Luxury Brand Management - 2016

To enrol in this unit, you must be accepted into a course from the provider. Read before you start
This page is for past year, View 2017 unit details.

Unit summary


  • Level of Study: Postgraduate
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 14 weeks
  • Government loans available: FEE-HELP
  • Availability for 2016: Sess 1
  • Assessment: Assignment 1 - Major assignment (60%) , Assignment 2 - Minor assignment (30%) - Learn more

Unit provided by

2016 Fees
Domestic 2,520.00
International 2,770.00

This is an optional unit in the Master of Communication Design for both the Advanced Creative Practice and Design Management majors. In this unit you will examine issues concerning design management in the creation of brand identity and positioning, particularly in the luxury product industry. In this context you will consider the importance of innovation in niche businesses, which must manage brand and brand cachet to maintain command of high prices and consumer loyalty. Other issues such as brand and marketing management, creative and design management, strategic marketing as well as change management, leadership and personal efficiency skills will also be explored, specifically in relation to communication design.

At the completion of this unit students will be able to:

  1. systematically examine and interpret theoretical frameworks in relation to brand management in a global market
  2. articulate visionary design management strategies for complex settings
  3. debate and develop your own methods for creative thinking and idea generation
  4. prioritise opportunities for your professional practice.
  • Assignment 1 — Major assignment (60%)
  • Assignment 2 — Minor assignment (30%)
  • Assignment 3 — Discussion board contribution (10%)

This unit is for Master of Communication Design students only. If you want to take this unit as an elective you must contact RMIT for approval.

  • Broadband access — Other reference materials and learning resources are supplied by your lecturer via Blackboard and the online discussion board. These may include links to the library database, websites or scanned sections of reference texts.

In order to enrol in this unit, you must be accepted into one of the following courses:

Please visit the course details page and read the Requirements tab for more information about eligibility.

This unit addresses the following topics.

1Module 1: The Industry: An Introduction to Luxury and Prestige
2Module 2: The Business: Luxury Brands - the business of brand management
3Module 3: Luxury Branding and Change

This unit is delivered using the following methods and materials:

Instructional Methods

  • Discussion Forum/Discussion Board
  • E-Portfolios
  • Online assignment submission
  • Standard Media
  • Web links

This unit is an approved elective in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the The Co-op website and enter the unit details to search for available textbooks.

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