Understand how branding zeros in on an audience. Highlight the importance of innovation and clever design in reaching those targets. Study brand positioning and value propositions. Begin to explore what it takes to maintain and manage a brand.
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- 31 May 2021
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Students who successfully complete this subject will be able to:
Apply branding principles, including elements, design and innovation, for the management of brands in a dynamic competitive environment.
Analyse and evaluate brand decisions, brand positioning, and value propositions in relation to customer groups being targeted by the organisation.
Apply information from a marketing brief and conduct research to develop branding elements to deliver outcomes.
Ethically apply the branding principles and elements in a variety of contexts.
Communicate professionally and function effectively as an individual or as an effective member of a team.
- Brand equity as a tool for justifying brand investment
- 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
You must have successfully completed the following subject(s) before starting this subject:
Students must have completed 162.5 Credit Points (13 x subjects) in addition to MKT10007 (or AVA10004) and MKT20025.
No special requirements
This subject 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 subject 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.
- Essay - Individual (25-35%)
- Report - Group (25-35%)
- Case study - Individual (30-50%)
Current study term: 30 May 21 to 29 Aug 21
Check the learning management system (LMS) of your university for textbook details.