Brand and Innovation

Unit code: BHO2007 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
India Online
Online Real Time
VU Brisbane
VU Online
VU Sydney
Prerequisites
N/A
Overview
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Overview

Learn to successfully manage brands, with Brand and Innovation.

Understand the role of brands and innovation in the context of creating sustainable and competitive advantages for organisations.

You will investigate sources of innovation and product innovation processes, learning how this leads to the development and implementation of innovation strategy.

You will explore:

  • the critical importance of brand strategy to the success of innovation
  • models for evaluating brands
  • the competencies required for effective management of brands
  • the importance of brand storytelling in connecting with audiences.

Learning Outcomes

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

  1. Apply branding principles for the management of brands in a dynamic competitive environment;
  2. Analyse and evaluate branding strategy, brand decisions, brand positioning, and value propositions;
  3. Evaluate the impact of new product development on overall business success;
  4. Conceptualise the factors that underlie new product and innovation performance; and,
  5. Communicate professionally and function effectively as an individual and member of a team.

Assessment

For Melbourne campuses

Assessment type: Presentation
|
Grade: 15%
Brand innovation case study - Pecha Kucha presentation
Assessment type: Essay
|
Grade: 35%
Brand case study – brand elements and initial analysis
Assessment type: Report
|
Grade: 35%
Research report on company’s brand extension analysis (Group)
Assessment type: Presentation
|
Grade: 15%
Presentation of research findings (Group)

Required reading

Students will have access to required readings via VU Collaborate and are not required to purchase the listed textbook.

Brand Management : An Introduction through Storytelling
Mogaji, Emmanuel (2021)| Palgrave Macmillan

As part of a course

This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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