Apple, Nike, Disney. People buy products from these powerful brands because of what they mean and signify. A brand is a business’s most valuable asset. It can assist in attracting and retaining customers, differentiating products and creating a barrier to entry for competitors. This series of modules will provide essential skills and knowledge for understanding, building and maintaining your business’s brand. Participants will undertake practical activities and when they finish the course, they will have the knowledge to design and maintain a powerful and effective brand.
This course is designed for business owners, managers and supervisors, who want to improve their knowledge and practice of brand management.
Topics covered include:
- Understanding the essential tools to create a desirable and effective brand.
- Learning how to create consistent and effective brand relevant communications.
- Exploring how to evaluate and maintain the brand.
- Evaluating Brand Equity, Understanding Brand Elements, Creating Brand-Relevant Marketing Communications, Analysing Social Media Material and Crafting Secondary Brand Associations.
Module 1: Brand Management Fundamentals
- How do we brand?
- Understanding brand equity
- Building brand resonance
Module 2: Creating Brand Relevant Communication
- Evaluating brand elements
- Synergistic communication options
- Embedding secondary brand associations
Module 3: Evaluating Branding
- Creating brand architecture
- Brand evaluation tools
- The brand audit
Meet the presenter
Dr Jacqueline Burgess is an award-winning educator and researcher, who is a Lecturer in International Business and the Program Coordinator of the Bachelor of Business in the School of Business and Creative Industries at the University of the Sunshine Coast, Queensland, Australia. She has taught numerous marketing and international marketing courses at the undergraduate and postgraduate level, and she regularly collaborates with various small, national and multinational businesses. Her research has been published by numerous prestigious academic journals and covered by local, national and international news outlets.
"I can't speak highly enough about Jacqueline’s ability to encourage and motivate participants."
"Jacqueline’s positive attitude and passion for the subject matter made me feel inspired and motivated to learn. Her support was instrumental in building my confidence and pushing me to reach far beyond my comfort zone. Thank you for being an amazing mentor and educator!"
"I felt supported by Jacqueline and always encouraged to push the boundaries of my comfort zone and think outside of the box."
Gain credit towards a UniSC degree
Participating in a this course is a great way to experience what it is like to study at University and it may open up a pathway into a higher-level qualification. Upon completion of all three modules, you'll receive a UniSC Certificate of Completion. To gain credit or partial credit * towards a relevant Business and Creative Industries course at UniSC, you are required to successfully complete additional assessment (eg examination and short case study).
If you would like to apply for credit transfer based on completion of this course, refer to How to apply for credit to access the Application for credit transfer and recognition of prior learning form and include your UniSC Short Course or Microcredential Certificate.
* Conditions apply. Course credit is not available for students currently enrolled in a UniSC Business program. No more than one course credit obtained from UniSC Short Courses or Microcredentials can be applied to a future degree program.