Overview

This unit aims to teach students about creating and managing brand innovation. Students will learn how to develop, manage, control and sustain brands in the marketplace, as well as how to develop the brand as a representation of benefits to the customer and as an entity with a personality of its own. Understanding how a brand is a critical asset for the success of the organisation, and how it can be used both tactically and strategically against competitors will be discussed so students can develop an understanding of the brand as a strategic tool and platform.

Requisites

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
26-February-2024
26-May-2024
Last self-enrolment date
10-March-2024
Census date
31-March-2024
Last withdraw without fail date
12-April-2024
Results released date
02-July-2024
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024

Learning outcomes

Students who successfully complete this unit will be able to:

  • Apply coherent and advanced knowledge of brands in the marketplace
  • Apply problem solving, design and decision making methodologies to demonstrate the value of brands to organisations and to consumers
  • Apply knowledge of current research methods and challenges regarding brand management
  • Communicate proficiently in professional practice to a variety of audiences and function as an effective member or leader of a team

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Face to Face Contact (Phasing out)
Class		2.00 12 weeks 24
Online
Directed Online Learning and Independent Learning		1.00 12 weeks 12
Unspecified Learning Activities (Phasing out)
Independent Learning		9.50 12 weeks 114
TOTAL150

Assessment

Type Task Weighting ULO's
Assignment 1Individual 10 - 20% 1,2,3 
Assignment 2Individual 30 - 40% 1,2,3 
Assignment 3Group 40 - 60% 1,2,4 

Content

  • The role and nature of brands
  • The components of brand equity and corporate equity, brand identity and brand architecture theory
  • Models for evaluating brands.
  • Methods for diagnosing problems and anticipating challenges in brand management.
  • Brand innovation and the creation of brands.
  • Current research challenges including measurement and monitoring of brand attitudes
  • The competencies required for an effective contribution to the managing of brands
  • The issues involved in international marketing and marketing communications and managing the global brand

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.