Brands represent the most important asset a firm has and are therefore crucial to creating lasting value for your professional career as a marketer.

This course will focus on the management of brands including evaluating, developing and building brands, and measuring brand performance and the impact of digital media on brands. You will also focus on how marketers manage brand meaning and value and develop brand strategies across a variety of business services. Close attention will be paid to the role customers and other stakeholders play in creating brand meaning and value.


Course coordinator

Mr David Schloeffel - School of Economics, Finance and Marketing

Learning outcomes

On successful completion of this course, you will be able to:

  • Apply relevant branding theories, models and frameworks to evaluate business situations;
  • Develop appropriate branding strategies and tactics to improve business outcomes;
  • Demonstrate critical and innovative thinking to evaluate alternative branding strategies and in doing so, find an effective solution that best benefit various stakeholders;
  • Draw on appropriate data sources through your research to justify your branding strategies in the context of business strategy; and
  • Communicate your branding strategies and solutions at a high standard, that is, within the conventions of academic standards at a Master's degree level.


Assessment for this course will occur at various times across the seven-week teaching period. In most cases, assessment should follow a similar structure to the below:

  • A short assessment may occur in the first couple of weeks, driven mostly by peer-assessment or objective feedback as is the case of a survey quiz or contribution to discussion.
  • Assessments that occur mid-study period (approximately week 2 to 5) will have a highly formative purpose, like an extended case study or a scenario role play. These are intended to provide an indication of performance and occur at this time to enable positive changes to future performance.
  • Final assessments are usually summative, and generally draw the course's threshold concepts together. Your previous assessments will have directly prepared you for a summative-style assessment.

Rich, online feedback will be provided to you throughout the teaching period on practical exercises and by individual consultation, ideally within five business days.

Please note, unit structure and content are subject to change. Contact your RMIT Student Enrolment Advisor on 1300 701 171 for more information based on your particular circumstances.