Brand Management

This qualification will provide both New Zealand and Global businesses and organisations with graduates who can apply advanced business management knowledge and skills to be able to manage within a business management environment.

In addition to advanced business management knowledge and skills, graduates will be able to design effective marketing programmes to build, measure and manage brand equity.


36 weeks (2 x 18 week Academic Terms)


NZ$ 19,804

2021 Intake Dates

11 February 2021 (AKL & CHCH)

22 April 2021 (CHCH)

1 July 2021 (AKL)

9 September 2021 (CHCH)

14 October 2021 (AKL)

18 November 2021 (CHCH)

Entry Criteria

Applicants must provide evidence of:

  •  A Level 6 or higher qualification in Business (or equivalent) OR
  •  A degree in other disciplines related to Brand Management OR
  •  A minimum of four years relevant industry experience in a Business related field, requiring knowledge equivalent to at least a Level 6   Business qualification. AND
  •  International students for whom English is not their first language, must also have an IELTS score of 6.0 (Academic) with no individual band lower than 5.5, or equivalent evidence of English Language proficiency in accordance with NZQA regulations.


Students will be required to study the following eight papers in two semesters:

MGT701 Strategic Management

This course develops an understanding of the overall process of strategy making to increase the performance of a company, thereby increasing the value of the enterprise to its owners and shareholders. In this course students will explore strategies that a company’s managers pursue to attain a competitive advantage.

MGT702 Strategic Contemporary Marketing

This course develops an understanding of the overall process of marketing including research, planning, implementation and control of marketing activities in the contemporary business environment. The main emphasis is on the practical application of marketing concepts covered in the course, using NZ and international consumer products as examples to broaden the knowledge base in contemporary marketing.

MGT703 People and Organisation

This course develops an understanding of the linkage between organisations; human resource management (HRM) and business success. Students will be exposed to the principles of organisational behaviour and the fundamentals of HRM. Important concepts such as organisation structure and design; power and politics; motivation and job satisfaction; recruitment and selection, employee development and performance management will be discussed.

MGT704 Financial Management

This course provides an overview of financial management basics for financial decision making. Students will cover the fundamentals of financial management to support both short and long-term financial decisions of the firm. Includes topics related to sources of short-term and long-term financing, financial statement analysis, time value of money, capital budgeting and working capital management.

BM701 Strategic Brand Management

This course deals with brands and their importance in the business world. The most important asset that the firm has is its brands. A brand is an intangible asset and possesses considerable challenges for marketers to manage it. Strategic brand management involves the design and implementation of marketing programs and activities to build, measure and manage brand equity. An important objective is to provide students with concepts and techniques to improve the long term profitability of their brand strategies.

BM702 Technology Based Branding

This course develops an understanding of the technology based environment which helps brand managers to enhance their brand equity. The internet and the associated e-technologies of distributed information systems have created a massive market for products and services. The technology based branding encapsulates core branding frameworks and associated technologies such as internet, social media, websites, smart devices etc.

BM703 Operational Sales and Brand Evaluation

This course deals with tactical aspects of sales and brand analysis. Operational sales is an important aspect of brand management. The volume of sales determines the success or failure of brands. It is critical for students to understand the link between sales and branding to analyse brand value in the market. The course will provide an opportunity to explore the nexus of operational sales and tools for brand evaluation. This course also focuses on exploring the success and failures of various brands to learn lessons.

IM701 Information Management and Research

This course deals with information management and basic research processes to expand the limits of knowledge to support managers to make sound decisions in organisations. Information management and research focuses on the scope of research and data management in organisations.

Career Opportunities

Graduates may work as:

  • Brand Manager
  • Associate Brand Manager
  • Marketing Manager
  • Marketing Specialist
  • Social Media Marketing Manager
  • Event Co-Ordinator
  • Product Development Officer

Suitable Industries

Graduates may be eligible to work into these industries:

  • Retails and Manufacturing
  • Digital and Media
  • Hospitality & Service Industry
  • Education

Further Study Opportunities

This qualification can lead to degree or postgraduate level qualifications in business management or other relevant industry qualifications; Example – Bachelor of Applied Management.

Bring your own device (BYOD) requirement

At AEI we understand that technology has become a key component to our everyday lives. Our programmes incorporate device driven activities and interactions. This also allows student learning to continue effortlessly wherever they are.  All students are required to have a device as part of their personal equipment.  This device is required to be brought to every class.

What type of device is needed?
Laptops are AEI’s preferred device. It is important that the student’s laptop operates effectively in the AEI BYOD environment. We, therefore recommend the following:

If purchasing new, the following minimum requirements should be met:

  • Windows 10 (or Mac Os 10.x Yosemite or higher)
  • i3 dual core or equivalent processor 4GB RAM
  • 320GB or greater hard drive
  • Wireless capability 802.11n dual band
  • At least a 13 inch screen
  • Up-to-date antivirus software
  • Battery life of a minimum of 6 hours (there is limited access to charging facilities in class)

If you currently have a laptop, the following minimum requirements should be met:

  • 10 inch screen or larger
  • 4GB RAM
  • 50GB free space minimum
  • Windows v7.0 or higher
  • Apple Mac 10.6 (Leopard) or higher
  • Wireless capability 802.11n dual band
  • CPU meets vendor OS minimum requirements.
  • Battery life of a minimum of 6 hours (there is limited access to charging facilities in class)

Microsoft 365
AEI provides a free version of Microsoft 365 to every academic programme student. This ensures that students have the latest version of Microsoft Office. Students can use this software online.
During induction, students will be given further information for accessing MS365 and any other technology that they will be using during their studies.