Course Title: Communicating Brand Narrative

Part A: Course Overview

Course Title: Communicating Brand Narrative

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


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

Course Coordinator: Juan Feng

Course Coordinator Phone: N/A - Please contact via email

Course Coordinator Email:

Course Coordinator Location: RMIT City Campus

Course Coordinator Availability: By appointment- please email

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

In this course you will explore how brand narratives not only share the values and vision of an organisation, but they also create a personal and emotional attachment with organisations as diverse as charities, sports clubs, consumer brands and government agencies. It will provide you with an overview of key theoretical, ethical and regulatory concepts in contemporary brand narrative development, especially as digital tools and the fragmentation of audience mean that brand narratives are now written and told via social networks and opinion leaders as well as traditional corporate storytelling channels. You will examine the media relations challenges of telling these stories in a cluttered digital and consumer environment where how a brand is communicated and the type of narrative woven around it can be central to capturing new stakeholders, obtaining funding for government or nonprofit organisations, and maintaining brand loyalty.

Objectives/Learning Outcomes/Capability Development

This is an elective, which will complement the capabilities you are developing in your program.

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

  1. Compare and contrast brand narratives developed by a range of organisations and individuals, including government, not-for-profits and international companies.
  2. Analyse communication strategies for managing brands, using appropriate theoretical concepts.
  3. Identify appropriate ethical and regulatory considerations relevant to contemporary brand narrative development and communication.
  4. Develop and communicate a narrative for an organisation that builds on brand research and tells a compelling story.

Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities.

Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.

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.

The University Library has extensive resources for public relations students. The Library has produced a subject guide that includes quality online and print resources for your studies:

The Library provides guides on academic referencing: and subject specialist help via your Liaison Librarian.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. Assessment may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning.

Feedback will be given on all assessment tasks.

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or the Disability Liaison Unit if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: Assessment

Task 1 Semiotic Diagnosis of Brands [20%, Individual, Linked CLO's: 1, 2]

Task 2 Personal Brand-Equity Building Plan [35%, Individual. Linked CLO's: 2, 3, 4] 

Task 3 Brand Communication Strategy [45%, Group, Linked CLO's: 2,3,4]