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MART468 Branding

Development of skills to analyse and manage brands effectively, based on current theoretical understanding in the academic branding literature and its application to contemporary cases.

Paper title Branding
Paper code MART468
Subject Marketing Management
EFTS 0.1667
Points 20 points
Teaching period Second Semester
Domestic Tuition Fees (NZD) $1,037.87
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Notes
Normally available only to postgraduate and/or DipGrad students.
Course outline
View the course outline for MART 468
Teaching Arrangements
One 2-hour lecture each week, for 13 weeks.
Textbooks
There is no required textbook for this paper.
Contact
marketing@otago.ac.nz
Teaching staff
Professor John Knight
Paper Structure
This paper will cover the following themes:
  • Brand Management Strategy
  • Corporate Branding and Reputation
  • Brand Personality and Brand Trust
  • Positioning of Brands
  • Brand Image
  • Brand Extensions
  • Brand Performance Measures
  • Brand Equity
  • Consumer Behaviour and Brands
  • Brand Narratives and Consumer Connection Brands
  • Brand Community and Word of Mouth
  • Celebrity Endorsement
  • Brand Names and Logos
  • Brands and Emotion
  • Standardisation vs Adaptation of Brand Names
  • Cause-Related Marketing
  • Counterfeiting and Brand Devaluation
  • Reputation and Crisis Management
  • Product-Country Images
  • Country of Manufacture/Origin
  • Positioning a Country Brand
  • Destination Brands
  • Online Brands
  • "Cool" Brands
  • Retro-branding
Graduate Attributes Emphasised
Lifelong learning, Communication, Critical thinking, Information literacy, Research.
View more information about Otago's graduate attributes.
Learning Outcomes
Upon successful completion of the paper, students will be able to
  • Explore the theoretical underpinning of branding concepts
  • Examine methods for positioning and branding products or services in the marketplace
  • Critically evaluate branding theory and apply this knowledge to branding campaigns
  • Produce a brand audit by analysing an organisation's brand, its brand management and its marketing effectiveness

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Timetable

Second Semester

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard

Development of skills to analyse and manage brands effectively, based on current theoretical understanding in the academic branding literature and its application to contemporary cases.

Paper title Branding
Paper code MART468
Subject Marketing Management
EFTS 0.1667
Points 20 points
Teaching period Second Semester
Domestic Tuition Fees Tuition Fees for 2018 have not yet been set
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

^ Top of page

Notes
Normally available only to postgraduate and/or DipGrad students.
Contact
marketing@otago.ac.nz
Teaching staff
To be advised
Teaching Arrangements
One 2-hour lecture each week for 13 weeks.
Paper Structure
This paper will cover the following themes:
  • Brand Management Strategy
  • Corporate Branding and Reputation
  • Brand Personality and Brand Trust
  • Positioning of Brands
  • Brand Image
  • Brand Extensions
  • Brand Performance Measures
  • Brand Equity
  • Consumer Behaviour and Brands
  • Brand Narratives and Consumer Connection Brands
  • Brand Community and Word of Mouth
  • Celebrity Endorsement
  • Brand Names and Logos
  • Brands and Emotion
  • Standardisation vs Adaptation of Brand Names
  • Cause-Related Marketing
  • Counterfeiting and Brand Devaluation
  • Reputation and Crisis Management
  • Product-Country Images
  • Country of Manufacture/Origin
  • Positioning a Country Brand
  • Destination Brands
  • Online Brands
  • "Cool" Brands
  • Retro-branding
Textbooks
There is no required textbook for this paper.
Course outline
View the course outline for MART 468
Graduate Attributes Emphasised
Lifelong learning, Communication, Critical thinking, Information literacy, Research.
View more information about Otago's graduate attributes.
Learning Outcomes
Upon successful completion of the paper, students will be able to
  • Explore the theoretical underpinning of branding concepts
  • Examine methods for positioning and branding products or services in the marketplace
  • Critically evaluate branding theory and apply this knowledge to branding campaigns
  • Produce a brand audit by analysing an organisation's brand, its brand management and its marketing effectiveness

^ Top of page

Timetable

Second Semester

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard