Course Title: Identity Management and Branding

Part A: Course Overview

Course Title: Identity Management and Branding

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006,
Sem 1 2008


City Campus


345H Media and Communication


Sem 1 2010,
Sem 2 2011,
Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 2 2015

Course Coordinator: Russell Kerr

Course Coordinator Phone: +61 3 9925 1243

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities

None. This is is a postgraduate course in the School of Media and Communication.

Course Description

This is an optional course in the Design Management major of the Master of Communication Design. This course will introduce you to principles of identity management. You will examine a range of ways in which the notion can be applied. You will consider the role of designers in implementing identity management for clients, by exploring ‘identity’ first as a concept. You will then investigate related issues such as audience for the identity, structures of identity systems, introduction of a new identity, and identity as a measurable company asset. The position of the brand as a particular type of identity as well as contemporary applications of identity in the digital environment will be a key focus of the course.

Objectives/Learning Outcomes/Capability Development

You will develop the following program capabilities in this course:

  1. justify the significance of visual identity and branding, in relation to commercial entities and their products and services;
  2. research, devise and present communication design strategies and solutions, based on investigation of market sectors and industry trends; and
  3. assess your ongoing design practice as a reflective, professional practitioner with a global outlook.

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

  1. evaluate the function, structures and forms of identity management and effective management strategies;
  2. analyse and develop creative strategies that support the ongoing growth of an identity;
  3. recommend and design new identities or brand, suited to different market segments;
  4. investigate the issues surrounding global branding and interpret the implications for designers working for multi- or trans-national clients.

Overview of Learning Activities

The course will either take a blended learning approach in its delivery with face to face lectures and tutorials and online resources or full online delivery with digital lectures, online discussion and independent research (see Part B for details). You will be actively engaged in learning that involves a range of activities including lectures, tutorials, group and online class discussion, group activities and individual research.

Overview of Learning Resources

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

Overview of Assessment

Assessment will cover both theoretical and practical aspects of your learning. You will be able to develop your work in relation to your own specific areas of interest in your professional practice. Assessment will occur during the course and at the end of the course. Methods may include any combination of assessment tasks such as reports, group work, presentations and critiques. Due dates for assessment will be negotiated with students in the first week of the teaching period.