Branding and Creative Innovation

MKT70019 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent

Contact hours

  • 36

On-campus unit delivery combines face-to-face and digital learning.

2023 teaching periods


Higher Ed. Semester 2

31 Jul 23 - 29 Oct 23

5 Dec 23

Last self enrolment:
13 Aug 23

31 Aug 23

Last withdraw without fail:
15 Sep 23

Aims and objectives

This unit previously coded MKT60013
In this unit students learn about creating and managing brand innovation. Know how to develop, manage, control and sustain brands in the marketplace. Know how to develop the brand as a representation of benefits to the customer and as an entity with a personality of its own. Understand 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. Understand that the brand is a strategic tool and platform.
After successfully completing this unit, you should be able to:

1. Apply coherent and advanced knowledge of brands in the marketplace.
2. Apply problem solving, design and decision making methodologies to demonstrate the value of brands to organisations and to consumers.
3. Apply knowledge of current research methods and challenges regarding brand management.
4. Work effectively in a diverse team environment.