Course Title: Luxury Brand Management

Part A: Course Overview

Course Title: Luxury Brand Management

Credit Points: 12


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

GRAP2219

City Campus

Postgraduate

335H Applied Communication

Internet

Sem 2 2006,
Sem 2 2008

GRAP2219

City Campus

Postgraduate

345H Media and Communication

Face-to-Face

Sem 1 2011,
Sem 2 2011

GRAP2219

City Campus

Postgraduate

345H Media and Communication

Face-to-Face or Internet

Sem 2 2010

GRAP2219

City Campus

Postgraduate

345H Media and Communication

Internet

Sem 2 2012,
Sem 1 2013,
Sem 2 2013,
Sem 2 2014,
Sem 1 2016

Course Coordinator: Mr Russell Kerr

Course Coordinator Phone: +61 3 9925 1243

Course Coordinator Email: russell.kerr@rmit.edu.au

Course Coordinator Location: city campus


Pre-requisite Courses and Assumed Knowledge and Capabilities

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


Course Description

This is an optional course in the Master of Communication Design for both the Advanced Creative Practice and Design Management majors. In this course you will examine issues concerning design management in the creation of brand identity and positioning, particularly in the luxury product industry. In this context you will consider the importance of innovation in niche businesses, which must manage brand and brand cachet to maintain command of high prices and consumer loyalty. Other issues such as brand and marketing management, creative and design management, strategic marketing as well as change management, leadership and personal efficiency skills will also be explored, specifically in relation to communication design.


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
  3. assess your ongoing design practice as a reflective, professional practitioner with a global outlook.
     


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

 

  1. systematically examine and interpret theoretical frameworks in relation to brand management in a global market;
  2. articulate visionary design management strategies for complex settings;
  3. debate and develop your own methods for creative thinking and idea generation; and
  4. prioritise opportunities for your professional practice


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.