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ACG709 - Strategic Branding and Design


2020 unit information

Important Update:

Classes and seminars in Trimester 2/Semester 2, 2020 will be online. Physical distancing for coronavirus (COVID-19) will affect delivery of other learning experiences in this unit. Please check your unit sites for announcements and updates one week prior to the start of your trimester or semester.

Last updated: 2 June 2020

Enrolment modes:Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Nicole Prowse

Students must complete unit ACG702 and/or ACG703

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.

Scheduled learning activities - campus:

1 x 2-hour seminar per week

Scheduled learning activities - cloud:

Online independent and collaborative learning activities including weekly engagement with materials


This unit will investigate branding beyond the logo and slogan. Taking a multidiscipline approach to branding, students will be required to launch, rebuild or reinvigorate a brand. After informing direction through research of theories and practice, exploring existing brand strategies and innovative concepts, students will be placed in teams to construct and, where possible, implement a branding strategy. The final assessments will 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.


These are the Learning Outcomes (ULO) for this unit

At the completion of this unit, successful students can:

Deakin Graduate Learning Outcomes


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


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


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


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


Employ specialized knowledge, skills and creativity supported by research based theoretical underpinning to generate solutions to complex problems

GLO5: Problem solving


Demonstrate an ability to work and learn collaboratively, collegial and responsibly with a range of disciplines, clients and industry representatives

GLO7: Teamwork

These Unit Learning Outcomes are applicable for all teaching periods throughout the year


Trimester 2:
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 the link 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

Click on the fee link below which describes you: