Marketing

UNIT DESCRIPTION

This unit provides a theoretical and practical guide to brand design and management, placing emphasis on the theory that the consumer is a co-creator in a brand's identity. The role of brand design and management has changed. Social media, crowdsourcing and digital platforms have increased consumer engagement. Today, consumers are no longer the passive recipients of brand identity but co-creators, playing a significant role in shaping new products. Students learn about understanding brand users, brand equity, data, insights and measurement, creating new brands and managing existing brands, brand logos and symbols, personal branding, globalisation and branding and managing brand crises.

LEARNING OUTCOMES

On successful completion of this unit students will be able to:

1. Apply the theories and practices of brand design and management
2. Apply creative thinking and experimentation to solve creative challenges
3. Undertake consumer behaviour research to inform decision making in brand design and management
4. Research global trends, developments and technologies in brand design and management

CERTIFICATION

The optional assessment tasks associated with this unit provide an opportunity for participants to consolidate their learning and to benchmark their understanding against the standard set by Chancellor Institute. Participants enrolled in this unit who successfully complete the optional assessments will qualify for a grade, academic transcript and certificate of completion for that unit. For further details about the assessments, please click on the Curriculum tab or contact our course advisors. Additional unit fees apply for students electing to undertake assessments. Participants who elect not to complete the optional assessments for this unit will receive a certificate of participation for the unit.   Shareable on Linkedin. You can share your certificates in the Certifications section of your LinkedIn profile, on printed resumes, CVs, or other documents.