Innovative Branding

• • 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:

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

Others

Students must have completed 162.5 Credit Points (13 x subjects) in addition to MKT10007 (or AVA10004) and MKT20025.

Special requirements

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