BK301 - Brand Strategy

Credit Points: 15 credit points

Workload: 36 hours

Prerequisite: BB105 Marketing Principles

Co-requisite: N/A

Aims & Objectives

This is a third-year elective unit in the Bachelor of Business, majors in Accounting, Marketing and Management. For Course Learning Outcomes and further information relating to Bachelor of Business programs please visit our website:  http://www.mit.edu.au/study-with-us/programs/bachelor-business.

This unit explores the application of marketing to the innovative development and management of brands. Bringing together marketing theory and practice, 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 development and innovation in branding.

Unit topics include:

  • Understanding the Social Psychology of Brands
  • Emotions and brands
  • The Symbolic Meaning of Brands 
  • Cultural Meaning Systems and Brands - Managing Brands Over Geographical Boundaries and Market Segments
  • Brand Equity   
  • Brand Communication  
  • Measuring Brand Performance and Equity 
  • Brand strategies 1 
  • Brand strategies-2 sustainable brand strategy
  • Brand Innovation and Digital Media  
  • Brand Portfolio Management  

Learning Outcomes

The Course learning outcomes applicable to this unit are listed on the Melbourne Institute of Technology’s website: www.mit.edu.au
At the completion of this unit students should be able to:
a. Understand and apply the fundamental principles involved in the innovative development and management of brands.
b. Review the branding, innovation and development elements and evaluate brand decisions that contribute to creating a competitive advantage for an organisation.
c. Analyse the segments being targeted by an organisation, the brand positioning and value proposition offered to each segment, making recommendations for change to increase impact.
d. Develop collaboration and teamwork skills.


Assessment Task     Due Date A B Unit Learning Outcomes
1. Formative Assessment Week 3 - 5% a
2. Contribution in class Weeks 1-12 - 10% a-d
3. Case study [Individual] Week 5 10% - b-c
4. Case study presentation [Individual] Week 5 - 10% b-c
5. Written report [Group] Week 8 15% - a-d
6. Case Study Analysis TBA - 50% a-c
TOTALS   25% 75% 100%

Task Type: Type A: unsupervised, Type B: supervised.

Contribution and Participation (10%)

This unit has class participation as an assessment. The assessment task and marking rubric will follow the Guidelines on Assessing Class Participation (https://www.mit.edu.au/about-us/governance/institute-rules-policies-and-plans/policies-procedures-and-guidelines/Guidelines_on_Assessing_Class_Participation). Further details will be provided in the assessment specification on the type of assessment tasks and the marking rubrics.

Teaching Methods

NOTE: All School of Business units 3-hour workshops Flipped Classroom Mode. 

Textbook and Reference Materials

Note: Students are required to purchase the prescribed text book and have it available each week in class.

Prescribed Text Book

  • Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2018). Strategic Brand Management, 4th ed., Oxford, UK: Oxford University Press.

Other recommended references

  • Keller, K. (2013). Strategic Brand Management, 4th ed., UK, Pearson Education. Laforet, S., (2009). Managing brands, 1st ed., USA, McGraw-Hill.
  • Landa, R., (2005). Designing brand experience: creating powerful integrated brand solutions, 1st ed., USA, Cengage.
  • O’Guinn, T., Allen, C., Semenik, R., & Close Scheinbaum, A., (2014). Advertising and integrated brand promotion, 7th ed., USA, Cengage.

Adopted Reference Style: APA can be found in MIT library referencing
The Referencing style for this using is APA: See the MIT Library Referencing webpage: https://library.mit.edu.au/referencing/APA  and the Unit Moodle page for additional referencing support material and weblinks.

Graduate Attributes

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving Cultural and Global Awareness Team work Specialist knowledge of a field of study


Levels of attainment Extent covered
The attribute is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations.
The attribute is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations.
The attribute is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations.
The attribute is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by activities such as lectures or tutorials.
The attribute is not considered, there is no theory or practice or activities associated with this attribute.