This postgraduate unit provides opportunities for students to develop an enhanced depth and breadth of knowledge in the complex field of brand management. The current branding literature is critically evaluated to systematically assess brand management strategies. The unit is designed for students to understand the dimensionality of branding across geographic boundaries, brand portfolios and diachronically, ie over time. A strong emphasis is placed on scholarly work in order to allow for an in-depth understanding of the related branding and marketing literature. Postgraduate capabilities will be developed in order to prepare students for the competitive business careers by applying... -- Course Website
Instructor: Dr LayPeng Tan
Prerequisites: BUS651 or MKTG696 or admission to MCom or MIntBus or MEc or MActPrac prior to 2011
