MKT30017 – Innovative Branding

MKT30017      |       12.5 Credit Points       |       Location: Hanoi, Ho Chi Minh City

Duration                                             Contact hours

One Semester                                       36 hours


162.5 credit points


Consumer Behaviour (MKT20025)



Aims and Objectives

Prior to 2020 this unit was called – Branding, Innovation and Design

This unit aims to introduce the application of marketing to the innovative management of brands. Combining research on innovative brand design and management, consumer behaviour and marketing communications, students will develop skills to understand how brands are created for carefully targeted markets and audiences. Students will also learn about and apply the latest ideas and practices in innovation to branding. The unit will also introduce key factors such as culture and ethics that impact brand management. Students will apply this knowledge in practical, realistic contexts and develop creative solutions to business problems.

Students who successfully complete this unit will be able to:
1. Apply branding principles, including elements, design and innovation, for the management of brands in a dynamic competitive environment
2. Analyse and evaluate brand decisions, brand positioning, and value propositions in relation to customer groups being targeted by the organisation
3. Apply information from a marketing brief and conduct research to develop branding elements to deliver outcomes
4. Ethically apply the branding principles and elements in a variety of contexts
5. Communicate professionally and function effectively as an individual or as an effective member of a team

General Skills Outcome

• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems, and
• Ability to work independently and
• Teamwork skills