Innovative Branding
Duration
- One Semester or equivalentThis unit will be delivered on-line in Semester 2 2020.
Contact hours
- 36 contact hours
2020 teaching periods
Hawthorn
| Higher Ed. Semester 2 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Swinburne Online
| Teaching Period 2 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Corequisites
Nil
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:
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
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Hawthorn
Blended learning: Online content (12 weeks x 1 hour)
scheduled lectures face to face (12 weeks x 1 hour) and tutorials (12 weeks x 1 hour).
Engaging 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)
• 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
Essay (Individual) 25- 35%
Report (Group) 25- 35%
Case Study (Individual) 30-50
Report (Group) 25- 35%
Case Study (Individual) 30-50
General skills outcomes
• Teamwork skills
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
Content
• 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.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.