52664 Branding and Reputation
6cpRequisite(s): 8 credit points of completed study in spk(s): STM91123 Public Relations Stream OR 12 credit points of completed study in spk(s): MAJ09480 48cp Strategic Communication Major OR 12 credit points of completed study in spk(s): MAJ09482 48cp Media Business Major OR 12 credit points of completed study in spk(s): MAJ09483 48cp Media Business Major OR 12 credit points of completed study in spk(s): MAJ09484 48cp Media Business Major OR 8 credit points of completed study in spk(s): STM91124 Advertising Stream
Anti-requisite(s): 54048 Brand Advertising Strategies AND 59330 Advertising Practice
Description
This subject examines the evolution and logic of contemporary branding and reputational capital. Students develop a strong understanding of branding principles and learn how these drive consumer perceptions of brand reputations; and they examine how reputations are built, maintained and threatened in various contemporary contexts. Students apply theoretical knowledge and critical concepts – such as crowd cultures, brand equity and image restoration – to contemporary brand campaigns, individuals and organisations, and consider how these sit within culturally diverse, globalised contexts.
Typical availability
Autumn session, City campus,
Spring session, City campus
The subject is usually offered in these sessions. To confirm availability check the UTS Timetable Planner.
Detailed subject description.