Branding and Creative Innovation
Duration
- One Semester or equivalent
Contact hours
- 36
On-campus unit delivery combines face-to-face and digital learning.
2023 teaching periods
| Hawthorn Higher Ed. Semester 1 |
Hawthorn Higher Ed. Semester 2 | |
|---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
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.
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.
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Face to Face:
Lectures/workshop (12 x 3 hours)
Students are expected to engage with online content and discussions. Student workload:
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
This includes all:
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research)
To be successful, students should:
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Lectures/workshop (12 x 3 hours)
Students are expected to engage with online content and discussions.
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
This includes all:
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research)
To be successful, students should:
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Assessment
1. Assignment 1 (Individual) 10 - 20%
2. Assignment 2 (Individual) 30 - 40%
3. Assignment 3 (Group) 40 - 60%
2. Assignment 2 (Individual) 30 - 40%
3. Assignment 3 (Group) 40 - 60%
General skills outcomes
- problem solving skills
- analysis skills
- communication skills
- ability to tackle unfamiliar problems, and
- ability to work independently
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.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.