Innovative Branding

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


  • One Semester or equivalent
    This unit will be delivered on-line in Semester 2 2020.


Contact hours

  • 36 contact hours

2020 teaching periods


Higher Ed. Semester 2

3 Aug 20 - 1 Nov 20

8 Dec 20

Last self enrolment:
16 Aug 20

31 Aug 20

More teaching periods

Swinburne Online

Teaching Period 2

6 Jul 20 - 4 Oct 20

27 Oct 20

Last self enrolment:
19 Jul 20

31 Jul 20


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