Learning Outcomes

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

1. Assess the fundamental principles involved in the innovative development and management of brands
2. Review the branding, innovation and development elements and evaluate brand decisions that contribute to creating a competitive advantage for an organisation
3. 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
4. Examine the various components of a brand and apply them to a variety of different products and services
5. Formulate branding strategies and techniques and produce a brand development strategy report

These Unit Learning Outcomes are mapped onto AQF Level 7

Teaching Method

Assessment

*refer to learning outcomes above.

Textbook

Wheeler, A. (2017). Designing Brand Identity: An Essential Guide for the Whole Branding Team (5th ed.). John Wiley & Sons.

Reference Reading

• Keller, K., (2012), Strategic brand management, 4th ed., UK, Pearson Education
• Knapp, D., (1999), The brand mindset: five essential strategies for building brand advantage throughout your company, 1st ed., USA, McGraw-Hill
• 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, 7 ed., USA, Cengage

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:

Legend