Overview

This unit aims to introduce the application of marketing to the innovative management of brands. Combining research on innovative brand design and management, consumer behaviour and marketing communications, students will develop skills to understand how brands are created for carefully targeted markets and audiences. Students will also learn about and apply the latest ideas and practices in innovation to branding. The unit will also introduce key factors such as culture and ethics that impact brand management. Students will apply this knowledge in practical, realistic contexts and develop creative solutions to business problems.

Requisites

Prerequisites
MKT20025 Consumer Behaviour

Rule
162.5 credit points
AND
MKT20025 Consumer Behaviour

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
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
Semester 1
Location
Hawthorn
Start and end dates
03-March-2025
01-June-2025
Last self-enrolment date
16-March-2025
Census date
31-March-2025
Last withdraw without fail date
24-April-2025
Results released date
08-July-2025
Teaching Period 1
Location
Online
Start and end dates
10-March-2025
08-June-2025
Last self-enrolment date
23-March-2025
Census date
04-April-2025
Last withdraw without fail date
02-May-2025
Results released date
Semester 2
Location
Hawthorn
Start and end dates
04-August-2025
02-November-2025
Last self-enrolment date
17-August-2025
Census date
31-August-2025
Last withdraw without fail date
19-September-2025
Results released date
09-December-2025
Teaching Period 3
Location
Online
Start and end dates
03-November-2025
08-February-2026
Last self-enrolment date
16-November-2025
Census date
28-November-2025
Last withdraw without fail date
02-January-2026
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Apply branding principles, including elements, design and innovation, for the management of brands in a dynamic competitive environment
  • Analyse and evaluate brand decisions, brand positioning, and value propositions in relation to customer groups being targeted by the organisation
  • Apply information from a marketing brief and conduct research to develop branding elements to deliver outcomes
  • Ethically apply the branding principles and elements in a variety of contexts
  • Communicate professionally and function effectively as an individual or as an effective member of a team

Teaching methods

Hawthorn

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

Swinburne Online and OUA

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning		12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
Case Study ReportIndividual 30 - 50% 1,2,4,5 
EssayIndividual 25 - 35% 1,2 
ReportGroup 25 - 35% 1,2,3,5 

Content

  • Brand equity as a tool for justifying brand investment
  • Brand elements including design influences on branding performance in the real world
  • Brand associations and their development to achieve business objectives
  • Brand communications through multiple touch points including digital mediums
  • The role of innovation in branding
  • The growth in global brand and its management in different cultural contexts and in ethical dilemmas
  • Innovative branding for the non-profit sector

Study resources

Reading materials

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