) 

Visit Course requisites for more information.

 

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