ACG709 - Strategic Branding and Design
Unit details
| Year: | 2024 unit information |
|---|---|
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 2: Maria Bates |
| Prerequisite: | Students must complete unit ACG702 and/or ACG703 |
| Corequisite: | Nil |
| Incompatible with: | ACG208, ACG307 |
| Typical study commitment: | Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. This will include educator guided online learning activities within the unit site. |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 2-hour seminar per week |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | Online independent and collaborative learning activities including weekly engagement with materials |
Content
This unit will investigate branding beyond the logo and slogan. Taking a multidisciplinary approach to branding, students will be required to launch, rebuild or reinvigorate a brand. After informing direction through research of theories and practice, and exploring existing brand strategies and innovative concepts, students will construct and, where possible, implement a branding strategy. The final assessments will involve a combination of presentation or pitch and exhibition format. Of significance, this project will be required to base the brand strategy on addressing the five senses; sight, sound, taste, touch and smell.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| ULO1 | Demonstrate advanced discipline specific knowledge and capabilities on how to research, plan and produce solutions to complex branding challenges | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Demonstrate sophisticated and effective communication skills using a range of methods and media. Transmit ideas, analysis, findings and strategies through advanced written and oral presentation | GLO2: Communication |
| ULO3 | Employ a range of specialist skills using industry standard digital devices to source, analyse, generate and disseminate ideas to an advanced level | GLO3: Digital literacy |
| ULO4 | Acquire advanced skills in the critical evaluation of contemporary branding practices and judgement of the role disciplines can play in a branding strategy | GLO4: Critical thinking |
| ULO5 | Employ specialized knowledge, skills and creativity supported by research based theoretical underpinning to generate solutions to complex problems | GLO5: Problem solving |
| ULO6 | Demonstrate an ability to work and learn collaboratively, collegial and responsibly with a range of disciplines, clients and industry representatives | GLO7: Teamwork |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: Research Project | 1500 word or equivalent | 30% | Week 4 |
| Assessment 2: Project Proposal | 1000 word or equivalent | 20% | Week 7 |
| Assessment 3: Project | 2500 words or equivalent | 50% | Week 11 |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Learning Resource
The texts and reading list for the unit can be found on the University Library via ACG709
Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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