Subject details

Students who successfully complete this subject will be able to:

  1. Understand and apply the fundamental principles involved in the innovative design and management of brands
  2. Review the branding, innovation and design elements and evaluate brand decisions that contribute to creating a competitive advantage of a real-world company
  3. Analyse and evaluate the segments being targeted by an organisation, the brand positioning and value proposition offered to each segment
  4. Apply information from a marketing brief and conduct research to develop branding elements to deliver outcomes
  5. Develop collaboration and teamwork skills.
  • Topics

    • Brand Equity
    • Brand elements
    • Brand associations
    • Brand communications
    • Brand design and design influences on branding
    • The role of innovation in branding
    • Designing and managing your brand

Entry Requirements

You must have successfully completed the following subject(s) before starting this subject:

SWI-MKT20025-Consumer Behaviour , or SWI-MAR210
SWI-MKT10007-Fundamentals of Marketing , or GRF-MKT103-Introduction to Marketing , or MON-MAR11, or SWI-MAR110


Students must have completed 150 Credit Points (12 subjects) and MKT10007 (or AVA10004) and MKT20025.

Special requirements

No special requirements

This subject explores the application of marketing to the innovative design and management of brands. Bringing together research on brand design and management, innovation, consumer behaviour and marketing communications, students will develop skills to understand how brands are created to carefully targeted markets and audiences. Students will also learn about and apply cutting-edge ideas and practices to explore the importance of design and innovation in branding.

  • Assignment 1 - Assignment 1 — Group (20-30%)
  • Assignment 2 - Invigilated Exam — Individual (40-60%)
  • Assignment 3 - Assignment 2 — Individual (20-30%)

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a subject.

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