Innovative Branding

MKT30017 12.5 Credit Points Hawthorn, Online Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent


Contact hours

  • 36 contact hours

On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.

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

More teaching periods
Swinburne Online

Teaching Period 3

6 Nov 23 - 11 Feb 24

5 Mar 24

Last self enrolment:
19 Nov 23

1 Dec 23

Last withdraw without fail:
29 Dec 23


162.5 Credit Points



Aims and objectives

Prior to 2020 this unit was called  - Branding, Innovation and Design
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.
After successfully completing this unit, you will be able to:
1. Apply branding principles, including elements, design and innovation, for the management of brands in a dynamic competitive environment
2. Analyse and evaluate brand decisions, brand positioning, and value propositions in relation to customer groups being targeted by the organisation
3. Apply information from a marketing brief and conduct research to develop branding elements to deliver outcomes
4. Ethically apply the branding principles and elements in a variety of contexts
5. Communicate professionally and function effectively as an individual or as an effective member of a team