Innovative Branding
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
26-May-2024
06-October-2024
27-October-2024
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 |
| TOTAL | 150 |
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 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Case Study Report | Individual | 30 - 50% | 1,2,4,5 |
| Essay | Individual | 25 - 35% | 1,2 |
| Report | Group | 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.