Course Title: Applied Brand Management

Part A: Course Overview

Course Title: Applied Brand Management

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2017,
Sem 2 2018,
Sem 1 2019,
Sem 2 2019,
Sem 1 2020,
Sem 2 2020,
Sem 1 2021,
Sem 2 2021,
Sem 1 2022,
Sem 2 2022,
Sem 1 2023,
Sem 2 2023,
Sem 1 2024


Singapore Inst of Management


625H Economics, Finance and Marketing


Offsh 1 09,
Offsh 1 10,
Offsh 1 11,
Offsh1 12,
Offsh3 18,
Offsh1 19,
Offsh3 19,
Offsh1 20,
Offsh3 20,
Offsh1 21,
Offsh3 21,
Offsh1 22,
Offsh3 22,
Offsh1 23,
Offsh3 23,
Offsh1 24

Course Coordinator: Dong Hoon Shin

Course Coordinator Phone: +61 3 9925 1323

Course Coordinator Email:

Course Coordinator Location: Melbourne campus

Course Coordinator Availability: via email by appoinment only

Pre-requisite Courses and Assumed Knowledge and Capabilities

008953 - Marketing Principles or equivalent
008956 - Marketing Communications or equivalent
008963 - Buyer Behaviour or equivalent (New)
008961 - Market Research or equivalent (New)

Course Description

This course builds on concepts introduced in the foundational marketing courses, and provides additional theories and frameworks for managing brands in marketing. Branding is the strategic consequence of good marketing because it involves building a reputation about your business in a way that differentiates the value you promise consumers as superior to that of competition. In this course, you will learn about how brands are built, why they fail or succeed over time, using real-world brands and relevant theories. You will apply these concepts and frameworks in creating your own business and developing a branding strategy for your new business. You will therefore develop practical skills that are important for marketing practitioners, including the ability to communicate ideas and decisions clearly, concisely, and logically, as well as to collaborate effectively with others to scope, plan, and manage brands.

Objectives/Learning Outcomes/Capability Development


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

  1. Conduct research and critically evaluate the environment in which a brand operates to identify implications for brand management.
  2. Apply brand management and marketing theories and frameworks to design effective brand management initiatives and strategies that address marketing challenges.
  3. Communicate effectively in a range of business contexts using a variety of media.
  4. Plan, develop and implement brand management projects.
  5. Apply and integrate brand management theories and practices in authentic business contexts.

Overview of Learning Activities

In this course you will be encouraged to be an active learner. Your learning will be supported through various in-class and online activities comprising individual and group work.

These may include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems; conducting presentations; debating selected topics; producing written work and collaborating with peers on set tasks or projects.

You will engage with a local industry partner to develop brand management initiatives and strategies involving a real-life business case/brand.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies\Canvas. The lecture notes and workshop notes are posted on Canvas.

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period. 

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 20%
Linked CLOs: 1, 2, 3, 5
Assessment Task 2: 30%
Linked CLOs: 2, 3, 4, 5
Assessment Task 3: 50%
Linked CLOs: 2, 5

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.